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How AI tools are disrupting traditional CX

13th Oct 2017
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Over the past decade, it’s become extremely difficult to find an industry that hasn’t experienced the disruptive effects of artificial intelligence. Developments around AI are moving at such an astonishing rate that tech billionaire Elon Musk believes we should be more worried about AI safety than North Korea’s threat to the civilized world.

And whether or not you agree with the Tesla and SpaceX founder about AI’s future, there’s no denying the impact of AI across industries.

One of these areas, customer experience, has a huge potential for disruption by AI.

Customer experience has always been an important business differentiator. Customers will naturally go with brands that connect with them personally throughout their buyer journeys, thus helping the business grow its customer base and reduce acquisition costs for return customers.

Still, most businesses remain terrible at customer experience. Most rely on legacy ERPs and CRMs to interact with customers and create personalized experiences, even though these methods are no longer effective on their own in modern business environments. This leaves a huge window of opportunity for businesses that want to use CX to gain competitive advantage, which is why AI can be used to help drive innovation in this area.

Thankfully, there are a handful of AI-based tools and platforms that are currently in the market for businesses that want to drive innovation in the area of CX. Check them out.

1.) Chatbots

Chatbots are among the oldest interfaces for human-machine interaction. The age-old quest to make chatbots as smart as humans slowly evolved into making them useful instead, which has helped boost modern-day customer service and experience. So instead of smart bots trying to be conversational, the bots built into Apple’s Siri or Microsoft’s Cortana virtual assistants are more helpful, partly thanks to integration of AI and lots of data.

Helpshift and Inbenta are some of the popular CX platforms that use machine learning and other aspects of AI to create smart chatbots. Helpshift Chat Bots, for instance, can be used to conduct surveys and link customers to support agents. The can also be used to provide answers to different queries – from simple ones such as keeping your apartment safe to complex math queries involving calculations.   

2.) Big Data Analytics

Over the past couple of years, AI has been revolutionizing how businesses deal with their massive troves of data. Achieving the best CX in modern business environments entails using AI-powered tools and platforms to make sense of unstructured data.

As such, there’s been an influx of applications and services geared towards synthesizing enterprise-grade data. Platforms provided by the likes of Allsight and NGdata enable businesses to synthesize raw, structured and unstructured data for purposes of real-time automation while providing platforms for relating data for creation of dynamic customer graphs. Both of these platforms capture and learn from customer data retrieved from multiple channels, enabling real-time insights for improved CX.

3.) Speech Recognition

In mid-August this year, Microsoft announced the creation of an intelligent speech recognition system that could make out complete words and sentences with the same precision as human transcribers. With a 5.1% error rate, Microsoft’s speech recognition platform was as smart as humans – a big milestone for the world and even bigger news for CX.

Speech recognition has traditionally been used within call centers to help handle calls, increase productivity, and reduce human-related inefficiencies when dealing with customers. As a result of developments in this space, there are quite a number of platforms that have sprung up, including Nuance ASR, Genesys Speech & Text Analytics, and AMPLIFY from Xavient.   

AMPLIFY is an AI-powered analytics platform that uses deep learning techniques to analyze calls from call centers and other channels, giving businesses near real-time sentiments from customers, thus enabling the business to tweak its CX strategy to match the demand.

4.) Intelligent CRM Platforms

There’s no way any modern business can provide seamless CX without fully understanding its customers. Plus, with so many channels and points of contacts between businesses and customers, it’s gotten even more challenging to keep track of customers, especially for businesses without a good CRM platform.  

For modern businesses environments, however, the average CRM platform just won’t cut it. This is why the major providers of CRM solutions have begun investing in AI to help provide more insight into customer data. For instance, SalesForce announced plans to integrate an AI assistant called Einstein into its CRM platform to help provide more insight into customer information across different channels.

Oracle and SAP, also major players in this field, are already in advanced stages of implementing AI-based technologies into their CRM platforms, which enable businesses to gain more contextual insights into customer behaviors and provide customized experiences for improved CX.


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