Don’t build customer service-based AI experiences if your main goal is anything other than providing a better customer experience. Cost savings, improved revenue, faster resolution times — these are important but ultimately adjacent benefits to a better overall experience. Read this article to learn more.
If your company is researching Artificial Intelligence (AI) for customer service, it’s critical that you remember to keep customers’ interest at the center of any project. Companies are prone to first search for cost-cutting options, or new revenue streams, and even ways to operate at greater speeds before considering what’s best for the customer. While lowering costs, generating revenue and operating efficiency are of course important, we would recommend keeping the customer at the heart of any AI project in order to achieve success.
In this post, we examine the five most pressing questions you should ask yourself before bringing your AI system online. The best reasons to utilize AI for enhanced customer experiences will be one of the many topics discussed at this year’s Digital Workforce Summit (DWS) on May 8th in New York City. We’re bringing together experts from around the world to focus on the how, when and why of AI systems — including how to keep customers’ interests top of mind.
Does Your AI Improve Customer Access to Information?
One of the key reasons a company might implement an AI system is that customers continuously search for the same information on a website or in company FAQs. Branch hours, how to make a payment, pricing information — these are simple inquires that do not require human-to-human interactions.
Traditionally, an FAQ page would have been sufficient, but what happens when customers want information specific to their accounts? Account balances, shipping information, transaction confirmation — AI systems have made it possible for customers to find these specific answers and more. There’s no need for a human service agent to field these questions, look up information in a third-party system and then come back to a customer through a chat interaction; with AI, the technology itself can retrieve customer information via deep integration with back-office software and systems.
Does Your AI Make the Experience More Enjoyable?
Even if your customers are finding information more quickly with AI and without a human-to-human interaction, the process still may not be the most enjoyable. Maybe the AI system is too robotic in the way it communicates. Maybe it’s too formal-sounding when your customers would prefer a more casual experience with your brand.
If you’re not improving the user experience, it doesn’t matter if the experience is faster, or if it’s saving you money. You’ll ultimately alienate your customer base and lose business, which is the antithesis of why you would want to implement AI in the first place.
Does Your AI Make the Purchase Process Easier?
What good is an improved user experience if your customers can’t make a transaction if and when they want it? The key here is that if your customers come to your website, interact with an AI system, and are pleased by the experience, they could decide to make an immediate purchase which AI can facilitate. If the AI system transfers users to a human service rep too often, you have added an unnecessary layer to the purchase process and have discouraged a sale.
The world’s leading AI systems not only enable in-chat purchases, they also recommend the best products based off of customer feedback, upsell and cross-sell in an appropriate manner, and keep customers abreast of upcoming releases. Customers will no longer need to visit a product landing page, or enter credit card information in a page with seemingly endless fields; instead, they’ll communicate payment information directly to the AI system and perform an entire transaction within the context of an AI-enabled interaction.
Will Resolution Times Decrease?
In some cases, you may want your customers to actually spend more time with an AI system to grow familiar with it. If they’re enjoying the experience, if they’re learning about your products, or if they’re making a large purchase, those experiences may take longer than normal and contribute to better consumer relationships. However, your average mean-time-to-resolution should decrease overall as the volumes of simpler AI-based resolutions increase. Customers who come to your site for a single bit of information, or to perform simple tasks such as balance checks, should be able to conduct these conversations in dramatically less time than they would have with human agents manning the reins.
How is The Solution’s Historical Memory?
Customers become aggravated when they need to repeat their entire history with your brand every single time they open a chat on your website. They want their account to be verified once immediately and then want to get to the point of why they are there. Details such as purchase history, shipping addresses, preferred product options etc. should be available to your AI system. What’s the point of having your customers converse with AI if it makes the interaction less intelligent than it would be with a human worker?
At this year’s DWS, attendees will have the opportunity to hear directly from global enterprise executives from Bank of America, BNP Paribas, Telefonica, Becton Dickinson and more. Visitors will hear a variety of insights from these executives, including how to create the best customer experiences via AI systems. Click on the link below to reserve your spot.
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