Why AI is the next best thing for customer experience management – AfricaBusiness.com

While an omnichannel approach has become the norm across most industries, forward-looking businesses are considering the next level to gain competitive advantage. According to Andrea Tucker, Research and Development Head at e4, to disrupt a market using omnichannel strategy businesses will need to turn to Artificial Intelligence (AI). "AI has become a tool that is being utilised to improve customer service, but what has been achieved is really just the tip of the iceberg. There is so much more that can be done to improve and evolve customer service to meet the needs of a much-changed and mobile customer," says Tucker. Given the nature and pace of business today, coupled with the blurred lines between a consumer and a client, Tucker says that self-service is set to boom as one of the key take-outs from AI.