Think of the last time you called a customer service line and talked to a human--did it feel like you were talking to an actual person, or was the conversation robotic and simply followed a script? Instead of enjoying a real conversation, too many brand interactions end up feeling impersonal and disinterested. Customers leave the conversation feeling frustrated or belittled instead of satisfied and accomplished. A lot of the problem comes from turning people into robots. We hire people to interact with customers and then tell them to talk like robots.
It has been predicted by many CX thought leaders and experts that 2017 is going to be a transformative year in the business-customer relationship. The reason for this expected transformation is evident in that customers now have an abundance of channels available to communicate with businesses. Change in our CX approach makes sense when you put human interaction on one end and AI-driven "bots" on the other; serving one common purpose, improving the customer's experience. In 2017 we will see how customers use tools to do more for themselves while supporting them with human interaction when they need assistance. In a recent article, Shep Hyken highlighted that according to Forrester, 72% of businesses indicated that improving the customer experience is their top priority.
Advances in Artificial Intelligence (AI) technology will enable simpler user interfaces, which will help banks create a more human-like customer experience. The technology has become efficient in gaining extensive data analytics and customer insights, which will help banks to create a more personalised customer experience, according to Aspect Software. Four in five bankers believe AI will "revolutionise" the way in which banks gather information as well as how they interact with their clients, said the Accenture Banking Technology Vision 2017 report as customers are looking for a fast, efficient solution to their queries. The new report revealed that AI will become the primary way banks interact with their customers within the next three years, according to three quarters of bankers surveyed and also found that, while the number of human interactions in bank branches or over the phone was falling and would continue to do so, the quality and importance of human contact would increase. Stephen Ball, SVP Sales, Europe and Africa at Aspect Software, suggests that as the banking world continues to change with the adoption of new technologies, and a growing number of'challenger banks' and fintech providers emerging to shake up the established order, traditional banks are responding by improving their customers' experience.
The technology industry is always on the lookout for the next new thing. However, it seems that when that thing arrives, it doesn't take long before everyone claims to have it. During the last year, everyone stopped building websites and mobile apps, and instead started building "user experiences." User interface design became "user experience" design. Are user experiences anything more than websites and apps with better marketing?
Artificial intelligence (AI) is providing some payoffs in customer experience (CX), but provides the most value when part of a comprehensive CX strategy, according to a newly released MIT Technology Review report sponsored by Genesys, "Human and Bots: Tension and Opportunity." The report found CX leaders and other large companies making major investments in AI to improve their efforts. "Customers worldwide expect a high level of service that can only be provided with the support of technology." The technology itself is used primarily to enhance efficiency, though leading CX firms use AI "to bring a deeper level of customer understanding, driving customization and a personalized journey." Nine-in-10 survey respondents said since incorporating AI, they had seen measurable improvement in the speed of complaint resolution.