Art of the Possible - Artificial Intelligence and the Customer Experience

There is a craze right now about Artificial Intelligence ( AI  - or more likely machine learning) and its different applications in both technology and our culture.    I have spent the last few years in helping various industries to improve their customer experience or digital experience initiatives.   Now the conversation has turned to imagine the possibilities of adding AI to their mix of CX/DX activities.  In order to deliver the best experience, organizations need to know as much about their customers as possible. While there's no shortage of customer data available to them today, the problem lies in analyzing that overwhelming amount of data in an augmented fashion.

This is where the benefits of AI technologies in a customer-centric setting comes in. 

Those who see the value in connected end-to-end customer journeys, and are using machine learning to predict future customer behavior, can deliver intelligent experiences. Using a bank as an example, a customer visits its banking website to learn more about its wealth management products.  AI-generated insights based on the customer’s information are then used to optimize the content to help them make future decisions (and to help the bank keep the customer happy).  The customer can then contact a branch agent to talk about wealth management options and even go into a brick-and-mortar location to discuss the products further in person.  

Next, with the ability to analyze current and future needs, the wealth manager can be alerted that their client has excess funds that could be used to set up a college fund for their grandchildren. The data that the branch employee initially provided for wealth management online uncovered a hidden relationship to a new product – a college fund. 

In other cases, AI can be used to anticipate customer behaviors. While it is still in the early stages, contact centers are experimenting with voice recognition technologies that can detect sentiment in a customer’s voice. For example, if a customer calls into the bank and is upset, the technology can recognize that emotion and immediately direct them to an agent that is adept in dealing with emotional customers.

 These are just a couple of examples of how AI can improve the customer experience.  Over the next few posts, I will delve into more detail on four potential ways that AI can help in this regard.  We will look at the customer support center, predicting customer journeys, uncovering high impact decisions and augmented or automated information.