Leveraging AI to Overcome CX Shortcomings Across Digital Channels

    Leveraging AI to Overcome CX Shortcomings Across Digital

    AI can be only as good as businesses that use it. Companies must consider how technology is used in the real world in terms of context, sentiment, and situations, which is where the human aspect comes into play. Businesses can automate many tasks, but figuring out which ones are the most important is half the battle won.

    For years, marketers and companies have handled AI as if it were a mystery. Some businesses successfully implemented AI throughout marketing and business functions, while others could not. And the reason for this is that they frequently forget that AI is supposed to be a tool to help humans be more efficient, not a complete replacement. Businesses must deal with it responsibly and with human intelligence.

    AI has the potential to bridge the gap between digital experiences, customer, and brand experiences. Despite this knowledge, brands continue to struggle with AI and enhancing customer experiences.

    Also Read: The Impact of Mobile Marketing on E-Commerce

    Customer satisfaction is at the heart of business success. Customers expect brands to understand their demands intuitively, and they are willing to spend extra for a positive experience. It doesn’t stop there; businesses that put their customers first are more likely to be profitable than those that don’t.

    Here are a few suggestions for countering CX shortfalls across channels with and without AI

    Reduce Customer Churn with AI

    Customer retention is more important than acquiring new customers. Businesses can leverage Artificial Intelligence (AI) to identify customers they could lose, and focus on lowering the churn by analyzing their signals and behavior. They must construct a model around customer churn intelligence using these data sources and AI. If an existing customer drops their order value, stops viewing their marketing emails, or has pending customer complaints registered with customer service, this helps them detect similar patterns.

    Challenges Assumptions to Modify Customer Service Strategy

    If a company launches a new product, AI can analyze user experiences, determine how they want to be assisted, and then provide support accordingly. They must challenge their preconceptions – does email support fit the customer’s real-time purchasing cycle? It’s not good enough if the customer receives an email answer within 48 hours. On the other hand, social media can be a more efficient and effective means to provide prompt customer assistance. However, the process isn’t any faster because social media teams aren’t linked to customer care teams or portals.

    Businesses must ensure that if the chatbot offers next-step recommendations, they are pertinent and delivered in a time bound manner that meets the customer’s expectations. If a customer interacts with a chatbot on the website, they need an answer right away.

    AI Automation Ensures Secure Omni channel Transactions

    Businesses must avoid payment fraud and ensure that their customers’ transactions are error-free. They must automate business operations such as accounting and financial reconciliations. This can also be used to detect payment errors while someone fills out their delivery address.

    Also Read: It’s a ‘No-Flinch’ Moment in Today’s B2B Marketing Landscape

    Personalization is Key

    Only when AI is utilized for product suggestions and results in a significant increase in sales will using AI to connect directly with customers be a successful exercise. Brands can use customers’ attributes to personalize product suggestions to specific subgroups.

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    Prangya Pandab
    Prangya Pandab is an Associate Editor with OnDot Media. She is a seasoned journalist with almost seven years of experience in the business news sector. Before joining ODM, she was a journalist with CNBC-TV18 for four years. She also had a brief stint with an infrastructure finance company working for their communications and branding vertical.