Getting Started on AI – 10 things to consider that will impact your CX
Blog: Capgemini CTO Blog
Artificial intelligence (AI) has been with us for several decades comprising hype cycles of renewed “springs” followed by cold “winters.” 2017 started a new dawn in the AI cycle, with promises of game-changing evolutions that will greatly impact customer experience. This happened for one very simple reason – we, as consumers, want to do more with less. We want our lives to be a little easier. The omnipresence of smart devices coupled with improved technology of AI promises to deliver that panacea.
But are enterprises maximizing on this opportunity to please their customers and deliver a better customer experience? In short, yes, many organizations are investing in AI to enhance their CX and make their products/services smarter and more efficient. But, a recent study by Capgemini’s Digital Transformation Institute found that, in most cases, these investments lack a consumer lens. Only 9% of organizations check on consumer preferences when thinking about AI implementation while as many as 62% prioritize cost of implementation and 59% prioritize expected ROI ahead of consumer comfort or solving customer pain points, which scored the lowest.
Despite these barriers and the somewhat early maturity of AI, it can’t be disputed that AI provides immense potential for delivering great CX. When done right, it’s a big differentiator with significant benefits, such as greater customer advocacy and loyalty. I believe that there are several reasons why enterprises need to start thinking of introducing AI within their businesses.
Firstly, the average Joe is not only increasingly aware of AI but also happy with it. Part of the reason for this is that consumers are beginning to expect “intelligent” recommendations when they interact with machines. That said, even though they want to interact with machines, consumers want them to have human qualities, such as empathy, humor and emotion. For this reason, organizations should place customer preference and CX at the core of their AI strategy – especially since consumers are willing to pay for better CX.
Organizations should be mindful that the technology is still nascent and constantly evolving. That’s why they should focus on rebuilding and realigning their core and keeping their data aligned and organized. In doing all this, it’s important to remember that machines are still machines and AI can’t make moral or empathetic decisions. Finally, organizations must fully understand the risks involved when it comes to the protection of personal data.
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For more information on AI in Customer Experience read the recent Capgemini Report The Secret to Winning Customers’ Hearts With Artificial Intelligence…Add Human Intelligence.