Chatbots, virtual assistants and robots drive seamless and effortless experience, and their usage is bound to increase. Gartner predicts that by 2022, 70% of customer interactions will involve emerging technologies such as machine learning (ML) applications, chatbots and mobile messaging, up from 15% in 2018.
However, CIOs and customer experience (CX) leaders wonder which CX technologies reduce overall customer effort. A recent survey of CX leaders highlighted five emerging technologies that will have the biggest impact on CX projects in the next three years.
Organizations are struggling to keep up with the growth of customer insight data. The speed and precision of artificial intelligence (AI) technologies and analytics, in addition to human insight, will provide the intelligence needed for the CX of the future.
“AI interactions will enhance text, sentiment, voice, interaction and even traditional survey analysis,” says Don Scheibenreif, Distinguished Vice President Analyst, Gartner.
Identify pain points in the customer’s journey that could be addressed with AI technology such as chatbots that provide immediate, personalized responses 24/7 or virtual assistants that engage with shoppers in simple conversations. CIOs can also deploy augmented technologies to automate analysis and insights using machine learning and natural language generation.
Virtual customer assistants and chatbots
Virtual customer assistants (VCAs) reduce customer effort and enable better CX on company websites. Some organizations also opt for role-based assistants that can significantly improve interactions with employees, customers and partners. Examples include Erica from Bank of America or Amelia from IPsoft.
CIOs need to focus on simple, repetitive, factual interactions where customer needs are well-understood, and data and rules are not complex. To find the use cases and personas where the VCAs have the maximum impact, conduct co-creation sessions at which business counterparts discuss concepts and ideas in collaboration with their customers.
Omnichannel customer engagement
Customers use many channels — emails, chatbots, messengers and customer service agents — when they interact with organizations, and they expect a seamless experience as they switch from channel to channel. Understanding how customers use and experience the different channels is critical to deliver a personalized customer experience. A multichannel customer engagement center can provide a single source of truth about customer behaviors.