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The Role of AI in Enhancing Customer Experience

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The Role of AI in Enhancing Customer Experience AI in Enhancing Customer Experience
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We live in the age of artificial intelligence and machine learning. This powerful technology facilitates the creation of smart computer systems that simulate human behavior to solve complex problems.  

Organizations today have access to a plethora of such technology that they can leverage to provide themselves with a competitive advantage. In today’s article, we will explore the different ways in which artificial intelligence can be utilized by businesses to enhance customer experience to achieve increased loyalty and customer retention. 

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How Artificial Intelligence is Used as a Tool to Elevate Customer Experience

These are the key advantages of using artificial intelligence as a tool to boost customer experience:  

  • Uncovers Insights that are Backed by Extensive Data: Organizations that harness the power of AI generally make better decisions that have more advantageous outcomes in contrast to those organizations that don’t invest in AI. This is because artificial intelligence helps gather data-driven insights that are uncovered after analyzing user behavior and trends.
  • Increases Personalization: Customers appreciate personalized experiences because it helps them resonate with a brand and allows them to find relevant product recommendations in a timely manner. Accenture found that “91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them”.

Businesses can harness the power of AI to gather in-depth data on customer behavior and interests so that personalized content can be delivered to them. This includes content such as targeted marketing emails or texts, product recommendations, and relevant content suggestions on social media.

  • Increases the Effectiveness of Marketing Efforts: This point ties hand in hand with the last point regarding personalization. AI facilitates an improved understanding of customer behavior so that marketing efforts can be effectively targeted toward the right customer segments. When customers receive marketing messages that are more relevant to them, they are more likely to click on the link and maybe even purchase a product. This means that AI can increase the effectiveness of marketing efforts with the use of targeted messaging.
  • Streamlines Tasks and Workflows: AI can be used to streamline many different tasks and workflows within an organization. For instance, AI chatbots can be used to provide customers with 24/7 customer service that helps  resolve common customer queries in a timely manner. 

By streamlining this task, chatbots cut down the work for customer service agents, allowing them to focus on resolving more complex customer issues. This also prevents employee burnout as employees can now focus on the tasks that require people skills and a human touch, eliminating the need for them to complete mundane tasks that could be more effectively carried out by AI technology. 

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5 Ways in Which you can Enhance Customer Experience using AI

These are 5 ways in which businesses can leverage the power of AI to enhance customer experience: 

  • 24/7 Customer Support

With the help of AI, you can provide your customers with 24/7 customer support through AI powered chatbots. This not only reduces wait time but increases the rate at which customer concerns and problems are resolved. Additionally, chatbots reduce the workload on human agents allowing them to focus their time and energy on customer queries and issues that require a human touch.  

Additionally, AI tools can also be used to assist customer-service agents by generating support tickets and call summaries while the agent is on call with the customer. This allows the agent to focus their attention and effort on the customer while AI handles such tasks.  

  • Targeted Marketing Offers 

Brands can leverage AI to analyze user behavior and interaction history. This allows them to make predictions on the customer’s next move so that targeted marketing offers can be shown to them. This results in an increase in the click-through rate of such marketing offers and also increases purchases as customers are more likely to click on offers that are relevant to their previous searches and past purchases.  

  • Conduct Sentiment Analysis to Identify the Urgency of Customer Inquiries or Concerns

AI can also be used by organizations to conduct sentiment analysis. Sentiment analysis involves analyzing the contextual meaning of texts to identify the underlying emotion expressed within them.  

For instance, customer inquiries that have the words “disappointed” or “frustrated” will be tagged as urgent so that these inquiries can be prioritized and quickly addressed by customer service agents.  

Sentiment analysis therefore facilitates prompt responses to urgent customer concerns and this in turn helps reduce the cost of customer service as problems are identified and addressed before they can escalate.  

  • Real-Time Decisioning and Predictive Insights

Real-time decisioning refers to a system’s ability to make decisions in real-time using the most recent data available. AI and real-time decisioning can be used in amalgamation to identify a customer’s behavior and intent based on the data they produce so that hyper-personalized content can be offered to them in real-time. 

The integration of artificial intelligence into business processes allows organizations to improve customer experience by providing content, information, and recommendations that are relevant and personalized to their customers.  

  • Increase Customer Retention 

AI technology can be leveraged to get a deeper understanding of customer behavior and gather insights on the causes of customer attrition. For instance, uninstall tracking can be used to detect when an app has been uninstalled so that valuable insights on the reasons for attrition can be extracted. This not only contributes to the brand’s customer retention strategy but also helps devise strategies that can help win these customers back (reacquisition).  

Additionally, AI systems also ensure that customers are kept highly engaged through personalized experiences and targeted marketing messages. This further contributes to boosting customer retention as engaged customers are likely to stay with your business for longer. 

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Companies that have Effectively Leveraged AI to Enhance Customer Experience

Let’s look at two examples of organizations that have effectively harnessed the power of AI to boost customer experience: 

  • Spotify 

Spotify is one of the world’s largest audio streaming and media services providers. It is a prime example of a company that effectively utilizes artificial intelligence to boost customer experience and achieve a competitive edge in their industry. The company uses artificial intelligence to gather and store large amounts of user data including the kind of music they play, the device they use, their location, the keywords they search for, and many other things. This data is then used to make a highly accurate and relevant song recommendation model with the use of machine learning.  

Spotify has a “discover weekly” collection that consists of albums that contain a set of songs personalized to each Spotify user based on their listening history and saved songs. The songs in this album change every Monday, updating the song recommendations according to newly gathered data on the user.  

Spotify has therefore managed to use AI in a way that benefits them and their customers by creating an excellent user experience through personalized and targeted recommendations.   

  • Amazon 

American e-commerce giant, Amazon, has been an early adopter of automation and AI, and has effectively leveraged such technology to streamline workflows and increase business efficiency.  

AI plays an especially significant role in Amazon’s customer support with the use of a customer-facing AI system that fields customer requests without human intervention. The AI model chooses a response template that has been hand-authored to respond to requests. These response templates will have sentences that are made up by tying together variable words such as the relevant dates, product names, time, and prices.  

Additionally, Amazon also uses its AI systems to handle processes such as order cancellations, product returns, and return refunds. Streamlining these processes lifts a workload off employees so that they can focus on more complex customer queries.  

Another significant way in which Amazon leverages AI is for its product recommendations. They use an AI and machine learning model to predict the context of customer search queries to augment the accuracy and relevance of search results on their e-commerce platform. By using their AI system to predict the intent of customer searches, Amazon can gather data on latent user intents and user behavior which facilitates highly relevant product recommendations and enhances user experience. 

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Takeaways

There are numerous ways in which artificial intelligence and machine learning can be utilized by businesses as a means to enhance customer experience. Some of the most common ways in which AI is used by organizations is through AI-chatbots, personalized recommendations, and predictive analysis. 

Organizations that manage to successfully leverage such technology to their advantage generally enjoy a plethora of benefits including improved customer retention, a better bottom-line, and achieve a competitive advantage within their organization.

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