July 08, 2024
New approach to Customer Experience (CX) with Artificial Intelligence (AI)
Challenges in the implementation of digital projects
We are all not exempt from doubts when undertaking a digital project. Many companies try to cushion this uncertainty by using all kinds of tools that allow them to know the opinion of their customers related to the products or services they want to launch, thus improving the customer experience (CX) and minimizing the risk. Data is extracted from social networks, dynamics of groups are created with target audiences related to the product, customer satisfaction surveys are analyzed, and internal interviews are conducted with product managers in order to gather all the necessary information that reveals what customers think and feel about the digital experience we want to launch. Over time, the brand evolves, the customer evolves, technology evolves, and the company continues to wonder how it can improve so that this experience does not decline and becomes increasingly positive; restarting the process and creating new focus groups or surveys with the aim of obtaining more data that can give a clue as to why users behave the way they do.
The role of big data and artificial intelligence (AI)
From our point of view, we believe that this "why" is implicit in the company's big data and that artificial intelligence (AI) is triggering a new approach to customer experience (CX). Until now, it was impossible to analyze all this data together and see it in context to identify the most timely insights that would engage users, but the evolution of natural language processing and artificial intelligence can help **automate** this process. In fact, by 2025, up to 95% of customer interactions will be conducted through channels supported by **artificial intelligence (AI)** technology, according to **Servion Global Solutions**. AI-powered chatbots will be a key component in supporting the next generation of customer experience. With the help of AI, buyers enjoy a more personalized shopping experience than ever before. Intelligent prediction and personalization will make customers feel as if each product or brand experience is tailor-made for them. In turn, **bot technology** frees up sales assistants' time, making the process automatic, fast, and hassle-free. It is designed to simulate human interactions and provide immediate and personalized responses 24 hours a day.
Deploying artificial intelligence in the customer lifecycle
However, companies must take steps to deploy AI, use it to gather information, and automate campaigns. They must unify data sources from thousands of customers, analyze customer journeys using machine learning algorithms to identify the most common touchpoints or where frictions occur, anticipating future customer behavior. This way, the value in the customer lifecycle will increase and abandonment rates will decrease. The use of AI will continue to grow. In Europe, sales of AI enterprise applications are expected to exceed 7.8 billion euros in 2025, according to Statista. Thanks to the collaboration between SEIDOR and SAP, we can advise and support brands throughout this necessary process towards automation and content personalization.
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