According to a survey conducted by Forrester Consulting in September 2022 and commissioned by CSG Systems International: among over 480 CX executives, 60% said they have invested in customer engagement solutions (CES) in response to users’ changing expectations and customer behavior.
Artificial intelligence represents the technology capable of further boosting this trend through automation, data production, and support for content creation.
Over the course of 2022, AI capabilities have matured and taken off: according to McKinsey, the average number of AI capabilities used by organizations nearly doubled, from 1.9 in 2019 to 3.8 in 2022, while the most common types of AI adopted by organizations are RPA systems for process automation, computer vision, and natural language understanding.
In November 2022, generative AI, in particular, made a further leap forward with the release of ChatGPT, a technology based on LLM (Large Language Model), which draws on vast data sets and is perfectly capable of write code, write reports and carry on conversations by simulating human interaction and language.
What are the main challenges of CX?
Among the main challenges that emerged from the CSG survey we have:
- The ability to offer a punctual and proactive service on all channels, improving the level of customization and notification times.
- Creating a multi-channel approach, capable of engaging the customer on the right channel at the right time.
- The development of brand loyalty starting from a personalized and immediately accessible onboarding process for products and services.
What strategies to implement
In response to the main challenges that have emerged, “customer experience management and orchestration” strategies are based on real-time and personalization.
On the customer acquisition side, for example, companies are orchestrating all digital touchpoints, with the aim of engaging the customer in a personalized way on the right channel at the right time.
In addition to this, companies aim to collect and analyze interaction data to determine the right messages, channels, and response timing for each individual customer.
Companies should aim to create a unique and comprehensive data profile for each
customer with real-time, dynamic and personalized data, through which to anticipate the user’s needs and identify the next actions to be taken within the customer journey.
In terms of customer retention, companies pay particular attention to the personalized onboarding experience on products and services, on one hand, and digital customer care self-service channels, on the other.
The real-time customization and response timing needs that emerged from the CSG survey find an immediate response in conversational AI and emotion AI solutions, such as Crafter.ai and PortrAIt.
Virtual assistants and chatbots respond in real-time 24/7 and represent technologies that are particularly functional to digital channel orchestration strategies because they can be used as a single point of contact, through which to convey requests and engagement proposals from multiple touchpoints (e.g. website, mobile applications, management systems, and social media).
Crafter.ai platform allows you to create your own chatbot in complete autonomy, selecting the features underlying the bot’s behavior and activating the connectors for integration within social platforms.
In response to the multi-channel orchestration needs, virtual assistants created with Crafter.ai can be integrated into any system that exposes restful APIs.
Conversational data can be used to facilitate the personalization of offers, marketing actions, and methods of engagement.
Crafter.ai platform, for example, integrates an analytics dashboard for monitoring conversation data, which can be downloaded and imported into business intelligence systems. Data is accessible in the form of reports, but also in graphical form.
The Sankey diagram, in particular, allows you to see the dominant conversation flows at a glance.
Within Athics’ offer, personalization can be further developed through psychometric profiling solutions, such as PortrAIt, a technology capable of detecting the main character traits of the interlocutor, without the danger of incurring in “bias” of communication but analyzing exclusively the functional terms referred to the “way of speaking” of the user.
This allows you to adjust messages and communication tones in line with user expectations, getting in tune with the interlocutor to optimize the chances of conversion and development of loyalty.
CUSTOMIZing EXPERIENCES TO GAIN A COMPETITIVE ADVANTAGE
Market intelligence firm IDC predicts that by 2026, B2B companies will use the interaction and analytics power of artificial intelligence to personalize and automate customer engagement actions.
The customization needs are the same, both in the B2C and B2B fields.
Regardless of the target or the business segment in which you operate, to acquire a competitive advantage you need to invest in technologies that simplify and optimize the user experience of customers, employees, suppliers and partners.