In which way Artificial intelligence is the future of customer experience?

                                         @dr

In order to answer this question we took as an example, an article taken from the blog

digital corner and written by Thibaut Carval, a digital consultant at Wavestone.

It would be interesting to see in a first part the advantages of AI from the customers side and in a second part, the benefits from companies side.

Knowing that customer experience is all the interactions a customer has with a particular brand, we can say that this experience has been completely reinvented with the appearance of digital in business strategies. Indeed, nowadays creating a strong digital marketing strategy become more and more important knowing that 93% of the buying decisions start by an online research.

By becoming more sophisticated, Artificial intelligence appears to be the most accurate tool to answer the needs of customers who become more and more demanding.

In fact, at present, customers are looking for efficiency in terms of demand treatment and recognition in order to be treated as a unique client.

To do so AI has two main tools which are able to satisfy these two main requirements : chatbots and data analytics solutions.

First of all, we can say that chatbots are the best offer to customers in term of demand treatment because this technology can analyse a huge amount of data and provide quick answers to customers 24 hours a day.

The second objective of AI is to match as much customer needs as possible. In order to perform this task, the best way is to do customer data analysis. Indeed, by analyzing the habits of customer, companies are able to personalize their offer according to the evolution of the needs of their clients.

From the companies’ side the benefits of using AI can be huge in terms of efficiency and time profit. AI can be used in several departments but two of them appears to be more predestined than others: Support functions and customer relationships management functions.

Indeed, by implementing AI in their strategies, support department can delegate some of the few added value tasks to robots in order to focus on more strategic decisions. Moreover, AI can replace phone call centers in small companies that do not have time to give to this particular task. 

Finally, AI promise a high market growth until 2021 in terms of CRM because it is really efficient in increasing your conversion rate. In fact, today, AI as the possibility to tell a salesperson which potential customer has the highest probability to purchase. That is why, according to salesforce, AI implementation in CRM can increase sales by 11OO billion and generate 800 000 jobs from now until 2021.

In our opinion, providing customers a new digital way to interact with companies is something really positive because it is more convenient and accurate in terms of day to day use and personalization which increase customer satisfaction. 

However, we think that to keep this high satisfaction, companies have to maintain a high level of effort to constantly improve their digital solution because they will reflect the image of the company to the public. 

As an example, regarding chatbots, the content has to be deep and improved according to previous uses because customers’ needs are in constant evolution and if they are not able to find what they want on a platform, the switching offer is really high ...

Moreover, we have to pay attention to the fact that there is still a high percentage of the population who is looking for physical contact with companies. Therefore, digitalizing all the processes satisfy a large amount of the population but can scared another part knowing that according to Accenture, we will more interact with a chatbot than with our spouse from now to 2020, which is really frightening don't you think ?

Finally, one of the most important challenge companies are going to face is data collecting. Indeed, AI is based on data collection, processing and visualization but users become more and more concerned by their data protection and policies are becoming more developed, indeed we can take the example of the evolution of the GDPR, which is going to give more power to users by increasing the importance of individuals rights in may 2018.

Arthur Philippon & Julien Fraysse 

Sources : 

- https://www.digitalcorner-wavestone.com/2017/09/lintelligence-artificielle-futur-de-lexperience-client-12/

- https://www.digitalcorner-wavestone.com/2017/10/lintelligence-artificielle-futur-de-lexperience-client-22/