Artificial intelligence is the new frontier in customer experience (CX). And as companies rush to adopt AI, two groups are emerging: leaders and laggards. So what sets the leaders apart? They aren't just chasing the latest tech trend, they're laser-focused on solving real customer pain points.
One of the clear leaders in AI for CX is American Express AmEx uses AI with intelligence and intent. It first understands the experiences it wants to create and then carefully decides where to infuse AI to make those experiences happen and make its CX more effective.
Currently, AmEx Digital Labs is using AI for enhancing predictive analytics, which will help it to better understand customer patterns and behaviors. Another major use case for AmEx is customer-sentiment analysis and customer interactions. AmEx is leveraging AI to analyze all the feedback and inquiries customers provide through its customer service portals and social media and to better understand how to deliver accurate and helpful responses.
Here are four ways every company can ensure success when integrating AI into their customer experience.
1: Start with the customer, not the technology.
Many companies make the mistake of starting their AI implementations with specific, predetermined technology. It's better to let the needs of the customer decide which tools to implement. Avoid the temptation to rush into adopting an off-the-shelf solution because it looks cool ;or because the vendor tells you it's cool. Many organizations don't avoid that temptation. They prioritize quick AI implementation over thoughtful design. And in their rush to adopt AI, they fail to step back and carefully architect solutions that will truly enhance the customer experience.
The key is to focus on how AI can be designed and implemented to genuinely improve interactions with customers rather than simply deploy technology for its own sake. Structure your team and approach around a thorough analysis of your data and customer insights. This foundation will help you choose and implement AI solutions that address your specific needs and challenges. Don't just pick the AI tech with the brightest bells and loudest whistles. It might not deliver the results you want.
2: Assess your current technological foundation.
Before you implement any AI solution, evaluate your organization's tech infrastructure. After examining your current systems and data repositories, ask yourself whether you have the necessary foundation to deploy new technologies effectively.
It's important to recognize that every company's starting point is unique. Some organizations might already have state-of-the-art CRM systems and telephony platforms in place, allowing for a more straightforward integration of AI capabilities. Others might be operating on decades-old legacy systems that require a more careful approach to AI implementation. The key is to meet your organization where it is in its digital transformation journey. This will help you determine whether you need to build a stronger tech foundation first or if you're ready to start infusing AI into your infrastructure right away.
3: Don't forget the human touch.
Remember that the human agent is still a key component, regardless of how much AI you implement. The key is to develop and design experiences that use technology and human capabilities to achieve a solution greater than the sum of its parts. Many organizations make the mistake of viewing AI implementation as an all-in proposition, but the most successful approach is typically a hybrid model, both in the short and long term.
While AI might handle an increasing number of situations over time, human employees will continue to play a key role. Smart companies are setting limitations by maintaining human touchpoints for complex or emotionally sensitive interactions. Some are even offering customers the choice between AI and human assistance. The goal is to create a synergy between AI and human agents, where each enhances the other's strengths to provide the best possible customer experience.
4: Choose the right partner.
Picking the right partner can mean the difference between success and failure. Look for an AI technology partner with both vertical-specific expertise in your industry and cross-vertical knowledge of best practices. The ideal partner will offer CX experts and technologists who understand how, where, and when to leverage AI effectively.
This partner also understands how, where, and when to leverage AI effectively in your specific context and can assess your infrastructure, recommend appropriate solutions, and balance automation with human touch points. The ideal partner doesn't just implement technology; it helps you strategize, execute, and continuously improve your AI-driven CX initiatives, ensuring that AI enhances rather than disrupts the customer experience.
AI's role in customer experience is set to expand dramatically. Just as AI has transformed industries in the past two years, we can expect AI in the CX space to become smarter, more efficient, more effective, and more prevalent. Many organizations are now looking at AI as a way to reduce costs but, going forward, AI will play a vital role as a revenue-generation engine by enabling companies to target more customers more effectively.
Eric Guarro is senior vice president of digital transformation at ibex.