Harnessing AI to put customer convenience at the forefront of your CX strategy

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Customers don’t always need the ‘wow’ factor. Despite this, some organisations are guilty of trying too hard when it comes to pleasing customers, they inadvertently make the journey more complicated than it needs to be. Why not just keep things simple?

Improve your customer journey and improve your bottom line

Making life easier for customers is not a new idea. Our own research at BT tells us that customers are more loyal to organisations that are easy to deal with and they will actually purchase more along the way too. Bigger spenders with greater loyalty. Who doesn’t want that?

Try to avoid some of the common pitfalls

The best way to make life easier for customers is to remove as many obstacles as possible from their path. Here’s 3 common ones that customers tend to really resent:

  1. Having to contact the company repeatedly (or being transferred) to get an issue resolved
  2. Having to repeat information
  3. Having to switch from one service channel to another (e.g. having to call after trying unsuccessfully to solve a problem through the website)

Customers really value simplicity and they’re willing to pay for it too. Over half of people who responded to our surveys told us that they value convenience over price. Here’s some examples of organisations using data and technology to proactively manage customer experience and remove emerging obstacles.

Careem tap into social collaboration to improve customer experience

Careem* is a chauffeured car service based in Dubai and with operations in 85 cities across the Middle East, North Africa, and South Asia. They’ve been using a Social Collaboration service for day-to-day crisis management and real-time problem-solving. Every 15 minutes, the tool alerts them as to how many cars are on the road compared with the number of customer requests.

When ratios are out of balance, Careem can quickly reorganise, offering incentives to drivers and customers. Social collaboration tools integrate chat, voice, video, and file sharing, talking to the right people on the right channels, spreading the work load collaboratively, and making booking rides as easy as possible for customers.

Ford Motor Company roll out Chatbots to boost customer service solutions

At Ford Motor Company, they have been using a self-service knowledge management tool with a Chatbot**, which processes natural language, understands user intent and provisions relevant content and/or answers. For example the customer may be having difficulty connecting their mobile phone to their car via Bluetooth.

In response to posing this question the tool can respond back with a video which demonstrates how to connect their phone. Or they may have a question about whether two mobile phones can be connected at the same time. Once more they receive an automated response which can show the driver how to manage this through the Settings option in the car.

Airlines improve ability to deal with cancelled flights

When an airline wanted to offer alternative flight options to passengers grounded by bad weather, they turned to technology. By understanding customer travel plans, the airline suggested a new itinerary using Interactive Automated Text Response (IATR). If the customer agreed with the recommendation, they simply replied to the text by pressing ‘1’ on their mobile.

If customers had queries they could ask the system to suggest other options. If they still weren’t happy then a human agent could take over. If the customer was connected to the internet, the session could be run by a chatbot. By being proactive the airline was able to deflect thousands of calls which would otherwise have flooded their contact centre.

To keep reading about how artificial intelligence can augment humans in the workplace and bring more meaning to our professional lives, download our latest whitepaper here.

*Slack, Customer Stories, retrieved from November 2017


Joseph Walsh


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