Artificial Intelligence,during the last few years, we have been able to appreciate how companies have focused their growth and sales focus, positioning the user at the center of their business. The new generations, native to the digital world, have changed the paradigm of how society moves and, consequently, consumption habits. That is why a hype has been created around a concept that seems to save companies from all the risks posed by this new market: Artificial Intelligence, but is this true? How does Artificial Intelligence affect Customer Experience?
It is proposed to give a vision of the state of Artificial Intelligence from the perspectives of the market need, the solutions that are beginning to be proposed, and the reality of Artificial Intelligence in Customer Experience today. Let’s start!
Table of Contents
We live in reality disrupted by the glass of digitization; proof of this is that users spend part of their time living in the digital world. 85% of people have the Internet, and we spend an average of 3 hours a day interacting with social networks.
This has become a highly valuable showcase for brand seeking to see how they can enrich the experience of these “virtual users” through digital experiences or Customer Experience.
The Internet has become a vast sea for companies where they can impact a large number of potential customers. At the same time, it is also a massive sea for users where they can find and choose the product that interests them most. It seems complicated, doesn’t it?
The Internet is a sea where to impact, and it is. This has generated high competition in the brands that are struggling to be able to offer the lowest prices and adjust their internal costs in order to bear the impact.
To make matters worse, there is a disruptive factor that is due to digital-native companies. These have the advantage of complete digitalization of their processes and have built large companies that have entered into a race to digitalize themselves as much as possible and be competitive. Nothing new under the sun.
One of the values of Amazon is its customer service and the treatment in search of user loyalty. Nowadays, people expect the least complication when they have to make a purchase.
Netflix prioritizes the development of service customization algorithms so that when we enter its platform, we have a feeling of happiness to see that it is recommending series that we want to see at that time.
On the other hand, we have Glovo, which focuses on the immediacy of product delivery and the convenience of being able to order whatever we want without having to waste time and effort on the move.
All of them propose new business models that adapt to a generation that seeks trust, comfort, and immediacy above the classic brand and quality values. The use of Artificial Intelligence in processes related to Customer Experience allows us to develop processes that we had never imagined.
The million-dollar question is how to make the most traditional companies catch up to avoid dying in the attempt of digitization and get to apply Artificial Intelligence and thus focus on Customer Experience.
For this, we must understand the structure of a large company with a large number of employees and distributed in multiple departments with different objectives to meet throughout the year.
For example, an extensive product sales company will have e-commerce, a warehouse, a back-office service to replenish stock, a marketing department, a customer service department, and a CRM.
Until recently, these areas were not oriented in the same business direction and provided a distorted view of how the company was operating. However, all these departments are activated when it comes to a sale and must be coordinated to guide the company towards its growth and development.
Coordinating them is one of the companies’ priorities, and they have led them into a cycle of technological development that is sustained on four legs. These allow them to make improvements in their processes and gradually implement digitization.
This begins with the first stage of Innovation and Design that allows us to understand where we are and what we are looking for both in the short and long term. The plan will be reflected and defined in a roadmap where all the actions and processes to carry out will be. Once analyzed, it is implemented with a team that has knowledge of the digital field and about the tools that best suit our business.
Finally, and to understand the next steps in innovation that we must take, it is necessary to analyze how the established process is working and whether it needs improvement.
Thanks to these processes, companies will be able to refocus their efforts on what matters and what should be at the center of their business: the users and, therefore, the Customer Experience. Is Artificial Intelligence the way to do it? It is undoubtedly a tool that we must use.
It is here where technologies enter that little by little will shape a scenario where Artificial Intelligence can gain more and more weight and give value to our companies. But that, in the next chapter!
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