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RESEARCH, ANALYSIS & TRENDS
More efficiency in service excellence
thanks to AI
Although the AI development is still in its infancy, it’s years ago and Amazon launched its language
clear by now that customer satisfaction can be achieved assistant, it kick-started the hype. Everyone started to
faster than ever with its help. However, like with any new talk about AI and made people realize the potential of
technology, the typical principles apply: First, AI the technology: AI provides customers with intelligent
remained a marginal phenomenon and only experts services and becomes a core technology for customer
dealt with it, but after it got some media attention it loyalty and convenience. Now the question is, how long
became the talk of the town. Then, with the first success will it take us to reach the bottom of commercial
stories, a hype develops that unfortunately attracts applications and seriously deploy AI for our industry?
charlatans as well. High user expectations often result in
disappointing practice experience, though. AI brings together key elements of positive
customer experience
But maybe it is a different story with Artificial Intelligence
(AI) as its success story has developed somewhat Call centers, websites, emails and apps have always
differently than expected, too. When in 1958 the US allowed service-oriented businesses to simplify the CX,
computer scientist John McCarthy started to bring the while increasing process efficiency and reducing costs.
entire knowledge of humanity in a singular form of However, many customers today complain about
presentation, everything looked quite promising. Based beefed-up procedures and twisted systems that hinder
on simple data models, machines automatically draw or undermine satisfaction. In many cases, different
conclusions from collected data (or experiences) without stakeholders (marketing, customer service) have been
having clear instructions (scripts) and the e term competing for control over the customer journey, with
"Artificial Intelligence" was coined. It took them however the consequence that many touchpoints in the service
another 53 years until AI got global media attention. experience are still unconnected today. The
transparent journey through all experiences does not
When Mark Zuckerberg demonstrated a chatbot exist, because investments of the past are often
application at the F8 developer conference around two
piecemeal.
8 March 2018 - Internet of Things (IoT) and Integrated Marketing