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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
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