Page 9 - AeM_Mar_2018
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RESEARCH, ANALYSIS & TRENDS



       Since service costs will have to come down and skilled   continuing to grow. Only with the help of machines, we
       workers are scarce, AI comes at the right time to bridge   will  we  be  able  to  draw  the  right  conclusions  from
       the gap. AI can help in customer service, customer care   people.
       and  customer  management,  virtually  anywhere,  as  it
       recognizes the intentions of customers, derives the right   Creating  customer  enthusiasm  has  generally  become
       business process from it, extracts the relevant business   more and more difficult, as we live in a networked world
       and   personal   data   from   unstructured   textual   where all products and services need to be available by
       information,  and  displays  all  the  information  on  the   the  touch  of  a  screen.  Hence,  AI  needs  to  serve
       professionals’ screen when needed.                  customers  and  staff  quickly  and  accurately,  otherwise
                                                           the  use  of  AI  will  remain  superficial.  More  important
       AI  can  deliver  a  customer's  sentiment  in  real  time  by   than  the  technological  perspective  is  the  strategic
       reading what's in emails and comments and recognize   value,  the  ‘wow’  factor  for  your  customers,  and  the
       customers'  problems.  What's  more,  when  messages   managing of change.
       suddenly  pile  up  on  a  new  topic,  AI  raises  the  alarm.
       Artificial Intelligence is able to pinpoint a good 80% of   Clearly, the AI development is progressing fast and we
       recurring routine operations from 20% individual cases.   can  expect  more  AI  technology  novelties  in  the  CX
       In  view  of  the  looming  shortage  of  skilled  workers  in   environment  to  come.  This  inner  proof  of  concept  will
       some industries this is a virtually no-alternative feature   increase  our  acceptance  and  dealing  with  thinking
       on  the  way  to  the  digitization  of  processes,  don’t  you   machines  will  become  a  commodity.  In  fact,  we  even
       think?                                              expect machines to become more human. So far, they
                                                           have  not  been  able  to  fulfill  this  aspect.  On  the
       Nobody  understands  people  better  than           contrary, as they became more human, they got more
                                                           eerie, but that is changing. Especially when it comes to
       humans
                                                           customer service, people are open to new experiences
       However,  despite  all  the  euphoria,  we  must  stay   -  like  the  assistance  systems  in  our  cars  or  soon
       realistic.  Nobody  understands  people  and  their  needs   driverless vehicles.
       better  than  a  human,  because  in  marketing  it  also   I  see  an  exciting  development  with  tremendous
       needs “sure instinct" to put yourself in the shoes of the   potential for customer service! ◊
       customer to fulfill expectations. But it is only a matter of
       time before machine learning platforms will better map
       that  talent,  with  the  huge  amount  of  available  data                      By Daniela La Marca





































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