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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
MediaBUZZ Pte Ltd - Independant ePublisher for Asia