Page 10 - AeM_Oct_2017_final
P. 10
RESEARCH, ANALYSIS & TRENDS
AI fuels the CX strategies of today’s
global top brands
A new report from MIT Technology Review, tional processes are used to engage with customers
called Getting to Iconic, reveals that iconic firms are across every stage of their shared journey, which has
more likely to recognize that automated AI tools are always been a core growth strategy for successful glob-
most effective when they supplement and extend the al firms. And this has only accelerated with the advance
capabilities of their customer support team, rather than of technologies such as big data analytics, which turns
replace human investment. customer information into predictive assets, and virtual
assistants, which help firms more efficiently manage
According to the global survey, sponsored by customer inquiries.
Genesys, 91% of “iconic” companies — those that
maintain both the highest levels of customer experi- Iconic companies are also nearly three times as likely
ence (CX) satisfaction and have world-leading brand to consider leadership in technology adoption as a cru-
recognition — deploy Artificial Intelligence (AI) solutions cial component of maintaining customer experience
to increase customer satisfaction, compared to 42% of excellence. In contrast, only half of firms with low levels
companies in their fields overall. More than half (60%) of customer experience satisfaction and low brand
of survey respondents felt they had the right mix of recognition currently employ enabling technologies —
“live” and automated customer communication chan- and ten percent have no intention of doing so.
nels, compared to only 26% of the poor performers and
40% overall. Getting to Iconic includes the wide global survey and
case studies from CX leaders such as Alibaba, BT
Furthermore, the report concludes that iconic compa- Global Services, Lexus, Nubank, Uber, and Zurich In-
nies are using AI for more than just chatbots. Most re- surance, and points out that:
spondents indicate AI is guiding their customer analytic
capabilities. Optimizing tools, applications and opera-
10 October 2017 - Programmatic & Native Advertising