Genesys has published research exploring the use of AI in CX strategies.
The global report, created in collaboration with Economist Impact, surveyed senior customer service, sales, and marketing executives worldwide to explore how AI can enhance customer journeys and improve employee productivity.
The “AI Comes of Age” report looks at not just the benefits AI can offer to the current customer and employee experience, but also the strategies teams are using to deploy this technology.
Leveraging AI Advantages within the Contact Centre
According to Genesys, many companies have already started investing in AI opportunities for a host of reasons. The three main reasons given for leveraging intelligence include improving the quality and consistency of customer experience (45 percent), increasing loyalty (43 percent), and building differentiation (32 percent). When asked where they started, or are planning to start using AI, many companies mentioned marketing automation as a primary focus.
Many companies leverage AI to deliver product recommendations and ads to specific customers, with 16 percent of the respondents in the study saying AI-based marketing automation was their first experience of AI in the CX space. 39 percent of respondents also said they’re currently using AI for this purpose.
However, Genesys also notes AI is rapidly making its way into other areas of the CX environment too. 80 percent of respondents said they’re using or planning on using AI performance insights to enhance customer experience. A further 78 percent said they’ll be using intelligence for post-interaction analysis and quality assurance purposes.
The decision to leverage AI for performance insights makes sense for the CX space, as this area is expected to provide the highest level of organisational value, according to respondents.
When asked which additional investments may have the biggest impact on their company, survey participants also mentioned predictive analytics and digital engagement tools (30 percent), alongside marketing automation (28 percent).