Artificial Intelligence is all about bots, self-service, and automation, right?
A one-size-fits-all way to continue to process consumer communication whilst simultaneously reducing the human contact center headcount, right?
Well, that’s an over-simplistic view that may now be more than a little outdated.
In the modern customer experience space, the strategic deployment of AI acknowledges the continuing importance of human interaction and focuses more on helping to make it richer, slicker, and more efficient.
Of course, generative artificial intelligence like ChatGPT has entered the already-complex landscape and is further complicating the customer experience journey. As a result, the successful (and most efficient) delivery of premium customer service is a marriage of both types of intelligence: artificial and human.
When they work in harmony, the results can be transformational on multiple levels. All organizations must do is pick a technology provider partner with the ability to help make it happen.
“Expectations for an exceptional customer experience remain sky-high, and enterprises must re-evaluate the end-to-end journey when a consumer either desires or is forced into an in-person or non-digital interaction,” says Tom Martin, CEO of Glance, which is helping organizations around the world to leverage the AI opportunity.
“Generative AI adds another layer, but when it comes to delivering a superior customer experience, it’s still about ‘reaching in’ at the right moment of need. It’s more than an AI-powered chatbot that automatically asks site visitors if they need help when they haven’t moved their cursor in 3 seconds. “It’s about delivering human-guided assistance that reduces or eliminates friction with little effort from the consumer.”
In the case of Glance in particular, it has created Guided CX solutions that are laser-focused on delivering a seamless, personal, guided experience in the digital world. And it is perfectly placed to provide informed advice, guidance, and support as organizations look to capitalize on the many potential gains.
“Providing customers with every possible digital channel is a no-brainer, but nothing beats genuine human guidance provided at the right moment,” says Martin.
“When a customer gets hands-on, personal expertise, they’re more likely to feel confident in their decisions, get things done faster, and simply feel more supported. If they have moved on to a digital channel, they’ve likely already made a decision to purchase. The question is: ‘Who will I purchase from?’ The answer: the organization that makes it easiest.”
