April 1, 2020

The Bright and Dark Side of Artificial Intelligence

Offering the easiest customer expertise continues to be a high precedence for almost each single enterprise. Companies are eager to undertake artificial intelligence (AI) applied sciences thanks to their promise to remodel the client experience, enhance operational efficiencies, and drive value financial savings.

However whereas AI has the potential to dramatically enhance the client expertise, there are all the time classes to be realized, and a few potential drawbacks to concentrate on. Newton’s Third Law states that “each motion has an equal and reverse response”—so for each ‘good’ application of AI, companies additionally want to contemplate the ‘dangerous’, and make sure the expertise isn’t having a detrimental impact on their enterprise.

The rise of the bot

There isn’t any doubt that AI chatbots are remodeling, and can proceed to rework, the client expertise, particularly in consumer-facing and companies industries. Based on analysis by Salesforce, 53 per cent of service organisations will use chatbots inside 18 months—a 136 per cent development charge that highlights the main function chatbots are enjoying in service supply.

And there are apparent the explanation why companies are deploying chatbots. At first, an AI chatbot can assist an organization 24 hours a day, 7 days per week. They don’t get drained, they don’t want breaks, they usually’re at their finest when performing mundane and repetitive duties.

Interacting with an AI chatbot is now the norm. Whereas prospects had been initially hesitant to work together with chatbots, at the moment, 40 per cent of shoppers say they don’t thoughts whether or not a human or a chatbot solutions their questions—so long as they get a solution quick.

Whereas AI chatbots are an ideal addition to the client expertise armoury, they shouldn’t be used for every little thing—AI chatbots do have limitations. They’re finest suited to carry out easy duties, like answering FAQs on social media. Chatbots shouldn’t be used to present private or emotive recommendation—having chatbots take care of extra complicated situations will solely hurt the client expertise. Companies should perceive the place they will use chatbots, and the place they will’t, to make sure they’re getting the perfect out of this expertise.

Selecting the best channel

AI can be used to make sure brokers are speaking appropriately. Once more, due to AI’s potential to course of info, it may mechanically and precisely classify various kinds of buyer interactions. This consists of analysing knowledge and pushing prospects to the suitable agent based mostly on urgency, in addition to figuring out which communications channel is finest to interact.

The sort of AI helps name brokers ship the absolute best expertise. However similar to with chatbots, the human contact can also be required to get probably the most out of the expertise. For instance, AI might decide if it’s best to speak with a sure buyer through e mail. But when the agent must have a private dialogue, then e mail isn’t the perfect communications medium to work together with the client. Brokers want to make use of their information and experience to make sure they aren’t being dictated by AI, however relatively, empowered by it.

Real-time transcripts, real-life outcomes

One other software of AI is to assist drive higher gross sales. AI can be utilized to learn transcripts from gross sales calls, determine matters that had been mentioned, and pull out particular insights from these calls to assist coach gross sales brokers and drive improved gross sales efficiency. By highlighting and figuring out vital info, companies can simply replicate practices by profitable salespeople, and make sure the entire enterprise is constantly delivering the absolute best expertise. Not solely will this enable companies to make superior buyer expertise the norm, however it is going to additionally present a aggressive benefit that may assist companies develop.

Whereas AI can pull out particular insights based mostly on conversations salespeople have had with prospects (or potential prospects), not each buyer interplay is identicalwhich implies not each perception can, or ought to be, utilized in the identical means. On this occasion, AI ought to be used to advocate finest practices, relatively than create strict or inflexible processes.

Dealing with compliance

Delivering a superb buyer expertise additionally means complying with the related guidelines and rules. Whereas rules like GDPR are typically utilized throughout industries, there are verticals, like monetary companies and insurance coverage, which might be certain to their very own distinctive and strict rules. Companies want to make sure gross sales brokers aren’t failing to adjust to any guidelines and placing the enterprise in jeopardy.

For companies working in these extremely regulated industries, AI can be utilized to mechanically detect compliance dangers in any dialog. This helps to scale compliance evaluate and the supervision course of, and simplify an often-complex job. Utilizing AI additionally reduces prices in addition to organisational threat.

For companies in these extremely regulated industries, this sort of help with regulation compliance is a welcome addition. It’s as much as every particular person enterprise, nevertheless, to evaluate the affect that the appliance of AI may have on their compliance processes. Companies shouldn’t be implementing new applied sciences only for the sake of it—that applies to all applied sciences, not simply AI.

The Jekyll and Hyde of AI

AI represents an thrilling alternative for companies to ship a superior buyer expertise, improve efficiency and enhance effectivity. But many view AI as a expertise that threatens to switch peopleparticularly these working in companies industries.

Nonetheless, I view the general purpose of AI as a complement to human work relatively than a alternative. And there are a number of methods the expertise could be adopted to enhance each the worker and buyer expertise, with out placing employees out of a job.

For instance, when chatbots are utilized to reply normal FAQs, it simplifies the client expertise and permits brokers to maneuver away from answering a number of the extra repetitive or mundane queries. However chatbots may also take away from probably excessive scoring buyer satisfaction calls and stop brokers from having common conversations with prospects, conversations which could be helpful interactions. By implementing sentiment evaluation, brokers will be capable of acquire helpful perception to help them with delivering a greater buyer expertise. This in flip can obtain elevated worker motivation, as brokers are conscious of the calls they have to be concerned in, and have the motivation to ship a greater decision.

Finally, companies shouldn’t be blinded by the AI hype and purchase into the expertise simply to say they’re utilizing it. Companies ought to be investing in AI to take pleasure in the advantages it may deliver, akin to a greater buyer and worker expertise, improved effectivity, and price financial savings. To do that, companies want to make sure they totally perceive the processes they need to enhance and why—and implement the expertise accordingly. With out this understanding, companies will miss out on a expertise development that has the potential to rework their enterprise for the higher.

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