Both authentic and artificial intelligence play an important role in the customer experience (CX), where humans drive evolution and innovation.
Artificial Intelligence (AI) can deliver speed, analysis, and efficiency to the customer experience, but most would agree that only people can provide empathy, ingenuity, and context. What if a strategy that involves a customer-focused approach to artificial intelligence and the ability to automate CX processes could improve interactions, increase engagement, and empower humans?
Tony Tsai, chief innovation and information officer at customer service and technology provider TTEC says, “Digital transformation focused around the customer experience is not just about technology implementation but also about how humans carry forward the output of that technology. Brands which employ a thoughtful approach to automation and AI, including the use of analytics and insights blended with the human touch at key moments of impact, will deliver on the promise of truly exceptional customer experience.”
From that perspective, the human touch should never be lost during this time of digital disruption. Companies must stay up-to-date with AI while also maintaining a human approach to the emotional environment we live in. The sophistication of AI and emerging technologies increases the importance of the human aspect of customer interactions.
Authenticity and trust play a significant role in the success of high-performing businesses. Companies should be able to support productivity and growth while also supporting their customers emotionally.
There are ways to practice authentic intelligence. For example, AI robots can be developed to display more “human” qualities, which improves communications. The key is to engage customers in interactions that feel “real.”
The future of CX involves more authentic AI technology. “AI is poised to transform business in ways we have not seen since the impact of computer technology in the late 20th century,” Paul Daugherty, CTO of Accenture, stated in a report. “As AI matures, it can propel economic growth and potentially serve as a powerful remedy for stagnant productivity and labor shortages of recent decades.”
For more on technology and the customer experience, see Digital Experience: The Key To User Delight.