Guest speaker, Antonia Oakes, Old Mutual Insure’s Executive for Customer Experience and Responsible Business spokes about how AI-enabled customer experience is the most effective route for institutions to deliver personalised, proactive experiences that drive customer engagement.
What is Customer Experience
First and foremost, what is Customer Experience (CX)? “CX is a chain of interconnected perceptions that customers have with an organisation across all touchpoints and people. It can’t be reduced to a number, or a feeling and it is not the same as customer service… it’s the disciplined practice of analysing and anticipating customer needs in a holistic way and intentionally differentiating experiences that deliver on the brand promise,” said Oakes.
What is AI CX?
“Artificial Intelligence (AI) customer experience is the practice of using AI technology—such as machine learning, chatbots, and conversational UX—to make every touchpoint as efficient and hassle-free as possible. Essentially, support agents get a virtual assistant to help them complete repetitive tasks. This means customers with simple inquiries quickly get what they need, and agents gain more time to handle complex tickets,” she said.
At times, Oakes said it might be challenging to see how AI can improve the customer experience and your existing business processes. But it can and Oakes shared some examples.
AI in improving CX
Oakes went on to highlight how AI enhances the experience:
1. Self-service support – AI powered chatbots to empower customers to resolve problems independently;
2. Service recovery enhancement through quicker resolution;
3. Improves quality of work;
4. Anticipates customers needs and potential issues;
5. Track conversation history for seamless transactions; and
6. The ability to personalise engagements and customer recommendations.
AI CX Predictions
By 2025, Oakes believes conversational service will be dominant and proactive, all service will be AI first, customers will drive all service and it won’t be about having all the data, but about doing the right things with the data.
“By 2030, every business will live and provide conversational support everywhere you are, AI will replace the majority of frontline interactions, hyper-specialised support will be available for everything (at a price) and conversational service will be dominant and proactive,” she concluded.
