Author : Anand Singh Bhandari
Director - Business Analytics

Anand heads the Business Intelligence practice for Espire, playing the lead role in establishing best practices and our roadmap for a robust BI practice. He ensures development and implementation of frameworks for rapid project deployment and capability enhancements in the group.

Demystifying AI and its 4 aspects to drive exceptional Customer Experience

Rapid technological advancements have created opportunities for companies of all sizes to serve customers worldwide and compete effectively with even larger companies for a pie of the customer base. Even smaller companies can now operate globally - deploying a variety of possible technology solutions such as automated call centers, customer service bots, and digital marketing.

Do you remember when Artificial Intelligence (AI) was first heard mostly in science fiction-books, movie or television shows? Characters in such fictional works were just fantasy and were so elusive that they couldn't possibly become a reality. Each of these characters relied on algorithms to adapt and respond to their interactions with humans. Cut to the present - AI technologies are being so developed and have been built and utilized for a particular purpose - to simply support human beings and to make their lives better.


While we do not have human-looking robots that interact with us on a daily basis as in those films, we interact with similar technologies without a face every day, and this technology is referred to as Artificial Intelligence.

Take, for example, Siri, Nest Learning Thermostat, Hello Barbie or Amazon Alexa. They all use different levels of artificial intelligence to make recommendations such as adjusting the temperature in your home-based appliances - on your preferences or automatically order goods and services for you. These tools and the technology behind them have made our lives easier. This is the era of AI-the so-called Artificial Intelligence !

So, Artificial Intelligence is the virtual mind provided to machines in order to behave like humans and respond and serve like humans. You must have heard of IoT but IoT is not AI! Neither is machine learning AI! Nor is RPA!

RPA: To automate organizational process using ML and AI

READ: Demystifying Robotic Process Automation and How it Benefits Brands

ML: To teach machines for developing AI

IoT: Connecting different objects located differently with internet

READ: Internet of Things


It is the intellect of machines being developed through ML, Big Data and other tools so that machines can be automated to do the tasks which normally human beings perform and perform even faster - with precision.

This is the thinking behind different chat software and other automated service tools that have become widespread (for cost savings, ROI and faster time to market in the organization). These automated services and conversation tools have been in place for several years, but for many, the experience is not personal and lacks emotion. As these tools evolve, organizations will benefit from better text and predictive analytics to measure customer morale and emotions-to respond accordingly and decide over when interaction needs to escalate to a live service representative.

The challenge, of course, is that, we all are creatures of habit and that we are used to face-to-face interactions or at least conversations. Changing these habits will take time, patience and investment, and should not be hastened at random. This is where planning your customer experience journey, as well as your employees' experience, can help you prioritize aspects of the experience that may be ready for AI consideration.

As you begin to explore these possibilities, there are four steps organizations should consider to better understand the customer experience and know where to isolate aspects of customer experience that best fit AI.

Customer Journey Mapping - Explore, document and understand the logistical and emotional parts of the customer experience to create a detailed visual representation that puts specific focal points and interactions with customers: in the broader context of the entire customer journey.

Existing data inventory – It is high time to explore what you know about your customers’ experiences, where there are gaps, and how you can take advantage of these new data sources or sources to enhance your artificial intelligence strategy.

Identify key moments of truth – Work on those micro moments that affect customers' perceptions and satisfaction more and appreciate the positive or negative performance impact on these moments so you know what might be at risk or potential gains if AI is applied.

ALSO READ: Leveraging micro-moments to stay relevant with your prospects

Ask Right Questions -

Are you ready to meet AI expectations of your customers?

Do you have tools to train employees on the new AI journey?

Have you tested and designed a control setup environment to explore AI improvements along the way?

Ask questions about your internal abilities and answer them, then prioritize building those most relevant to areas identified as high AI opportunities.

Understanding the journey and customer expectations is a starting point for determining whether AI is appropriate for your organization. The right roadmap will help identify opportunities and improve your customer experience, because your AI solutions will be as good as you are designed to meet your customer expectations.

But these developments, designed to facilitate customer interaction and service in new ways, can be tricky. Companies that adopt different forms of new customer-centric technology risk losing personal contact with their customers and an accurate understanding of their needs. When it comes to understanding how your company can better serve customers, it is important for you to have right and experienced partners. Click here to know how Espire is changing the AI journeys of our clients.


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