Introduction:
Supercharging CX: The journey so far
In the race to meet or exceed rising consumer expectations, many companies now look to AI technologies to supercharge the CX they offer.
AI can analyse vast quantities of data accurately and quickly, drawing out new insights about customer preferences and needs. It can be used to automate behind-the-scenes processes that might otherwise drain the time and skills of sales, marketing and customer service professionals. Through chatbots and voicebots, In short, the integration of AI in customer journeys holds the promise of interactions between companies and consumers that are faster, more frictionless and more insight-driven than ever before.
In a global survey of over 750 executives in CX, sales and marketing roles conducted by Economist Impact and sponsored by Genesys, more than three-quarters of respondents (78%) agree that AI will be a critical part of their CX operations in the coming years.
More than three-quarters of respondents (78%) agree that AI will be a critical part of their CX operations in the coming years.
AI can interact directly with customers, assessing their issues and queries, resolving them where possible or directing them to a more suitable channel by predicting their intent.
Many companies have already made a start or have projects under way, with the three main reasons given being to improve the quality and consistency of CX (45%), increase customer loyalty (43%) and differentiate from competitors by offering a unique CX (32%).
Where to begin?
Marketing automation is where many companies make a start, using AI to deliver ads and product recommendations, as well as to target campaigns and offers at particular customer segments. Many respondents (16%) say they first started using AI in CX through marketing automation, and indeed this is the area with the highest early adoption rates. Moreover, most organisations already have a strong foothold here, with the highest number of respondents (39%) saying they are currently using AI for that purpose. AI has rapidly made inroads into other CX areas; when asked where they are currently using AI or plan to do so in the next year, respondents most commonly cited AI-driven performance insights (80%) and post-interaction analysis and quality assurance (78%).
Prioritising AI-driven performance insights makes sense, as this is the area expected to deliver the most organisational value by respondents who currently use it or plan to do so, followed by predictive analytics/digital engagement (30%) and marketing automation (28%).
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AI comes of age: Putting customers and employees at the heart of data-driven journeys
