May 28, 2021 / 4:00PM / Ayomide Oguntoye for WebTV / Header Image Credit: WebTVNG
The FITC on Wednesday, May 26th held a virtual summit on the theme, "Enhancing Customer Experience with Artificial Intelligence". According to global statistics, Artificial Intelligence (AI) has created a positive impact on customer experience.
Mojisola Olawepo, Technical Strategist, Microsoft, speaking on Customer Journey Analytics, noted that today's consumer does not only buy products or services, but the customer's purchase decisions revolve around buying into an idea and an experience. She described customer journey as the complete experience a customer has with an organization.
According to Olawepo "the customer journey is the process of tracking and analyzing the way customers use channels to interact with an organization and this covers all channels present and future which interface directly with customers".
A customer's experience or journey with an organization encompasses all interactions across the channels, leading from awareness up to loyalty. Olawepo To build a lasting customer experience research has shown that emotions are powerful drivers of customer decisions and behaviors, negative emotional experiences can stand out more in a customer's memory especially when the customer is frustrated and angry.
Stating ways to making customers happy, she said that one major way is to understand their emotional experience, feelings, and motivations as these customers come in contact with an organization. To achieve this, there is a need for customer journey mapping which involves the description of a customer's experience with an organization both in functions and in emotions. It is essentially a strategic tool to ensure every interaction at every touchpoint a customer has with an organization is positive.
Beyond customer experience, Juliet Ehimuan, Director, Google West Africa noted that it is known that digitization and AI offer a lot of benefits to an organization like increased productivity and efficiency, growth and expansion, job creation and role repurpose, optimization, and quality control. She said it was therefore important for business leaders to recognize that the future of customer experience needs to consist of the combination of human interaction and digital engagement, thereby empowering customer service personnel with the needed tools.
Chatbots magazine reported that by using artificial intelligence organisations could reduce customer service costs by 30% and scale back customer effort by 60% in addition to gaining 65% monthly savings.
Research carried out by Vagner showed that by 2025 there would be a huge competitive collaboration between customer experience and artificial intelligence.
As brands integrate AI within their service model, analysts believe it would help to look into solutions that would aid the realization of various savings without adversely affecting the customer's engagement journey.