With rapid adoption of Generative AI, businesses of all sizes have the opportunity to significantly improve the customer experience for their customers
Etgreycell@timesofindia.com
Generative AI has swiftly moved beyond being a buzzword to one of the most sought-after technology-led opportunities for businesses. Across industries, companies are making a beeline to leverage its potential in reshaping workflows, personalisation, decision-making, and, above all, transforming customer experiences. Everyone’s looking to leverage it for scale.
With every passing day, more examples companies driving efficiencies with the use of Generative AI are being found. They are bringing process efficiencies for the enterprise. Customer experience or CX is one function that is being revolutionised with the evolution of this technology. It is driving customer engagement, improving customer acquisition and retention, building efficiency, and generating robust returns on investments for businesses.
The option for customers to interact with chatbots, synthetic voice production, visual customisation, with AI-driven personalisation make it an unmissable tool for customer engagement. Personalised, efficient, and engaging customer experiences is driving the change, rapidly improving the CX scores for enterprises.
The efficiency of any next-gen AI tool is only as good as the quality of the data it has been fed, as data forms the bedrock of this technology. Any organisation leveraging gen AI to improve customer experience must know its consumers and their rapidly evolving shopping preferences. Combining that with conversational messaging tools incorporating AI, organisations are in for a treat when it comes to delighting their customers.
Personalised & Instant
With the new opportunities made possible because of technology, the engagement models and CX opportunities are changing across industries. It is now possible to meet customers’ ask, who want everything, everywhere, and all the time. Imagine the ask being across mix of traditional, remote, and self-service channels – these could be e-commerce, face-to-face or through other digital channels. With quick commerce fast gaining ground, CX opportunities could help hyper-personalisation of offers and services to customers.
Generative AI’s self-learning and advanced algorithms can make sense of data patterns in the segment and target audiences who could be zeroed down for customers making their choice. With these capabilities, businesses can efficiently analyse and identify high-quality leads. Result? Campaigns could be more effective and result in better leads.
As consumer shopping preferences are evolving rapidly due to aggressive digitisation, conversational commerce has changed the game. With AI at its heart, it understands the context of the conversation and predicts the next steps that the customers may take. It enables businesses to understand what shoppers intend to buy based on their browsing history. With the help of conversational AI, which uses natural learning processes and machine learning, it guides them through the purchase process in a safe and secure environment. Result? Richer conversions.
Conversational Commerce
The Generative AI solution, embedded with the enterprise customer relationship management programme, does not let the customer know he/she is chatting with a machine. It feels more human than a bot, making the customer journey turn into a breeze. As it solves the problem of customers, the skill of the system stands out from hundreds of brands competing to grab the short attention of the evolving consumers.
Conversational AI and Generative AI seem very promising tools to help organisations build a differentiated customer experience function. Such a system also breaks the internal silos to deliver unified customer profiles and seamless connected experiences across departments. As enterprises move ahead with their AI journey, centralising the diverse data sets allows for faster development of Generative AI experiences.
How can companies get ready with being data-led with the CX opportunities? Investing in unifying data systems and improving data governance will help maximise the value that AI an bring. AI systems must also sources data from unified, accurate datasets to function effectively. Some companies struggle to integrate data from various CX tools, which could lead to poor performance in answering customer queries.
Humans & AI Agents Collaboration
Another innovation that has redefined the customer experience is the close collaboration between human and AI agents. Leaders at new age, as well as legacy companies, are finding ways to incorporate AI agents in their systems so that they can leverage their potential to transform their operations and streamline their complex processes by identifying their unique capabilities. What sets AI agents apart from tools like chatbots and copilots is their ability to actively engage and learn from data to adapt to any situation seamlessly while at the same time working alongside humans and making autonomous decisions 24×7.
Salesforce’s Agentforce platform simplifies the deployment of AI agents at scale, empowering organizations to build powerful, customizable agents for sales, service, marketing, and commerce. Agentforce Agents – available across all Salesforce app – leverage enterprise data to make informed decisions and take action, regardless of data location.
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Disclaimer: Content Produced by ET Grey Cell
