Top-notch intelligence-driven customer experience, in today’s digital era, is the only real differentiator for sustained customer growth and improved share of wallet for business enterprises.
Typically, most enterprises view and treat customers using the siloed lens of a single function or product. Customers thus end up with fragmented experiences. The explosion in digital touchpoints and expectations from an ever-increasing number of customers of new-age sophisticated experiences compounds the challenge of customer experience.
~80% Businesses believe that they’re already driving superior customer experience, but only 8% of customers agree that they get superior CX.*
AI lies at the heart of making businesses customer experience centric, enabling real-time contextual relevance and proactive engagement in every customer interaction – across business functions and across digital and human-assisted touchpoints.
Pivoting the enterprise on customer experience calls for a cross-functional lens and a holistic transformation roadmap, taking into account the roles of data, AI, technology and processes. BRIDGEi2i’s fundamental approach to AI-enabled transformation is to own accountability for delivering CX impact on AI and digital investments by focussing on program design and adoption.
Unified customer view across functions & interactions
Businesses look at customers from the lens of a single function or a single product.
Takes a pervasive view of the customer across the customer lifecycle. Customer gets a unified and seamless experience across functions and touchpoints.
CX opportunity by embedding AI in digital
Digital adoption alone does not drive superior customer experiences. The unprecedented amount of customer information from across digital touchpoints (such as voice, text, speech, clickstream) is largely untapped
Enriches knowledge of customer by extracting and combining every bit of information across all digital and physical touchpoints. Learning from such data enables driving contextual customer actions in real time
Personalized treatment at every touch
Personalization is typically used in pockets, say for campaigns, using next-best offer or product. It takes a siloed view limited to the marketing function
Takes a horizontal customer journey view for personalization of customer treatment and thus experience.
Personalization is next best action across marketing, customer support, billing, originations (all functions)
Proactive management of customer experience
Reactive approach to customer experience where issues are identified and tackled as they bubble up through customer complaints, typically siloed with customer service departments
Enables proactive management of CX through holistic tracking of experiences across all customer conversations and feedback to identify evolving issues that need attention
To achieve transformational customer experience using AI, enterprises need to build a unified, all-encompassing view of their customers across business functions and touchpoints, leading to agile insight generation. This is the only way to make the customer experience seamless and agnostic to a business function or channel.
Proactive CX Alerting
Enterprises should be able to identify and proactively fix any evolving systemic issues in their processes, technologies and systems that are likely to cause poor customer experience. Listening to customer sentiment, either in interactions with the brand or as feedback on social media, is crucial.
While personalization as a customer engagement mechanism is not new, superior CX necessarily requires taking a cross functional view to personalized customer action based on real time signals from across the customer journey. AI driven customer insights are key to identifying the most…
Typically, customer lifetime value serves as an optimization objective as it reflects the quality of customer relationship in the long term. However, enterprises often need an optimization mechanism to choose the right action as there may be more than one relevant ‘next-best’ action for customers.
Driving superior customer experience in today’s age requires providing automated immersive experiences – the ability to embed AI-driven intelligence into the touchpoints where the customer interacts with the brand. These interaction touchpoints, when integrated into the AI insights generation layer, solve for the last mile journey…
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Director, Digital Consulting