As organizations navigate the era of AI, it is crucial to leverage the technology to enhance customer experience (CX). While AI presents exciting opportunities, integrating it with well-designed CX processes is vital for success. Let's explore five CX processes that can be improved with AI or traditional approaches to delivering exceptional customer experiences. Customer Experience was long thought to be a people business. And while that is still true, AI can help create customer delight faster and cheaper. So when is an AI centric or a people-centric solution best?

When does AI improve the Customer Experience?

AI is starting to impact our lives in real ways every day. Sometimes we don't notice it. Watch YouTube much? If so, you've likely viewed content recommended by bots. AI works well in the customer experience when it is almost invisible. When things just work. This gives AI an edge over traditional methods. Let's look at some ways AI works better than people do.

AI creates delight when Customers “want it now”

Customer expectations for quick service and instant gratification have significantly increased in recent years. Companies understand the importance of providing fast and efficient solutions to meet the "want it now" demands of customers.

AI adapts to Users' evolving needs fast

Changing market trends substantially impact users' evolving needs. We know customers are used to interacting with technology (and often prefer it). Additionally, a study revealed that 63% of users prioritize personalized experiences when interacting with a brand. These insights emphasize businesses' need to continuously monitor and anticipate users' evolving needs to remain competitive and meet their expectations.

AI is perfect when personalized data is needed

AI systems can analyze vast amounts of customer data, including past interactions and preferences, to gain valuable insights. This allows businesses to understand individual customer needs and preferences at a deeper level, enabling them to provide more personalized and tailored experiences.

By leveraging AI technologies, businesses can enhance the customer experience by delivering personalized interactions, recommendations, and support. Improving customer satisfaction and driving customer loyalty - unless Customers need not choices and options, but solutions and experience.

AI Tools for CX

What AI tools might help Customers find what they need or get information? Here are just a few examples. There are many other tools available in each category. It's important to evaluate your specific needs and requirements before selecting a tool that best fits your organization's AI requirements.

1. ChatGuru - AI-powered chatbot app that enhances customer service and support prioritizing user satisfaction and continuous improvement.

2. Salesforce Einstein - AI-driven customer relationship management (CRM) platform that delivers personalized interactions and predictive analytics.

3. Amazon Alexa - A Voice-activated virtual assistant that enables customers to control devices, perform tasks, and get personalized recommendations, interfaces with Amazon echo and Internet of Things devices.

4. Google Duplex - AI-powered voice technology that allows businesses to automate customer interactions.

5. IBM Watson - AI platform that provides advanced analytics, natural language processing, and machine learning capabilities to improve customer experiences.

When do People-centric processes make sense?

People-centric processes make sense in various scenarios where human involvement, empathy, and decision-making are crucial. People-centric processes are essential when it comes to resolving complex or sensitive customer issues. Human agents can provide empathy, understanding, and personalized assistance, especially when emotional support is required. When problem-solving is needed, humans bring unique perspectives, intuition, and the ability to think outside the box, which is crucial for generating new ideas and solutions.

This highlights the importance of incorporating people-centric processes like live chat or personalized phone support to enhance customer satisfaction and loyalty. Speaking directly with a human can make customers feel more engaged with the company and product. 

People make the difference when the product is high-end

When a product is expensive, customers have higher expectations regarding its performance and the level of service they receive. In such cases, having well trained service people trumps the best bots. Of course, most companies do both. They use data analysis to improve the products, services and marketing channels. But they focus on the people side of selling, service and support to ensure customer retention and building new new customer pipelines. Data shows that customers may forgive a company's mistake or product failure if they receive excellent customer service and a personalized resolution. This suggests that employing people-centric processes, such as dedicated support teams or personalized assistance, can help mitigate the negative impact of a costly product issue.

The human touch counts when something goes very wrong

People can show concern and empathy when something goes wrong with a product or service. People can provide creative problem-solving and clarify solutions. Humans can solve the issue but also provide comforting words or additional actions to improve outcomes on two levels: the actual issue and the perception of the person they are helping. In addition, a combination of solutions may work well here. Customer service staff using AI tools can work with customers to resolve issues based on data plus insights while providing the human touch.

People-Centric Tools for CX

What tech tools might help your organization improve their Customer Experience? Below are a few examples. The right ‘tool’ may actually be an improved workflow or process. Consider the requirements, the users and the outcomes you are looking for before implementing a specific tool. You will also need to ensure processes are aligned to ways of working. Systems that don’t play together may be counter productive.

1. Salesforce - A Customer Relationship Management (CRM) system to support processes of call centers, service centers, and sales teams.

2. Zendesk - Helpdesk and ticketing systems tools for incident management.

3. Asana - Project Management and collaboration tools.

4. Microsoft Teams - A communication and collaboration tool to help teams organize and work using structured and unstructured processes.

5. LinkedIn Learning - Learning tools to develop your employee’s people and technical skills.

While automation and AI can streamline processes and improve efficiency, there are situations where people-centric processes are indispensable. By recognizing the value of human involvement, empathy, and decision-making, organizations can create better experiences, build stronger relationships, and address complex challenges effectively.

The bottom line? Consumers prefer humans while appreciating AI's speed and efficiency. No matter if they are aware when AI is behind a service, or not.