A couple weeks ago we wrote a blog post (view post here) about how artificial intelligence is infused into our lives in multiple occasions, some of which we might not be aware of. After the positive feedback of that blog we decided to expand on it, this time though, focusing on what matters most to us – Customer Service. As we are well aware, the ability to retain customers is a big determinant in successful companies. Companies often wonder what it takes to keep customers happy and spend a lot in research and development to figure out the right formula to retain customers. According to the Genesys Global Survey, released in 2009, 38% of customers stated that the answer is personalization in service that makes them happy, and are more likely to be loyal to that brand.
How can you personalize customer care?
Remembering hundreds of thousands of customers by name is not humanly possible and knowing each of their preferences is an even more daunting task. The advancement in technology and data processing through AI has helped address these issues for us. AI’s higher accuracy and efficiency to process large data sets of information for quick and personalized customer service makes it a valuable asset in the business world. A list of common AI technology in customer service will give us an idea of AI infused in our lives to personalize customer service.
Guest intelligence software like Venga that are tied to POS systems allow receptionists at many restaurants to recognize customers when they call. Not only do they know who is on the line but they can also access order and delivery history which can help provide a more personalized service to the customers.
Customer Service Representative tool like the one developed by Fusemachines uses predictive and responsive technology to present likely follow-up questions to the customer’s initial question. This allows the customer service rep to assist the customer faster by already knowing what else they might ask.
Debatescape is a system that finds complaints made against British Telecom (BT) on the internet by crawling through 50 different websites and forums including Facebook, Twitter and Youtube. Instead of waiting for customers to come to them with the complaints, BT beats the customers with a solution and makes the process more personalized.
Customized user experience is present in websites like youtube.com and amazon.com to suit user preference based on their viewing history. The system knows its viewers, remembers them and understands what they like and what they do not like and generate results that align with these preferences which encourages customers to spend more time on the website.
Shopping apps like the Safeway shopping app provide personalized deals to its customers using digital coupons. Customers can feel more intimate with the company knowing that the company cares about their choices, while the companies can benefit by providing deals in items customers are more likely to purchase.
Smart vending machines like the ones powered by SAP Hana are able to recognize customers through a facial recognition feature. The facial recognition allows the machine to process human emotions and make recommendations for drinks, promotions and food items accordingly.
How one company serves its customers in comparison to other companies can directly affect the customer retention rate. The key to finding this distinction is to personalize customer service. The use of AI gives companies a competitive edge in personalizing customers’ experience, as companies have easy access to crucial customer information through data processing and analysis. Knowing what each customer wants and addressing their needs accordingly is vital for survival in today’s business world. The next revolution is this field is likely to be triggered by the need to stand out in a world where everyone has access to AI, then what? That challenge will bring more innovation in the field of customer service. But for now the challenge is managing AI in customer service to suit customer preferences.