Human Intelligence Or AI: What Will You Choose For A Great Customer Experience?

As businesses continue to invest in artificial intelligence (AI) and automation, the role of human intelligence in customer service may seem to be diminishing. However, the truth is that a combination of AI and human intelligence is crucial for a great customer experience. This blog will be a short exploration of why the answer is not an either/or thing. Rather the blending of the two is imperative for both your success and your survival.

How Does Automation Help?

1. Handling Repetitive Tasks 

One way that bots and automation can be used to improve the customer experience is by handling simple, repetitive tasks. For example, many businesses use chatbots to handle basic customer service inquiries such as checking order status, resetting passwords, or answering frequently asked questions. By automating these tasks, businesses can free up their human customer service representatives to handle more complex issues that require a personal touch, allowing customers to get the information they need quickly and efficiently, without having to wait on hold or navigate a confusing phone tree.

2. Personal Touch

Personalized recommendations and offers make the consumers' journey smoother and more enriching. To cite one example, Amazon's recommendation engine analyzes customers' browsing and purchase history using machine learning algorithms to suggest products that they may find interesting. This personalized approach not only helps customers find products that meet their needs but also increases the likelihood of returning.

A Synergy between AI and human knowledge

According to a study by Accenture, 68% of Canadian customers prefer to speak with a live representative when dealing with complex issues, while 62% prefer a self-service option for simple inquiries. This shows that while customers value the convenience and speed of AI-powered self-service options, they also highly value human interaction when it comes to complex issues. Therefore, businesses need to strike a balance between AI and human intelligence to meet the diverse needs of their customers in a timely and responsible manner.

1. Chatbots 

One way that AI and human intelligence can work together to deliver a great customer experience is through chatbots. From handling simple inquiries quickly and efficiently to freeing up human representatives, enabling them to focus on more complex issues’ chatbots are one great technological advancement. An example would be Canadian airline WestJet use of chatbots in helping customers book flights, check their flight status, and answer frequently asked questions. This way the human representatives can work on resolving more complex issues such as flight changes or customer complaints.

But they are not a replacement for human intelligence, however thin and blurry the line between the two may be. They simply lack the empathy and understanding that only a human being can provide. According to a survey by PwC Canada, 65% of Canadian customers say that a positive experience with a representative is more important than the resolution speed. So businesses must not forget that their human workforces have trained for years to provide honest customer service with empathy and dedication.

2. AI and customer insights

Businesses can ensure that their human representatives are providing a high level of service through the use of AI-powered tools that provide them with information and insights about the customer. Canadian e-commerce company Shopify uses AI-powered tools to provide its human representatives with customer data such as browsing history, previous purchases, and social media interactions. This helps representatives to personalize their interactions with customers, creating a more engaging and empathetic experience.

3. Predictive Analytics

AI algorithms study customer data and predict future behaviour. In places such as banks, predictive analytics checks customers' spending habits and predict when a need for a loan or other financial product might arise. The representatives can reach out to the customer with personalized offers and recommendations for an engaging and personalized experience. Remember that AI and human intelligence are not mutually exclusive. In most cases, they can and do complement each other to create a seamless customer experience. Navigating this relatively unfamiliar territory, however, needs patience and expertise. Helium CRM can certainly help you harness the power of the artificial and human. For more details or a free trial, send us a message at contact@heliumcrm.com.

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