Customer Spirit & AI - An Insightful Collaboration
Feb. 20, 2023
--By CB Rajesh--
Today companies track customer
behavior by cognitive means to promote their product & services. All that
the customer needs to do is either search for a product online or click a
banner inadvertently, it’s guaranteed that he or she will see the same product
popping up on almost every web page or app they browse for the next few days. Now, this
is the strength of digital footprint and tracking.
What if the same technology
capability can be used to enhance customer experience? We then need to use the same
digital footprint to design customer-friendly products & services. Such
initiatives can be successful when we develop and use these capabilities to
map, measure & track customers’ journeys end to end. This will include
journeys covering purchase, usage, troubleshooting, exit, etc.
Can we build intelligence to check
for failures or breakdowns in the customer journey, if a browser or an app fails to
load or log in, or if something goes wrong when the customer is transacting? Is
there a mechanism to trace these incidents and fix them even before the customer
complains? In a different scenario, if the customer has given an adverse rating
during an interaction then this intelligence can be used to fix the issue
before the customer initiates the same journey again. It will also be an
excellent opportunity to take the feedback to check his new experience and let
the customer realize that the organization has worked on the feedback. This
will reflect true customer spirit being displayed in customers’ minds.
In a nutshell, CRM systems are
required to evolve beyond as a tool for customer interactions and start
registering failures in customer journeys proactively, raising alarms, guiding fixing issues & measure effectiveness post troubleshooting. Future CRM must
encompass features like customer journey monitoring, spotting opportunities to
cross-sell or up-sell, and a tool for customer interaction along with a feedback-capturing mechanism.
Today customers expect organizations
to know all failures and take action proactively. They also want the
organizations to communicate and give a dashboard view of all the deliveries.
Customers are looking to reduce their efforts and customer-friendly brands
are lapping up this opportunity to empower their end users by crafting friendly
& transparent communication strategies. A payment reminder is also a
communication; it depends on how and when you transmit them.
Today when we mention customer experience & AI together, the first thing that strikes our mind is a chatbot serving customers without human intervention. We now need to explore how the use of AI can transform customer journeys by designing personalized products and predictive service management. The key is to reduce customer efforts by gathering information about each customer’s journey without grouping & generalizing.