Chief Commercial Officer
Bots, automatons and AI—catalysts for tomorrow’s customer experience
“Customer-centric” robots? Why not? Fueled by long-term projections (sometimes alarmist) and images from anticipatory fiction, the use of artificial intelligence within organizations is sometimes seen as a replacement of the human by the machine. But this is not the case—above all because the technologies are not yet mature enough for such ambitions. Yet bots, PLCs and artificial intelligence have a role to play, especially in fulfilling low value-added missions.
There are many examples of companies successfully integrating this technological dimension into their customer relations. These new technologies, perhaps paradoxically, strengthen the emotional bond with companies. TUI and Club Med travel agencies offer their customers, via virtual reality helmets, a chance to preview of their future hotel or to immersively test the activities of the club where they will be going.
The most common use is the deployment of semantic recognition via the installation of chatbots that improve the customer experience by providing 24/7 service while reducing the volume of low value-added contacts processed by advisors.
The voice assistant, on the other hand, uses voice, a natural mode of interaction, and performs a variety of tasks such as searching for information on the internet, translating words, writing and reading emails or SMS messages, making phone calls, programming a GPS. This is a great tool for making recommendations or recalling important events.
• Oui.SNCF has developed an application specially designed for Google Assistant and Google Home. It is now possible to find out about train schedules and even book via voice, all in omnichannel mode since a user can start a request at home with Google Home and then resume elsewhere on a mobile with Google Assistant.
Predictive analytics allow companies to anticipate their customers’ future actions based on their current and past behaviors. Tools are available to analyze customer behavior and thus offer proactive customer relationship management.
• Thanks to the implementation of a speech analytics solution, Voyage Privé was able to analyze the impact of cross-selling and upselling proposals on its customers. The analysis of emotions also allowed the tour operator to identify signs of attrition and implement a retention strategy.
• MAIF has integrated software to simulate claims using all-weather data and forecasts and to anticipate as much as possible the intervention of teams in the field as well as to forecast the cost of claims region by region. This is enough to refine its offer and anticipate the customer’s needs.
Finally, so-called autonomous robots are able to perform a series of actions and tasks while adapting their behavior to the environment in which they operate, whether known or not. Paradoxically, new technologies are used to support emotion in customer relationship management.
An adjusted customer relationship management
Managing customer relations at all levels of the organization in this tech-dominated era means first and foremost aligning customer issues with the company’s strategic challenges. The goal? Share a unified vision with clear customer KPIs, known to all, and a clearly stated ambition. But not only that; the objective is also to agree on the year’s priorities for action and the strengths on which to build. To achieve this and to ensure that we are on the right track given the ambition set, it is important to monitor performance indicators and analyze their evolution throughout the year and at all levels of the company. In these “customer experience cockpits,” it is advisable to highlight indicators on customer engagement and also indicators of employee posture to influence the culture internally.