Artificial Intelligence: Customer Service and AI – Together, a Win-Win
Data at Davos shows roles in AI and customer success will be among the fastest-growing.
The report “Jobs of Tomorrow: Mapping Opportunity in the New Economy” by the World Economic Forum finds that, as a fallout from the adoption of new technologies, demand for both “digital” and “human” factors is driving growth in the professions of the future. These high-growth professions include artificial intelligence specialists, medical transcriptionists, data scientists, customer success specialists, and full-stack engineers. An article by Brad Birnbaum in Forbes looks at the intersection between two such professions: AI and customer success.
Birnbaum concludes that AI is not coming for customer service jobs. Far from it, AI and customer service (nay, “success”) can work together to make the customer happy.
The success of Direct to Consumer (DTC) brands
Analyzing the success of so many DTC brands, Birnbaum finds out their magic mantra: “They harness AI technology to provide intelligent and personalized customer service from start to finish, moving the customer experience from a back-end cost center to a front-and-center brand differentiator, loyalty builder and ultimately profit center.”
Another payoff of the direct marketing strategy is the richer understanding of the customers’ journey and the complete focus on the full spectrum of their needs. The goal: customer success.
How AI helps in DTC
By deploying AI alongside humans, these brands found that they could enhance the consumer experience.
“77% of customers expect their problem to be solved immediately upon contacting customer service, but most brands simply can’t afford to have unlimited agents working 24 hours a day, seven days a week.”
However, AI can take over a lot of these mundane and repetitive tasks. This frees up agents to be the main voice of the company and concentrate on customers’ needs.
AI in customer-oriented applications in other industries
Birnbaum cites instances where businesses in other sectors have used AI in customer success. Dorchester Hotels uses AI to analyze thousands of customer reviews and extract actionable data. Lufthansa’s Mildred, an AI bot, automatically guides travelers to the cheapest flights. While at Sense.ly, Molly is a digital nurse that monitors patients’ health.
These AI functions all free up humans to do something more creative, customer-centric and valuable to the organization.
“While AI is changing the skills and requirements that the jobs of tomorrow require, we are also reaching a point in time when AI is elevating the role of people, not vice versa,” says Birnbaum. “When technology and humans interact seamlessly to improve the way we work, both businesses and their consumers will be able to reap more and more benefits.”
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