In today’s fiercely competitive market, every brand faces many challenges. With increasing number for choices and decreasing attention span of customers, brands are trying to create a hard-to-miss persona which extends in an entire ‘phygital’ ecosystem. With pandemic-led disruptions driving digitization across industries, consumers have now adapted to using a mix of online and offline channels through a variety of platforms. Given the relentless nature of the digital world, customers expect 24/7 brand engagement and quick resolution, high availability along with exceptional value-added services.
In this scenario, effective customer experience (CX) mechanism can clearly act as powerful differentiator for the brand-
A Gartner survey says 66% of marketers claim CX to be the ‘new marketing battlefront’ and that 70% of customer interactions will involve emerging technologies by 2022. Modern businesses are using digital CX solutions for deeper and more insightful customer engagement in order to stay relevant, accessible and gain a competitive edge. Technologies like Artificial Intelligence, Big Data analytics and automation have made it possible for businesses to deliver superior customer experiences at scale. By leveraging AI-powered actionable insights and analytics mined from various touch-points across digital and social platforms, brands can easily analyse, predict and deliver quality customer service in real-time. For instance, chatbots can respond 24/7 to customer queries, provide instant information and support, therefore enabling quicker resolutions and reduced customer response time.
IDC research suggests that spending on CX technologies is expected to touch $641 billion in 2022; $130 billion more than in 2019. Here’s why automation-led CX strategy can propel brands to thrive in business and ensure holistic customer satisfaction consistently.
Intelligent Automation for the win
While automation has been known to reduce labour costs by automating repetitive tasks and freeing up employees to focus on more complex business operations, there is more to be gained from an intelligent automation led CX strategy.
Smartbots with machine-learning capabilities are a great example of Intelligent Automation (IA) solutions aiding in CX management. Their natural language processing (NLP) capabilities ensure better understanding of customer requirements, while contextual AI helps in responding to complex queries and delivers customised recommendations, without any human intervention. MIT Technology Review suggests that AI-powered chatbots have helped improve complaint resolution in 90% of the businesses surveyed.
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