EDITOR’S QUESTION
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W
hile it is tempting for every
business to look at AI as the magic
pill that could drastically improve
the customer experience, in reality the results
may not be the same for all businesses.
AI is no magic, ultimately it is a set of
algorithms whose effectiveness depends on
how well it is actually implemented. What
is even more crucial is the amount and
relevance of historical data available to train
the AI systems.
So businesses have to fundamentally
understand all aspects of their business
and the customer touch points, model
them effectively in the various software
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applications and retain the necessary data
over a period of time to be able to even start
training the AI systems to eventually help
them solve business problems.
The other important consideration is
the business’ understanding of the
customer base, the touch points and the
engagement channels that have been
built and commissioned and factors like
if the business has a low number of high
engagement customers or a high number of
low engagement customers.
Before investing in AI technologies business
should clearly understand if they have a
sufficient amount of data that the AI system
can learn from and accurately engage with
customers for their requests and issues.
Same goes for engagement channels like
chatbots, if the business has a low number
of high value and close engagement
customers, it is better to have the human
touch whereas for businesses serving a huge
number of customers, often needing trivial
help, investing in chatbots gives great ROI.
AI of course can greatly enhance customer
experience by being available all the time,
providing lightning fast response without
sounding fatigued but businesses should
clearly define the readiness and gating factors
with respect to their environment and not do
AI just for the sake of it, giving in to the hype.
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