Bridging the Gap – Integrating AI into Customer Journeys

” CCW Digital’s annual Consumer Preference Surveys have consistently uncovered disappointment about the quality of brand interactions, and the trend continues in 2024. Customers remain frustrated with the experiences they are receiving, seeing no evidence of the so-called “era of customer centricity” coming to fruition. Only 7% of consumers feel experiences have gotten much better over the past year, and a troubling 55% feel they have gotten worse.”

~ CCW Digital Consumer Preference Survey 2024

In the eyes of these customers, the most notable mistake concerns the absence of the human touch. 52% say it is difficult to reach a live agent, establishing that lack of humanity as the #1 pain point in 2024.

A week or two ago, we came across a social media post from a frustrated customer. She had called her hosting service provider to make structural changes to her websites and email accounts. Not being technically skilled, she struggled to use their online chatbot and preferred speaking directly with a service agent. To her dismay, the agent informed her that phone support was no longer available and she needed to type her query into their chatbot. This incident highlights a common issue: businesses failing to use technology to effectively fill the right gaps.

With the rise of generative AI technology, many businesses are eager to stay on trend. Call centres are increasingly minimising phone interactions, replacing them with online chatbots or written chat-based conversations. This shift is driven by the desire to serve more customers quickly and maximise profits.

However, this rapid adoption of technology often comes at a cost: the loss of human connection and customer-centricity. Organisations’ pursuit of efficiency and volume can lead to neglecting the crucial aspects of gaining insights, designing effective strategies, and implementing them thoughtfully. The foundation of any successful business is understanding and meeting the needs of its customers.

For businesses to successfully integrate AI into their customer journeys, it is essential to design and map out a comprehensive blueprint that aligns their business and brand strategy. This approach will ensure that technology works in harmony with the business rather than against it.

Businesses are starting to realise the value of prompt engineering and thorough written communication skills. However, teaching chatbots how to adapt to culture and better connect with people will require the art of creative writing. For brands to achieve this, it is essential for business teams to plan and map strategies in a detailed, documented blueprint. This will help all business stakeholders align with the same business vision.

Essential Steps Before Implementing Chatbots:

1. Understand Your Market and Customers:
Conduct thorough research to gain insights into your target market and understand your customers’ needs and preferences.

2. Adapt Your Brand and Business Strategy:
Tailor your strategy to serve and connect with your customers effectively, ensuring that your brand remains relevant and customer-focused.

3. Align Business Stakeholders:
Ensure that all stakeholders are on the same page regarding the business vision and strategy, fostering a cohesive approach to serving customers.

Through in-depth research and comprehensive strategy execution workshops, ReAct and its partners can help businesses realign their strategies and map out an effective blueprint for all stakeholders. This will result in better-designed technology tools that deliver superior customer service.

Sources:  https://www.customercontactweekdigital.com/customer-experience/whitepapers/2024-june-market-study-cx-trends-challenges-opportunities