Enhancing Customer Experience with Generative AI

According to Salesforce’s survey of nearly 17,000 customers, the primary reasons for brand switching include inconsistent cross-channel experiences, cumbersome or slow interactions with agents, and limited options for self-service.

If your business is facing these challenges, there is a significant opportunity to speed up, enhance, or automate customer journeys using AI. Research by IDC indicates that AI has cut down handling time by 21%, while boosting CSAT by an average of 15%. The specific AI applications you could consider are as follows:

Real-Time, Omnichannel Integration

This ensures consistent customer interactions by synchronising data from various channels in real-time. For instance, you could use data virtualisation technology that facilitates real-time analytics across different data sources.

Adaptive Content Customisation

This involves the ongoing modification of the content shown to customers, influenced by their most recent action. This feature paves the way for fine-grained personalisation and psychological incentives to gently guide customers towards opting for self-service options.

Intelligent Conversational Interfaces

This allows customers to engage in dialogue with smart AI agents that have been trained using the company’s knowledge base. If your business offers complex products or services that necessitate comprehensive agent training, this can notably decrease wait times and enhance service uniformity.

Form Automation

This can reduce acquisition costs and improve conversions by incorporating Generative AI into forms. If your business involves lengthy customer onboarding processes, you might be able to enhance the customer experience by offering the ability to autocomplete, rewrite, or summarise information in application forms.

Sentiment Analysis

This can reduce abandonment and churn rates by taking swift action based on customer sentiment. For example, you could alert the customer care team to reach out to a high-value customer based on sentiment signals generated from a call centre or email interaction.