Customer experience is the lynchpin of any customer-facing business. Chatbots and virtual agents have helped businesses improve their customer experience by making the organization more responsive and contactable 24/7. This availability is welcomed by customers, and now often even expected, but businesses can use conversational AI beyond mere availability.
Many organizations have implemented conversational AI and chatbots as part of a business strategy to improve the customer experience, but what they may not have realized is that by doing so they have opened up the organization to a much bigger potential to optimize — this is what we are demonstrating in our infographic, see below. Customer experience runs through the core of a customer-facing business, conversational AI and chatbots can help you understand how your customers are interacting and what is driving their behavior. As businesses gain insight into different use cases, it is possible to adapt and develop new ones, becoming more intuitive and responsive based on the customer experience.
Let’s take an example. A company may decide that outsourcing to an offshore call center will save money. But until the chatbots are in place, the organization is missing a clear view of the whole picture. Information may be stored in emails, some on CRM, some not recorded, some not accessible….using chatbots and working to optimize with the customer experience in mind, will give more data and a clearer picture of use cases. In reality, the organization may discover that low-level queries are effectively dealt with by the chatbots and actually instead of outsourcing, investment needs to be made in higher quality, better-trained staff to deal with more complex, more valuable cases.
With every customer touchpoint, an organization gains valuable data about a customer, but in the past, this information was difficult to sift through and to analyze. By combining existing customer data streams with the data collected through conversational AI, this information can be collated, filtered, and analyzed, and businesses can gain new and meaningful insight into each individual customer, the types of customer and overall trends.
Not only are chatbots available 24/7, they remember every conversation they have. The data recorded can be analyzed to gain a view of the customer; from the chatbot history and logs we can enter a data analysis loop, which when combined with other data sources will give deeper insight into what is driving each customer, and from there we can optimize in a way that is relevant to the customer. Without this insight, we may make changes that are in fact irrelevant, or even damaging, to the customer experience and thus to the business.
When using conversational AI, improving the customer experience as the main objective can drive further organizational performance. Chatbots are implemented with a view to improve responsiveness, and almost as a side product, valuable data is collected through these interactions. But, as our infographic shows, this data can be put into the traditional AI loop of: Data->Insights->Action->Adapt, to provide a better customer experience. Then, within the organization, sub-processes can be driven for improvement within their own AI loops. And ultimately, customer-focused changes that really matter can feed into the heart of the business.