The rise of Artificial Intelligence (A.I.) is no longer science fiction. Through computer technology (and since the inception of A.I. in 1950), modern science has made significant strides toward the development of cognitive artificial intelligence. No longer passive, these thinking machines with cognitive impulses and responses can adapt to their environment and operate and make decisions independently to achieve a particular programmed goal. Not only in businesses and industries, but you can also find the application artificial intelligence in the home.
Only 19 years ago world chess champion Garry Kasparov was defeated by IBM’s Deep Blue supercomputer, and the advancements since then have been enormous. Today, the scale of the advancements is unprecedented.
What A.I. can offer your business
Today’s infinite amount of internet data is a powerful resource to be utilized by A.I. to collect, analyze, and filter specific information at an amazing speed to further a company’s business goals. Its ability to recognize patterns and thus implement decision-making policies based on their analysis is the major strength of cognitive artificial intelligence, and its continuous evolution implies a direct parallel with the neural activity and potential of the human brain.
Chat interfaces, virtual cyber-tours and engagement with robot ‘hosts’ are only some of the examples of how A.I. is transforming the relationship between human and machine and enhancing customer engagement and experience. We can also see how VR tech (Virtual Reality) as well as Robotics are broadening the scope for its applications.
Ultimately the goal is to make A.I virtually indistinguishable from real customer service people or human communication and interaction in general.
A.I. utilization trends in customer service
In a Gartner poll it has been discovered that the highest percentage of a company’s growth and success depends for the main part on customer experience. In fact, statistics indicate that from 2016 onwards 89% of companies will expect to compete based on the customer experience indicator.
So it is no surprise that the Gartner study identifies 2020 as the key year when customers will be able to engage with A.I. machines in a company for 85% of their needs, based on the current rate of development in A.I. tech and the rise of A.I. customer engagement technologies.
Based on an American Express report, more than 50% of customers are willing to spend more for the services of a company that demonstrates a high level of excellence in customer service. Indian customers – India being a rising business power along with China – are willing to spend 22% more for the same reason, while polls indicate that 80% of Indians have spent more based on a company’s history of good customer service.
A.I. is set to disrupt customer service
A.I. can help businesses to improve customer service. What has made this possible is the capability to predict fluctuations in customer preference and behaviour; another aspect of A.I. that makes it a prime factor in the success of a company.
Indeed, knowing what your customers want and anticipating influential trends will boost the quality level of customer service, helping businesses to speed up production, and affording the opportunity for a deeper interaction with customers.
Using A.I. side-by-side with a marketer or organizations enables businesses to reach out to customers and make suggestions to improve customer engagement. This would include suggestions on similar products of interest, or enhancements or upgrades in a service – all based on big data collected by the A.I.
But how is it done? The A.I. establishes a data framework by analyzing and monitoring all the data of a customer based on their purchasing patterns and preferences, and even extracting relevant information from across the social media channels to provide them with all the possible solutions for their needs and make recommendations on similar or relevant products.
Takeaway
It may sound daunting – and quite scary, especially to technophobia – but whether you like it or not, A.I. is here to stay. If you can harness the opportunity offered by A.I. – and view it as a powerful addition to your marketing arsenal, not as a threat to your existence, your business will surely have an edge in the competition, especially in the area of customer engagement and experience.