Personalizing CX with AI
by: Scott St. John, Pipeline Publishing
Artificial intelligence (AI) isn’t a new concept. In fact, Alan Turing, widely known as the father of AI, first described the concept in 1935. By the 1950s, AI was capable of more complex problem-solving, playing checkers and chess, and even assisted allies in code breaking during World War II. Yet AI was seen as not much more than a contest between humans and computers—or between human and artificial intelligence. But that’s changing, and it’s changing fast.
Over the last 15 years, artificial intelligence has evolved into a powerful tool. Today AI enables everyday things we take for granted, like power voice assistants and biometric recognition on our phones, or algorithms that promote recommendations on Netflix and Amazon. But AI is also opening the door to new use cases for drones, robotics, self-driving cars, self-optimizing networks, and much more. We are now at an AI tipping point, where the collective strength of artificial intelligence and human intelligence can, will, and is changing the world. You can witness these developments firsthand in research projects such as OpenAI, and by using its AI model ChatGPT.
Technology innovators, disruptors and global giants have all recognized the enormous potential of AI. For digital transformation, AI powers efficiency and unlocks analytic insights for greater business intelligence—which is why, according to recent McKinsey research, AI adoption has more than doubled since 2017,. and the applications are virtually limitless.
AI for CX
AI’s promise extends well beyond writing code or articles, and even beyond transforming processes and driving efficiency. The right AI technology can significantly enhance and improve the customer experience (CX) by empowering humans to bring companies and customers closer together. The application of AI for better customer experiences is a competitive differentiator, providing actionable insights, personalization, and automation that helps businesses overcome competitive pressure and service commoditization to build superior brands, win customer loyalty, and boost the bottom line. Implemented properly, AI for CX can be a beautiful marriage of people and technology—both functioning in harmony with each other.
Pipeline recently had the opportunity to discuss the transformative potential of AI for CX with key stakeholders at Etiya. Etiya is a global software company providing customer experience-focused and AI-driven digital transformation solutions for Communications Service Providers (CSPs) worldwide. Etiya is also an industry innovator and technology disruptor, notably winning the Most Innovative CX Technology category in Pipeline’s 2022 Innovation Awards. Our discussion focused on how AI and automation improve CX, how AI can humanize BSS systems and provide differentiation, and how personalized services decrease churn, improve customer loyalty, and increase lifetime customer value.