How will AI influence future brand experiences? Will AI have a positive or negative impact? Most experts believe the influence will be positive; however, let’s not jump to that conclusion quite yet.
What makes for a great experience? A global Price Waterhouse* study says it’s human interaction. Based on PwC’s 2018 global study, 82% of U.S. consumers want more human contact in the future, not less. And only 3% of respondents want their experiences “as automated as possible.”
Let’s face it, technology and automation are great when working properly, but when they’re not, we want to speak to a person. An automated menu for troubleshooting the problem only makes the experience more frustrating.
The stakes are high for companies to get AI right. We all have many choices. When we encounter multiple bad experiences, we begin looking for alternatives. No matter how strong your brand, in the U.S. “59% will walk away after several bad experiences; 17% after just one bad experience.”
These results imply AI should support human interaction rather than replace it. That is, use AI to help employees be more available to improve service speed, make the experience more convenient and brand delivery more efficient, consistent and seamless. Combining human and AI interaction definitely makes the experience delivery more fulfilling and successful.
To identify the best applications of AI, start by simply defining and comparing the experience consumers desire with actual experience delivery. When gaps between ideal and actual experience are identified, consider AI as a potential solution—particularly if AI enables employees to make consumers feel they are being heard, seen or appreciated. Then evaluate AI on customer-centric experience results—such as the number of successful solutions a service group delivers, rather than more remote metrics like increased call handling capability.
Credit to Jim Cobb (The Bloodhound Group)
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