{"id":17465,"date":"2021-03-22T08:30:15","date_gmt":"2021-03-22T08:30:15","guid":{"rendered":"\/gb\/en\/blog\/?p=17465"},"modified":"2021-03-25T08:32:25","modified_gmt":"2021-03-25T08:32:25","slug":"how-ai-can-improve-cx-in-the-contact-centre","status":"publish","type":"post","link":"\/gb\/en\/blog\/how-ai-can-improve-cx-in-the-contact-centre\/","title":{"rendered":"How AI Can Improve CX in the Contact Centre"},"content":{"rendered":"

If you have been a frequent reader of this blog and in particular my posts (don\u2019t worry I won\u2019t hold it against you if you haven’t), you have come to realise that I fundamentally believe in the power of customer experience<\/a> (CX) as a differentiator for companies.<\/span><\/p>\n

I also believe that CX begins long before a customer makes their first purchase and that in many instances ground zero for CX is the contact centre<\/a>. One of the reasons I believe this is that the contact centre is often the first time a customer or prospect moves from digital to human engagement. This shift in engagement can be the differentiator in delivering that experience.<\/span><\/p>\n

One of the ways that many organisations are looking to improve the experience between customers and agents is the use of AI. Like any kind of technology, AI can enable many things, but in and of itself it cannot deliver experience. In order to ensure AI can enable agents to deliver an experience, a strategy must be defined. Once complete, it can be determined where AI fits.<\/span><\/p>\n

One of the key things about driving experience is the strength of relationships you build with your customers. As with any relationship, the stronger the bond between customer and brand, the more business you’<\/span>re likely to conduct with them.<\/span><\/p>\n

As shown in the graphic below from Gartner, the three most important characteristics that customers want from a brand to foster stronger relationships are clarity, credibility, and confirmation. Also interesting to note, human touch and personalisation are ranked far lower. I am not saying these are not important, but a simple call out so you will know where to put your focus.\u00a0<\/span><\/p>\n

\"Gartner
Chart showing the three Cs of customer experience according to Gartner<\/figcaption><\/figure>\n

When we think about the three C\u2019s in the Gartner chart and how AI can enable agents to deliver on these, here are some ways that can happen.<\/span><\/p>\n

Clarity<\/b><\/p>\n

Sometimes as customers, we just want answers to some basic questions. We don’t need a long, drawn-out explanation; a simple one will do. This is a textbook use case for AI-enabled chatbots. In fact, according to a study conducted by Drift, almost one-third of consumers would prefer to use a chatbot to get their questions answered.<\/span><\/p>\n

Sometimes clarity is all about being simple and direct in the delivery of information, and chatbots can deliver this to your customers while your agents are dealing with more pressing issues.\u00a0<\/span><\/p>\n\t\t