{"id":4177,"date":"2020-09-01T16:40:44","date_gmt":"2020-09-01T16:40:44","guid":{"rendered":"https:\/\/caperio.ai\/?p=4177"},"modified":"2020-10-08T15:16:04","modified_gmt":"2020-10-08T15:16:04","slug":"artificial-intelligence-dominates-more-customer-interactions-but-lacks-wow-factor","status":"publish","type":"post","link":"https:\/\/caperio.ai\/?p=4177","title":{"rendered":"Artificial Intelligence Dominates More Customer Interactions, But Lacks \u2018Wow\u2019 Factor"},"content":{"rendered":"\n
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Original article: https:\/\/www.forbes.com\/sites\/joemckendrick\/2020\/08\/31\/artificial-intelligence-dominates-more-customer-interactions-but-lacks-wow-factor\/#2101a7416a3b<\/a><\/p>\n\n\n\n

Artificial Intelligence Dominates More Customer Interactions, But Lacks \u2018Wow\u2019 Factor<\/h1>\n\n\n\n

Let me get this off my chest: I hate chatbots. It\u2019s nice you can call anytime and get a consistent experience, but I often find myself repeating requests to oblivious systems, or having to bark specifications into a phone while in public settings where simpler, and quieter, push-button commands (press \u201c1\u201d for this, press \u201c2\u201d for that) were so much easier. Is AI making a difference in delivering a more satisfying customer experience?<\/p>\n\n\n\n

So, within this limited view, artificial intelligence can add some annoyance to the customer experience. People are somewhat less satisfied these days with their AI experiences. But overall, there are a lot of advantages to be delivered, according to a recent survey<\/a> of more than 5,000 customers across the globe, along with 1,000 enterprise executives, conducted by Capgemini Research Institute. The report\u2019s authors, led by Stephane Girard of Capgemini, urge the development of highly humanized, \u201ccontext-aware\u201d AI use cases, which \u201ccustomers find more personalized, empowering, and effortless.\u201d<\/p>\n\n\n\n

Already, there are many situations in which AI is front and center in the customer experience. For example, \u201cautomotive dealerships and OEMs have moved to digitize showrooms \u2013 offering a fully digital customer experience powered by augmented reality and AI.\u201d Many of us (including myself) benefit from the Google Translate engine, which can cross-translate more than 100 languages, \u201cwith accuracy of translation improving remarkably across all languages in the last four years.\u201dRecommended For You<\/p>\n\n\n\n

More than half, 53%, of organizations are deploying AI in physical places such as stores, branches or customer service centers followed by 45% who are deploying AI at contact centers to enhance customer service.<\/p>\n\n\n\n

The survey also builds on a previous work from 2018, and finds more than half of customers (54%) use AI daily, up from 21% two years ago. In addition, there\u2019s fallout from the Covid crisis \u2014 more than three-quarters (77%) expect to increase the use of touchless interfaces \u2013 such as voice assistants and facial recognition \u2013 to avoid direct interactions with humans or touchscreens. The touchless aspect will outlive Covid: 62% will continue to do so after the crisis has passed.<\/p>\n\n\n\n

Executives in the survey indicate they are stepping up AI deployments and look to transform the customer experience with AI. \u201cTwo to three years ago, most organizations (93%) had less than 30% of interactions AI-enabled,\u201d Girard and his co-authors point out. That number dropped to 10% of organizations, while 80% say a substantial portion of their customer engagements \u2014 30% to 50% \u2014 are AI enabled. Likely, in two to three years\u2019 time, 80% expect to have more than half of their interactions enabled by AI.<\/p>\n\n\n\n

In other words, AI-driven customer experiences are here to stay. This is against a backdrop of falling customer satisfaction levels with AI, which have fallen since 2018. Overall, 57% of customers are satisfied with AI interactions, compared to the more than two-thirds (69%) who were satisfied in 2018.<\/p>\n\n\n\n

Still, customers are happy to see more AI when they engage with companies. Close to half (45%) of customers prefer voice interfaces when engaging with organizations followed by 30% who prefer chat interfaces and 15% who prefer AI systems built in websites\/apps.<\/p>\n\n\n\n

Two years ago, 25% wanted to see AI play an exclusive role in researching and browsing \u2014 a number that is up to 41% this year. While 14% preferred AI-only interactions for making purchases, this grew to 26% in this year’s survey. People still want a live human when it comes to making complaints, however. After-sales support is still a laggard, rising from 11% to only 14%.<\/p>\n\n\n\n

Girard cited key factors driving AI adoption in the customer experience:<\/p>\n\n\n\n