Artificial Intelligence today has found its applications in all big domains of life. Combined with data, IT has invested particularly in the field of customer experience. It opens new perspectives to personalize the relationship with the consumers and to anticipate their behaviour. Among the three principle uses of Artificial Intelligence applied to the customer relationship, we note a first area, the emergence of new media such as chatbots but also interfaces in Natural Language of conversational business (such as Amazon Echo) or even assistants for customer advisers.
Chatbots to individualise customer relationships
At the end of 2017, Google launched Chatbase, a free tool to analyze chatbots. The objective was to aid bot developers to measure usage and recognize problems to optimize their programs. That is how the subject fascinates marketing services of all sectors of activity.
Sustained by the progress of Artificial Intelligence and Machine Learning, chatbots are conversational agents which allow the individualization of customer relationships. In this way, they offer a virtual assistant which makes the customer more independent and allows him to have access to searched information 24h/24 with no waiting.
The principle of most current chatbots consists of using Artificial Intelligence via the virtual assistant in order to engage in a conversation with the customer. The chatbot can then ask the consumer a series of questions, analyse his answers and suggest the appropriate product or service to him.
Recent studies show that the chatbots are today able to deal with up to 40% of customer requests. This ‘’intelligent’’ customer relationship allows to optimize the assignment of company resources while continuously improving the final satisfaction of its consumers.
A definition of scale remains to be raised to humanize the virtual assistant quite finely so that it fills its role as interlocutor while translating the company values.
Among the notable progress in this domain is the offer of MediaTech Solutions and its application Artificial Instant eXperience®.
While allowing to bring the profile of a ‘’customer A’’ closer to that of ‘’Customer B’’ who is similar to him, which Amazon or Netflix does, it also improves the semantic analysis (the recognition of concepts and tonalities in verbatim), the automatic translation of verbatim classified in categories, or even the transcription of audio verbatim (speech to text). Instance Experience® also offers the possibility to identify the fact that some verbatim, evoking this or that concept, are minor but in growth and therefore, they deserve the attention.
Artificial intelligence in support of customer advisers
Customer relationships assisted by Artificial Intelligence also offer customizable response models to assist Account Managers to respond quickly and in an appropriate manner to the requests of their prospects and customers. In this way, Watson of IBM assists the account managers of Crédit Mutuel in analyzing the objective and the body of emails received in order to identify the interlocutor’s intentions and assign a level of urgency to received messages.
Salesforce has also developed Einstein, its I.A. platform, boosted to the Machine Learning and Natural Language Processing. The firm hopes in this way to offer time savings of 20% to professionals in 3 years to come. The Einstein applications include detection in emails, tonality of the semantics (positive, negative or neutral) and pressing information.
In addition, the use of Deep Learning also offers companies the possibility to find the name of a brand in a photo posted on social networks, even if no caption mentions it. This social attentiveness allows customer service in this way to detect a consumer’s feeling in order to bring an appropriate response.
Vocal artificial intelligence: a strong 2018 trend
With the arrival of Google Home on the French market, several brands have already announced their presence on the intelligent Google area. For example, Monoprix or Oui.sncf which opened the train ticket orders on Google Home but also on Assistant. According to Benoit Bouffart, product and innovation director of Oui.sncf, ‘’the impact of conversational business must be as strong as the arrival of the mobile, ten years earlier, particularly due to a particularly attractive potential of Reach’’.
Today, it’s observed that consumers show a growing preference for vocal assistants as a way of interaction with brands. In this way, 24% of people interviewed by Digital Transformation Institute of Capgemini would gladly prefer vocal assistance rather than an internet site. Moreover, 28% of consumers who are not even equipped with a vocal assistant state that having it allows more interaction vocally with a brand. They would even be prepared to spend 5% more after a positive experience.
So, customer relationships appear as a preferred sector of deployment for artificial intelligence. Providing both time saving and considerable resources to companies, it also allows a greater client satisfaction. From now on, it’s no longer the company that makes its recommendations but the consumer himself who becomes prescriber and who provides the virtual interface that the brand offers to him. He is, therefore, the ally of artificial intelligence (and in reverse), and the company can in this way offer improved performance on more and more segmented markets.