APPLYING ARTIFICIAL INTELLIGENCE AND ROBOTICS TO THE CUSTOMER JOURNEY

INTRODUCTION

Infrastructure and operations (I & O) leaders have traditionally directed and implemented automation technologies to reduce costs. But the new opportunity for automation in the customer era is the commitment: to implement technologies that help customers automatically receive a better service or provide a better service.

Working with marketing and business leaders, technologists are playing a critical and growing role in driving tests, piloting, implementing and measuring automation technologies such as AI, customer self-service solutions and robotics.

Among digital predators, those companies that seek to redefine business rules using emerging technologies, automation is fast becoming a core competency: as robots replace or work together with employees facing the customer, automation is achieved . The client’s contracting service is always more critical. We anticipate that, by 2027, the US economy will UU It will lose 17% of jobs, but will also add the equivalent of 10% as part of the automation economy, which will lead to a net loss of 7% of jobs.

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Customer service jobs, as providers of various types, call center employees and the like, will be among the losing categories. A customer preference for self-service with a role here in some contexts. In general, kiosks and self-help services will severely affect sales positions, including cashiers, sales representatives of wholesale companies and manufacturers, retailers and agents and real estate agents.

However, within this changing work environment is the opportunity.

Automation can and should be implemented as a tool of customer obsession and innovation, not simply as a cost reduction mechanism. In a new report, Automation Technologies for Customer Commitment, I show how the application of artificial intelligence and robotics to the client’s journey sets the stage for long-term digital transformation.

Automation can support the client’s participation in each stage of the client’s trajectory. For example, in the Exploration stage, companies can offer customers tools to help them evaluate options and develop preferences: the Neiman Marcus magic mirror, provided by the MemoMi provider, allows customers to take a photo with the first attire that is tested and then compared. a second set next to the first on the screen. Also in the Exploration stage, Nina, the virtual assistant of Nuance Communications, participates in enriching conversations with customers and can recommend products according to their preferences.

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However, you can apply automation technologies to increase customer engagement at any stage of the customer process, as shown in this figure:

Sometimes, automation can be applied to multiple customer audiences.

For example, Robin Technologies, a lawn care company, has two client groups: landscapers and owners. Robin recognized that mowing represents the least profitable part of the gardener’s business and that this specific task was ready for a disruptive innovation, so he partnered with Dialexa Labs to develop a robotic turf cutting service.

Robin’s automated approach allows owners to enjoy a higher level of lawn maintenance and, at the same time, fewer problems: the robotic lawn mower resides permanently on the owner’s lawn, recharging at a base station. Ultimately, the audiences of both clients are reaping benefits.

Not all companies should invest in automation technologies for customer engagement.

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