Adopting AI Responsibly to Prevent Risks to Your Brand and Customer Experience

Quelle: eglobalis.com

Organizations and leaders are currently able to pick and choose from hundreds of Artificial Intelligence (AI) platforms and enterprise solutions on the market, each solving a different gap in customer experience, services, and efficiency. All these solutions have their own approaches, pros and cons, and algorithms, aiming to enhance and simplify Customer Experience (CX) and generate better performance in the customer’s eyes. The pandemic triggered all types of organizations to turn to AI, which has already been solving issues and improving experiences pre-pandemic. With such a variety of options for solving the “customer gap,” we need to step back for a second and analyse how each solution will answer our customer needs – as well as what kinds of risks it will present for our brand and its reputation if we do not use it responsibly and carefully.

AI can reduce costs if implemented correctly – positively impacting waiting time, headcount, and operational costs at any touch point – by answering questions much faster than a human. It can even do that very accurately.

AI is evolving so fast, it will be increasingly impossible to recognize the difference between human and AI interactions. As progress happens faster due to our present pandemic, we need to think about what will really solve problems for our customers in a way that will leave our brands and reputation better.

Key points recently presented by BCG GAMMA’s Chief AI Ethics Officer Steven Mills, along with Elias Baltassis, Maximiliano Santinelli, Cathy Carlisi, Sylvain Duranton, and Andrea Gallego (also from BCG GAMMA), discuss the intentionality, ethics, principles, responsible use, and reality of implementing AI solutions. The figure below presents the most important aspects of kicking off a responsible AI initiative to ensure customer adoption.

Physical and digital experiences are merging, as are technologies like AI, Internet of Things (IoT), ultra-sensitive sensors, and augmented and virtual reality, which intend to offer consumers a range of enhanced experiences. Development accelerated on all these during 2020.

The more data insights we receive and the better we understand customers’ triggers, the more we learn about what moves companies and individuals to execute a purchase or to stick with us as a customer. An added benefit: we learn how to hyper-personalize their experiences. At the end of the day, many technologies depend on the same things: emotions, experience, services, and data analytics, as well as your solution’s value and its ability to solve customer issues. As the ability to digest and analyse data improves, companies will develop better algorithms to obtain a 360-degree view of the customer. The more we embrace AI-powered automation in customer service operations, the more we will be able to deliver faster and more efficient solutions and better service.

What would we like to happen in the future, and what is currently happening? The following are three areas of focus.

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