Is artificial intelligence the future of the customer experience?

Abstract

Conversations around customer experience have dramatically evolved since the advent of the Internet and big data. Not only are one-dimensional brand-to-consumer communications now reason to abandon loyalty, but personalised experiences have become an integral part of competitive advantage. An organisation’s ability to derive actional insights from consumer data at scale — including, now, text-based conversation data from customer interactions — is now a driving factor in efficient use of resources and increased profitability. This paper explores the use of artificial intelligence (AI) to build customised and automated user journeys, and how it changes the dynamic of customer service, and perhaps marketing as well, in the modern era.