When you think of how artificial intelligence is being used in customer service these days, chatbots may come to mind. Indeed, chatbots have redefined the way in which customers interact with brands, helping consumers find answers more quickly and make purchases more seamlessly. However, artificial intelligence has the capacity to deliver more than just direct customer service. The technology may also play a behind-the-scenes role in the overall customer experience, actually influencing the way in which customers behave. By working closely with big data and even principles of behavioral psychology, artificial intelligence can help brands find their target audience more effectively and transform the quality of the customer experience. Here are four main benefits AI can offer your customers.
As any customer will tell you, convenience is key to their satisfaction. Many companies are using AI to deliver proactive service that saves customers time and frustration. Air France, for example, unveiled a chatbot named Louis in 2017 that assists customers in real time through Messenger. Using customer data, the chatbot is able to provide information such as a passenger’s check-in time or baggage allowance. In addition to responding to inquiries, the chatbot detects the intentions of the passenger, offering related services and information that the customer might find useful at that particular moment. Similarly, Michelin uses AI to determine in advance if a customer’s tires need to be replaced. Using data effectively to deliver proactive service is therefore a major benefit of AI.
One of the most interesting aspects of AI is how it can be used to influence customer behavior. When big data is combined with behavioral psychology, AI can use the information gained from these sources to target customers effectively and drive them to purchase. AI may be used to essentially predict human behavior. Scientists frequently use big data and AI together when conducting language development studies to predict how the subjects may act in certain situations. Similarly, brands may use personality scales developed by behavioral psychologists to better understand the underlying reasons behind people’s decisions. By combining demographics collected on potential customers with psychological profiles created from behavioral research, brands can relay targeted messages that motivate and persuade customers to act.
AI is also instrumental in taking personalized service a step further. In addition to helping customers find basic, needed information, AI can cater to customer preferences and enrich an already pleasant experience. For example, Accor Hotels uses AI to invite guests to choose their own linens, giving them a more intimate experience that parallels the comfort of home.
Once a brand has successfully gained a customer, every effort must be made to engage him continuously. Deeper engagement may involve running fun social media competitions, offering customers interesting video content, or keeping them entertained throughout a customer experience. For example, Gaumont Cinemas uses AI to engage moviegoers in playing games and doing quizzes on their smartphones while waiting for their movie to begin. This kind of engagement creates excitement about the upcoming film, as the customer may answer questions about its main actors and compete with a friend who is also playing the same game. Accenture projects that AI will double economic growth rates by 2035. As AI continues to transform the customer experience through personalization, deeper engagement, and proactive service, companies that employ this technology have a competitive edge over those who have not yet embraced its benefits.
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