AI fuels customer experience strategies of iconic companies

A global survey of more than 550 senior executives across 30 countries and territories reports that 91 per cent of “iconic” companies — those that maintain both the highest levels of customer experience (CX) satisfaction and have world-leading brand recognition — deploy artificial intelligence (AI) solutions to increase customer satisfaction, compared to 42 per cent of companies in their fields overall. The new report from MIT Technology Review is sponsored by Genesys and called “Getting to Iconic”. It reveals iconic firms are more likely to recognise that automated AI tools are most effective when they supplement and extend the capabilities of their customer support team, rather than replace human investment. Sixty per cent of respondents felt they had the right mix of “live” and automated customer communication channels, compared to only 26 per cent of the poor performers and 40 per cent overall.

The report concludes that iconic firms are using AI for more than just chatbots. Most respondents indicate AI is guiding their customer analytic capabilities. The report noted that optimising tools, applications and operational processes to engage with customers across every stage of their shared journey has always been a core growth strategy for successful global firms. This has only accelerated with the advance of technologies such as big data analytics, which turns customer information into predictive assets, and virtual assistants, which help firms more efficiently manage customer inquiries.

Iconic companies are also nearly three times as likely to consider leadership in technology adoption as a vital component of maintaining customer experience excellence. Only half of firms with low levels of customer experience satisfaction and low brand recognition employ enabling technologies — and 10 per cent have no intention of doing so. “This research confirms what we anticipated — AI will be crucial in taking customer satisfaction to new levels,” said Merijn te Booij, chief marketing officer, Genesys.