AI for an improved customer experience.
AI and customer experience ?
Before understanding how AI plays a significant role in customer experience, it’s essential to define what customer experience means.
Our definition: It encompasses all the emotions and feelings a customer experiences throughout their interactions with the brand or retailer.
Customer interactions with brands are increasing, with growing expectations for personalization and relevance.
According to a Gartner study, in 2023, 73% of customers wanted deeper personalization, and 56% planned to repurchase after a personalized experience.
Brands must be inventive to meet these expectations, leading them to face a complex equation: boosting the ROI of their actions while maintaining steady marketing spend. This requires generating a growing volume of content and handling ever-larger datasets.
In this context, using AI becomes a necessity for businesses.
According to Forrester, 63% of retail brands plan to invest in AI, recognizing its direct impact on business performance.
Beyond customer experience (CX), the primary outcome is brand attachment, though it doesn’t end there. Today, 84% of consumers value the experience a company provides as much as its products and services. Brands must foster a connection not only with the brand but also with the product, inspiring a desire to buy—a concept defined as Product Experience Management.
Is automating the customer experience a good idea?
In short, artificial intelligence (AI) is profoundly transforming the customer experience by providing solutions that improve service efficiency and personalization. Through tools like chatbots, real-time data analysis, and personalized offers, companies can now meet their customers’ needs more accurately and proactively. AI also automates repetitive tasks, freeing up time for teams to focus on higher-value interactions. However, it’s crucial to balance automation with human interaction to ensure an authentic experience.
In summary, when properly integrated, AI provides a strategic advantage for companies seeking to differentiate themselves through fast, personalized, and responsive customer service.
If this topic interests you, it’s part of a series of three articles we’ve written for you:
AI enhancing e-commerce
AI serving the product experience
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