Page 10 - AeM_Oct_2017_final
P. 10


             AI fuels the CX strategies of today’s

             global top brands

            A new report from MIT Technology Review,             tional processes are used to engage with customers
            called Getting to Iconic, reveals that iconic firms are   across every stage of their shared journey, which has
            more likely to recognize that automated AI tools are   always been a core growth strategy for successful glob-
            most effective when they supplement and extend the   al firms. And this has only accelerated with the advance
            capabilities of their customer support team, rather than   of technologies such as big data analytics, which turns
            replace human investment.                            customer information into predictive assets, and virtual
                                                                 assistants, which help firms more efficiently manage
            According to the  global survey, sponsored by        customer inquiries.
            Genesys,  91%  of “iconic” companies — those that
            maintain both the highest levels of customer experi-  Iconic companies are also nearly three times as likely
            ence (CX) satisfaction and have world-leading brand   to consider leadership in technology adoption as a cru-
            recognition — deploy Artificial Intelligence (AI) solutions   cial component of maintaining customer experience
            to increase customer satisfaction, compared to 42%  of   excellence. In contrast, only half of firms with low levels
            companies in their fields overall.  More than half (60%)   of customer experience satisfaction and low brand
            of survey respondents felt they had the right mix of   recognition currently employ enabling technologies —
            “live” and automated customer communication chan-    and ten percent have no intention of doing so.
            nels, compared to only 26% of the poor performers and
            40% overall.                                         Getting to Iconic includes the wide global survey and
                                                                 case studies from CX leaders such as Alibaba, BT
            Furthermore, the report concludes that iconic compa-  Global Services, Lexus, Nubank, Uber, and Zurich In-
            nies are using AI for more than just chatbots. Most re-  surance, and points out that:
            spondents indicate AI is guiding their customer analytic
            capabilities. Optimizing tools, applications and opera-
      10            October 2017 - Programmatic & Native Advertising
   5   6   7   8   9   10   11   12   13   14   15