Humans and machines. For a great customer journey, it's best to use both!

13 Aug 2018

  • Data-driven Marketing
  • Customer Experience
  • Technology
  • Marketing Technology

The best customer experiences today leverage automation and chatbots to make onboarding or purchase decisions seamless – but also provide a real person to help when needed.

Customer experience is also an emotional ‘feeling’ of what it’s like to interact with your brand, and mechanical default actions can feel sterile or generic. That’s where the human element adds so much value – as well as being vital for more complex problem resolution.

One example is Bankwest’s onboarding process, which uses an AI platform to automate what can be a friction-filled process for clients switching bank accounts. But it also provides direct contact with a dedicated account service manager, who can help if things don’t go quite as seamlessly as planned.

Some success factors to consider when implementing a hybrid human/machine customer experience are...

  • Dont lose sight of what matters - It's not about investing in technology, investing in customer value
  • Keep it simple - Use the tech to uncover what customers need, then encourage and enable them to buy it from you
  • Maintain a human face - Whether you're selling B2B or B2C, it's still people buying from you. And sometimes they need to talk with another person - technology is just one part of their experience. 

Is your organisation using machines and AI to refine your customer experience?

For more insights around customer experience, download our copy of the whitepaper, Personalising the Customer Journey: How new technologies are redefining CX. 

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