Personalizing CX with AI

By: Scott St. John, Pipeline

Artificial intelligence (AI) isn’t a new concept. In fact, Alan Turing, widely known as the father of AI, first described the concept in 1935. By the 1950s, AI was capable of more complex problem-solving, playing checkers and chess, and even assisted allies in code breaking during World War II. Yet AI was seen as not much more than a contest between humans and computers—or between human and artificial intelligence. But that’s changing, and it’s changing fast.

Over the last 15 years, artificial intelligence has evolved into a powerful tool. Today AI enables everyday things we take for granted, like powering voice assistants and biometric recognition on our phones, or algorithms that promote recommendations on Amazon and Netflix. But AI is also opening the door to new use cases for drones, robotics, self-driving cars, self-optimizing networks, and much more. We are now at an AI tipping point, where the collective strength of artificial intelligence and human intelligence can, will, and is changing the world. You can witness these developments firsthand in research projects such as OpenAI, and by using its AI model ChatGPT.

Technology innovators, disruptors and global giants have all recognized the enormous potential of AI. For digital transformation, AI powers efficiency and unlocks analytic insights for greater business intelligence, which is why, according to recent McKinsey research, AI adoption has more than doubled since 2017, and the applications for AI are virtually limitless. This includes using AI for improving and personalizing the customer experience, and transforming the relationships businesses have with their customers.

AI for improving the customer experience

AI’s promise extends well beyond writing code or articles, and even beyond transforming processes and driving efficiency. The right AI technology can significantly enhance and improve the customer experience by empowering humans to bring companies and customers closer together. For improving the customer experience, AI has become a key competitive differentiator, providing actionable insights, personalization, and automation that helps businesses overcome competitive pressure and service commoditization to build superior brands, win customer loyalty, and boost the bottom line. When implemented properly, automating and personalizing the customer experience with AI can be a beautiful marriage of people and technology—both functioning in harmony with each other.   

Pipeline recently had the opportunity to discuss how improving the customer experience with AI can transform customer relationships with key stakeholders at Etiya. Etiya is a global software company providing customer experience-focused and AI-driven digital transformation solutions for Communications Service Providers (CSPs) around the world. Etiya is also an industry innovator and technology disruptor, notably winning the Most Innovative CX Technology category in Pipeline’s 2022 Innovation Awards. The discussion with Etiya centered around how automation and AI can be used for improving the customer experience as well as can humanize BSS systems, provide greater differentiation, and personalize the customer experience to decrease churn, improve customer loyalty, and increase the lifetime value of customers.

Using AI and people for improving the customer experience

AI technology is already being used for improving the customer experience, powering an array of tools and systems including chatbots, virtual and voice assistants, call routing, predictive lead analytics, and much more. By embedding AI in CRM, OSS, and BSS systems, AI can do even more. This includes conducting complex data analysis to provide smart recommendations and predictive insights in a wide range of scenarios, from customer support calls to marketing campaigns.


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