With the popping up of ChatGPT, artificial intelligence (AI) has given a new boost to various fields, including Customer Experience (CX). Previously, the topic garnered little interest, but now ChatGPT is opening up entirely new possibilities.
One of the prominent use cases is the analysis of unstructured data using AI. Often, free texts were not thoroughly examined because it was time-consuming, and traditional methods like word clouds were not very effective. Now, CX analysts can quickly gain insights from a large amount of open text in seconds, determining their sentiment, topics, and segments. Additionally, whether certain touchpoints or target groups tend to have a positive or negative sentiment can be analyzed. However, why the analysis of open mentions via AI is only now gaining such hype, despite its existence for almost two decades, is somewhat perplexing to me.
Chatbots are already widely used and have brought many companies positive experiences. Through the application of AI, companies are experiencing new opportunities to better respond to and answer customer inquiries.
Responding to customer complaints via AI in the closed-loop process is also a significant relief. AI can preformulate a response to customer complaints and always find the right words. Additionally, it can be very helpful in generating recommendations for action, identifying the biggest issues in the company, and determining which areas the company should focus on. All of this work was previously done by humans and consumed a tremendous amount of resources, often leaving other strategic points behind. Thus, CX and service teams have more time to focus on other tasks.
In addition to analyzing unstructured data, AI also helps to create summaries of insights dashboards or find cross-connections between data, such as between NPS and a customer group or NPS and a specific customer group. Therefore, AI dashboards can be used to identify important trends and patterns, helping companies make informed decisions and optimize their CX strategies.
Despite the many benefits, an important point to note is the need to reassure companies and CX and research managers: AI will not make their work/jobs redundant but will help them gain insights to act with more speed and power.
Overall, AI offers enormous opportunities in the Customer Experience field, from analyzing feedback to automating processes. Companies utilizing this technology effectively can increase their competitiveness and build long-term customer relationships. It is now up to companies to recognize these potentials and integrate AI-based solutions into their CX strategy. My advice is to have the courage to try something new and be surprised.
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