Every business needs customer service to answer customer questions and help resolve issues. This will improve the relationship between the business and the customer. 84% of organizations that tries to improve their customer service see an increase in their revenue. (Rosen, 2021) A happy customer results in a good reputation and returning customers.
This Customer Relationship Management is becoming more automated due to the rise of Artificial Intelligence. Nowadays the best customer experience involves fast service at any time. The role of Artificial Intelligence is getting bigger in creating this customer experience. For example, the rise of chatbots enables a customer service that is available 24/7. Besides, chatbots decrease the workload of call centers, because it can handle multiple customers at once. This also means the wait time of the call centers decreases which also result in a better customer experience. Artificial Intelligence also creates a more personal experience, because it can reach the customer data. For example, a customer might want to know the status of their order. Since the chatbot interacts with the customer data it can quickly answer to these type of questions. If a question is too complicated for a chatbot to answer, it will direct the customer to a human agent for service. Therefore Artificial Intelligence helps customer service to be more efficient. (Salesforce)
Although the combination of Artificial Intelligence and Customer Relationship Management seems promising. It is still a challenge for these chatbots to understand what a person is saying and interpreting it correctly at a deeper level. If a chatbot is unhelpful because it doesn’t understand the given problem, it can result in a bad customer experience. (MIT Technology Review Insights, 2020)
Therefore, we can say that Artificial Intelligence can improve the customer experience, if it performs correctly. It will deliver a 24/7 service to customers and makes the Customer Relationship Management more efficient. In the end, it will be worth the investment since satisfied customers correlate with the business revenue.
References:
Melissa Rosen, 2021, https://www.groovehq.com/blog/why-customer-service-is-important
Salesforce, https://www.salesforce.com/products/service-cloud/best-practices/how-ai-changed-customer-service/
MIT Technology Review Insights, 2020, https://www.technologyreview.com/2020/09/17/1008148/from-support-function-to-growth-engine-the-future-of-ai-and-customer-service/
