Human Intelligence + Artificial Intelligence – The ‘Winning Formula’ to Deliver Remarkable Customer Experience

Human Intelligence + Artificial Intelligence

If I were to ask a bunch of people the last time they had a really great experience as a customer, it probably wouldn’t take them long to come up with a story of how the lasting impression of the experience made them happy and satisfied. And the same goes for a poor customer experience, too- customers could probably think of the story and reason within seconds, and how the feeling afterwards was just the opposite. They probably had felt angry, upset, annoyed, frustrated, or any combination of these negative emotions.

When we say positive customer experience, it doesn’t only mean making your customers happy, it also leads to additional revenue. It’s imperative that brands understand the best marketing that money can buy is simply a customer who will promote their business – because they will refer their friends and family to the company, free of charge!

 Customer Experience – The Only Differentiator in Today’s Business World!

Today’s consumers want a positive experience, not just a transactional relationship, with the brands and companies they engage with. So, customer experience plays a significant role for brands to develop a productive relationship with them. According to a recent study, 86% of buyers will pay more for a better customer experience, 70% of the buying experience is based on how customers feel they are treated, and 70% of customers will do business again with the company that resolves their complaints.

Customer experience is proactive, cross-functional, feelings-oriented, and also defines the customer’s perception of the company. The customer experience, that is, making each of its clients feel special, has become the critical factor for a business to stand out from its competitors. The rise of the customer experience as a critical competitive differentiator has led to the growing importance of design thinking in the last few years.

So, if the customer experience your business has created is not great, you should know how you can improve it and where to start. To leverage the power of Human Intelligence (HI) combined with Artificial Intelligence (AI) in contact center quality monitoring is probably the most effective way to do that.

It’s apparent that AI is quickly becoming a baseline requirement for even the biggest brands to compete in an increasingly globalized market. According to Forbes, more than 80% of businesses are already planning to use automated technology as a customer experience strategy by the end of 2020.

However, many businesses still have concerns regarding the effects that AI will have on customer relations. Although the efficiency and economical cost-cutting benefits of automated technology are well documented now, there still exists a widespread myth that customers will always prefer to resolve their issues with live agents rather than a front-end AI-powered chatbot. However, the truth is that AI, when properly integrated with HI, can vastly improve the effectiveness of contact center quality monitoring. This can ultimately transform the customer experience delivered by brands.

HI +AI – The Ultimate Way to Transform Customer Insights

There are five crucial steps involved in this process:

  • Listen to the customers
  • Identify their problems
  • Analyze the issues
  • Take the right steps to improve customer experience
  • Predict successful behaviors

 HI and AI Together Can Take Customer Experience to the Next Level


 Role of HI to Improve CX

  • Human Creativity and Imagination can better craft the customer experience strategy
  • Intuition and emotion of humans can transform the customer experience
  • Humans can adapt to different customer behaviors and deliver an effortless experience accordingly
  • Human Intelligence offers better foresight about future alternatives and risks

Role of AI to Improve CX

  • Provides a larger knowledge base
  • Offers consistent reasoning
  • Drives goal-directed, focused tasks
  • Better evaluation and integration of past observations

Artificial Intelligence – The Right Element to Decode True Customer Sentiments

Harnessing AI helps contact centers discover people’s opinions, emotions, and feelings about a product or service. AI data-unification tools make daunting tasks such as data cleaning, combining data, etc. very inexpensive and quick. By assessing interaction history, AI tools can predict interaction context and aid in improving customer interaction(s).AI can sift through the data to determine customer trends and several AI- driven tools can help contact centers better manage large customer data sets from disparate sources, and integrate them with existing data to extract valuable insights with speed and precision.

Data scientists with the knowledge and power of Artificial Intelligence can identify performance-enhancing behaviors and voice-of-customer insights while analyzing the AI-driven data that’s not easily discernible through traditional quality management processes. Artificial Intelligence (AI) and machine learning technologies can be integrated into call center Quality Monitoring solutions to overcome challenges of handling and analyzing 100% of customer interaction data.

At Etech, we have hands-on experience with this. Etech’s A.I engine which is powered by Artificial Intelligence and machine learning platforms, has efficiently overcome the challenges of handling and analyzing large volumes of customer interactions for years.

Delivering Effortless Customer Experience is Impossible without Human Wisdom

Etech believes technology represents the HOW of change; humans represent the WHY of change.

 AI will always be crucial to contact centers, but it’s not the only piece that drives memorable customer experience. We have to go beyond technology and data to reach human wisdom. Some of the effective roles that our people play in contact centers that remarkably help brands deliver memorable customer experience are customer sentiment analysis, gathering insights for strategic decisions, customer effort analysis, training need analysis and coaching and developing agents.

Only Our People Can Make the Best Out of Artificial Intelligence

The best way to make use of analytics gleaned through AI is to keep the human element involved. Data Scientists are crucial links between pinpointing customer needs and developmental weaknesses among team members. The human element is the key to instituting actionable coaching and development plans to spur continued improvements. The key to continued success and growth for any company lies in embracing new advancements in AI technologies while realizing the importance of utilizing human intelligence.  

So, we can clearly say that the only effective way to deliver 360-degree customer experience is having a perfect balance of Human Intelligence and Artificial Intelligence. AI carries no significance without being paired with HI. Some of the major benefits of brands that have a 360-degree customer view are:

  • Customer alignment
  • Enables predictive analysis
  • Drives customer intelligence
  • Drives customer loyalty

Summing Up

The key to providing consistent, personalized experience that today’s customers expect is to use Artificial intelligence in tandem with a talented pool of data scientists and team members who have the ability to leverage automation to its maximum benefit.  By implementing HI+AI to improve efficiency,, amplify training strategies and integrate feedback from the contact center team, companies can always be ready to offer a premium level of experience to customers that will build long-term brand loyalty.

Is your brand struggling to accomplish this?

Contact us today so we can help you achieve your business goals. Etech has over 20 years of experience in providing superior outsourcing solutions across a wide range of industries. We are a world-leader in helping companies develop a seamless customer experience. Our Etech Insights team is a strategic blend of people, process, and technology that helps deliver our clients a quality customer experience consistently. We meld advanced Artificial Intelligence technologies and human intelligence for enhanced contact center quality monitoring, with an aim to benefit your business, your team, and, ultimately, your customers.

Jim Iyoob

Jim Iyoob

Jim Iyoob is the Chief Customer Officer for Etech Global Services. He has responsibility for Etech’s strategy, marketing, business development, IT, program implementation, operational excellence, and product development across all Etech’s existing lines of business – Etech, Etech Insights, ETS & Etech Social Media Solutions. He is passionate, driven, and an energetic business leader with a strong desire to remain ahead of the curve in outsourcing solutions and service delivery.

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