Fifty-three percent of organizations have a limited understanding of artificial intelligence technologies, strategies and markets, according to our latest CIO survey.
Understanding where to start the AI journey to enhance the customer experience is a main challenge, as realized by the number of inquiries we get on the subject.
Applying AI for the sake of AI, and in a hurried fashion, could be tempting; however, the main focus of any customer experience leader should be on utilizing AI, if and only if it is solving a business issue.
Application leaders responsible for CX and who are looking to strategize and plan their AI future should:
Document strong and weak points of the customer experience your company offers, and then explore where AI can enhance CX using the sense, think and do framework.
Start your AI journey by prioritizing two areas where the application of AI could make a difference. Applying AI to customer service, call centers and digital marketing purposes are often a great start.
Initiate POCs based on the research within six months, if and only if you find it is solving a business issue, using metrics that will show initial gains for senior management. Track the success of early projects with a view to expanding to more complex business scenarios.
How to Use AI to Create the Customer Experience of the Future, Jessica Ekholm, 8 August 2019 GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved.