A pre-event interview with Sky’s Head of Digital: CX & Tech Futures
5 minute read
By Karl Lillrud, a renowned expert in the field of Artificial Intelligence
We recognise that AI is not a future forecast; it is here, now. In the realm of customer experience, AI is no longer a mere disruptor, it's the game changer. Customer Experience has historically been a 'human-centric' practice, focusing on creating connections and engendering loyalty. But the next wave of CX innovation is profoundly digital, yet curiously still human. We're witnessing the birth of an exciting hybrid space where artificial intelligence meets human interaction, offering a transformative opportunity for businesses to establish a new level of engagement with customers.
PERSONALISATION: AI AT ITS CUSTOMER EXPERIENCE BEST
CX experts have long acknowledged the importance of personalisation, but AI brings this to an entirely new level. Consider the AI-driven recommendation systems, like those of Netflix or Spotify. Here, algorithms are learning an individual viewer's preferences, consuming and analysing vast quantities of data, and providing recommendations that resonate with individual tastes.
Taking this to the next level, we can already see AI-generated content like music and video. This will create the new era in terms of customer experience where, based on the customer's previous consumption patterns, we will be able to create unique music tailored for the mood they are looking for with the sound we like. This can be based on the playlists we have previously enjoyed, when we have played them, and many other data points such as the time of the month, the location, and other indicators. This is not rocket science; this exists as separate modules today. It's just up to someone to connect the different modules to create the full customer experience.One company that employed algorithms and AI to examine expected customer purchase behaviour was American Express with its fraud detection system. The company proactively identifies and combats fraudulent transactions. This AI-driven approach not only ensures customers' financial safety but also aids in maintaining uninterrupted customer experience.
STRIKING THE RIGHT BALANCE: PRIVACY AND PERSONALISATION
A crucial challenge lies in balancing personalisation with privacy. AI’s ability to harness and analyse data brings immense opportunities for personalisation, but it also raises valid privacy concerns.
Mastercard offers a compelling example of striking this balance. They employ AI to offer personalised alerts and security checks but are mindful not to share specific transaction details with third parties. The art of marrying technology and the individual lies in this delicate balance between personalisation and privacy.
AI'S POTENTIAL IN FORGING LONG-TERM RELATIONSHIPS
AI is not just about the 'now' of customer interactions; it's about the 'next'. By providing actionable real-time analytics, predictive modelling, and personalised marketing strategies, AI gives us the means to anticipate customer needs and offer proactive solutions.
Starbucks is a case in point. Their AI-driven mobile app collects data on customer preferences, location, and purchasing habits. This data enables Starbucks to deliver personalised messages and offers, enhancing customer engagement and loyalty over time. This is more on a machine learning level rather than AI but from a consumer point of view, it does feel like you get a truly personalised customer experience.
THE DAWN OF THE AI-CENTRIC CUSTOMER EXPERIENCE ERA
For the discerning CX expert, AI is not just a tool. It is a critical strategic ally in shaping the future of customer experience. It's not about replacing the human element but enhancing it. AI provides us with the ability to see our customers as they truly are: individuals with unique preferences and behaviours. It is our responsibility to harness this knowledge wisely and ethically, to elevate customer experience to unprecedented heights.
In our quest to leverage AI, we would do well to remember the words of Steve Jobs, "You’ve got to start with the customer experience and work back toward the technology – not the other way around." This principle is crucial, now more than ever, as we venture into the fascinating, complex, and rewarding world of AI-powered customer experiences.
The question that propels us forward is, “How do we effectively leverage these insights into our practices?” This section aims to provide you with tangible methods, tools, and recommendations to help you navigate the vast and rapidly evolving AI landscape.
METHODS: UNDERSTAND, IMPLEMENT, AND EVALUATE
The first step in the journey of AI integration is understanding. Equip yourself with a deep knowledge of AI and Machine Learning (ML), understanding how these technologies work, and the implications of their use.
Next is the implementation phase. Integrate AI into your existing CX systems by utilising tools that best align with your business objectives. The market is awash with innovative AI tools catering to diverse CX needs – from chatbots for customer support to predictive analytics tools for anticipating customer behaviour.
Lastly, an essential yet often overlooked aspect is evaluation. As you deploy AI tools, it's crucial to continually assess and refine them, ensuring that they align with your overarching CX strategy and adhere to privacy and ethical standards.
RECOMMENDATIONS: ETHICAL AI FOR SUSTAINABLE CUSTOMER RELATIONSHIPS
An important consideration for CX experts is to maintain an ethical approach while integrating AI into their practices.
Here are a few recommendations:
Transparency: Be upfront with customers about how and why their data is being used. A transparent relationship fosters trust and enhances customer loyalty.
Privacy: Respect and protect customer data. While personalisation is crucial, it should never come at the cost of privacy.
Inclusivity: Ensure your AI systems are inclusive, catering to the needs of all customer segments.
In summary, AI is a potent tool for CX professionals, offering unprecedented levels of personalisation and long-term customer engagement. However, to effectively leverage its potential, it is crucial to equip oneself with the right knowledge, tools, and ethical approach.
As we embrace the AI revolution, it's essential to keep our focus on the ultimate goal – enhancing the human experience. The ROI of AI integration in CX isn't just about financial gain; it's about forging deeper, more meaningful connections with our customers. Remember, in the world of customer experience, the human touch will always be your most valuable asset.
About the author
Karl Lillrud is a renowned expert in the field of Artificial Intelligence and a seasoned professional speaker. With a knack for breaking down complex concepts into digestible insights, he has been instrumental in guiding companies towards harnessing the transformative potential of AI in their operations.
With his extensive experience and forward-thinking approach, Karl has helped businesses unlock the true value of AI, guiding them towards more effective strategies that bolster both efficiency and productivity. His innovative perspective stems from his belief that artificial intelligence is not just a tool for automation, but a catalyst that can propel companies into a new era of growth and customer engagement.
Karl's engaging speaking style, coupled with his deep knowledge and passion for technology, makes him a sought-after speaker at international conferences and corporate giving him the award by Global Gurus as one of the world’s TOP 30 Speakers where he made it to the 11th position in the world. His presentations are known for their depth, real-world relevance, and practical recommendations, equipping his audience with actionable insights they can apply within their organizations.
As a thought leader in the AI industry, Karl Lillrud remains at the forefront of technological advancements, guiding companies to navigate the exciting, yet complex, landscape of artificial intelligence. Whether through his articles, presentations, or consultations, Karl's mission is to help companies understand and unleash the true value of AI in their journey towards digital transformation.
Learn more on https://www.karllillrud.com/ or email Karl directly at me@karllillrud.com.
Karl Lillurd
