Combining Personalization and Automation for Out-of-the-box CX

New Delhi/Mumbai: The Economic Times CX Forum, powered by Servion and Cisco, was held in Mumbai and Delhi last month, gathering over 100 CX leaders from leading organizations across India to discuss how Conversational AI and Analytics can be leveraged to enhance customer experience.

The panel at The Economic Times CX Forum discussed the two biggest challenges – personalizing customer interactions and automating processes to reduce costs. They further emphasized that the role of AI has become even more critical in addressing these challenges and acts as a competitive driver of growth. AI gives access to actionable contexts such as churn indicators, customer sentiments and likelihood to buy. The most promising AI technologies - voicebots and chatbots help enable automation and provide immediate and round-the-clock services. The participants also touched upon the fact that speech analytics language engine support for Indian languages is currently limited and are hopeful that support for more languages will happen soon.

To deliver great customer experience organizations will need to be empathetic, reduce efforts and leverage technology. AI is that technology that can help automate customer facing processes and discover high-impact customer insights, the speakers opined.

Dipayan Ghosh, Executive Director, Management Consulting, KPMG Advisory Services, said: “Every outstanding customer relationship is built on a strong foundation of six pillars of customer experience excellence - Integrity, Resolution, Expectation, Empathy, Personalization, Time & Effort. Standing steadfastly on these six pillars and viewing the customer through the four lenses of customer obsession - purpose, proposition, interaction and orientation; organizations can garner a wholistic view to customer experience and successfully delight customers.”

Aditya Rath, Partner, KPMG India, noted, “Research has shown that pervasive use of digital leads to significant profitable growth and increase in customer loyalty. To be able to do this – you will have to look at market, understand digital signals, work with vendors and partners eco-system, drive employee experience and create a technology architecture that delivers this objective. All this keeping the customer at the center, driving #customerfirst philosophy.”

The panel along with the participants were in consensus that the route to transforming contact centers involved:

• Embracing AI for customer facing processes
• Use automation to scale presence in digital channels, growingly preferred by customers
• Leveraging analytics to uncover customer preferences, sentiments, and provide a more personalized experience

Laurent Philonenko, CEO, Servion Global Solutions, said, “We are happy to be a part of this event that gave us the opportunity to interact with the top CX leaders in India. With increasing importance for CX, customer servicing organizations across the globe will have to step up. It was a very interactive forum where practitioners shared their experiences and best practices that was insightful and thought provoking.

Media Contact:
Manish Sharma, Chief Project Manager, 9818287188, manish.sharma@timesgroup.com

Disclaimer: Content Produced by ET Edge