Why CX Matters: How does technology aid customer experience?

Written by Adrienne Bryant on October 16, 2018

When you delve into putting a customer experience strategy in place, you’ll naturally start to think about technology that will enhance the customer experience. And CX leaders are on the cutting edge of the intersection of CX and technology. It is no surprise that the use of artificial intelligence is on the rise.

A 2017 global survey sponsored by Genesys states,

“...91% of “iconic” companies - those that maintain both the highest levels of customer experience satisfaction and have world leading brand recognition - deploy artificial intelligence (AI) solutions to increase customer satisfaction, compared to 42% of companies in their field overall”.

This is huge. These companies understand that having “the right mix of “live” and automated customer communication channels”, is how they deliver the best and most consistent customer experience.

Chatbots are one way associations can use artificial intelligence to their advantage. Chatbots are the best way to deliver a great customer experience. They are 24/7. They don’t need sleep. They don’t get frustrated when a customer is asking what you may think is the craziest question in the world. When a stakeholder comes to your website, they can ask a question and get an answer. Chatbots continually capture data and deliver that data to us (the live agents), to help us personalize the experience for our audience.

The best chatbots deliver a customer experience in which customers cannot tell if they are talking to a live human or a computer. How many times have you gone to a website and talked to a ‘customer service representative? Did you know if you were talking to a chatbot or if you were talking to a human? It’s amazing! Companies like Ticketmaster and artists like Bruce Springsteen and Taylor Swift have leveraged this technology. They have built a bigger robot to defeat the scalp robots so that customers can get the better seats for the right price. How can your association leverage artificial intelligence?

Customer experience isn’t a trend, it is a discipline that should be learned and implemented. It is here to stay. The Customer Experience Professionals Association (CXPA), started in 2011, is the premier global non-profit organization dedicated to the advancement and cultivation of the Customer Experience profession. The CXPA supports the professional development of its members and advances the field by providing shared best practices and education, developing standards, offering networking opportunities, promoting the industry, and creating a better understanding of the discipline of Customer Experience.

Adrienne will be speaking in the “The Future of Work” session during SURGE Optimism 2018, an interactive virtual conference hosted by AssociationSuccess.org on November 7th-9th. Click here to learn more and register.