Introduction to Customer Experience
For many, the “last mile” of the end-to-end customer journey can present a challenge. Services at this stage often involve much more complex interactions than the usual app or self-service portal can handle. This could be dealing with a challenging health diagnosis, addressing late mortgage payments, applying for government benefits, or understanding the lifestyle you can afford in retirement. “When we get into these more complex service needs, there’s a real bias toward human interaction,” says Neufeld. “We want to speak to someone, we want to understand whether we’re making a good decision, or we might want alternative views and perspectives.”
The Challenge of Complex Interactions
But these high-cost, high-touch interactions can be less than satisfying for customers when handled through a call center if, for example, technical systems are outdated or data sources are disconnected. Those kinds of problems ultimately lead to the possibility of complaints and lost business. Good customer experience is critical for the bottom line. Customers are 3.8 times more likely to make return purchases after a successful experience than after an unsuccessful one, according to Qualtrics.
The Role of AI in Customer Experience
Intuitive AI-driven systems— supported by robust data infrastructure that can efficiently access and share information in real time— can boost the customer experience, even in complex or sensitive situations. This is because AI can help provide personalized and efficient support to customers, reducing the need for human interaction in some cases and enhancing it in others.
Importance of Customer Experience
Good customer experience is not just about making customers happy; it’s also crucial for the success of businesses. By providing a positive experience, businesses can increase customer loyalty, reduce complaints, and ultimately drive revenue growth.
Download the Full Report
To learn more about the importance of customer experience and how AI can help, download the full report.
Conclusion
In conclusion, providing a good customer experience is essential for businesses, especially in complex or sensitive situations. By leveraging AI-driven systems and robust data infrastructure, businesses can enhance the customer experience, drive loyalty, and ultimately grow their revenue.
FAQs
- Q: What is the "last mile" of the customer journey?
A: The "last mile" refers to the final stage of the customer journey, where services often involve complex interactions that may require human interaction. - Q: Why is good customer experience important?
A: Good customer experience is critical for the bottom line, as customers are more likely to make return purchases after a successful experience. - Q: How can AI improve customer experience?
A: AI can help provide personalized and efficient support to customers, reducing the need for human interaction in some cases and enhancing it in others. - Q: Where can I find more information on customer experience and AI?
A: You can download the full report to learn more about the importance of customer experience and how AI can help.
