BrazilGen AI: A gamechanger for augmenting the customer experience
As businesses invest in generative AI, customer experience (CX) has emerged as a top use case. This is according to New Metrics partner Rami Haffar, who collaborates with brands across the Middle East on implementing AI-driven CX strategies.
At the recently held E3 CX Conference in Riyadh, an event showcasing the latest advancements in customer experience, Rami Haffar shared insights on how generative AI is transforming the CX landscape.
In his keynote, he highlighted how generative AI can help brands transcend traditional customer experience methods to develop better relationships with users while enhancing operational effectiveness and cost efficiency.
“The verdict is clear: organizations and CX professionals all agree that AI is crucial in 2024,” he said. “While in 2023, organizations were heavily exploring AI, now, the number of organizations adopting AI has increased by 26%.”
Generative AI supports a wide array of use cases across various functions within an organization. Whether generating novel content and imagery, automating processes, rapidly personalizing customer interactions, streamlining messaging across touchpoints, or even enhancing product recommendations and customer support, generative AI plays a pivotal role.
“The potential is there, but the key is ensuring a return on that investment,” emphasized Haffar.
“Perhaps the most critical factor in ensuring ROI is obtaining a 360-degree view of the customer experience. AI can significantly aid in this regard by rapidly and efficiently capturing data from various sources like support conversations, speech, complaints, video, digital analytics, social data, and operational data.”
Medallia Experience Cloud
Technology plays a crucial role in capitalizing on these opportunities. “Specialized CX platforms can capture billions of interactions across video, social media, Internet of Things, and voice tools, providing unparalleled insights into customer experience.”
As a CX technology expert, Haffar focused on real-life examples using the Medallia platform. “Over the last 20 years, Medallia has supported capturing unstructured data points and consolidating them into a central repository.”
“That’s when AI and other emerging technologies come into play, providing an integral view of the CX landscape, performance, and gaps across key dimensions such as strategy, organization, process, and data.”
Despite the impressive capabilities, Haffar contends that this is “only the beginning.” With the inclusion of generative AI, CX work can reach new heights.
“Imagine owning a store or a chain of stores and capturing billions of different signals. You need to identify which consumers have which issues. For example, someone couldn’t find a product. The AI then analyzes it to deliver an impact score – how much impact did this have on the company – and organizes and summarizes what those data points mean for the customer and the business.”
“AI expedites the time to those conclusions and based on a large language model trained on vast amounts of data, it ensures quick and accurate insights.”
“Combining the power of AI with strategic decision-making offers immense opportunities for brands to improve and grow,” Haffar concluded. “They can reduce costs, increase revenue, drive growth, and boost employee satisfaction.”
