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AI for customer service at the peril of personal relations
This article is part of the Business Information issue of June 2018, Vol. 6, No. 3
AI for customer service tools allow mega corporations to use all the data they collect to better understand consumer behavior and derive predictive insights to boost sales, while theoretically improving the customer experience by delivering personalized recommendations. The irony, of course, is that these hyper-personalization tools also serve to prevent customers from having personal interactions with the people at those companies. But that's the way of the world today. We're so accustomed to getting what we need from automated systems -- be it our preference to use the ticketing kiosk at the airport instead of speaking with an agent at the counter or the ATM at the bank we rely on in lieu of a teller -- that many of us only seek out a person when automation fails. I, for one, will pick up the phone and talk to a customer service agent only as a last resort. I prefer to find solutions to product problems using self-service platforms or instant messaging chats, and I don't really care whether the agent on the other end of that ...
Features in this issue
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AI strategy comes first, then AI tools second
If your organization plans to implement AI into its workflow, be sure to develop a sound strategy and provide the necessary training to get the most out of the software.
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Marketers face stiff challenges improving CRM capabilities
Amid the proliferation of AI and cloud-based apps, marketers acknowledge and take partial blame for problems encountered along the way to improving their CRM capabilities.
Columns in this issue
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AI for customer service at the peril of personal relations
AI tools in CRM help companies deliver hyper-personalized customer experiences but prevent customers from actually having personal interactions with service agents.
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AI for the enterprise transmitted directly from Mars
For marketing intelligence to explore new frontiers and achieve its ultimate goal, chief marketing officers may find their CRM applications were once developed by NASA and tested in space.