Adding the human touch to Artificial intelligence instills customer trust and loyalty.
As technologies to improve the customer experience evolve, the need to humanize those experiences as much as possible is at the forefront of the customer experience.
Augmenting the human aspects of customer service with artificial intelligence can result in a better customer experience, according to “3 Ways Emotional Connections Can Power CX,” a report from customer service software provider Sitecore.
“While technology has an important role to play in connecting us, we seem to have lost touch with the key element of success,” says the report. “It’s a different kind of connection that’s missing. Our customers are human and we need to connect with them on a human level.
“Yes, we can reach them easily and gather data on them but that’s not enough. Genuinely understanding our customers, and their cares and needs, can form emotional bonds between brands and consumers.”
How can AI enhance customer service?
A few examples of the most well-known artificial intelligence (AI) options to create an improved customer experience include the following:
- Chatbots and 24/7 other self-service options allow customers to get answers to their questions without having to call customer support.
- Conversational AI offers chatbot interactions based on more conversational statements and answers for customer questions that can’t be answered by an automated chatbot.
- Assist agents enhance both the customer’s and the customer service rep’s experience by preventing agents from having to sort through past ticket history when customers’ questions can’t be answered by automated chatbot responses.
Brands must understand their customers to compete effectively, says the Sitecore report:
“Using technology and collecting huge amounts of data will only get [brands] so far. Personalization is much more than this. The clue is in the name — it’s about the person. Customers need to be at the center of our strategies.”
Read on for three ways to humanize the AI experience for your customers.
1. Connect with the human behind the customer
If customers link your brand with positive emotions, that builds trust, making them more likely to buy your products and forgive mistakes and/or issues that may come up.
“The best way to create that brand association is by telling stories, not selling products,” says Sitecore. “Storytelling connects people when it triggers something we recognize in ourselves. It could be a particular emotion, challenge, ambition, or passion.
“Once you know the human behind the customer, you can build a narrative that starts with what they care about and ends with how you can support [them]. Before you communicate, think about what you stand for and the benefits to your customer.”
2. Create empathy with your content
Your content strategy needs to leverage storytelling to convey empathy for your customers, says the Sitecore report:
“Successful content strategies will not rest on an organization’s sales messages. They will be built upon its responses to audience wants and needs. It can feel unnatural for marketers to set these sales messages to one side but doing so can be the key to content success.
“By focusing on value over volume, with emotionally driven content that really connects with customers, you can build loyalty with target audiences by prioritizing their real wants and needs.”
3. Augment AI with human intelligence
The rise of “customer-centric, data-driven marketing” optimizes emotional and social intelligence with the help of technology to deliver exceptional customer experiences, says the Sitecore report.
“Despite our connected devices knowing us so well, customers don’t want their experience with brands to be completely machine-driven – they’re looking for genuine empathy,” says Sitecore.
“Don’t see AI as a silver bullet that can automate your marketing program. Instead, use it to optimize areas that let you move faster and be more agile — and blend that power with emotional intelligence to build genuinely valuable human connections.”