Customer relationship: can we both industrialize it and personalize it?
When we talk about "customer journey excellence", we mean the speed of addressing requests; efficient handling of inquiries, but also personalization of responses, and that’s where the trouble lies!
Responding quickly and consistently (24/7); responding well and at low cost... All of this is made possible by the use of artificial intelligence (AI) software. But how can we produce hyper-personalized responses when agents are, in reality, nothing more than "machines"?
Let’s explore together how AI navigates this paradox and combines industrialization with personalization.
When AI helps to know your customer inside out!
Personalizing the customer relationship implies having specific information that reflects each customer's uniqueness. The salesperson has the obvious role of collecting and entering into their CRM (Customer Relationship Management) as much information as possible, but this overload of information must then be processed and analyzed to be used strategically. Different software tools allow analysis of customer data to bring out the features that will be relevant for the service or product to be promoted. Data reflecting the following will be stored for each customer:
Their engagement rate: this involves synthesizing data that may appear in various company tools (ERP, CRM, POS, SCM, etc.) to trace the details of the customer account, their purchase history, warranty usage, etc.
Their interests: these can be defined using information from social networks or the websites where the customer provides reviews or ratings.
Their behavior: behavioral data is obtained by tracing the customer’s actions at various stages of their purchase journey: on the company’s website or blog, in online stores, at physical sales locations, during interactions with call centers, etc.
When AI gives the agent all the added value of their role...
In addition to the valuable assistance described earlier, which AI provides to perfectly understand the customer and, therefore, personalize the relationship as much as possible, it plays another major role. Indeed, by allowing the agent to automate most recurring tasks, it enables them to focus on what they bring that is most valuable in customer relations: advice and what can be called "emotional intelligence". Thus, listening and providing support on challenging cases can be fully taken over by "humans" who will add the soul that the machine lacks, but which remains imperative for any worthy customer relationship...
ViaDialog, your trusted partner for a personalized customer relationship
ViaDialog is a reference player in the C.I.M (Customer Interactions Management) industry and offers companies solutions covering all aspects of customer relationship management needs.
We offer comprehensive solutions to help you significantly improve your customer satisfaction.
ViaDialog adopts a cutting-edge approach to artificial intelligence, and our solutions can be deployed in your infrastructures, in the Cloud, and in hybrid mode.
Our experts are available to assist you!
Article update: November 29, 2021
