Capgemini surveyed more than 10,000 customers in multiple countries to determine their attitudes toward the use of artificial intelligence for customer service. Capgemini identified a cohort of customers with positive attitudes toward the use of AI that it called ‘high-benefit’ customers.
Capgemini also identified as front-runners those companies attuned to these customers and leading in the adoption of AI.
Loathe them or love them, chatbots in the service of customer service are here to stay, but they are only one way in which artificial intelligence is increasingly being deployed to serve customers.
Question is: what do customers think of AI in all its customer service manifestations, and how should organisations respond to customer attitudes to AI?
In a bid to answer those questions Capgemini surveyed 10,000 consumers across 10 countries in Europe, Asia and Australia. It also interviewed more than 500 executives from leading organisations, conducted focus group discussions with consumers, and interviewed industry experts and academics.
You can read full details of its findings in the report: The Secret to Winning Customers’ H…ial Intelligence.
What the report makes clear is that there are many applications of AI that go well beyond the chatbot that we know and loathe/love and whose primary purpose is to handle routine enquiries more economically and efficiently than a human agent.
The study posits, and reports reaction to, a number of scenarios where true artificial intelligence is deployed with the goal of providing real value to customers. For example:
“You are planning to buy a new car but not sure how to finance your purchase. You have been provided with an online option to look through a host of cars and the corresponding financing options that could be right for you, based on your unique credit history, income and other variables.”
The study posits, and reports reaction to, a number of scenarios where true artificial intelligence is deployed with the goal of providing real value to customers.
Survey respondents were asked how they would feel about sharing their personal information with such an online virtual agent. Overall 44 percent said they would be happy to do so.
Here’s another scenario.
“You are travelling internationally but forgot to inform your bank. When you make a purchase on your credit card at the airport, the bank already knows about your travel because it has access to your location through the app. It uses facial recognition to authenticate your identity and lets the transaction go through without embarrassment.”
Although such monitoring might seem more intrusive, 66 percent of respondents said they would be happy to have such a service.
Perhaps, more importantly, the report suggests that AI deployments focussed simply on increasing efficiency are not the way to go, that companies need to prioritise consumer preference and experiences over cost and RoI, and that organisations should now be taking an AI first approach.
The report identifies what it calls ‘high-benefit’ customers as those most enthusiastic towards AI and sees this group as a bellwether for where AI is going.
“Two out of five high-benefit consumers have AI-based interactions on a daily basis, whereas one out of ten low-benefit consumers do so.”
“Two out of five high-benefit consumers have AI-based interactions on a daily basis, whereas one out of ten low-benefit consumers do so. … More than four out of five high-benefit consumers prefer interactions enabled by a mix of AI and humans, while less than two out of five low-benefit consumers think so. … Eighty one percent of high-benefit consumers expect AI to provide better privacy and security of personal data, as compared to only 27 percent of low-benefit consumers.”
“[Front-runner] organisations, by virtue of how they approach AI-enabled interactions, are setting the example for others across the world.”
It identifies those organisations that are attuned to these customers as ‘front-runners’. “These organisations, by virtue of how they approach AI-enabled interactions, are setting the example for others across the world,” Capgemini says.
“Organisations everywhere are now presented with a huge opportunity to learn from these front-runners and tap into evolving consumer expectations and make for more customised and personalised customer interactions, without losing the human empathy and connection in the process.”
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