Artificial intelligence in customer experience
At CXN Live: Contact Centers 2020, Josue Berlanga, head of care and multichannel sales (Mexico, Latin America and Canada) at Philip Morris International (PMI), offered his insights on how artificial intelligence (AI) is being utilized in business today. The session saw Berlanga detail statistics that evidence the prevalence of AI in today’s industries, one being that this year humans will handle only 15 per cent of customer interactions.
Berlanga maintained that Covid-19 has created a perfect example of why AI is so relevant today. The closing of premises has driven a vast amount of customers online and significantly increased demand for many products and services. Berlanga notes that AI has been an essential tool for handling such high consumer volumes.
Berlanga went on to detail the five different levels of automation:
- Macro – basic macros on workstations (e.g. excel)
- Desktop – automation for attended processes
- RPA – full process automation across systems
- Workflow – workflow system automation of end-to-end processes
- Cognitive process – intelligent automation that can learn and interact
Berlanga reminds that AI is not merely for chatbots, it can empower a range of business areas such as sales or HR. Finally, Berlanga explored the business benefits of AI, explaining that it facilitates cost reduction, efficiency, improved cycle times, accuracy and, most important of all, improved customer experience and engagement.
To access the full range of insights from Josue Berlanga, watch the full session on demand at CXN Live: Contact Centers 2020.