OPINION | The debate between technology and human capabilities is still unresolved. But in the age of artificial intelligence, analytics, and the cloud, we see more opportunities to think about how humans and machines can form a team, rather than being opposing forces.
Whether diagnosing diseases, providing an effortless customer experience, understanding human preferences or providing new customer insights, the human-machine pairing is evolving and is more essential than ever to make our simpler and more convenient lives.
Technology to improve the customer experience
Gartner predicts that, by 2025, context-driven analytics and AI models will replace 60% of existing models built on traditional data. We will see new types of data, including unstructured data such as audio, video, and images, being leveraged to give businesses a competitive edge, unlock more value, and develop new use cases to prepare the ground for a new customer-centric era.
This type of collaboration where humans rely on technology to create, think, ensure, is important when the goal is to give customers personalized and relevant information that can help them make informed decisions to buy products. or subscribe to services. Technology then reinforces trust and loyalty to a company. An intelligent virtual agent, or chatbot, used by companies to provide personalized services and advice, is a concrete example. Chatbots use AI and scripted rules to ask questions, identify the problem, and best resolve customer requests.
Provided that the human remains in the center
On paper, chatbots seem like a surefire way to create and deliver a good customer experience with less human resources, but a recent Ipsos study for Avaya indicates that, based on their last interaction with a virtual agent, only a customer out of three would recommend this company to others. This is explained by the fact that only 50% of respondents actually had their problem or concern resolved thanks to the chatbot.
This is due in part to the historical complexity of developing and marketing effective virtual agent solutions. Traditionally, deploying a virtual chatbot can take several months as consumer preferences, business processes, or even basic company information changes. In this context, relying solely on a chatbot is tantamount to not taking advantage of the potential of the human-machine partnership.
Relying on technology allows companies to save time for operational businesses, to increase responsiveness and to devote more time to meeting customer expectations.
A win-win combination
These advanced capabilities and technological potential put an end to the misconceptions that technology is taking over jobs. This perception stems from the inability of companies to have an open discussion with their employees about adopting AI across all business functions. Using technology for a purpose is known to help employees focus more on business innovation and value-added tasks, rather than spending time doing boring tasks. It is the company’s responsibility to show and explain to its employees how technology can improve and support their work to satisfy them.
In today’s experience economy, and the data analytics it requires to compete in it, human capabilities may be lacking, and relying entirely on technology is not the right fit. approach. Businesses need the automated, fast computing power of AI, and they also need the human ingenuity to solve complex problems. The emphasis today must therefore be on the adoption of technologies to improve the skills of employees for a common purpose.
Tribune by François Rachez, Pre-Sales Director at AVAYA
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