Why despite the hype AI could be failing your customer experience strategy

Marketing Tech News | January 13, 2020

Though 80% of senior decision makers in the UK rate their customer service as ‘excellent’, their customers aren’t feeling quite the same. Our report ‘The Good, The Bot and The Customer Experience’ found there is a significant disconnect between what customers expect and what brands think they are delivering. In fact, a whopping 91% of UK consumers say they have been left feeling frustrated by the customer service they receive, with top grievances including being left on hold too long and needing to repeat their issue multiple times. Many organisations are turning to AI to improve their customer service offering. However, despite investing in new technologies such as chatbots, virtual assistants, facial recognition and natural language processing, businesses are still not getting it right. 48% of consumers don’t see a benefit of interacting with a chatbot to solve issues, while 44% would prefer to never interact with one.

Spotlight

Your localization partner is going to do a deep-dive into your business—so start by diving deep into theirs. Are they an industry-leader with 20 years of experience or a relative newcomer? Will they speak Samoan, Uzbek, or Swahili (and all your customers’ languages)? Can they deliver on-time and on-budget—every time? Ask how many languages they support. Find out whether their translator team comprises just linguists, or linguists and subject matter experts. Explore the backgrounds of their senior management team. Be nosey. Ask questions. Cyberstalk.

Spotlight

Your localization partner is going to do a deep-dive into your business—so start by diving deep into theirs. Are they an industry-leader with 20 years of experience or a relative newcomer? Will they speak Samoan, Uzbek, or Swahili (and all your customers’ languages)? Can they deliver on-time and on-budget—every time? Ask how many languages they support. Find out whether their translator team comprises just linguists, or linguists and subject matter experts. Explore the backgrounds of their senior management team. Be nosey. Ask questions. Cyberstalk.

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