CX IN A NUTSHELL
To better understand which areas can be improved by the inclusion of AI technology, we have to first know what we mean by customer experience and what we can do about it to make it better for our target audience.
CX is the combined interactions and emotions that a customer has in connection with a company. It is the combination of both pain and pleasure when a consumer is using a product or service – or is inquiring about one.
And what we often see (as customers) from what CX is, we usually only perceive (or encounter) the very tip of the iceberg. And in the case of the technology involved, it is mostly the front end of it.
But there’s a lot more to CX below that we don’t see, even when we’re already using the product. Customer service, billing, technical support, account management, logistics, and many more can be found below the surface.
UX is still just one of these elements. It needs to be well planned out and executed, but in no way it is the only determining factor that can result in great CX.
And it’s very important to note that the majority of customer data necessary to discover impactful insights are hidden there, but AI provides the capacity to mine this data and leverage it in the delivery of superior customer experiences.