AI ushers in era of intelligent CX, fuels ‘massive industry transformation’

Monday, 22 January 2024 02:59

AI ushers in era of intelligent CX, fuels ‘massive industry transformation’ Featured

By Gordon Peters

Kellie Hackney, Country Leader, Australia and New Zealand, Zendesk

Customer experience software provider Zendesk says the findings of its latest CX trends report signal a rapid transition towards intelligent CX across Australian businesses.

According to Zendesk, the shift to AI-driven services will create a significant divide between companies who use AI to create the best customer experiences and those that miss the mark on implementing, or worse, don’t embrace AI at all - while companies with the ability to bridge this divide will completely transform CX, delivering personalisation at scale and elevating service quality while reducing costs.

"We’re on the verge of the most significant inflection point we’ve ever seen in CX with the latest advances in AI,” said Adrian McDermott, chief technology officer, Zendesk.

“Businesses will need to reconsider the structure of everything, from their tech stacks to their teams to how they deliver support. Companies that thrive will shift to a much more intelligent CX strategy, using AI to manage volume, lower costs, increase quality and ultimately improve customer satisfaction."

“Australian businesses continue to face challenges driven by inflationary pressure. In this light the need to remain competitive puts customer retention into sharp focus and makes the customer experience a pivotal point of differentiation. With teams needing to work smarter to serve customers better, AI can play an important role in driving more intelligent and seamless customer journeys,” said Kellie Hackney, Country Leader, Australia and New Zealand, Zendesk.

“It’s encouraging that a majority of the businesses we spoke to have begun that journey and we look forward to many more Australian companies accelerating their use of AI to help drive growth.”

Zendesk notes that the report reveals 77 percent of Australian CX leaders have begun experimenting with or implementing generative AI into their customer journey, ahead of the global average of 65 percent. This adoption has real benefits–85 percent of CX leaders in Australia using generative AI in CX report positive ROI, also ahead of the global average of 83 percent, proving these changes set a new standard for successful CX. The report also places a spotlight on some defining elements of the era of intelligent CX:

● Chatbots are evolving into advanced digital agents: Generative AI and evolved chatbots are revolutionising consumer interactions by facilitating personalised, instant and interactive experiences.
● Live and immersive interactions will redefine experiences: As consumers expect more engaging and interactive experiences, CX leaders will need to transition to tools like conversational commerce, live streaming and voice.
● CX leaders are the new drivers of data privacy: CX leaders, not IT, are the new drivers of data privacy, integrating security seamlessly into CX for protection and ease. Chatbots evolve into advanced digital agents. Eighty-three percent of CX leaders in Australia believe chatbots can build a stronger emotional
connection with their customers. This is largely due to AI chatbots evolving into skilled digital agents, playing key roles in customer service and the overall customer experience. Their ability to mirror brand styles and evaluate their customers’ feelings and desires enables them to deliver tailored, accurate responses.

Zendesk says the transformation of chatbots into digital agents aligns with escalating expectations–64 percent of Australian consumers believe chatbots should have the same level of expertise and quality as highly skilled human agents. Over one in three expect to soon interact with advanced bots for
quick and immediate responses. Businesses are grasping the importance of upgrading chatbots into digital agents and plan to boost their AI investments to speed up this process.

According to Zendesk, consumers have now come to expect more than just traditional support to truly enhance their experiences. Over half of those surveyed in Australia believe the way they interact with a company will completely change within two years.

“People are embracing conversational commerce – buying products within chat interactions–and turning to live-streamed sessions for immediate help with shopping. To keep pace with this change, 84 percent of Australian CX leaders are partnering with external vendors and experts to implement conversational commerce. Australian brands are also turning to social media and in-store influencers for sales–an approach that attracts new consumers and caters to those who prefer shopping at home. Eighty-one percent of Australian CX leaders believe failure to leverage tools like live streaming that provide real time support will lead to lost opportunities,” notes Zendesk.

Noting that “CX leaders are the new drivers of data privacy”, Zendesk says that amidst escalating privacy concerns and rising demands for AI-enhanced personalised experiences, data privacy is becoming a central responsibility for CX leaders.

“In fact, 86 percent of Australian CX leaders see themselves as responsible for ensuring their customers’ data is safe. Another 86 percent say data protection and cybersecurity are top priorities in their customer service strategy,” notes Zendesk.

“With CX leaders now active drivers of data privacy decision-making processes, they’re “With CX leaders now active drivers of data privacy decision-making processes, they’re focused on delivering solutions that protect data while facilitating personalised experiences and deploying AI. Close to two-thirds of Australian consumers feel they’re constantly under the threat of being scammed. When they see that a company is proactive about data security, they’re more likely to feel comfortable providing personal information, leading to stronger trust and loyalty.”

On the future outlook for CX, Zendesk says Australian leaders are confidently preparing for the future of CX, “not just waiting to see what happens”.

“They're betting big on smart customer experiences for 2024, signalling a landmark year for CX due to new technology. To learn more, download the Zendesk CX Trends Report and access all 10 key trends shaping the era of intelligent CX,” concludes Zendesk.

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