It goes without saying that customers are at the core of your customer experience strategy. But all too often, an organization’s CX strategy gets built without prioritizing what its customers think, feel and want.
Imagine a company that has grown based on offering a high-touch, personalized approach to meeting each customer in a physical location and providing them with products and services tailored to their needs. Then, to reduce costs and serve more customers, the company shifts its CX strategy to a primarily digital approach, using artificial intelligence (AI).
With advances in technology, it is not uncommon for organizations to look for ways to adopt AI and automate their CX processes when it comes to developing a customer experience strategy. Instead of coming to a physical location, customers are now directed to visit a website or use a mobile app, where they can place their order in seconds. An algorithm provides recommendations for other products they might like, too.
AI often results in greater efficiencies that benefit CX, so it’s natural for the company to assume that customers will be thrilled by the speed and convenience these digital processes offer. But implementing AI or automating processes may not always be the best customer experience strategy. For example, maybe customers liked the human interaction and conversations and advice they got from staff they met on-site. In this case, sales could actually decrease, at least at first, and satisfaction could go down as well.