2023年2月1日

分享Redpoint全球領先的軟件提供商,幫助品牌實現盈利,個性化的客戶體驗,宣布一項新的研究揭示了消費者真正感受品牌如何使用人工智能(AI)和機器學習(ML)來影響他們的經驗。雖然許多消費者(45%)表示缺乏了解這些技術是如何實施的,大多數的消費者(73%)認為有可能影響客戶體驗(CX),特別是在數字設置。近一半(48%)的消費者說他們會更頻繁地與人工智能是否會使他們的客戶體驗與品牌更加無縫的、一致的和方便的。“人工智能技術的發展,進入更方麵的客戶體驗,品牌必須更加專注於提供一個無摩擦的消費者體驗”的人情味在AI是如何感知明顯重要。調查發現,77%的消費者認為積極的客戶體驗仍然需要人類接觸的一個元素,58%的消費者表示,他們希望公司能清楚當AI。人類和人工智能之間的交互必須是完美的。如果消費者感覺脫節與人工智能在溝通渠道,76%說他們不太可能信任和繼續與一個品牌。大約三分之一的消費者在網站,看到積極的殘雪影響人工智能手機、文本/ SMS和店內交互和1/4的消費者也看到改進為電子郵件和電話。消費者等級聊天機器人是最理想的使用AI改善客戶體驗,但70%的喜歡在聊天機器人人機交互。“隨著人工智能技術的發展,進入更方麵的客戶體驗,品牌必須更加專注於提供一個無摩擦的消費者體驗,”約翰·納什說,首席戰略和營銷官Redpoint全球。 “Positive CX outcomes depend on access to relevant customer information in real-time as consumers navigate between channels, AI and human interaction. Consumers are quick to pick up on inconsistencies as evidence that brands simply do not understand them and will move their business elsewhere. The fragmentation may be driven by different decision criteria, or different data being accessible at different points in a journey, but for consumers, it is one and the same – a negative experience.” Related Posts Generationally, comfort with AI varies considerably. Gen Z and Millennials feel more confident in how brands use AI than Gen X and Boomer counterparts. All generations agree they’d be willing to engage with AI more frequently if it would solve problems faster than waiting for a human representative to solve the problem, but Gen Z is the most comfortable having active interactions with chatbots/AI before humans (42 percent). In addition, 57 percent of all consumers think the pandemic has greatly increased acceptance of AI across many industries. There are several positive impacts consumers highlight as important in the use of AI, for example, 54 percent of consumers think AI can help brands keep personal information safer and more secure. In fact, the younger the consumer, the more they believe that security impact to be true (66 percent of Gen Z). Around 1 in 4 (26 percent) also identify AI’s ability to help brands problem-solve more quickly, regardless of channel, and identify a solution or trigger action as the most beneficial to them in their customer journey.