AI is transforming customer experiences in Asia, with 7,000 respondents reporting high satisfaction with AI-based recommendations.,Businesses must balance AI adoption with human touch to stay competitive.,KPMG's Six Pillars of Customer Experience Excellence provide a roadmap for success.
Artificial Intelligence (AI) is swiftly changing the way businesses interact with customers in Asia. As companies strive to stay ahead, they must also ensure that their technological advancements align with customer needs. Guillaume Sachet, an advisory partner at KPMG in Singapore, shares insights on balancing AI and the human touch in customer experience.
The Rise of AI in Customer Experience
AI is revolutionising customer interactions across various industries. According to KPMG's report on 'Navigating the future of seamless commerce in Asia Pacific', the region is leading the way in retail transformation. The report, which surveyed 7,000 respondents across 14 markets, noted high satisfaction levels with AI-based product recommendations.
AI applications extend beyond customer-facing touchpoints. They include demand forecasting, supply chain management, and marketing content development. Almost every company interviewed for the report is actively exploring or implementing AI in various areas of its operations. For more on the future trends, see APAC AI in 2026: 4 Trends You Need To Know.
Striking the Balance: AI and Human Touch
While AI offers immense potential, businesses must also focus on building meaningful connections with customers. Sachet emphasises the importance of adding a personal touch to the brand. Companies that understand this balance will succeed in the complex Asian market.
"Businesses with a nuanced understanding of the trends and their customer needs will be able to strike the right balance needed to achieve success in a complex market." - Guillaume Sachet, KPMG in Singapore
"Businesses with a nuanced understanding of the trends and their customer needs will be able to strike the right balance needed to achieve success in a complex market." - Guillaume Sachet, KPMG in Singapore
Data-Driven Strategies and AI Ethics
As organisations move towards data-driven strategies, they must prioritise data safety. KPMG's global report on Trust in Artificial Intelligence highlights the importance of upholding high standards in data privacy, security, and governance.
AI systems can analyse data quickly and accurately, improving efficiency and customer experience. However, organisations must implement AI responsibly. Transparency, data privacy, and ethical use are crucial for building customer trust. Our article on Why ProSocial AI Is The New ESG delves deeper into this.
KPMG's Six Pillars of Customer Experience Excellence
To enhance customer experience strategies, companies should focus on KPMG's Six Pillars: integrity, resolution, expectations, time & effort, personalisation, and empathy. The last two pillars are particularly important for differentiation.
AI can augment personalisation strategies by analysing customer data in real-time. However, it should complement, not replace, human interactions. Empathy is key to building meaningful relationships with customers. You can read more about AI with Empathy for Humans here.
Empowering Employees for Better Customer Experience
Successful organisations invest in building a connected enterprise. The Six Pillars of Customer Experience Excellence should also extend to the employee experience. Empowered employees are critical in delivering customer expectations.
Personalisation for employees could mean designing customised training programmes to provide them with the skillsets to adapt to changing business needs.
"Even with advancements in AI and emerging technologies, the human touch should not be underestimated." - Guillaume Sachet, KPMG in Singapore
"Even with advancements in AI and emerging technologies, the human touch should not be underestimated." - Guillaume Sachet, KPMG in Singapore
The Future of Customer Experience
Expectations around generative AI are rising. Brands that can tap its potential while managing risks will reap the greatest benefits. The ability to demonstrate empathy will be a key differentiator. A detailed report by the World Economic Forum on the Future of Jobs also emphasizes the growing importance of human skills alongside AI adoption.
To learn more about AI in customer service, tap here.
Comment and Share:
Which AI trend in customer experience are you most excited about? Share your thoughts and Subscribe to our newsletter for updates on AI and AGI developments.
Latest Comments (5)
This is such a timely piece! I'm curious, how do Singaporean companies specifically navigate the local preference for personalised service while still pushing for AI efficiency? It's a tricky tightrope walk, innit.
Spot on! My own experiences here in Bharat show that tech helps, but that personal connection, especially difficult problems, is still paramount. It's about finding that sweet spot.
It’s interesting how this conversation around tech and human touch continues to evolve, isn't it? While the article makes a fair point about the rise of AI in customer experience, especially here in Asia, I sometimes wonder if we're perhaps overthinking the "balancing act." For certain routine enquiries, a fully automated, efficient system is often *exactly* what I want. No need for a chatty human, bless their hearts. The "human touch" feels more valuable when there's genuine complexity or an emotional component. Otherwise, it just feels like extra friction, you know? Sometimes, less human interaction but *more* effective tech is the real win for customer satisfaction.
This article really hits the nail on the head! It's a proper challenge balancing AI efficiency with that essential human element, especially in our regional context where personalised service is so highly valued. You can't just throw bots at every problem, can you? It’ll be interesting to see how companies navigate this without losing that personal touch.
This piece really gets me thinking about how things are changing, especially back home. The "human touch" aspect is so crucial, isn't it? We've always valued personal connections here, and I wonder how AI can truly replicate that feeling of being understood, rather than just being processed. Like, will a chatbot ever truly grasp the nuances of explaining a complex issue to my elderly auntie, who prefers to hear a friendly voice rather than read through an FAQ? It's a proper challenge for these tech companies to figure out. I'm keen to see if they can crack it.
Leave a Comment