Marketing
The Future of Customer Service: Balancing Tech and the Human Touch
Explore the rise of AI in Asian customer experience, the importance of balancing technology with human touch, and the future trends in this dynamic landscape.
TL;DR:
- 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.
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
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.
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.
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
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.
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