{"id":7213,"date":"2024-04-15T17:35:29","date_gmt":"2024-04-15T17:35:29","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/why-relying-on-ai-wont-improve-the-customer-experience\/"},"modified":"2024-04-15T17:35:29","modified_gmt":"2024-04-15T17:35:29","slug":"why-relying-on-ai-wont-improve-the-customer-experience","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/why-relying-on-ai-wont-improve-the-customer-experience\/","title":{"rendered":"Why relying on AI won\u2019t improve the customer experience"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>What will customers remember after they have experienced your website, product, service or people? What will they tell their friends or colleagues about their experience \u2014 will they even mention it?\u00a0<\/p>\n<p>A tremendous amount of investment and resources are being focused on integrating AI into the <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/what-is-customer-experience-and-why-does-it-matter\/\" target=\"_blank\">customer experience<\/a>, from automating responses to comments on social media to improving the call center experience. And who knows where OpenAI\u2019s Voice Engine will eventually take us?\u00a0<\/p>\n<p>Do you think customers will talk about how they were \u201cwowed\u201d by their AI experience? I\u2019m willing to bet they probably won\u2019t notice. Whatever experience is created from AI will lean more toward \u201cexpected\u201d than \u201cexceeding.\u201d<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>So, how do you create a customer experience worthy of conversation? I was determined to answer that question as I went on vacation a few weeks ago.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-discovering-a-5-star-customer-experience\">Discovering a 5-star customer experience<\/h2>\n<p>After seeing Dan Gingiss, author of \u201cThe Experience Maker,\u201d at a recent event and with his book in hand, I headed to a resort off the coast of South Carolina to find out how it earned its AAA Five Diamond award and Forbes 5-star rating.\u00a0<\/p>\n<p>It began with a room upgrade because I had booked our stay through American Express. I\u2019ve had this perk for years, yet I rarely receive an upgrade at other hotels we\u2019ve stayed at. And it wasn\u2019t just any room; it was oceanfront with a million-dollar view. Boom, at least one star, maybe more, accounted for in less than 10 minutes.\u00a0<\/p>\n<p>The next day, at breakfast, we met Lincoln. Lincoln wasn\u2019t just our server; he was our vacation coach. He asked us what we were hoping to get out of our vacation. He then reminded us to slow down, breathe and enjoy our time at the resort. It was a much-needed reminder that we were on vacation and to take time to reset, be present and enjoy our time together.\u00a0<\/p>\n<p>He also asked, with genuine sincerity, if there was anything he could do to make our stay more enjoyable, which we would later take him up on. Another star earned, thanks to Lincoln.\u00a0<\/p>\n<p>With our mindset adjusted to vacation mode, we set out to see the resort and walk on the beach. We went to the hotel room to find another surprise that really brought home the art of \u201cwowing\u201d your customers with the little things.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/5-simple-ways-to-improve-customer-experience\/\" target=\"_blank\"><strong><em>5 simple ways to improve customer experience<\/em><\/strong>\u00a0<\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-anticipating-and-exceeding-customer-needs\">Anticipating and exceeding customer needs<\/h2>\n<p>My wife is a member of a neighborhood book club. She, like me, brought her book with her to read and enjoy our newly found free time. The book was left on the ledge of the bathtub and the person who provided the cleaning service to our room noticed that she didn\u2019t have a bookmark.\u00a0<\/p>\n<p>There, carefully placed on top of the book, was a resort-branded gold tassel bookmark. Impressive! If that attention to detail doesn\u2019t earn you a star, I don\u2019t know what will.<\/p>\n<p>A couple of mornings later, Lincoln was once again our breakfast server. This time, my wife was trying to decide between two tempting items on the menu. Lincoln offered to take the most appealing items from each and make a custom breakfast specifically for her. After all, he asked what he could do to make our stay more enjoyable. Mission accomplished.\u00a0<\/p>\n<p>His final act occurred on the last day of our stay. We mentioned that we\u2019d be checking out later that day, and Lincoln prepared a \u201cgoodie bag\u201d for our trip, complete with utensils. This is a perfect example of going \u201cabove and beyond.\u201d We were impressed and touched.<\/p>\n<p>During our stay, it was clear that the resort empowered its employees, from room service to spa to restaurants, to make decisions that benefit the guest experience. Taking a page out of Gingiss\u2019s book, they noticed the little things, like a book without a bookmark.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-delivering-exceptional-experience-through-a-customer-centric-culture\">Delivering exceptional experience through a customer-centric culture<\/h2>\n<p>As the bookmark illustrates, experiences can be shaped without even interacting with\u00a0customers. The power of observation, anticipation of needs and the willingness to act all shape the experience without engagement.\u00a0<\/p>\n<p>The resort earned its high ratings because everyone bought into their mission. They all lived it. It wasn\u2019t one or two things or one or two people; it was everyone. They knew what business they were in and it wasn\u2019t hospitality \u2014 it was the experience.\u00a0<\/p>\n<p>You just can\u2019t tell a customer what your brand stands for. They have to experience it, just like our experience at the resort. We felt the service and experience that earned them their well-deserved high rating.<\/p>\n<p>Every touch point shapes the experience. You can\u2019t fake it and customers can feel it. You also have to know what business you are really in. It isn\u2019t a technology you\u2019re selling, but what it does for the users. It\u2019s what it enables or produces, not the feature or functionality.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-cx-beyond-ai-focus-on-delighting-customers\">CX beyond AI: Focus on delighting customers<\/h2>\n<p>AI-enabled customer experiences will not be about what the technology can do but what job it does for the user. As an emerging technology, I see early signs this thinking isn\u2019t happening.\u00a0<\/p>\n<p>Currently, the application seems more about what it can do for the company. Perhaps that\u2019s a valid first step, but it needs to quickly move to the customer experience.\u00a0<\/p>\n<p>It\u2019s still too soon to know, but in the meantime, there are many things you can do without it. Focus on the small things that delight customers, train and empower your employees and find opportunities to exceed their expectations. Sounds simple and intuitive, but is it happening consistently and across the organization?<\/p>\n<p>What did we tell our friends and family about our trip? Was it the food, weather, beach and the resort\u2019s beauty? Perhaps a little. But what truly captured the essence of our experience was the story of the bookmark \u2014 proof of earnest attention to detail.<\/p>\n<p>We didn\u2019t even have to explain it; people just got it when they heard the story. That\u2019s how you build a good reputation and earn high ratings.\u00a0<\/p>\n<hr\/>\n<hr\/>\n<p><em><strong>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/the-new-blueprint-for-customer-experience-always-on-always-listening\/\" target=\"_blank\">The new blueprint for customer experience: Always on, always listening<\/a><\/strong><\/em><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Fuel for your marketing strategy.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">here<\/a>.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/why-relying-on-ai-wont-improve-the-customer-experience\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>What will customers remember after they have experienced your website, product, service or people? What will they tell their friends or colleagues about their experience \u2014 will they even mention it?\u00a0 A tremendous amount of investment and resources are being focused on integrating AI into the customer experience, from automating responses to comments on social [&hellip;]<\/p>","protected":false},"author":3,"featured_media":7214,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6.1 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why relying on AI won\u2019t improve the customer experience - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/why-relying-on-ai-wont-improve-the-customer-experience\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why relying on AI won\u2019t improve the customer experience - OK Design\" \/>\n<meta property=\"og:description\" content=\"What will customers remember after they have experienced your website, product, service or people? 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