Parham Saebi, Head of Client Relations, CRM Solutions UK, Arvato, spoke to Customer Experience Magazine about the three strategies he believes businesses must adopt to fully realise the benefits of new technology when it comes to customer service.
By 2028, the way brands deliver customer experience is going to look very different. Support systems, powered by automation and next generation artificial intelligence (AI), will handle repetitive, high volume enquiries, giving consumers the instant, 24-7 customer service they are already starting to expect as standard.
This leap forward will not, however, replace human customer service representatives as many have predicted. Instead, employees will work with AI systems to resolve more complicated, judgement based tasks that require empathy. This will help brands provide more memorable, personalised experiences, but it will also present a significant skills challenge.
Parham said: “To meet this head on, brands will have to invest in new technology and lay the groundwork for its implementation. But, if they are going to realise the benefits on offer, they will also have to ensure their human resource has the skills and experience to harness and manage the systems designed to support them and handle more demanding interactions.”
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