凯捷：人工智能赢得顾客的秘诀(英文 32 页)

The Secret to Winning Customers’ Hearts With Artificial Intelligence

Add Human Intelligence

Introduction

Artificial intelligence (AI) is giving customer experience a shot in the arm. Organizations are increasingly adopting conversational chatbots for providing customer service. Airports around the world are investing in mobile androids that help travelers with directions. Hotels are experimenting with voice-assisted in-room controls.1 A Microsoft social chatbot in China, “Xaiolce,” already has over 200 million users, with 600,000 calls made in the first ten months since its launch.2

How consumers engage with businesses is evolving dramatically.  As we saw in our earlier research into AI use cases, organizations are using this technology to achieve a range of business goals, such as: influencing sales, boosting operations, driving customer engagement, and generating insights.3 To understand AI’s impact on customer experience in particular, we have conducted this worldwide, cross-sector research:

• The aim: to explore how consumers perceive AI and which interactions they believe could be better delivered by humans, which by AI, and which by a mix of humans and AI.

• The approach: consumers may be unaware of how their data is used for AI or even when they are liaising with a chatbot instead of a human. To ensure, therefore, that wereceived informed responses from the 10,000 consumers were surveyed, we made sure that our definitions were very clear, and consumers understood the different situations where AI is being used as an intervention, or as a means of augmenting.  We also surveyed over 500 executives from leading organizations, in addition to conducting focus group discussions with consumers, and interviews with industry experts and academics. The research methodology at the end of this report provides further details. 

We found that consumers are increasingly more aware of when AI is being used by organizations; consumers like it, and they are becoming more prescriptive of when and how it is used alongside humans.  In this report, we:

1. Explore how consumers think about AI and their expectations from organizations while interacting via AI

2. Assess how organizations use AI for customer experience and where they are missing the mark in terms of what consumers want and expect 

3. Recommend strategies for augmenting the customer experience in an AI world.

人工智能赢得顾客心的秘诀

增加人类智力

介绍

人工智能( AI )正在给顾客体验一剂强心针。组织越来越多地采用对话式聊天机器人来提供客户服务。世界各地的机场都在投资移动机器人，帮助旅行者指路。酒店正在尝试语音辅助室内控制。1中国的微软社交聊天机器人“Xaiolce”已经拥有2亿多用户，在推出后的头10个月里有60万次呼叫

消费者与企业的互动方式正在发生巨大变化。正如我们在早期对AI用例的研究中所看到的，组织正在使用这种技术来实现一系列的业务目标，例如:影响销售、促进运营、推动客户参与和产生洞察力。3为了了解AI对客户体验的影响，我们特别在全球范围内进行了跨部门的研究:

目标:探索消费者如何看待人工智能，以及他们认为哪些交互可以由人类更好地传递，哪些由人工智能传递，哪些由人类和人工智能混合传递。

方法:消费者可能不知道他们的数据是如何用于人工智能的，甚至当他们与聊天机器人而不是人类联系时。因此，为了确保接受调查的10，000名消费者的知情回应，我们确保我们的定义非常明确，消费者理解人工智能被用作干预或扩充的不同情况。除了与消费者进行焦点小组讨论以及采访行业专家和学者之外，我们还调查了来自主要组织的500多名高管。本报告末尾的研究方法提供了进一步的细节。

我们发现消费者越来越清楚人工智能何时被组织使用；消费者喜欢它，并且他们越来越习惯于它何时以及如何与人类一起使用。在本报告中，我们:

1。探索消费者在通过人工智能互动时如何看待人工智能以及他们对组织的期望

2。评估组织如何使用人工智能来获得客户体验，以及他们在消费者想要和期望方面的缺失

3 .推荐在人工智能世界中增强客户体验的策略。

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