These front runners differ in many ways; they discuss a set of key practices they should follow to differentiate themselves while building a customer experience strategy for an AI-driven environment. They aim for a holistic approach to deploying AI in customer experience.
So how should organisations augment their customer experience processes for an AI world?
Front runners keep their consumers at the centre of their AI initiatives, as opposed to other organisations more focused on factors such as cost and ROI.
They are also more likely to focus on the impact on the customer experience and the applications consumers prefer.
An AI-first approach makes AI a core part of a service rather than an afterthought.
This approach was integral part for front runner organisations with 78 per cent taking an AI-first approach when making organisational decisions and 69 per cent seeing AI as a business topic rather than a technical topic.
Thinking AI-first is paramount to ensure the organisational focus remains on how AI can be best leveraged. More often than not AI is thought of as a technology challenge rather than a business opportunity.
Organisations are taking note and focusing on existing offerings such as Google renaming their research arm to Google AI and OCBC bank in Singapore creating a dedicated AI unit to champion an AI-first mindset.
A large proportion of front runners have scaled their AI-enabled interactions across consumer touchpoints; 42 per cent have globally scaled AI-enabled interactions for providing information during a purchase.
This scalability across multiple interactions allows AI to implement omni-channel experiences which increase the benefits of using AI as well as a more seamless experience for the customer.