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Machines could become the driving force of CX

The improvement of the customer experience has become an important part of the digital transformations of businesses, according to the results of the 39; investigation
Mitel released Tuesday.

More than 2,500 top-level IT decision makers in North America, the United Kingdom, France, Germany, and Australia responded to the August survey conducted by Opinion Research for Mitel. Participants represented companies with 250 to more than 10,000 employees in a wide range of sectors.

Among the discoveries of the researchers:

  • Overall, 95% of respondents considered Customer Experience Improvements (CX) as an important part of the digital transformation;
  • 59% had completed half or more of their expected CX enhancements;
  • 90% planned to attach machines to their communication and collaboration tools;
  • 85% believe that the interactions between machines would result in positive transformations of the customer experience;
  • 75% plan to implement machine-based interactions with customers over the next two years;
  • 75 percent saw event-triggered automated calls from customer devices as a useful service;
  • 73 percent believed that improved machine routines were valuable to their organization;
  • 57% of retailers surveyed think that a better CX would lead to greater customer satisfaction; and
  • 56% of retailers surveyed believe that improving CX would result in greater customer loyalty and lower customer churn.

Generation Z

Customers, especially Generation Y, have embraced digital technology in their everyday lives, the report suggests.

Multichannel processes and the use of machines that connect audio, video, video and online channels to provide a seamless, highly personalized experience help determine a good CX, based on the results of the test. ;investigation.

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However, companies must look beyond millennia for the Generation Z – the generation whose older members are 21 years old this year – suggests a study of US consumers by
WP engine.

Generation Z members, who will account for 40% of all consumers by 2020, will soon be the drivers of all major consumer trends, according to WP Engine researchers.

Biometrics, predictive technologies, voice and gestures will replace typing on a singular device, they conclude.

"The only way to get these types of custom experiences in real time – and then, ultimately, predictive – is with the help of machines," said L & # 39; WP Engine Chief Engineer MaryEllen Dugan.

Companies may need to look beyond AI and omnichannel communications.

"We are moving towards completely unified experiences both online and offline," Dugan told CRM Buyer.

In-store consumer preferences will need to be incorporated online and vice versa, she said, and "this will likely mean the adoption of RA and VR".

Tech emerging

Large e-commerce companies have the necessary funds – and to some extent, skilled labor – to incorporate in their systems artificial intelligence, bulky data, augmented reality, virtual reality and other more recent technologies. mass customization, "notes Ray Wang, Senior Analyst at Constellation Research.

While small and medium-sized e-commerce companies face labor and budget constraints, they too will be able to tap new technologies, he told CRM Buyer.

The rise of the AI ​​networks is coming, and the market will rise to 100 billion US dollars by 2025, Wang predicted.

These AI networks will be offered by a limited number of major players, including Alibaba, Amazon, Apple, Facebook, Google and Microsoft, he said, and e-commerce SMEs will be able to access them.

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"This is already there with the pairing of lead," Wang emphasized.

"For the first time, SMB companies have the opportunity to leverage martech's stack and cloud software to offer the same kind of experience as big companies," said Dugan, of WP Engine


"Since their website is essentially their face on the world, they must use all the available technology to take advantage of the cloud, artificial intelligence and e-commerce technology," he said. she said.

This includes "speeding up microsites faster, tracking their audience" and adapting quickly to new trends, Dugan said.

The use of an open source CMS is a way for SMEs to reduce their costs, she adds, while offering an incredible return on investment and competing with larger companies.

Richard Adhikari has been a reporter at ECT News Network since 2008. His fields of intervention are cybersecurity, mobile technologies, CRM, databases, the software development, the central and midrange computer. and the development of applications. He has written and edited for many publications, including Information Week and Computerworld . He is the author of two books on client / server technology.
Email Richard.