Human Intelligence & CX

Organizations that put human insights at the forefront of CX innovations are set to create more meaningful connections, foster lo

3
 min. read
June 22, 2021
Human Intelligence & CX

Aida Raza

“Digital transformation” has become a buzzword in today's CX landscape, one that inspires countless businesses to use the latest technologies and snappiest designs as key differentiators for their brands. What these forward-thinking organizations forget is that needlessly optimizing CX may compromise its most meaningful aspects. Get this: **64% of US consumers feel companies have lost touch with the human element of customer experience, and an era of social distancing has left people seeking human connections more than ever before.

Today’s businesses have a unique responsibility to balance their highly-efficient, automated systems with empathetic representatives who can understand customers on a granular level. With that said, we've discovered three reasons why human intelligence will drive the future of CX.

🧠 A Background on Human Intelligence

Simply put, human intelligence draws from an ability to learn from new experiences and adapt to unexpected changes— something that machines can't do on their own. That's why AI systems made to simulate human behavior are only as good as the data they're trained on.

This distinction reveals an all too common misunderstanding: Business people are often considered "passive" users of technology, yet they're actually necessary counterparts. They bring the holistic, logical, and emotional perspectives necessary to explain the most counterintuitive outcomes of automated tasks. It should thus come as no surprise that the real purpose of AI is to unleash the full power of human intelligence.

🔢 Data is Tough to Get Right

When it comes to providing excellent customer service, automation and big data have their perks: AI-powered virtual agents can handle many inquiries with a consistent quality of service, while customer analytics bring new opportunities to boost retention in the long term. These systems sound like the answer to age-old CX problems, so why haven’t they replaced humans entirely?

The biggest reason is that technology often fails to relate data to the business in meaningful ways. Virtual agents aren't sophisticated enough to understand what's beyond sentiment and the basics of an issue. They miss the mark on the situational context that brings each customer to a point of confusion in their journey. Further, user-level data contains so much noise that extracting actionable insights has become an effortful, one-off exercise. It's no wonder that two in three companies are unable to analyze all the data they collect.

Bridging the CX gap must start with customer-led business initiatives, which aren't as simple as mapping A to B. That's where human intelligence comes into play.

💪 CX Teams Get The Context

From product developers to marketers, each department has distinct business insights to offer. Truly successful CX teams will pair them with a nuanced understanding of customer needs to spot patterns that user-level data can't capture. Working cross-functionally keeps the right narratives front-and-center for each customer request. That way, when the head copywriter has been out sick or a new feature is released, support personnel can use this information to identify key reasons for customer pain points and take action according to their scope.

CX experts play a critical role as human connectors between the front-line customer experience and internal teams. That's why today's businesses can't afford to ignore their expertise in favor of automated decision-making. Showing empathy, putting novel insights in context, and understanding customer needs are not only core drivers of a compelling CX, but they're also uniquely human capabilities.

💬 Communication is Key

Organizations looking to set themselves apart from the competition must strive to align their CX visions with their business practices. This means setting clear, relevant, and meaningful standards for the kind of experience employees should strive to provide their customers. There's no doubt that CX teams are pioneers of customer-centricity, but they can't inspire positive change on a large scale unless key stakeholders feel informed and empowered to contribute.

At the root of this dilemma lies a lack of communication—not a shortage of data. In fact, only 12% of CX practitioners agree that their customer insights reach relevant business units. CX teams deserve a unified platform that makes it easy to engage internal teams with customer problems and their multi-system contexts. This holds especially true for today’s experience-driven market, where engaging each department with the voice of the customer has become a prerequisite for  success.

➡️ Looking Ahead

Understanding what customers want may feel like a guessing game at times, but one thing's crystal clear: Organizations that put human insights at the forefront of CX innovations are set to create more meaningful connections, foster loyalty, and drive growth in the long term. Those looking to accomplish the same must acknowledge that technology functions to support living, breathing talent.

Enter: OmniPanel. We provide businesses with a single infrastructure for customer-led iteration across every department, so that CX teams can spend less time chasing down stakeholders and more time crafting world-class experiences. It's never been easier for companies to foster authentic, human connections between internal teams and customers. Want to learn more?

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