Rotman Management

Using AI to Improve the Customer Experience

More than 20 years after the Internet went mainstream, you believe a new transformation is beginning. Please describe it.

In the 20 years since companies started creating websites, virtually everything about the way we interact with businesses has changed — from movies to books to how we book hotels and rent cars. The only thing that hasn’t changed dramatically is customer service — until recently. Today, the smartest of chatbots — ‘virtual agents’ — are being powered by AI and connected to a customer’s complete past history. As a result, they can anticipate just what the customer is looking for and answer questions through chat, on the phone and through smart speakers like Amazon’s Alexa.

This will change about how companies and their customers interact. Virtual agents will enable brands to have unlimited conversations with customers and allow customers to get what they want very quickly — which, after all, is what everyone wants from customer service. The business world will be transformed with efficient, scalable service that is available 24/7 and gets smarter

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