By incorporating marketing automation technology and customer center contact systems, organizations obtain a 360-degree view of the customer experience. This process enables the enterprises easily improve their customer services.

FREMONT, CA: The mandate for customer experience (CX) has changed noticeably over the past decade. CX was once considered just a procedural role but has lengthened to embrace other areas of businesses through digital transformation. For most industries, improving CX is one of the top digital initiatives, as it acts as a brand differentiator.

To improve CX, organizations must reorganize how services have been provided in the past to eliminate much of the abrasion of customer engagements. One such instance is bridging the gaps in sales, customer, and marketing services. Bringing these three attributes together enables enterprises to have a complete view of the customer journey and determine key insights into the data-feed that can be employed to offer better suggestions to the customer.

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In most companies, the sales and marketing assignments are controlled by a marketing automation (MarTech) tool, and customer services are handled in the contact center. In the past, contact center apparatuses were provided only to agents, but with time, sales and marketing experts have also gained access to them.  This offers sales and marketing with enhanced proactive outreach.

AI Takes CX to the Next Pedestal:

For instance, the information captured from inside the Marketing Technology data-set can be used to develop call routing within the contact center. Alternatively, compliance rules may order that specific numbers be placed on a do-not-contact list. Manual adjustment of this process can be difficult, if not impossible, but an AI platform with accurate data can dynamically regulate the list.

Another case of AI's utilization is by providing contact center agents with improved information that can be applied to create reliable and highly customized interactions. The improvement of CX via the contact center occupies more than just ensuring the proper training of the agents. No matter how trained an agent is, incorrect information can turn any interaction unpleasant. This is where a sophisticated AI-enabled analytics platform can deliver high-impact CX swiftly and successfully.