本文源引自Aberdeen Reaserch最新的研究报告，采用中英双语排版，由ImmersiveTranslate提供翻译支持
The role of CX as a differentiator in achieving customer success and happiness, increasing operating efficiencies, and reducing costs is directly fueled by adopting artificial intelligence as a strategic initiative. Read on to understand how businesses using AI, compared to those that don’t, fare in their ability to drive an effective CX strategy.
采用人工智能作为战略举措直接推动了客户体验在实现客户成功和幸福、提高运营效率和降低成本方面的差异化因素。请继续阅读，了解使用人工智能的企业与未使用人工智能的企业相比，其推动有效客户体验战略的能力如何。
- Helpful AI: The Future of Personalized Customer Experiences is based on a survey of 584 businesses operating globally.
《有用的人工智能：个性化客户体验的未来》基于对全球 584 家企业的调查。
The advent of the generative AI phase on the road to achieving artificial general intelligence has the potential to make or break the customer experience (CX) offered by an organization. Data from Aberdeen Strategy & Research’s Helpful AI: The Future of Personalized Customer Experiences indicates that what CX is to business success, AI is to CX.
在实现通用人工智能的道路上，生成式人工智能阶段的出现有可能决定组织提供的客户体验 (CX) 的成败。 Aberdeen Strategy & Research 的 Helpful AI: The Future of Personalized Customer Experiences 的数据表明，CX 对于企业成功而言，AI 对于 CX 而言就是如此。
In other words, the role of CX as a differentiator in achieving customer success and happiness, increasing operating efficiencies, and reducing costs is directly fueled by adopting AI as a strategic initiative.
换句话说，采用人工智能作为战略举措直接推动了客户体验在实现客户成功和幸福、提高运营效率和降低成本方面的差异化因素。
Gaining a competitive advantage over competitors is now thus a data-intensive process that goes beyond the personalization basics of traditional marketing, i.e., aiming to say the right name while interacting with a customer. The digital CX should deeply engage the customer with a seamless channel delivery backbone fed by customer data platforms, consumer-specific optimization (for offers), and doing it at scale.
因此，获得相对于竞争对手的竞争优势现在是一个数据密集型过程，超越了传统营销的个性化基础，即在与客户互动时说出正确的名字。数字化客户体验应该通过由客户数据平台提供的无缝渠道交付骨干、针对消费者的优化（针对报价）来深入吸引客户，并大规模实施。
AI, including natural language understanding, automated reasoning, and decision capabilities, is successfully helping companies implement each component of their CX strategy. Actionable insights derived from data not only enable organizations to convert a prospect into a customer but also to foster a digitally enabled environment for achieving simple but comprehensible objectives.
人工智能（包括自然语言理解、自动推理和决策能力）正在成功帮助公司实施其客户体验战略的每个组成部分。从数据中得出的可行见解不仅使组织能够将潜在客户转变为实际客户，而且还可以培育数字化环境，以实现简单但易于理解的目标。
For instance, India’s commercial airline IndiGo leveraged AI automation to handle high-volume queries and streamlined repetitive ones with multi-channel self-servicing. It allowed customers to seamlessly change flight information, web check-in, make changes or cancel tickets, etc. The success is calibrated from the following numbers: 400,000 people opted in for its WhatsApp-based information campaign, 42 million messages were exchanged in one quarter, and an 87% customer satisfaction (CSAT) score.
例如，印度商业航空公司靛蓝航空利用人工智能自动化来处理大量查询，并通过多渠道自助服务简化重复性查询。它允许客户无缝地更改航班信息、网上办理登机手续、更改或取消机票等。其成功源自以下数字：40 万人选择参加基于 WhatsApp 的信息活动，一次交换了 4200 万条消息季度，客户满意度 (CSAT) 得分为 87%。
The only issue? According to Aberdeen’s CX Leaders’ Agenda survey, only 35% of businesses today are satisfied with their current use of data when managing their CX programs. The market intelligence company quizzed 584 organizations to choose their strategic priorities for planned technology investments to manage better and leverage their data that would enable them to uncover impactful insights that inform their actions. Here’s what Aberdeen found:
唯一的问题？根据 Aberdeen 的 CX Leaders’ Agenda 调查，当今只有 35% 的企业对管理 CX 计划时当前使用的数据感到满意。这家市场情报公司对 584 家组织进行了调查，要求他们选择计划的技术投资的战略优先事项，以便更好地管理并利用他们的数据，使他们能够发现有影响力的见解，为他们的行动提供信息。这是Aberdeen的发现：
- 43% of respondents said they plan to invest in customer analytics
43% 的受访者表示他们计划投资于客户分析 - 39% of respondent businesses said they plan to invest in AI
39% 的受访企业表示计划投资人工智能 - 36% of organizations said they plan to invest in automation
36% 的组织表示他们计划投资自动化 - 32% of companies said they plan to invest in customer communications & contact center
32% 的公司表示他们计划投资客户沟通和联络中心 - 31% of businesses said they plan to invest in content management
31% 的企业表示他们计划投资内容管理
How Does AI Improve CX?
人工智能如何改善客户体验？
AI in CX can provide the relevant knowledge and personalization at the right time
CX 中的 AI 可以在适当的时间提供相关知识和个性化
The importance of timely and relevant information cannot be understated. Aberdeen discovered through its CX Leaders’ Agenda survey from 2023 that 12% of agents’ time is spent searching for relevant information. That’s 5 hours, 24 minutes per week, assuming the employee works 9 hours daily (and 45 hours weekly).
及时和相关信息的重要性不可低估。 Aberdeen 通过 2023 年的 CX 领导者议程调查发现，座席有 12% 的时间花在搜索相关信息上。假设员工每天工作 9 小时（每周工作 45 小时），则每周工作 5 小时 24 分钟。
As such, organizations that do not leverage AI in CX are half as likely as those that do to be able to provide data derived from historical interactions.
因此，在客户体验中不利用人工智能的组织提供从历史交互中获取数据的可能性只有那些利用人工智能的组织的一半。
Analyzing customer activity data allows agents to approach each customer interaction with specific needs. Aberdeen found that 91% of businesses that provide employees contextual insights for customer interactions used AI, as opposed to 42% that didn’t.
通过分析客户活动数据，客服人员可以根据特定需求来处理每个客户的交互。 Aberdeen 发现，在为员工提供客户互动情境洞察的企业中，91% 使用了人工智能，而没有使用人工智能的企业只有 42%。
The gap grows even wider when it comes to using AI-enabled decision assistance to support employees’ interactions with customers. “This means not only capturing all relevant customer data regardless of the journey point but also using this data to revise workflows to facilitate quicker issue resolution,” noted Omer Minkara, vice president and principal analyst at Aberdeen.
当使用人工智能决策辅助来支持员工与客户的互动时，差距变得更大。 Aberdeen 副总裁兼首席分析师 Omer Minkara 表示：“这意味着不仅要捕获所有相关的客户数据（无论旅程点如何），还要使用这些数据来修改工作流程，以促进更快地解决问题。”
Companies with AI technologies are 3.5x more likely to assist employee-customer interactions compared to those not using AI (84% vs. 24%).
与不使用 AI 的公司相比，采用 AI 技术的公司协助员工与客户互动的可能性高出 3.5 倍（84% vs. 24%）。
Further, 未来，
- Ninety-three percent of organizations using AI in CX can optimize the content and timing of interactions based on customer data compared to 56% of organizations that don’t.
在 CX 中使用 AI 的组织中有 93% 可以根据客户数据优化交互的内容和时间，而没有这样做的组织只有 56%。 - Ninety-two percent of organizations using AI in CX can deliver consistent customer messages through multiple channels compared to 63% of organizations that don’t.
在 CX 中使用 AI 的组织中有 92% 可以通过多种渠道传递一致的客户信息，而没有这样做的组织只有 63%。 - Ninety-two percent of organizations using AI in CX can provide a connected view of customer data across all channel sources compared to 43% of organizations that don’t.
在 CX 中使用 AI 的组织中有 92% 可以跨所有渠道源提供客户数据的互联视图，而没有这样做的组织只有 43%。 - Ninety-one percent of organizations using AI in CX are more likely to provide employees real-time views of customer journeys than 56% of organizations that don’t.
在 CX 中使用 AI 的组织中，91% 的组织更有可能为员工提供客户旅程的实时视图，而未使用 AI 的组织中，这一比例为 56%。
How AI in CX Allows Greater Personalization for Customers
CX 中的 AI 如何为客户提供更大程度的个性化
Source: Aberdeen’s Helpful AI: The Future of Personalized Customer Experiences
资料来源：Aberdeen 的 Helpful AI：个性化客户体验的未来
For example, Zendesk AI noted in a case study how U.K.-based premium department store retailer Liberty London leverages AI-driven CX to create a seamless routing experience by saving the agents’ and the customers’ time.
例如，Zendesk AI 在案例研究中指出，英国高端百货零售商 Liberty London 如何利用 AI 驱动的 CX 通过节省代理和客户的时间来创建无缝路由体验。
Using AI in CX, Liberty London could decrease ticket resolution time by 11%, increase CSAT by 9%, decrease first response time by 73%, and help achieve considerable savings.
在 CX 中使用 AI，Liberty London 可以将工单解决时间缩短 11%，将 CSAT 提高 9%，将首次响应时间缩短 73%，并帮助实现可观的节省。
AI can help improve operational efficiency
AI有助于提高运营效率
AI is being considered as a key driver for operational efficiency. “Infusing AI technologies kills two birds with one stone – allowing them to address CX and operational needs,” Minkara said. “When businesses use AI technologies within their current systems and platforms, they outperform their competitors in key operational metrics.”
人工智能被认为是运营效率的关键驱动因素。 “注入人工智能技术一箭双雕，让它们能够满足客户体验和运营需求，”Minkara 说。 “当企业在当前的系统和平台中使用人工智能技术时，他们在关键运营指标上的表现优于竞争对手。”
Companies that used AI in CX witnessed a 5.5x higher year-on-year (YoY) increase in employee engagement (24.8% vs. 4.5%) compared to those that didn’t. With AI, companies could also reduce the average handle time by 7.17 times (20.8% vs. 2.9%) YoY, increase the first contact resolution rate by 8.75x (14% vs. 1.6%), and improve response time by almost three times (8.2% vs. 2.8%).
与未在客户体验中使用 AI 的公司相比，在客户体验中使用 AI 的公司员工敬业度同比 (YoY) 增长了 5.5 倍（24.8% vs. 4.5%）。借助人工智能，公司还可以将平均处理时间同比减少 7.17 倍（20.8% vs. 2.9%），将首次联系解决率提高 8.75 倍（14% vs. 1.6%），并将响应时间缩短近三倍（8.2% 对比 2.8%）。
AI can help reduce costs and earn higher revenue
人工智能可以帮助降低成本并获得更高的收入
The chart below summarizes the scale at which AI can economize CX with higher revenue, extracting higher business value by extending the customer lifetimes, improving service costs (which is a direct result of efficient operations), enhancing profit margins per customer, and unearthing cross-selling or up-selling opportunities.
下图总结了人工智能可以在多大程度上节省客户体验，带来更高的收入，通过延长客户生命周期、提高服务成本（这是高效运营的直接结果）、提高每个客户的利润率以及挖掘交叉业务来获取更高的业务价值。销售或追加销售机会。
How AI Decreases Costs and Improves Revenue in CX
人工智能如何降低客户体验成本并提高收入
Source: Aberdeen’s Helpful AI: The Future of Personalized Customer Experiences
资料来源：Aberdeen 的 Helpful AI：个性化客户体验的未来
For example, using AI-driven predictive analytics, New York-based wellness company Hydrant Inc. increased its conversion rate by 260% and revenue per customer by 310%.
例如，纽约健康公司 Hydrant Inc. 使用人工智能驱动的预测分析，将其转化率提高了 260%，每位客户的收入提高了 310%。
Closing Thoughts 结束语
AI as a differentiator for customer success can be appealing, especially in the current economic context, as macroeconomic indicators point toward stagnation. This is why any solution that can facilitate cost savings, higher revenue growth, workforce optimization, and customer retention can prove to be a no-brainer.
人工智能作为客户成功的差异化因素可能很有吸引力，特别是在当前的经济背景下，因为宏观经济指标指向停滞。这就是为什么任何能够促进成本节约、更高收入增长、劳动力优化和客户保留的解决方案都被证明是理所当然的。
