客户和员工体验应成为人工智能战略的核心

People crave human connection, but they also appreciate the convenience and consistency of AI. Improving customer and employee experience in the year ahead is key to incorporating this new technology into a successful business strategy.
人们渴望人与人之间的联系，但他们也欣赏人工智能的便利性和一致性。未来一年改善客户和员工体验是将这项新技术融入成功业务战略的关键。

Making customers central to business strategy
让客户成为业务战略的核心

What does it look like to make customer experience central to your 2024 business strategy? It means prioritizing relationships, putting people first, and making strategic decisions to serve customers better. GenAI is one of the greatest tools around for delivering these experiences, with 48% of consumers saying they would interact with AI more frequently if it made their brand experiences more convenient and seamless.
将客户体验作为 2024 年业务战略的核心会是什么样子？这意味着优先考虑关系、以人为本、制定战略决策以更好地为客户服务。 GenAI 是提供这些体验的最佳工具之一，48% 的消费者表示，如果人工智能能让他们的品牌体验更加方便和无缝，他们会更频繁地与人工智能互动。

There is always, of course, a risk when incorporating AI. Delivery service DPD learned this firsthand when it had to disable AI on its chatbot after the bot wrote a customer a poem about bad service. The poem quickly went viral, and included lines like: “There was once a chatbot named DPD, Who was useless at providing help”. While AI has incredible power, it still requires human oversight.
当然，融入人工智能总是存在风险。当机器人给顾客写了一首关于糟糕服务的诗后，送货服务 DPD 不得不禁用其聊天机器人上的人工智能，从而亲身体验到了这一点。这首诗迅速走红，其中包括这样的台词：“曾经有一个名叫 DPD 的聊天机器人，它在提供帮助方面毫无用处”。尽管人工智能拥有令人难以置信的力量，但它仍然需要人类的监督。

That doesn’t mean companies should shy away from genAI: Gartner predicts that chatbots will become the primary customer service channel for a quarter of businesses by 2027.
这并不意味着企业应该回避 genAI：Gartner 预测，到 2027 年，聊天机器人将成为四分之一企业的主要客户服务渠道。

Customer-facing AI programs have already delivered incredible results to brands across industries. Bank of America’s Erica chatbot can help customers to check balances, access information, and complete transactions. It’s led to a 15% boost in digital customer satisfaction since launch. Thanks to recent upgrades to Erica, customers can switch to a human agent without missing a beat, offering seamless human and gen AI service.
面向客户的人工智能程序已经为各行业的品牌带来了令人难以置信的成果。美国银行的 Erica 聊天机器人可以帮助客户检查余额、访问信息并完成交易。自推出以来，数字客户满意度提高了 15%。由于最近对 Erica 进行了升级，客户可以毫不犹豫地切换到人工代理，从而提供无缝的人工和新一代人工智能服务。

Investing in customer experience requires buy-in from executives and leaders – and a strong, company-wide commitment to serving customers. Leaning into the combined power of genAI and human agents is the best way to provide a positive experience for both customers and employees.
投资客户体验需要高管和领导者的支持，以及全公司范围内对服务客户的坚定承诺。充分利用 genAI 和人工代理的综合力量是为客户和员工提供积极体验的最佳方式。

Empowering employees through a cohesive experience
通过有凝聚力的体验赋予员工权力

A great customer experience starts with a strong employee experience – you can’t have one without the other. When employees are supported and empowered with the tools and processes they need to do their jobs well, they naturally want to serve customers better and offer top-tier customer service.
出色的客户体验始于强大的员工体验——两者缺一不可。当员工获得出色完成工作所需的工具和流程的支持和授权时，他们自然希望更好地服务客户并提供顶级客户服务。

But when employees are bogged down with red tape, cumbersome processes, and outdated systems, it becomes nearly impossible to provide a great experience.
但当员工陷入繁文缛节、繁琐的流程和过时的系统时，就几乎不可能提供良好的体验。

Gen AI has incredible potential in employee experience too. AI isn’t an all-or-nothing game. Rather than fully replacing humans, it can automate mundane and repetitive tasks and give employees more time for creative and strategic work. Tools like Microsoft Copilot or Knowledge AI and Search can support and empower employees with AI tools while not completely taking over their jobs. Some early adopters have reported challenges of content overload for employees, and employees relying on Copilot to cover meetings instead of attending themselves. However, these issues are anomalies that will likely decrease as the technology improves.
Gen AI 在员工体验方面也具有令人难以置信的潜力。人工智能不是一场要么全有要么全无的游戏。它不是完全取代人类，而是可以自动化平凡和重复性的任务，并为员工提供更多时间进行创造性和战略性工作。 Microsoft Copilot 或 Knowledge AI 和搜索等工具可以使用 AI 工具为员工提供支持和授权，同时不会完全接管他们的工作。一些早期采用者报告了员工面临的内容超载的挑战，以及员工依靠 Copilot 来报道会议而不是自己参加会议。然而，这些问题都是异常现象，随着技术的进步，这些问题可能会减少。

Properly leveraging AI can help you create personalized experiences for each employee, and so boost productivity. Walmart’s AI-powered ‘My Assistant’ tool helps corporate employees complete repetitive tasks and generate creative ideas. The company plans to expand its use, including with new employee orientation. McKinsey uses a gen AI system named ‘Lilli’ to allow employees to ask questions; the AI then scans the firm’s data and knowledge banks to quickly provide relevant answers and resources.
正确利用人工智能可以帮助您为每位员工创造个性化体验，从而提高生产力。沃尔玛的人工智能“我的助手”工具帮助企业员工完成重复性任务并产生创意。该公司计划扩大其用途，包括新员工培训。麦肯锡使用名为“Lilli”的 gen AI 系统允许员工提问；然后，人工智能会扫描公司的数据和知识库，以快速提供相关答案和资源。

There are clearly great gains to be made in 2024 and to best seize on these opportunities companies should rethink the relationship between technology, genAI, and users so that customers, employees, and stakeholders can have consistently high-quality experiences. This is the year that AI will put companies’ approaches to their customer and employee experience in the spotlight, so be sure you’re on top of your strategy.
2024 年显然会有巨大的收获，为了最好地抓住这些机会，公司应该重新思考技术、genAI 和用户之间的关系，以便客户、员工和利益相关者能够获得始终如一的高质量体验。今年，人工智能将使公司的客户和员工体验方法成为人们关注的焦点，因此请确保您掌握自己的战略。