本文源引自Vonage全球销售高级副总裁Sunny Rao在《Facebook》2024年3月22日的分享，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
The Asia Pacific (APAC) region is bracing itself for a year of exploration and growth, with artificial intelligence (AI) at the centre of it all. The 2024 Global Customer Engagement Report by Vonage sheds light on the current trends and future directions of customer interactions with businesses. One of the report’s most significant insights is the importance of AI in enhancing customer engagement strategies.
亚太地区 (APAC) 正准备迎接以人工智能 (AI) 为中心的探索和增长的一年。 Vonage 的 2024 年全球客户互动报告揭示了客户与企业互动的当前趋势和未来方向。该报告最重要的见解之一是人工智能在增强客户参与策略方面的重要性。
The study indicates that users are seeking quicker problem resolution through technology, rather than waiting to speak with a live person. This capability is a “must-have” for winning and keeping satisfied customers.
研究表明，用户正在寻求通过技术更快地解决问题，而不是等待与现场人员交谈。此功能是赢得并保持满意的客户的“必备”功能。
The study confirms that AI within CX is well liked by consumers, particularly Indonesia, North India, South India, and China. Positive sentiment ranges from Indonesia’s 71%, to South India’s 89%. Positive sentiment correlates strongly with consumer experiences using AI, from China’s 90% to North India’s 94%. These positive experiences lead to higher customer satisfaction, brand loyalty, and positive feedback.
研究证实，CX 中的人工智能深受消费者喜爱，特别是印度尼西亚、北印度、南印度和中国。积极情绪从印度尼西亚的 71% 到印度南部的 89% 不等。积极情绪与消费者使用人工智能的体验密切相关，从中国的 90% 到印度北部的 94%。这些积极的体验会带来更高的客户满意度、品牌忠诚度和积极的反馈。
Business Market Insights also reports that customer experience (CX) services spending in Asia Pacific is expected to reach an impressive US$7.5 billion, expanding at a CAGR of 18.8% by 2028. This growth trajectory highlights the increasing importance of CX in the region’s business strategies. With the rapid advancement of AI tools, companies have found a powerful ally in their quest to elevate customer satisfaction, revolutionising traditional business-customer interactions.
Business Market Insights 还报告称，到 2028 年，亚太地区的客户体验 (CX) 服务支出预计将达到令人印象深刻的 75 亿美元，复合年增长率为 18.8%。这一增长轨迹凸显了 CX 在该地区业务战略中日益重要的地位。随着人工智能工具的快速发展，企业在提高客户满意度、彻底改变传统企业与客户互动的过程中找到了一个强大的盟友。
From chatbots that provide instant and personalised assistance to predictive analytics capable of anticipating customer needs, AI is playing an important role in transforming how businesses engage with customers.
从提供即时和个性化帮助的聊天机器人到能够预测客户需求的预测分析，人工智能在改变企业与客户互动的方式方面发挥着重要作用。
Emerging consumer communication preferences
新兴消费者的沟通偏好
The study revealed that in APAC, mobile phone calls (73%) lead as the preferred daily communication method with businesses, followed by phone calls via messaging apps (60%), messaging via non-SMS apps (64%), emails (50%) and social media posts (47%). India and Indonesia have the highest daily usage of most methods for communicating with businesses whereas Japan and South Korea show the lowest use.
研究显示，在亚太地区，移动电话 (73%) 是企业首选的日常沟通方式，其次是通过消息应用程序拨打电话 (60%)、通过非短信应用程序发送消息 (64%)、电子邮件 (50%) %）和社交媒体帖子（47%）。印度和印度尼西亚对大多数与企业沟通的方法的日常使用率最高，而日本和韩国的使用率最低。
The main frustrations for consumers include long wait times (63%), no way to speak to customer service via voice/phone (59%), lack of 24/7 support availability (48%) and lack of self-service support (46%).
消费者面临的主要问题包括等待时间过长 (63%)、无法通过语音/电话与客户服务人员交谈 (59%)、缺乏 24/7 支持可用性 (48%) 以及缺乏自助服务支持 (46 %）。
The report reveals that 80% of consumers are likely to take their business elsewhere because of poor experiences. It also found that 61% will not tolerate bad experiences and will walk away after just one or two bad encounters.
报告显示，80% 的消费者可能会因为体验不佳而将业务转移到其他地方。调查还发现，61% 的人不会容忍糟糕的经历，仅仅经历一两次糟糕的经历后就会走开。
The report also categorises communication methods into two groups: established methods with wider adoption and emerging methods with lower usage levels but high growth potential.
该报告还将通信方法分为两类：采用更广泛的既定方法和使用水平较低但增长潜力较高的新兴方法。
The findings showed that consumers are embracing AI to make their experiences better. Chatbot usage is projected to more than double from 10% to 23% in the next six to 12 months, with video chat usage also expected to rise from 13% to 26% in the same period.
调查结果表明，消费者正在拥抱人工智能来改善他们的体验。预计未来 6 至 12 个月内，聊天机器人的使用率将增加一倍以上，从 10% 升至 23%，同期视频聊天的使用率预计也将从 13% 升至 26%。
AI tools such as chatbots and AI-based virtual agents are set to play a key role in providing quick resolutions, reduce frustration, and ultimately offer a more targeted and personalised customer experience.
聊天机器人和基于人工智能的虚拟代理等人工智能工具将在提供快速解决方案、减少挫败感并最终提供更有针对性和个性化的客户体验方面发挥关键作用。
Video chat plays an equally important role as an essential communication channel. Businesses can leverage video APIs to integrate live video chat into their websites and apps. This integration offers customers the option to securely engage with human agents in a more personalised setting.
视频聊天作为重要的沟通渠道发挥着同样重要的作用。企业可以利用视频 API 将实时视频聊天集成到其网站和应用程序中。这种集成为客户提供了在更加个性化的环境中安全地与人工代理互动的选项。
Additionally, AI-driven sentiment analysis can be used to detect customer frustration. This technology automatically generates relevant insights, enabling human agents to quickly and effectively address any issues.
此外，人工智能驱动的情绪分析可用于检测客户的挫败感。该技术自动生成相关见解，使人工代理能够快速有效地解决任何问题。
The role of artificial intelligence in customer experience (CX)
人工智能在客户体验 (CX) 中的作用
Using AI tools to improve CX has been met with largely positive responses from consumers. Most display positive and neutral sentiments, with only about 1 in 10 expressing negative views. Positive sentiments about companies using AI tools are particularly high in Indonesia (71%), North India (86%), South India (89%), and China (77%). This positive sentiment correlates strongly with consumer experiences using AI-assisted tools– Indonesia (92%), North India (94%), South India (92%), and China (90%).
使用人工智能工具来改善客户体验得到了消费者的积极响应。大多数人表现出积极和中立的情绪，只有大约十分之一的人表达了负面观点。在印度尼西亚（71%）、北印度（86%）、南印度（89%）和中国（77%），对使用人工智能工具的公司的积极情绪尤其高。这种积极情绪与消费者使用人工智能辅助工具的体验密切相关——印度尼西亚（92%）、北印度（94%）、南印度（92%）和中国（90%）。
Implications of positive customer experiences on brand loyalty and feedback
积极的客户体验对品牌忠诚度和反馈的影响
Positive experiences facilitated by AI enhance customer satisfaction and significantly impact brand loyalty and feedback. 56% of consumers are likely to give positive feedback after a great business experience, with 55% sharing their experience with friends and family. Over half (52%) show increased brand loyalty, and 36% make additional purchases post-encounter.
人工智能带来的积极体验可提高客户满意度，并显着影响品牌忠诚度和反馈。 56% 的消费者可能会在获得良好的商务体验后给出积极反馈，其中 55% 的消费者会与朋友和家人分享他们的体验。超过一半 (52%) 的品牌忠诚度有所提高，36% 的人会在见面后进行额外购买。
To ensure positive customer experiences, businesses should focus on avoiding major frustrations. One approach is implementing an omnichannel communications strategy that allows customers to seamlessly contact them across their preferred channels. Those that do will benefit from the ability to leverage the powerful capabilities of AI across various communication channels, such as voice, video, messaging, and chat.
为了确保积极的客户体验，企业应重点避免重大挫折。一种方法是实施全渠道通信策略，使客户能够通过他们喜欢的渠道无缝联系他们。那些这样做的人将受益于跨各种通信渠道（例如语音、视频、消息传递和聊天）利用人工智能强大功能的能力。
This enables the enhancement of live customer support. It also contributes significantly to ensuring personal and real-time customer engagement at every touchpoint.
这可以增强实时客户支持。它还有助于确保每个接触点的个性化和实时客户参与。
Conclusion 结论
Businesses recognise that delivering exceptional CX is pivotal to unlocking growth and loyalty. AI is at the heart of this transformation, solving increasingly complex problems in customer communication. It’s poised to answer more complex queries and manage tasks that directly enhance engagement and productivity, shaping a new era of customer-business interactions in the APAC region.
企业认识到，提供卓越的客户体验对于实现增长和忠诚度至关重要。人工智能是这一转变的核心，解决客户沟通中日益复杂的问题。它准备好回答更复杂的查询并管理任务，从而直接提高参与度和生产力，从而塑造亚太地区客户与业务交互的新时代。
