June 11, 2019
The second stop of the 2019 COPC Inc. seminar series in China brought us to Shanghai. This seminar took place on May 17 and was a great success with participants from industries spanning technology, internet, finance, automobile, outsourcing and more.
Artificial intelligence (AI), which has become a trend in customer experience operations, was the theme of the Shanghai seminar. With the development of AI, more and more transactions will be handled via unassisted channels. Therefore, a lot of enterprises have started to apply AI in their customer service centers. There is no denying that AI is changing the industry. Making the most of AI and setting up metrics to measure its performance was a hot topic during the seminar.
Rachel Cui, Director of Greater China Operations, COPC Inc., shared her experiences on the operational management of AI during her presentation. Besides introducing the definition of unassisted channels and providing key performance metrics found in the COPC Customer Experience (CX) Standard, Rachel also presented select unassisted channel findings from the 2018 Customer Experience Management Benchmark (CXMB) Series. According to the research, 42% of consumers who engaged with a brand to resolve an issue used an unassisted channel. Of these, 57% were able to have their issue resolved using an unassisted channel. At the same time, 24% of unassisted channel users think the increasing availability of unassisted solutions is making the overall customer experience better, while 38% hold the opposite opinion. It seems that customers still prefer to receive services through assisted channels; therefore, excellent customer experience can only be achieved with a well-balanced combination of the two.
With the deployment of the COPC CX Standard, Taiping Insurance (certified in June 2018) has improved their operational performance, as well as implemented AI within their customer service center.
Shuai Jianyun, who has more than 20 years of experience in operations management, oversaw the setup of their AI system. Shuai spoke about the challenges Taiping Insurance encountered while developing their chatbot and their idea of improving customer experience with the use of innovative technology based on a solid operational mechanism.
The participants had intense discussion after listening to both presentations and communicated with our guest speakers on how to adjust human resources when building up unassisted channels.
The seminar series will move on to Guangzhou and Chengdu later this year. We hope you can join us for the next discussion on the latest trends in the CX industry.