Automation and artificial intelligence are becoming increasingly important for the world of customer communication. They can significantly change how communicators and marketers work, both in terms of customer engagement and productivity.
Although still in an early phase, with 85% of marketers who use automation tools believing they don’t use them to their full potential, this technology has the potential to significantly change the future of marketing. But how far will it actually change the way communications work? And where in the customer lifecycle does automation work?
Forbes asked a number of communications professionals these questions. Amongst them was Glance’s VP of Marketing, Holly Chessman.
The human touch will remain
Holly Chessman does believe that bots and AI will be helpful in the online customer journey. However, she still believes that the human touch will be of great importance:
AI provides a great way to answer low-value questions, such as an online equivalent of interactive voice response (IVR) systems. Still, automation doesn’t handle complex, multi-level issues or build an emotional connection. There will always be high value in adding in the human element to build trust and connections. That’s what allows you to close the deal or answer the most pressing questions.
Using automation to it’s best advantage
Ready to hear more about what the other communications professionals had to say about the matter? Read the complete Forbes article here: 10 Ways Automation Is Shaping The Future Of Marketing.
About Glance Networks
Glance helps enterprise organizations create the ultimate customer experience with smart, omni-channel visual engagement solutions. We are one of the world’s simplest, most reliable and secure platforms that enable companies to see, show and share anything online, creating a frictionless path to great experiences in sales, support and customer service. The result is improved customer satisfaction and loyalty, increased revenue growth and operational savings. From financial services and healthcare to retail and travel and leisure, even the most advanced technology and SaaS organizations – we transform the customer experience for today’s business. Learn More »