2024专用AI助力构建全渠道无缝客户体验研究报告

CREATING360-DEGREE CXAWARENESS WITHPURPOSE-BUILT AI Table of Contents Introduction The Current State of Play The Challenges With Achieving SeamlessCustomer Experience The True Potential of AI Knowledge Is Power Getting Started with AI in CX Sony Electronics Achieves Highest-EverResponse Rate with NICE Conclusion16 References16 Kate LoveseySSON Digital Introduction Customer expectations are evolving at a rapidpace. Today’s customers expect businesses to beaccessible across multiple communication platforms,understand their preferences, anticipate their needs,and offer tailored solutions quickly. The importanceof excellent customer service and interaction cannotbe overstated—69% of customers have sharednegative experiences online, and 33% have switched tocompetitors due to poor service, according to Omdia.Furthermore, 65% of customers cite poor service asthe top reason for disloyalty, followed by a lack ofpersonalization (59%), no self-service options (51%),and companies not understanding their interests orneeds (47%).2 In today’s rapidly evolving business landscape,delivering a 360 degree-customer experience (CX) hasbecome essential for businesses to remain competitiveand build lasting customer relationships. A 360-degreeCX refers to a holistic approach that encompasses everyinteraction a customer has with a company acrossall touchpoints, channels, and stages of the customerjourney—whether it’s an initial inquiry, a purchase, ora support request. The ultimate goal is to create aseamless, continuous, and personalized experiencewhere every interaction is remembered and utilized.This means that a customer’s previous interactions witha company—whether through chatbots, phone calls,emails, or texts—are effortlessly passed on, ensuringcustomers never have to repeat themselves. While there has been much discussion aroundcreating a seamless, continuous CX, it has oftenfallen short—until now. This is because, while manycompanies are offering their customers multiplechannel options (e.g. chat, email, phone, text),the interactions are not always remembered andcommunicated. The missing link in achieving true360-degree CX is the integration of AI memory. By delivering consistent and personalized experiencesacross all channels—online, in-store, or throughcustomer service—businesses can exceed customerexpectations, strengthen customer loyalty, anddifferentiate themselves in the marketplace. Whilecompeting on price is important, competing on servicecan be a true differentiator for businesses. Accordingto a recent report by Harvard Business Review, 94% ofrespondents agreed that the quality of a customer’sservice experience directly influences their overallperception of a brand. This highlights the criticalimportance of delivering excellent customer serviceacross all touchpoints in the customer journey.1 In this Market Report, we explore how businesses canachieve a 360-degree CX using NICE’s CXone Mpower.We also provide key insights into the current state ofCX, the challenges companies face with achievingseamless CX, and the true meaning of AI memory.Additionally, we examine the relationship between dataand AI, offer practical steps for integrating AI into CXstrategies, and showcase an exclusive case study fromSony Electronics, highlighting how they achieved theirhighest-ever customer response rate. A well-executed 360-degree CX not only improvescustomer satisfaction but also drives repeatbusiness, increases long-term value, and enhances acompany’s reputation. The Current State of Play In 2024, service excellence is a major strategic goal fororganizations3, and 64% of forward-thinking CX leadersexpect to have larger budgets for CX initiatives.4Byfocusing on the customer, businesses can streamlinetheir operations, reduce costs, and significantlyimprove overall customer satisfaction.5 to contact a business representative. But at the same time,customers want personalized responses to their queries. As technology evolves, companies move beyondtraditional call centers to include self-service portals,and multi-and omnichannel support. Yet, even withthese advancements, the CX remains fragmented.Many organizations are still struggling to create aunified, seamless experience where all interactions arelinked and remembered.1 Although, customer interactions are often fragmenteddue to businesses relying on multiple systems forcontact centers, order management, delivery tracking,and payments. While each system may function wellindividually, they fail to communicate effectively withone another, resulting in a fragmented, disjointedCX, as well as outdated and inaccurate customerrecords. This forces customers to repeat themselvesacross various channels or to be passed on to differentdepartments.6According to Omdia, 52% of customersbecome frustrated when agents need to search forinformation, and 74% of agents need to navigate atleast 3-8 apps to retrieve customer information.2 “We lost a lot of leads because we didn’tkn