超越对话：如何在人工智能驱动的世界中提供独特的用户体验

How to deliver unique UX in an AI-driven world Conversational interfaces are no longer your brand’s USP. Discover how to innovate INSIDE How to create conversational user interfaces that solve complex problems and set new standards in CX, while remaining true to your brandHow AR, VR and emotional intelligence could augment the CUIs of the future Foreword Contents As AI models become more widely available, more andmore brands are offering conversational user interfaces(CUIs) as standard. CUIs allow customers to interactusing voice or text for such tasks as self-service trouble This report looks at the role of voice agents andAl-guided self-service troubleshooting fororganizations that want to roll out a high-tech and Forewordpage 2 How conversational user interfaces aresetting new standards in CXpage 3 Featuring insights from Lowe’s, Aspire Lifestyles, JohnLewis Partnership and Mavenoid, as well as case studiesfrom Frontpoint and Irrigreen, this report explains how Yet as these tools become ubiquitous, brands need to domore to differentiate the user experience (UX) they offer,as well as their overall support propositions. Together, Designing support experiences to solvecomplex problemspage 6 The future of CUIs for CXpage 9 Conclusionpage 13 About Mavenoidpage 14 About CX Networkpage 15 How conversational user interfaces set new standards in CX breaking down “siloed thinking”. Often CUIsare designed in isolation and “detached frombroader experience ecosystems”, Lord says. Yet Often billed as the next digital disruption, conversationaluser interfaces (CUIs) have been transforming alone, but from designing human experiences that feelnatural, connected and valuable – for both customers At John Lewis Partnership, Lord says that from atechnical perspective standout UX is driven by CUIs allow customers to use text or voice to interact withcustomer support and can take the form of chatbots,voice assistants, virtual agents or messaging apps. Whiletheir efficacy was once restricted by the range of queries For many organizations, effective user interfaces werea point of differentiation in the overall service andsupport experience, setting standards and customer Jamie Lord, a UX and digital transformation specialistwho has worked for John Lewis Partnership, Volvo Carsand O2 Telefonica, says this commoditization presents Drawing on an example from the contact center, hesays CUIs augment rather than replace the work ofhuman agents, particularly during calls, amplifying theirexpertise and surfacing real-time contextual insights deliver real customer value”. For example, did theconsumer accomplish what they set out to do? Was theexperience seamless, engaging and cohesive? Did the interactions that resonate and fostering genuineconnections, an organization can transform a The demand for next generation As outlined by Lord, customer expectations around CUIsare not only driven by the interfaces they encounterduring service and support interactions. Everydaydevices such as smart speakers also play a role in setting Narasimhan says: “Often, the focus is placed on creativeand conversational aspects, which undoubtedly addpolish and personality to an experience. However, noamount of gloss can compensate for a poor foundation. “Behavioral science tells us that people judgeexperiences by their ease, flow and emotionalresonance,” Lord says and in this respect, smart speakers For this reason, Narasimhan says a strong UX mustbe built on a robust, API-enabled service layer, whichis highly responsive and deeply integrated with bothinternal and external systems. Furthermore, strong UX The lesson, Lord says, is that CUIs and automatedsupport experiences “must be designed as part of aconnected ecosystem, not as standalone tools”. “No amount of gloss cancompensate for a poorfoundation. A truly standout “The real opportunity isn’t just making AI sound human– it’s about leveraging design thinking to create Aravind Narasimhan, global GM, digitalcustomer engagement for Aspire Lifestyles “Once this foundation is in place, a brand’s uniqueand authentic voice becomes the differentiator,” From the CX perspective Aravind Narasimhan, globalGM, digital customer engagement for Aspire Lifestyles, For the brands looking to evolve beyond text-basedCUIs, there are many advantages to integrating voiceassistance. Gintas Miliauskas, CEO and co-founder ofMavenoid, says: “Most brands see the majority of theirsupport volume coming in via phone calls. Voice assist engage across channels. This means organizations areable to continuously optimize the experience, fine-tuneresponses and improve automation,” Miliauskas adds. With case studies from Frontpoint and Irrigreen, itexplains how an effective CUI can assist customers with Miliauskas says this level of acceptance and adoptionrepresents a “vast step” from even a year ago, “wherethe median interaction with voice automation was users “The technology landscape has changed co