Enrique Dans and Johan Ahlund Address Spanish Businesses On The Future Of Customer Service
Enrique Dans, professor of information technologies and systems at the Instituto de Empresa (IE) Business School and Johan Åhlund, co-founder of Artificial Solutions, last week addressed executives from some of Spain’s leading enterprises on the technologies that are revolutionizing the world of customer service.
From the briefing in Madrid, Enrique Dans, author of “Everything Will Change”, spoke about how consumers with access to Web 2.0 technology such as blogs, Twitter and Facebook are forcing organizations to move away from a purely reactive stance to customer service to one that engages more with its audience. However, he said there was more to being proactive about customer service than just being a “friend”.
“Interacting directly with customers in a social way shouldn’t just stop at social networking sites,” says Enrique Dans. “Organizations also need to adapt the way they communicate through their websites. Using technologies such as virtual assistants isn’t just about saving costs, it is about providing a natural extension of the social conversation and allowing customers to communicate and find answers to their queries using familiar methods.”
Johan Åhlund, an industry specialist in the use of artificial intelligence and natural language processing for customer service, spoke about the new generation of automated online solutions that are being used to support multi-channel customer interactions. Citing not just the enriched customer experience, but also examples of cost savings, Johan Åhlund said that by adopting a new approach to customer service, companies can expect reductions of between 20-25% on inbound telephone calls.
In addition, Johan Åhlund talked about the other elements that contribute towards the success of enforcing a positive website experience and enforcing brand image, including the personality of a virtual assistant and how successfully they are able to converse with the website visitor. Introducing Elbot, probably the most advanced chatterbot developed anywhere to date, Johan explained the importance of providing intelligent, human-like responses to a customers’ free format service or business queries.
The briefing concluded with a short presentation on how Artificial Solutions enabled one organization to move half of its customer service interactions online, with nearly two thirds of visitors using the newly introduced virtual agent to solve their queries. This resulted in a substantial increase in customer satisfaction, in addition to cost savings.