A week or two ago, we came across a social media post from a frustrated customer. She had called her hosting service provider to make structural changes to her websites and email accounts. Not being technically skilled, she struggled to use their online chatbot and preferred speaking directly with a service agent.
To her dismay, the agent informed her that phone support was no longer available and she needed to type her query into their chatbot. This incident highlights a common issue: businesses failing to use technology to effectively fill the right gaps.
The Rise of AI and the Decline of Human Connection
With the rise of generative AI technology, many businesses are eager to stay on trend. Call centres are increasingly minimising phone interactions, replacing them with online chatbots or written chat-based conversations. This shift is driven by the desire to serve more customers quickly and maximise profits.
However, this rapid adoption of technology often comes at a cost — the loss of human connection and customer-centricity. In the pursuit of efficiency and volume, organisations risk neglecting the crucial aspects of gaining insights, designing effective strategies, and implementing them thoughtfully.
The foundation of any successful business remains the same: understanding and meeting the needs of customers.
Aligning AI with Business and Brand Strategy
For businesses to successfully integrate AI into their customer journeys, it is essential to design and map out a comprehensive blueprint that aligns with their overall business and brand strategy. This ensures that technology works with the business, not against it.
Businesses are starting to recognise the value of prompt engineering and strong written communication skills. However, teaching chatbots to adapt to culture and connect authentically with people requires the art of creative writing.
To achieve this, business teams must plan and document strategies in detail, ensuring that all stakeholders align with the same vision and objectives.
Essential Steps Before Implementing Chatbots
1. Understand Your Market and Customers
Conduct thorough research to gain insights into your target audience. Understand their preferences, pain points, and expectations to deliver customer interactions that feel human, not robotic.
2. Adapt Your Brand and Business Strategy
Tailor your brand and business strategy to meet customer needs more effectively. Ensure that your organisation remains relevant, empathetic, and customer-focused in every digital interaction.
3. Align Business Stakeholders
Bring all stakeholders together around a unified vision and strategy. This alignment fosters consistency in communication, technology adoption, and customer experience design.
Building Better Customer Journeys With ReAct
Through in-depth research and comprehensive strategy execution workshops, ReAct and its partners help businesses realign their strategies and map out effective blueprints for all stakeholders.
This process results in better-designed technology tools — including chatbots and AI-driven solutions — that deliver superior customer service and strengthen long-term brand trust.
Sources: Market Study: CX trends, challenges and opportunities
