How brands are using artificial intelligence to enhance customer experience. Metis is a giant focus group of thousands of customers that redefined a brand’s competitive advantage.


MWLive

How brands are using artificial intelligence to
enhance customer experience
Artificial intelligence has been around since 1956 and has made some giant leaps in that
time: beating the best human at chess, the best human at US gameshow Jeopardy and
recently beating the best human at complex strategy game Go.

Brands have only recently started adopting artificial intelligence for core consumer
services. Google’s voice recognition technology now claims 98% accuracy
and Facebook’s DeepFace is said to recognise faces with a 97% success rate.

IBM’s Watson, which uses artificial intelligence to perform its question-answering
function, is 2,400% “smarter” today than when it achieved the Jeopardy victory five
years ago.

Integrating AI and customer data
In the future, Swedbank plans to personalise every interaction and make them,
arguably, more rewarding for customers by integrating Nina into the customer database.

When a brand integrates AI into the fabric of its core data the information it is able to
access will be much richer. But such a development then poses questions about what a
brand does with that data, whether it is appropriate ethically and how marketers retain
trust.

“While there is huge potential for brands to capitalise on AI to create more personalised
experiences, they also need to be careful not to cross the ‘creepy’ line when it comes to
customer privacy,” says Rachel Barton, managing director of advanced customer
strategy at Accenture Strategy. “If you integrate the technology into customer data for
instance, it has the potential to run loose and make its own judgements, which could be
to the detriment of customers who may feel a level of intrusion they didn’t necessarily
sign up to.”

If businesses can strike the right balance between adhering to their brand values while
allowing AI to access the right amount of data, it can be highly beneficial – it is very cost
effective and can deliver real-time personalisation that may not be possible via a human.
However, Accenture research finds that when customers want to complain or talk
through a complex situation they want to talk to a human.

Hospitality is one of the sectors thinking more boldly about the opportunities of AI.

Luxury hotel portfolio Dorchester Collection is using it to identify what guests want, not
what marketers think they want. To enhance its customer experience, it is using the AI
Metis platform, which allows it to eschew the standardised hospitality industry
measurement techniques such as mystery shoppers and customer satisfaction surveys
and, instead, tap directly into digital customer feedback.

MW-photo

“Metis reads thousands of customer reviews and tells us what really matters to our
customers,” says Ana Brant, The Dorchester Collection’s director for global guest“
experience and innovation. “Think of Metis as a giant focus group that not only
facilitates the sessions in multiple languages but also summarises key findings, puts the
findings in [context] with competitors and tells us stories worth listening to.”

The brand recently completed a comprehensive, brand-wide Metis study, which
contained 7,454 guests reviews from 28 different hotels and 10 major hotel brands
across 18 cities and regions. “New information is available to us every second – the
biggest challenge is the constant pursuit of meaningful analysis,” Brant says. “She
[Metis] summarised all the findings in a 30 minute interactive video and provided us
with invaluable insight, further redefining our competitive advantage.”