Most customers don’t like calling customer support. It takes too long to get the answers they want, and they walk away feeling exasperated. Many organizations find themselves frustrated with their customer support experience as well. They know they need to provide a better, seamless experience for their customers, but they are challenged with information silos, an incomplete view of the customer, and a support team that has to hunt and peck to find the right information.
These challenges are real, and it’s critical to resolve them and improve the support experience. If you don’t manage your customer experience right, customers will leave. And that’s something you can’t afford to see happen. What’s the answer?
AI-powered search is delivering results for those using it, but we’re still just at the start of benefits the technology is truly capable of delivering. What’s more, companies that adopt early have a chance to run far out ahead by transforming themselves through innovation driven by artificial intelligence.
How many times have you switched your mobile phone service provider when the service or support was poor? How hard did that service provider work to keep you? It’s likely they didn’t try very hard. They have many customers, so losing one isn’t that big of a deal. But for companies that provide complex products like those in manufacturing, aerospace or oil and gas, a high-quality customer support program is critical. The question is, what does a quality customer support program look like?
The Support Challenge for High Value Products
A couple of scenarios to demonstrate the need for strong customer support and preventive maintenance programs in manufacturing industries.
Remember the Panama Papers? Those were the 11.5 million leaked documents detailing attorney–client information for more than 214,000 offshore companies associated with Mossack Fonseca, a Panamanian law firm that specializes in setting up offshore shell companies. Many of these companies were set up to “hide” money so wealthy individuals could evade taxes. Others seemed part of money laundering schemes.
It’s been just about two years since the documents were leaked to journalist Bastian Obermayer from the German newspaper Süddeutsche Zeitung. Since then, as documents continue to be reviewed, a thriving cottage industry has grown up around reporting the suspicions, investigations, allegations, revelations, and prosecutions stemming from the Panama Papers.
As we’ve explained in many blogs and 5-minute guides, a cognitive search platform should combine AI technologies such as natural language processing, machine learning, and knowledge graphing to deliver a contextualized search and discovery experience without compromising security. Those technologies can turn ordinary search into something much more powerful and transformative for any organization. But in the hands of life sciences companies, it can help deliver drugs and other therapies that lessen suffering and save lives.
Today’s business users don’t search for documents that may have the information they seek buried within, instead they ask their systems for answers. This shift in attitude is a key driver behind the move to cognitive search.
Any large enterprise is packed with disparate sources of data coming from any of a variety of different systems. Cognitive search is about creating connections between this data so that employees can get answers quickly, so they spend more time on core activities, and they make better informed decisions.
From a business perspective, this means creating experiences that match how a user interacts with information.
When IBM Watson burst on the scene a few years ago by famously winning Jeopardy! people swooned. Here was a machine that seemed to live up to the promise of a science fiction future. IBM purported to show us all an artificial intelligence (AI) that could understand human language, sift through massive amounts of data, and provide answers to questions.
From a marketing standpoint this is a gold standard for enterprise software. Companies quickly signed on to the promise, looking to Watson for answers for everything from insights in their CRM data to finding a cure for disease.