RESEARCH REPORT
Overview
When it comes to AI, there is a lot of hype around how the technology will seismically shift customer experiences and the contact center. Both customers and associates are being promised new and easier ways to engage – with AI-powered chatbots, speech analytics, associate assist, and other tools. AI’s potential impact in the CX space reaches customer care, sales, tech support, back office, trust and safety, collections, content moderation, ops/data annotation, and order fulfillment, just to name a few.
With so many AI avenues to explore across the customer and associate lifecycle, where should a CX organization start? We recommend starting with the customer.
Look at the customer interactions producing the highest contact volume or costing the most, then determine if AI will help improve the experience without breaking the bank. Look at where you should use AI, not just if you can. To help determine the best uses of AI in the contact center, TTEC launched a research series examining some of the most common customer journeys across industries. Looking at millions of customer interactions from hundreds of clients, our research team conducted extensive value chain analyses to see what parts of the customer journey should be fully automated with AI, augmented to improve human interactions, or remain untouched by AI and automation. The research provides a roadmap for where AI will have the biggest potential return for both the enterprise and customers. This research paper examines the loan application process in the retail banking industry . Drilling down into six CX value chain steps across four stages of a bank loan application, we uncovered the optimal areas to automate, augment, or invest in humans. From the research, we determined that loan providers should implement AI tools most during the processing stage of the bank loan application journey, and least in the closing and post-closing stages. And for now, AI for associate augmentation is a lender’s best bet. Read on to find out why and how.
TABLE OF CONTENTS
How AI can help the loan process..........................................................................................4
AI for 4 loan journey stages....................................................................................................6
AI/CX value chain analysis......................................................................................................8
ROI analysis...............................................................................................................................11
The future of AI: Assisting humans at moments of friction........................................... 12
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