A report from customer experience experts CX Network revealed that two in five customers (43%) are concerned about the ethical use of AI.
While 29% of CX professionals recorded a positive impact on customer loyalty due to the use of generative AI, 55% of CX professionals agree that data privacy and security are becoming more important to their customers as they gain a better understanding of how AI works and how it uses company data. As a result, customers are demanding stricter security across data privacy and want more transparency from companies as they implement AI.
The findings, highlighted in CX Network's flagship report, “The Global State of CX 2024,” released today, report on the latest trends in CX and customer behavior.
The report was compiled using survey responses from 282 CX practitioners, service leaders, experience designers, analysts and consultants, covering CX trends, technology developments and customer behaviors from the past year.
According to the report, automation is the top CX investment priority for 2024, with 42% of experts citing automation as their main focus for 2024. Other spending priorities include data insights and analytics (38%) and conversational AI chatbots and virtual assistants (28%).
While investment in AI technologies will be essential, 42% of experts cite demonstrating ROI as the most common obstacle to making such investments. CX professionals will face pressure to prove the value of their spending plans, experts say.
Jaakko Lempinen, Head of Customer Experience at YLE Finland, said: “Transparency is crucial. Companies need to be open about how AI technologies are being used in their operations, specifically how data is collected, analysed and used to improve CX. This includes clearly communicating the purpose of data collection and its benefits to customers so they understand the value exchange.”
“Companies should actively involve customers in the development of AI solutions through feedback loops, allowing them to voice their concerns and preferences. Having a conversation about AI and its role in CX makes the technology more understandable for customers and builds a foundation of trust.”
“Working with regulators, industry associations and other stakeholders to shape the future of ethical AI use will not only position your organization as a leader in the field, but will also help ensure that developments in AI technology benefit all stakeholders in the CX ecosystem.”
Anna Noakes Schulze, head of community experience at NTWK, said: “CX often adopts technology after other functions, such as marketing, which seek cutting-edge technology to capture customer attention in new and creative ways. Customer experience, tasked with nurturing and maintaining customer relationships, naturally lends itself to more traditional, less risky approaches that are already proven. This conservatism works against experimentation with cutting-edge technologies, with the exception of a few rare cases, such as generative AI, where efficiency gains are almost guaranteed to result in a positive return on investment.”
“If these technologies aren't important to your customers yet, take a look at what more future-oriented brands are doing and see what you can learn from their efforts.”
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