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Wondering if you Need to Start Accounting for Smart Machines in Your CX?


This is a guest blog written by Dan Gordon, SVP Strategy & Development, West Interactive Services.

The answer is: Probably not just yet.

At CRS Phoenix back in February, I spoke about how crucial it is to leverage data to optimize your customer experience. Now, as certain emerging technologies begin to pique our interest, I’m expanding on that point to hopefully help some enterprises avoid putting the cart before the horse.

The smartphone is one of the greatest technological advances in human history – and its impact on what brands have had to consider in their customer experience (CX) strategies over the past five to 10 years is just the beginning.

Data continues to transform how humans interact as the lines blur between virtual and physical… device and appendage… human and machine.

The mix of physical devices, buildings and various technologies at the public’s disposal is poised to evolve and extend rapidly through 2021[i], and Gartner believes that data generated from the networking of these devices will create $14.4 trillion in value for organizations between now and 2022.[ii]

Many believe that advanced smart machine technology will become a staple in this shift. Brands trying to keep up with the demands of today’s mobile customer are at full attention.

A smart machine is a device that is equipped to make decisions and solve problems in a humanlike manner (think self-driving cars). Relying on data and metadata, or “the information of everything,” smart machines are expected to drive a higher level of quality and consistency in everyday customer interactions by relying on neural networks that dissect things like text, images and voice — all without human intervention. Continue reading