Feature
The Gist
- AI integration. AI, when used correctly, can help focus on human-centric tasks driving customer relationships.
- AI and customer centricty. Custom GPTs enable detailed audits, community engagement, and targeted campaigns, enhancing customer interactions.
- Virtual mentoring. AI tools can serve as virtual mentors, helping early-career customer marketing and success professionals advocate for their roles.
In May, former Starbucks CEO Howard Schultz posted on LinkedIn about how Starbucks significantly missed shareholder expectations. The post since garnered more than 11,300 reactions and more than 1,500 comments.
Naturally, others weighed in on the Starbucks' miss; it was a moment met with much commentary in the customer experience world, particularly around how customer-facing roles are yet again being sacrificed in favor of chasing new logos.
This got me thinking about AI and customer centricity, highlighting the need for balance and partnership between technology and human interaction.
Criticism of SaaS Cuts on LinkedIn
Lauren Turner, CEO of CustomerCentrx, posted on an article on the topic at LinkedIn, commenting, “I'm seeing a lot of SaaS companies — whose products are largely based on maintaining long-term relationships with customers — cutting Customer Success, Customer Marketing and Customer Advocacy functions — forcing their customer relationships to be more transactional. Make it make sense.”
Her comment was met with applause from other practitioners, which prompted me to look into this further.
Related Article: Customer-Centric AI Strategies and Why You Need One
AI and Customer Centricity: Collaboration Can Save CX Jobs
In typing the search term "Customer experience roles eliminated 2024," the number of results returned is staggering. LinkedIn articles feature CX leaders commenting on the cyclical nature of retaining customers versus chasing new logos. Industry reports highlight CX trends, specifically noting AI replacing jobs and saving money. Online publications discuss how to "shift yourself out of a customer-facing role for another career."
There are also articles stating that organizations have taken AI too far, prompting customers to move their business elsewhere, especially if they want to talk to a human instead of a chatbot. The discussion often revolves around AI and customer centricity.
It all sounds daunting, to say the least. But what if I told you there was a way to elevate a human role that pairs well with the new technology that is here to stay? Nearly every human in a company impacts the customer in some way, and it requires a team to help orchestrate that, thereby reducing the elimination of jobs.
Related Article: 8 Ways AI Can Elevate Your Customer Experience
Companies Overestimate Customer Centricity
Turner notes that most customer-facing departments, such as sales, marketing, CX and customer success, interact with customers. Yet, despite these crucial interactions, there's often a lack of shared insights across departments, leaving an important question unanswered: "How customer-centric are we as a company, and how can we better align with each other and our customers?"
Turner noted, “Studies have pretty consistently shown that companies, especially within tech, overestimate how customer-centric they really are, rating themselves on the higher end of the scale, but when the customers are asked, ‘how customer-centric is this vendor?’, there’s a significant delta between the truth and what is being reported.”
Related Article: Dear CX Leaders: Are You AI-Ready? AI in Customer Experience Is Here
Some Telling Key CX Stats
According to the Forbes article by Blake Morgan, “100 Customer Experience Stats for 2023,” published on June 26, 2023, some not-so-surprising stats were uncovered about customers’ insights into their purchasing decisions.
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“61% of consumers will pay at least 5% more if they know they’ll get a good customer experience.”
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“81% of customers say a positive customer service experience increases the chances of them making another purchase.”
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95% of consumers say customer service impacts their brand loyalty, naming easy access, self-service and professional agents as important factors.
On the vendor’s side of the stats:
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“In 2022, only 3% of U.S. companies were customer-obsessed, a decrease of 7% from 2021.”
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“74% of CX leaders say improving content and knowledge delivery to customers and employees is important.”
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“75% of brands will be using AI-based selling by 2025.”
The complete list of stats proves Turner’s point about this significant delta. Customers want options in how they solve their problems, but they do not want to be treated like a number.
On the vendor’s end, it’s the “do more with less to support the bottom line” mentality, while demanding team members focus on securing new logos, which seems to be doing more harm than good.
AI's Role in Enhancing Customer Centricity
When considering AI and customer centricity, how do we go about ensuring the future of customer-centricity remains in “peak condition”? Turner believes there is a solution: “One of the great things about AI is that when used correctly, it can actually help you focus more on doing the uniquely human things that drive customer relationships. At CustomerCentrx, we harness this potential by integrating custom GPTs into our strategies," Turner said.
Specifically, this kind of AI infusion can help them:
- Conduct customer-centricity audits with AI-powered tools
- Plan community engagement
- Develop targeted BDR campaigns
- Provide a virtual mentor for early-career customer marketing and customer success professionals
- Save time through AI analysis, allowing for deeper customer engagement.
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Final Thoughts
The future of AI and customer centricity hinges on finding the right balance between technology and human interaction. By leveraging AI to support and enhance customer-centric roles, companies can create more meaningful and personalized experiences.
Turner’s innovative approach of integrating custom GPTs demonstrates how AI can be used to perform detailed customer-centricity audits, strategize community engagement and mentor early-career professionals. This ensures that AI and customer centricity work hand in hand, ultimately fostering stronger connections and improving overall customer satisfaction.
