A revealing data presented at Disrupt 2024, one of the most notable events in Customer and Employee Experience in our country, organized by Sabio Group, was that, according to Luis Bernardo García, Director of Contact Centers and Biometrics at CaixaBank“70% of managers respondents in the entity They believe that Generative AI will help them in their daily livesalthough they do not yet know exactly how to implement it”. This figure highlights the great expectation and need for adaptation and training in the use of new technologies within organizations.
The event, held on Thursday, April 18 at the Casa del Lector in Matadero Madrid, brought together leading experts to explore the present and future of Artificial Intelligence (AI) applied to the customer experience (CX). One of the most notable panels was “Challenges for Personalization with AI Across Channels with Customers,” which addressed how companies like Accenture, CaixaBank, World2Meet, Parques Reunidos and Kisio can use AI to offer personalized and consistent omnichannel experiences.
Jorge Saiz, Digital Transformation Senior Manager at Accenturemoderated the discussion with a focus on how Generative AI can truly improve personalization and omnichannel management. «We must be able to understand how customers contact us through different channels and provide a homogeneous and personalized experience in real time»said Saiz upon opening the panel.
Stefano Ceccarello, Chief Digital & Experience Officer at World2Meet, shared how his company has experienced significant growth and implemented a customer-centric architecture using CDP platforms and the Genesys Cloud Solutiona Contact Center as a Service (CCaaS) platform that allows you to manage omnichannel interactions in the cloud and improve the customer experience through AI and automation. «We have seen a before and after in our ability to serve our customers with much richer information and better personalization of interactions»highlighted Ceccarello.
Also, Vicente Bosque, Sales & Marketing Director, Southern Europe at Parques Reunidosexplained how implementing Genesys Cloud has transformed its Contact Center. «We have incorporated new channels such as chat and we are working on the integration of different channels to improve the customer experience. We want the Contact Center to be a prior point of the customer experience»Bosque commented.
Luis Bernardo García spoke about CaixaBank’s technological advances and the innovative projects underway. “We have seen a significant improvement in customer and employee satisfaction thanks to Generative AI. There is no need to be afraid to try and fail, the key is to iterate and continuously improve.”he stressed.
From France, Elodie Marechaux, Head of Customer Experience Projects at Kisioemphasized the importance of a clean and clear knowledge base for AI success in personalizing the customer experience. «AI should be a complement and not a substitute for current channels. Harmony between all channels is crucial for a good customer experience »Marechaux explained.
Finally, Nicola Mazzucotelli, VP Sales – Italy & Iberia at Genesysspoke about the need to scale and harmonize the personalization of interactions with each customer through technology. “AI should be a co-pilot supporting the agent so they can deliver better customer service and interaction. Our technology is designed to provide that security and support.”.
The general consensus among the panelists was clear: AI technology, especially Generative AI, offers enormous opportunities to improve personalization and omnichannel in the customer experience. However, it is essential to address regulatory, security and training challenges to fully realize its potential.
