Prof. Dr. Phil Klaus, International University of Monaco: AI στην Εξυπηρέτηση Πελατών | «Το ερώτημα δεν είναι αν αλλά πότε»

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class="post-date">12/01/23</span> <h1 id="read-top-title">Prof. Dr. Phil Klaus, International University of Monaco: AI στην Εξυπηρέτηση Πελατών | «Το ερώτημα δεν είναι αν αλλά πότε»</h1> <div class="small-devices-share"> <div class="share-post"> <span class="share-name">Share: </span> <ul class="share-post-list"> <li><a href="https://www.facebook.com/sharer/sharer.php?u=https://marketingweek.gr/prof-dr-phil-klaus-international-university-of-monaco-ai-stin-exypiretisi-pelaton-to-erotima-den-einai-an-alla-pote/" target="_blank"><i class="fa fa-facebook" aria-hidden="true"></i></a></li> <li><a href="https://twitter.com/intent/tweet?url=https://marketingweek.gr/prof-dr-phil-klaus-international-university-of-monaco-ai-stin-exypiretisi-pelaton-to-erotima-den-einai-an-alla-pote/" target="_blank"><i class="fa fa-twitter" aria-hidden="true"></i></a></li> <li><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://marketingweek.gr/prof-dr-phil-klaus-international-university-of-monaco-ai-stin-exypiretisi-pelaton-to-erotima-den-einai-an-alla-pote/" target="_blank"><i class="fa fa-linkedin" aria-hidden="true"></i></a></li> </ul> </div> </div> <p class="author-name">Από Μαρίνα Σκοπελίτου</p> <div class="post-featured-image"><img width="1100" height="620" src="https://marketingweek.gr/wp-content/uploads/2023/01/Prof.-Dr.-Phil-Klaus.jpg" class="attachment-full size-full wp-post-image" alt="" decoding="async" fetchpriority="high" srcset="https://marketingweek.gr/wp-content/uploads/2023/01/Prof.-Dr.-Phil-Klaus.jpg 1100w, https://marketingweek.gr/wp-content/uploads/2023/01/Prof.-Dr.-Phil-Klaus-300x169.jpg 300w, https://marketingweek.gr/wp-content/uploads/2023/01/Prof.-Dr.-Phil-Klaus-1024x577.jpg 1024w, https://marketingweek.gr/wp-content/uploads/2023/01/Prof.-Dr.-Phil-Klaus-768x433.jpg 768w, https://marketingweek.gr/wp-content/uploads/2023/01/Prof.-Dr.-Phil-Klaus-345x195.jpg 345w" sizes="(max-width: 1100px) 100vw, 1100px" /></div> <div class="post-content"> <p class="post-excerpt">Μετρούν τα brands σωστά την εμπειρία πελάτη; Ικανοποίηση πελάτη, NPS ή SOW; Πώς επηρεάζουν οι συνεχείς και παράλληλες κρίσεις το CX; Γιατί το phygital δεν είναι αυτοσκοπός; Ποιες ευκαιρίες δημιουργεί η τεχνητή νοημοσύνη και ποια προβλήματα; Είναι απαραίτητο για τα στελέχη να χαράξουν τη CX στρατηγική τους στο metaverse ή όχι;</p><div class="inline-article-ad"><div class="marke-inline-placement" id="marke-1288988888"> <div id='div-gpt-ad-1656491977556-0' style='min-width: 300px; min-height: 90px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1656491977556-0'); }); </script> </div></div></div><p>Λίγο πριν την keynote ομιλία του στο συνέδριο της Boussias, στις 26 Ιανουαρίου, ο Prof. Dr. Phil Klaus, Leading CX Strategist & Scientist, μιλά στο MW για την ανάγκη σύνδεσης του CX με την κερδοφορία, τη νέα προσέγγιση στη μέτρησή του και τις «αναπόφευκτες αλλαγές» που φέρνει η τεχνητή νοημοσύνη.</p> <blockquote><p><strong>MW: Τα brands γνωρίζουν να μετρούν σωστά το CX;</strong></p></blockquote> <p><strong>Prof. Dr. Phil Klaus:</strong> Τα brands εν γένει δεν μετρούν την εμπειρία πελάτη, καθώς δεν γνωρίζουν τι πραγματικά είναι. To CX είναι, εξ ορισμού, κάτι ολιστικό και συνεπώς περίπλοκο. Ως πρώην manager, ξέρω ότι δεν μας αρέσει η πολυπλοκότητα καθώς προσκρούει στην αποτελεσματικότητα. Προσπαθούμε, λοιπόν, να μετρήσουμε πράγματα που θεωρούμε ότι είναι το αποτέλεσμα του CX, αλλά δεν μπορούμε να μετρήσουμε το ίδιο το CX. Η πρόκληση όταν μετρά κανείς τι κάνουν οι άνθρωποι, πώς και πότε το κάνουν, είναι ότι δεν ξέρει το γιατί. Έτσι, τις περισσότερες φορές αξιοποιούνται proxy measurements. Οι managers υποθέτουν ότι αν ένας πελάτης εξυπηρετηθεί όσο καλύτερα γίνεται, θα είναι ικανοποιημένος και θα γίνει πιο πιστός.</p> <p>Ωστόσο, αυτό δεν ισχύει. Το να ρωτάς τους πελάτες πώς αισθάνονται για μια υπηρεσία δεν επαρκεί. Τρεις άνθρωποι με την ίδια εμπειρία μπορούν να δώσουν τρεις διαφορετικές αξιολογήσεις ικανοποίησης, καθώς οι προηγούμενες εμπειρίες τους αποτελούν το σημείο αναφοράς. Έρευνες των τελευταίων 15 ετών δείχνουν ότι η ικανοποίηση πελάτη και το NPS δεν σχετίζονται με ό,τι έχει σημασία για τις επιχειρήσεις, δηλαδή με την κερδοφορία. Μετρώντας λάθος πράγματα, οι περισσότερες αποτυγχάνουν με όρους CX. Βάσει έρευνας, 9 στα 10 προγράμματα CX δεν είναι κερδοφόρα.</p> <blockquote><p><strong>Τι θα μπορούσαν να κάνουν καλύτερα;</strong></p></blockquote> <p>Έχουμε μια μέτρηση για το CX, το EXQ, το οποίο χρησιμοποιείται από εταιρείες διεθνώς και συνδέει το γιατί οι άνθρωποι κάνουν κάτι με το τι, πότε και πώς, για παράδειγμα, αγοράζουν. Φυσικά, είναι πιο περίπλοκο. Δεν θέτεις 1 ερώτηση αλλά 30. Απαιτεί δέσμευση, πόρους και δυνατότητες. Γνωρίζουμε ωστόσο ότι οι managers συχνά δεν έχουν το χρόνο να αναζητήσουν μακροπρόθεσμα βιώσιμα ανταγωνιστικά πλεονεκτήματα. Προηγούμενη δουλειά μας έδειξε ότι η μέση «θητεία» ενός CX Officer ή CMO είναι 36 μήνες. Είναι δύσκολο να πείσεις έναν manager, που έχει 36 μήνες στη διάθεσή του/ της, να υποστηρίξει ένα σχέδιο και να κάνει κάτι διαχρονικό, αν δεν μπορεί να δρέψει τους καρπούς της προσπάθειάς αυτής.</p><div class="inline-article-ad"><div class="marke-inline-placement-2" id="marke-1097865552"> <div id='div-gpt-ad-1656491982762-0' style='min-width: 300px; min-height: 90px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1656491982762-0'); }); </script> </div></div></div> <blockquote><p><strong>Μπορείτε να μας δώσετε ένα παράδειγμα αυτής της μέτρησης;</strong></p></blockquote> <p>Στην έρευνα του EXQ έχουμε ορίσει 25 λόγους για τους οποίους οι άνθρωποι επιλέγουν μία εταιρεία έναντι του ανταγωνισμού της. Καταγράφει επίσης το μέρους του budget που δίνει ο πελάτης στο brand έναντι του ανταγωνισμού. Αυτό είναι πολύ σημαντικό καθώς οι εταιρείες συνήθως αξιοποιούν κάρτες πιστότητας ή άλλα σχήματα, που απλά μετρούν την επανάληψη αγορών. Ωστόσο το ότι οι άνθρωποι επιστρέφουν, δεν σημαίνει ότι είναι «πιστοί». Αυτό που χρειάζεται να μετρήσουν οι managers είναι το «Share of Wallet». Το SOW δείχνει τον βαθμό στον οποίο ένα brand είναι η Νο.1 επιλογή του καταναλωτή και το γιατί. Επιπλέον, εντοπίζοντας τις αιτίες ανακαλύπτεις ότι πολλά από τα πράγματα που θεωρούσες σημαντικά για τον πελάτη, τελικά δεν είναι relevant. Συχνά γίνεται αντιληπτό ότι το μεγαλύτερο μέρος των χρημάτων κατανέμεται σε πράγματα που δεν επηρεάζουν την απόφαση του πελάτη. Το EXQ μπορεί να εντοπίσει αυτή τη σπατάλη, οδηγώντας στον περιορισμό της και τελικά στην αύξηση της κερδοφορίας.</p> <blockquote><p><strong>Έχουν επηρεάσει οι πρόσφατες και παράλληλες κρίσεις το CX;</strong></p></blockquote> <p>Απολύτως. Το CX είναι μια αντανάκλαση όλων όσα είμαστε. Αναζητούμε εμπειρίες, οι οποίες αντανακλούν τις αξίες μας. Οι κρίσεις επηρεάζουν το πώς βιώνουμε τα πράγματα. Για παράδειγμα, ο Covid-19 αποτέλεσε επιταχυντή των τάσεων, που ερευνούσαμε και προβλέπαμε 7 χρόνια πριν. Επισημαίναμε ότι οι άνθρωποι θέλουν να αγοράζουν όπου, όπως και όταν θέλουν. Αυτό σημαίνει ότι οι εταιρείες πρέπει να εξυπηρετούν αυτά τα κανάλια και αυτόν τον τρόπο σκέψης. Ο Covid-19 αποκάλυψε τις εταιρείες που αγνοούσαν αυτή τη λογική. Για παράδειγμα, τα περισσότερα πολυτελή brands δεν είχαν αναπτύξει το e-commerce, ενώ τώρα χρειάζεται να το «αγκαλιάσουν» και προσπαθούν απεγνωσμένα να προλάβουν τις εξελίξεις.</p> <blockquote><p><strong>Σε πρόσφατο άρθρο σας, αμφισβητήσατε τη σκοπιμότητα του phygital στη λιανική. Γιατί;</strong></p></blockquote> <p>Ανέφερα ότι χρειάζεται να εστιάσουμε στην εμπειρία πελάτη παρά στο κανάλι. Αν καταλαβαίνεις τον πελάτη σου, δεν αναρωτιέσαι: «physical, digital ή phygital;». Θα προσφέρεις τον πελάτη την εμπειρία που ψάχνει. Το μόνο πράγμα στο οποίο θα πρέπει να είστε συνδεδεμένοι είναι ο πελάτης σας. Τα στελέχη «παλεύουν» να συνδέσουν τον φυσικό με τον ψηφιακό κόσμο. Ωστόσο, οι καταναλωτές δεν θα μπορούσαν νοιάζονται λιγότερο γι’ αυτό. Χρησιμοποιούμε το τηλέφωνό μας για να κάνουμε αγορές ή να πάρουμε πληροφορίες. Για τους ίδιους σκοπούς επισκεπτόμαστε ένα κατάστημα. Δεν υπάρχει ένας τρόπος. Δεν χωράμε πια σε τακτοποιημένα μικρά κουτιά ή σε δημογραφικές ομάδες. Βάζοντας μια εταιρεία τους καταναλωτές σε κουτιά, που η ίδια έχει αποφασίσει, δείχνει ότι δεν καταλαβαίνει καθόλου το CX.</p> <blockquote><p><strong>Επηρεάζει το ΑΙ το CX;</strong></p></blockquote> <p>Το AI θα αλλάξει τον τρόπο που βλέπουμε τις υπηρεσίες εν γένει. Θα έλεγα ότι σε 5 χρόνια από τώρα περισσότερες από τις μισές υπηρεσίες θα παρέχονται με AΙ. Οι καταναλωτές το θέλουν, οι επιχειρήσεις το θέλουν. Πρώτον, οι καταναλωτές είναι «εθισμένοι» στην ευκολία. Αγαπούν την εξοικονόμηση χρόνου, τη συνέπεια και στην ενσυναίσθηση. Ποιος εξυπηρετεί καλύτερα αυτά τα ζητούμενα; Η τεχνητή νοημοσύνη. Οι άνθρωποι φέρνουν το αντεπιχείρημα: «Δοκίμασα εκείνο το chatbot και δεν ήταν τέλειο». Μια κακή εφαρμογή όμως δεν κάνει την ιδέα κακή. Δυστυχώς, αν θέλουμε να δούμε την πρόοδο στο AI, πρέπει να κοιτάξουμε στην Ανατολή, όχι στη Δύση. Το AΙ είναι μια τεράστια ευκαιρία, αρκεί να εφαρμοστεί σωστά.</p> <blockquote><p><strong>Ωστόσο, το AI δεν ενέχει τον κίνδυνο διακρίσεων έναντι κάποιων καταναλωτών;</strong></p></blockquote> <p>Δεν νομίζω ότι υπάρχει κίνδυνος. Ποια η διαφορά από έναν άνθρωπο; Σε έρευνα μας θέσαμε το ερώτημα: «Αν σας έκανε τη ζωή πιο εύκολη, θα μοιραζόσασταν δεδομένα με εμάς;». Εννιά στους 10 απάντησαν «ναι», αφού το νόμισμα του μέλλοντος στο CX είναι ο χρόνος. Τι μας γλιτώνει χρόνο; Η συνέπεια και η ευκολία. Ποιος τα παρέχει καλύτερα; Η τεχνητή νοημοσύνη. Δεν θέλουμε να επαναλαμβάνουμε τις ανάγκες μας ξανά και ξανά. Οι εταιρείες επίσης θέλουν το ΑΙ. Σκεφτείτε δραματική μείωση στα κόστη, επεκτασιμότητα, προσαρμοστικότητα, μαθησιακή ικανότητα, κ.λπ.Αυτό φυσικά θα έχει αντίκτυπο στην κοινωνική δομή και την απασχόληση. Το ερώτημα όμως δεν είναι αν, αλλά πότε.</p> <blockquote><p><strong>Πέρα από τα πλεονεκτήματα λοιπόν, αυτή η τεχνολογία θα δημιουργήσει προβλήματα σε κοινωνικό επίπεδο.</strong></p></blockquote> <p>Από κοινωνιολογικής άποψης η ευρεία χρήση του AI είναι μια πρόκληση. Ας είμαστε όμως ειλικρινείς. Μπορούμε να αναλογιστούμε την πρόκληση, να την αντιμετωπίσουμε ανάλογα, αλλά δεν πρόκειται να απομακρυνθεί. Πρέπει να σκεφτούμε τι μπορούμε να κάνουμε με όλους αυτούς τους ανθρώπους που δεν θα δουλεύουν πλέον στα κέντρα εξυπηρέτησης. Πρέπει να το σκεφτούμε τώρα, όχι σε 5 ή 10 χρόνια. Κάναμε αυτή τη μετάβαση από τη βιομηχανική εποχή στην εποχή των υπηρεσιών. Περνώντας τώρα στην εποχή της πληροφορίας, τι θα γίνει με όλους αυτούς τους ανθρώπους που δουλεύουν στις υπηρεσίες; Πιστεύω ότι η αύξηση της κερδοφορίας θα μπορούσε να υποστηρίξει αυτούς τους ανθρώπους, αλλά για να γίνει κάτι τέτοιο χρειάζεται φυσικά η επέμβαση των κυβερνήσεων και η υιοθέτηση μιας διαφορετικής νοοτροπίας απ’ όλους μας.</p> <blockquote><p><strong>Χρειάζεται μια στρατηγική για το metaverse από τώρα;</strong></p></blockquote> <p>Όπως είπαμε και πριν, μην σκέφτεστε το κανάλι, σκεφτείτε αν αποτελεί μια εμπειρία με αξία για τους πελάτες σας. Αν η απάντηση δεν είναι ένα ξεκάθαρο «ναι», μείνετε μακριά. Η έρευνά μου έχει δείξει ότι υπάρχουν περιπτώσεις κατά τις οποίες η ψηφιακή κατανάλωση έχει νόημα, όπως σε events ή συναυλίες. Η ευκαιρία που βλέπω στο metaverse είναι ότι στο κατάλληλο πλαίσιο μπορεί να λειτουργήσει ως εργαλείο προσέλκυσης. Εργαλείο για να προσελκύσεις πελάτες που θα ήθελαν να συμμετέχουν σε αυτό που προσφέρεις αλλά μέχρι τώρα δεν είχαν την ευκαιρία. Το ίδιο ισχύει και για τα NFTs και άλλες τεχνολογίες που, σε αυτή τη φάση, δεν μπορούν να σταθούν μόνες τους αλλά μόνο δίπλα σε πράγματα του φυσικού κόσμου.</p> <blockquote><p><strong>Τέλος, ποια η Νο. 1 συμβουλή σας για τα στελέχη του CX;</strong></p></blockquote> <p>Αν θέλετε να πείσετε τον CEO σας για τη σημασία του CX, μιλήστε του στη γλώσσα που εκτιμά. Ποια είναι η δουλειά του; Η αύξηση της κερδοφορίας. Έτσι μπορείτε να τον κερδίσετε. Δώστε του μια επιχειρηματική υπόθεση. Μη του μιλάτε για τη «φωνή του καταναλωτή» ή για το NPS. Αν δεν συνδέσετε το CX με την κερδοφορία, το πρώτο θα γίνει η αυταπάτη του marketing τον 21ο αιώνα.</p> <hr /> <p><strong>Short Bio</strong><br /> O Prof. Dr. Phil Klaus είναι Πρόεδρος του PK Customer Experience Institute, Ιδρυτής του Prof Dr. Phil Klaus & Associates Consulting, Καθηγητής Customer Experience Strategy and Management στο International University of Monaco και συγγραφές του bestseller «Measuring Customer Experience».</p> <hr /> <p>Κλείστε θέση σήμερα και παρακολουθήστε ζωντανά την ομιλία του στις 26 Ιανουαρίου στο συνέδριο </p> </div> <span class="cat">CATEGORIES: </span> <a class="cat-title" href="https://marketingweek.gr/category/interviews">Ιnterviews</a> <br><br> <div class="article-topics"> <span class="title">Topics: </span> <a href="https://marketingweek.gr/tag/marketing" class="topic"> Marketing </a> </div> <div data-type="_mgwidget" data-widget-id="1676367"></div> <script>(function(w,q){w[q]=w[q]||[];w[q].push(["_mgc.load"])})(window,"_mgq");</script> <div 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