Three ways to retain customer trust in AI

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Let’s assume you’re pursuing a digital strategy that includes the use of artificial intelligence (AI) to improve customer experience. Perhaps you’re keen to design and implement a large-scale conversational customer experience platform. Or maybe your AI-enabled products have already given you the edge over your competition. 

These are just a few examples of how AI is increasingly at the core of CIOs’ strategies, with a key focus on customer experience, bridging the efficiency of your employers with the expectations of your customers. If you are interested in finding out “why AI?” and “why now?”, this topic is covered in depth in the new Capgemini point of view, AI: re-humanizing digital customer experience. It looks at the value human-like AI brings to the business and it discusses how it can enable employees and enterprise systems to better predict and address customer needs for a personalized experience.

Still, AI comes with a set of potential risks, such as loss of control in self-driving cars or smart house tools, the misuse of confidential information, and the industrialization of bias through machine learning models. Instead of whitewashing the implications, I’m happy to highlight how Capgemini’s point of view offers actions to ensure your customer-facing approach to AI promotes honesty, trust, and integrity – the top three emotions that drive loyalty according to our 2017 survey – Loyalty Deciphered.

We advocate the implementation of compliance operating models that enable organizations to anticipate new regulations and ethical changes. The point of view recommends actions along three main pillars:

  1. Be transparent: Reassure your customers. Inform them about their GDPR rights (rights to be informed, to have access to information, to be forgotten) and how your systems are compliant with similar legal norms. This includes implementing consent and opt-out forms and specifying which data is used for what purposes, along with specifying contact persons for privacy concerns.
  2. Be ethical: Always put integrity first and the maximization of efficiency second. Ensure integrity and take good care of your customers’ privacy. Provide bias-free interactions and don’t cut corners around the organizational and architectural constraints imposed by doing your homework GDPR-wise.
  3. Be accountable: Comply with regulations. Define responsibility in legal contracts and appoint a data protection officer (DPO). Rely on accountable algorithms and processes (information access, encryption, use, transfer, and scheduled deletion) while implementing cybersecurity tools and traceability processes. For the EU, highlight the use of approved data centers.

These are simple steps on the journey to greater (and trusted) use of AI. Don’t make the mistake of neglecting these aspects because, as they say, “trust takes years to build, seconds to break, and forever to repair.

The point of view also provides three interconnected steps for implementing successful AI-infused customer platforms, along with nine best practices for igniting a CX roadmapWhile every organization has different approaches and needs, these offer pragmatic guidelines for ensuring your customer experience becomes a true differentiator through the adoption of continuously-learning AIs.

Download the point of view AI: re-humanizing digital customer experience

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