Augmenting Customer Experience with Digital and Cognitive Technologies

We are living in exciting times. Thanks to the transformational power of digital technologies, we are very close to doing things we thought were only possible in our dreams, such as seeing driverless cars taking over our streets, the Internet of Things generating enough data to anticipate an earthquake, or augmented reality being part of our daily lives.

While we can only anticipate the full impact of digital transformation in our lives, there is one reality that we can augment at this very moment. A reality that has the potential to change it all: the nature of customer relationships.

Some consumer researches point out to the increasing difficulties that enterprises have delivering a customer experience that lives up to their customers’ expectations.

The time has come when we are able to close that gap thanks to, among other things, cognitive technologies. These technologies are radically changing the way in which we make an impact on and perceive customer experience. As an example, we are now at the point at which semantic tools enable us to understand the literal meaning of customer interactions carried out on social media; measure sentiment, intention and emotions and provide a fully automated response or solution without any human intervention. If we have a bad experience with a product or a service we can turn to social media to voice our complaints, sometimes in a direct and sometimes in an ironic manner. Through sentiment and emotion analysis, cognitive technologies can detect our degree of anger, or whether we are sad, preoccupied, or simply disenchanted. With this information a system can decide if an urgent reply is required or not, whether there is an incidence that can be solved by a virtual customer relationship agent, a human agent or which department should take note of the complaint. The customer experience can be augmented, turning an incident into an opportunity to generate brand loyalty.

At Atento, we are at the forefront of this trend, combining new cognitive capacities with those built into our DNA. We are the touchpoint between consumers and brands, with a big focus on increasing customer satisfaction and on delivering the customer experience of the future. We are already implementing customer experience solutions based on cognitive technologies in telecommunications, financial services, electronics and fast moving consumer goods’ companies. The result so far has been an increased capacity to anticipate customer needs and deliver on their expectations.

Cognitive technology enhanced solutions can be applied to many services along the customer’s life cycle. Because the ultimate goal is to combine the human touch with the increased capabilities of digital technologies to ensure the best customer experience is delivered at each interaction point.

And now, we are in the position to actually achieve it.