How a chat with a brand can make an impact

In the latest edition, I want to share a recent incident that highlights the remarkable efficiency of AI and automation in a chat or messaging experience. This story isn't about generative AI, yet it's highly relevant as we increasingly embrace various AI and automated solutions in our daily lives and how important they can be for brands in developing, maintaining and growing relationships with their customers.

My encounter occurred during a business trip, specifically on my return flight home with Delta. Having checked in earlier, I failed to notice the absence of TSA precheck on my ticket. It was only when I was en route to the airport that I spotted this missing on my boarding pass. Any frequent traveler out of ATL should sympathize with my immediate stress, knowing the notoriously long and slow security lines there, even with CLEAR and TSA precheck. I definitely thought I was going to be in for a painful evening.

In a frantic attempt to rectify this, I struggled to find a solution within the app. A quick Google search led me to Delta's mobile site, but to no avail, as my TSA precheck details were correctly listed in my profile. Realizing I couldn't solve this alone, I messaged Delta through iMessage. Their branded account, part of Apple Messages for Business, provided a rich, trust-instilling interface, complete with Delta’s banner.

The initial interaction was with a bot/virtual agent, which conducted a series of questions to understand and address my issue. After a seamless verification of my account, the system recognized the need for human intervention and promptly connected me to a live agent. This agent efficiently resolved my TSA precheck problem.

Remarkably, this entire process took merely five minutes, all while I was stuck in traffic anyway. The blend of automation and human support, in a moment when I was already running late to the airport, significantly eased my anxiety. The messaging experience was so intuitive and reassuring that I felt confident about a timely resolution – and rightly so. It also highlighted a significant aspect for brands: building and maintaining customer relationships. The intuitive and seamless nature of this messaging experience underlined its importance, not only in problem resolution but also as a critical component of Customer Relationship Management (CRM) and broader Customer Experience (CX) initiatives

This experience, though seemingly simple, stands in stark contrast to past scenarios where I've been lost amongst digital self-service apps, websites or other experiences or languishing on hold with customer service. The harmonious balance of AI, automation, and human assistance not only provided a smooth resolution but is and will continue to be my preferred method of dealing with such issues. It plays a crucial role in enhancing the customer-brand relationship through personalized and efficient interactions

Messaging services, powered by AI and automation, offer an experience that feels incredibly natural and effective. This instance was about alleviating stress, but the potential for moments of surprise and delight is vast. I anticipate seeing this expand across various aspects of the customer experience and become a more critical area for Marketing. This will move far beyond just customer service situations but becoming more integral in crafting meaningful, long-lasting customer relationships.