Companies, particularly retail businesses, have been making greater use of Artificial Intelligence to enhance their customer service. They can't always go totally online, so it is in their interests to enhance the customer experience by improving convenience and helping to build customer loyalty. This has been approached by providing customer service personnel with technology like tablets loaded with useful data and related AI apps, as well as apps designed to effectively close a sale and facilitate immediate delivery. With many companies that have not gone totally online, this has expanded to include a variety of new AI technologies and the means to deliver them. The latest trend includes the use of wireless technologies that can track customer movements, including when the enter the store, so they can be approached with knowledge of their interests and preferences.
One lesson that has been learned is that in many cases, direct human interaction is necessary before the deal is closed. Which means the technology must remain in the role of supporting the human activity rather than replacing it. The strategic issue has been to define the best mix of human and technological involvement in the process.
This is a process requiring continuous improvement which in turn requires that the actions of competitors must be closely watched in order to maintain or build on product differentiation.
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