#81 | DCX - Perspectives and insights on digital customer experience
Happy New Year! Balancing AI with Human Touch; Are We Really Ready for Gen AI in CX?; DCX Poll; Links to Industry news and the DCX Thought Leader Profile of the Week
Happy New Year!
Hello! Happy New Year! You may have noticed that we have a new look and a new logo, thanks to Midjourney 6. I hope you like it!
I also have some exciting news to share with you. I am now offering a paid subscription option, which includes a special paid subscriber-only monthly newsletter, access to all of the DCX archives, podcasts, industry links, and special offers and discounts on DCX programs and content. And there’s more to come!
As a special gift, if you subscribe before January 8, you will receive a 50% discount for as long as you remain a subscriber! I hope you choose to join me and take advantage of this limited-time offer.
In the meantime, let’s all raise a glass to wish 2023 goodbye and hello to 2024!
Thank you to the 823 CX professionals from 44 US states and 88 countries who are loyal weekly readers of DCX. Your continuous support and engagement are greatly appreciated.
I’d love your help growing this community of thoughtful, customer-centric leaders. If you found this valuable, consider referring a friend or subscribing.
Balancing AI with Human Touch
Let's face it: even though machines are getting smarter, they can't yet replicate the nuances of human empathy and understanding. This is especially true in customer service. Ever had a frustrating chat with a bot that just didn't get it? That's where having a "human in the loop" (“HITL”) comes in.
The idea of "human in the loop" isn’t new. But with AI becoming more integrated into customer experience, it raises the question of what exactly does it mean and why does it matter?
In simple terms, HITL means a human is involved in reviewing, validating, or enhancing the output of an AI system. So, for example, chatbots rely on AI to understand customer questions and respond appropriately. But if the chatbot's confidence level drops too low in knowing how to respond, it can transfer the chat to a human agent. This human agent provides the reviewing/validating role to ensure a good customer experience.
The key benefit of HITL is it leads to more accurate and helpful AI. Without human oversight, AI can start behaving in unreliable or problematic ways. The humans provide common sense checking and guidance to align the AI to beneficial outcomes.
HITL also enables companies to balance cost and quality. Purely self-automated systems can frustrate customers with repetitive, irrelevant, or incoherent answers. But purely human-staffed support is expensive to scale. HITL allows the bulk of routine inquiries to be handled by AI, with humans stepping in when unique human judgment or empathy is needed.
That all sounds good in theory, but practically implementing HITL poses challenges. Human reviewers need clear guidelines and tools to validate AI output efficiently. If the validation process itself is cumbersome, it can bottleneck the system. There is also the risk of over-reliance on AI, with humans not scrutinizing its selections closely enough.
The key is striking that right balance - automated enough for efficiency's sake but still humane enough for customer satisfaction. With thoughtful implementation following best practices, HITL lets us scalably deliver the thoughtful, trustworthy experiences that keep us coming back. Those personal touches might come from both humans and machines working together behind the scenes. As a customer, I mainly care about meeting my needs - but I appreciate knowing a caring human is watching out for me, too!
So, what are some best practices to make HITL work smoothly?
So, the core idea is this: Humans have unique abilities like common sense and empathy that AI still lacks. Having humans proactively guide and validate AI behavior helps prevent harm and leads to more helpful, ethical systems. We must carefully design HITL to combine both strengths without bogging things down.
First, ensure strong transparency from the AI system - it should provide clear confidence scores on its outputs so reviewers can quickly grasp areas needing attention.
Second, optimize the user interfaces for validation workflows to minimize repetitive clicking and data entry. Automate parts of the review process where possible while keeping the human engaged.
Third and most importantly, focus reviews on high-risk categories where AI errors would truly impact customers or operations. Don't waste human oversight on minor content glitches.
Fourth, guide reviewers to watch for biases that could unfairly skew system behaviors over the long run if left unchecked.
Finally, continually collect human feedback to train your AI - this closing of the loop makes the "human-in-the-loop" a virtuous cycle.
In HITL, humans are the overseers, ensuring AI does its job right and follows ethical and legal standards. It's about making sure that while AI is fast and efficient, humans are there to handle the nuances and complexity of real-life interactions.
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Are We Really Ready for Gen AI in CX?
I’m sure you saw this one making the rounds last week. A chatbot powered by ChatGPT sold this guy a Chevy Tahoe for $1. Quite the deal for the customer. Not so great for the company and their investment and expectations in AI.
So, let's chat about Gen AI. It’s certainly all the buzz in the customer experience world right now. Every vendor out there seems to be hailing Gen AI as the second coming, the ultimate game-changer in handling customer interactions. It's being pitched as the magic wand to solve all our CX woes. But here's the million-dollar question: Are we actually ready for this AI revolution in CX?
Here are the pitches I keep hearing from these companies:
First off, personalization. Gen AI can summarize and tailor experiences like a pro. Imagine a world where your customers get suggestions so spot-on that they wonder if your AI has been reading their diaries. But here's the rub: How much personalization is too much before it gets creepy? We need to strike a balance between being helpful and invading privacy.
Now, onto efficiency – Gen AI's middle name. It can handle queries faster than you can say "customer satisfaction." But, and it's a big but, can Gen AI understand the nuances of human emotions? A customer who's just missed their flight isn't looking for a quick-fix bot response; they need empathy, something that AI is still learning to mimic.
Let's not forget about the data. AI devours data for breakfast, lunch, and dinner. It can spot trends and patterns that we mere mortals might miss. But here's the catch - garbage in, garbage out. Gen AI is only as good as the data fed to it. So, we've got to ask ourselves, is our data up to snuff? And do we have controls on customers' input data (like above)?
And, oh boy, the ethical dilemmas. AI might not know right from wrong, and biases in AI are a real concern. We can't have Gen AI reinforcing stereotypes or making unfair decisions, can we? We need to ensure our Gen AI is as unbiased as our intentions.
Lastly, let's think about the human touch. There's a certain je ne sais quoi about human interactions that Gen AI can't replicate. Sure, Gen AI can make things quicker and more efficient, but can it replace the warmth of a human smile or the understanding nod of a customer service rep? I don't think so.
So, are we ready for Gen AI in CX? Maybe we're getting there, but there are significant nuances to work out. It's like giving a teenager the keys to the car or, in the case above, AI giving away the keys - exciting but a bit nerve-wracking.
The journey towards embracing Gen AI in CX is not just about technological readiness; it's a multifaceted challenge encompassing ethical considerations, data integrity, and maintaining the human element in customer interactions.
What do you think? Should we go all in on integrating Gen AI in CX, or is it too soon to jump on the bandwagon?
DCX LinkedIn Poll of the Week
This week, I asked our colleagues in the Customer Experience Professionals Group on Linkedin, “How do you feel about CX in 2024? Exciting new opportunity or same old, same old?”
Peering into the collective mindset of Customer Experience (CX) professionals as they contemplate the trajectory of our field in 2024 is quite revealing. The latest DCX poll numbers tell a story of tempered enthusiasm and pragmatic optimism.
With 56% of the respondents all geared up with a "Yes! Bring it On!" mindset, it’s evident that a majority are not just optimistic but are champing at the bit, ready to dive into whatever 2024 has to offer. This zest likely springs from confidence in the power of emerging technologies and methodologies that promise to elevate the CX industry to new heights.
The 28% who are "Cautiously hopeful" are akin to seasoned sailors who know the sea—they expect good winds but are well aware of the potential storms. Their optimism is not without reservation, possibly a reflection of the knowledge that while the horizon looks promising, there are always unknowns in the vast ocean of customer relations.
Then we have the 11% who view the future as "Meh - just business as usual". These professionals might be the realists of the bunch or the veterans who've seen trends come and go and are waiting for something groundbreaking to shake up their day-to-day operations.
The 4% who are bracing for "just more of the same slog" could benefit from a renewed perspective or represent an area of the profession that feels overlooked or undervalued. Their trepidations might be grounded in past experiences where expectations didn't align with reality, leading to a more cynical view of the future.
This poll is more than a collection of opinions—it’s a barometer for the state of CX heading into 2024. For those at the helm of CX initiatives, understanding and addressing the concerns of the cautious and the disenchanted while harnessing the energy of the optimists will be key to driving the industry forward in a way that's both innovative and inclusive.
For the optimistic majority, their drive could be the catalyst for adopting next-gen technologies like AI-driven analytics, or perhaps they're seeing a wave of customer-centric policies that could redefine industry standards. For the cautious, their approach might steer the industry towards more sustainable, long-term strategies that promise growth without burnout.
The poll suggests a profession that's alive with expectations and ripe for evolution. It's a call to action for leaders in the field to inspire, listen, and adapt, ensuring that the path CX is charting into 2024 is one marked by enthusiasm and opportunity for all involved.
Industry News, Ideas, and Insights
How Disneyland's CX Strategy Creates Memories to Replace the Rotten Reality | MyCustomer
Thanks to Sam Stern for alerting me to this 2017 article in his CX Patterns Podcast. Sampson Lee took a family trip to Disneyland Hong Kong, which was mostly unpleasant except for a breakfast with Disney characters. He goes on to discuss the concept of resource revolution in customer experience management, where companies focus on creating a few significant moments instead of continuously striving for overall excellence.
He highlights the importance of focusing on memorable moments and creating a resource revolution in customer experience. The conventional approach of eliminating all negative aspects is ineffective, while the resource revolution allows for valleys (less enjoyable moments) to create peaks (more enjoyable moments).
Aspen Digital is a program of the Aspen Institute that focuses on digital and information ecosystems and their impact on communities and democracy. It focuses on Five Priorities: Cybersecurity, Media and Society, Technology and Public Purpose, Urban Innovation, and Youth and Engagement.
Check out its AI 101 Report for nontechnical explanations of common terms and concepts associated with AI and examples of how to write about AI systems without misleading people about their capabilities.
Samsung’s new AI-enabled smart fridge can design recipes for you - The Verge
in 2024, Samsung is coming out with a new smart fridge with advanced AI features like an internal camera that can identify food and a connected app that suggests recipes. Users can also mirror their Galaxy phone display, access apps like TikTok and YouTube, and tailor recipes based on dietary needs. The fridge will also have a Personalize feature and can send expiration date notifications.
GX Foundry - Government Experience Working Out Loud
Chief Digital Officer of Franklin County, Ohio, John Proffit, and his team want to improve the government experience for their citizens. Starting in early 2024, they will “work out loud” so other “government nerds” — the ones rethinking their digital services for an age of Government Experience (GX) — can see what they’re doing, learn from their successes and mistakes, and at the very least know they are not alone.
DCX Thought Leader Profile of the Week
Every week, I introduce you to another inspiring professional from LinkedIn who has the potential to make a significant difference in your life and career.
This week, I am pleased to introduce you to Boaz Ashkenazy, CEO at Simply Augmented and the host of The Shift AI Podcast.
I was recently introduced to Boaz Ashkenazy through a recent The Futurists podcast with Robert Tercek. Boaz is a pioneering entrepreneur and thought leader at the forefront of the augmented reality (AR) revolution. As CEO and Co-Founder of Simply Augmented, he spearheads the development of immersive and interactive AR experiences that are transforming businesses across industries.
Ashkenazy had the foresight to recognize the vast potential of AR early on. While VR transports users to simulated environments, Ashkenazy saw that AR could seamlessly blend digital enhancements with the real world. This ability to enhance rather than replace reality is what drew him to the technology and guides his vision for its business applications.
Ashkenazy is not just a visionary but also very much a builder. His first venture, Studio216, allowed him to hone his skills in delivering bleeding-edge AR productions. However, he knew that for widespread transformation, AR needed to be made more accessible.
Then, his experience at Meta, where he contributed to developing productivity solutions enabled by AI, gave him hands-on experience with leading-edge innovations. Combined with the skills he honed scaling multiple startups, this multifaceted expertise fuels his passion for transformative technologies.
This led him to found Simply Augmented in 2021 with the explicit goal of developing an easy-to-use SaaS platform. His products provide clients with an adaptable solution, aiming for enhanced visualization of space and improved interaction with products and services for potential consumers.
As CEO, Ashkenazy directs Simply Augmented with the ultimate mission of democratizing immersive experiences. The company's platform aims to make AR adoption seamless and scalable for enterprises.
Ashkenazy recognized the potential of emerging technologies early on. He saw that AR could seamlessly blend digital enhancements with the real world to transform customer experiences.
Sign up for Boaz’s weekly newsletter:
In addition to his business ventures, Ashkenazy stays deeply engaged in the AR arena through his thought leadership. His ShiftAI podcast provides an inside look into the technology and how innovators are pushing boundaries. As an expert guiding brands into the AR arena, Ashkenazy will continue to play an integral role in turning this emerging medium into a mainstay.
Thank you for reading this week.
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One More Thing
I want to share some of the exciting content and programs that I have created for your personal and professional growth:
DCX Ultimate CX Notes Templates - Tools to help keep your CX operation organized
DCX Executive Coaching - 1:1 coaching for customer-obsessed leaders
365 Days of Accountability - Daily Text Challenge, Books, Journals and Exercises
365 Days of Accountability GPT - ChatGPT as your accountability partner
I hope you find these programs useful. Let me know if you have any questions or need any further assistance.
-Mark