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Sprinklr Study Finds More Brands Struggling with Ineffective AI for Customer Service


Sprinklr, the unified customer experience management (Unified-CXM) platform for modern enterprises, has announced the results of a report. The report, “Outsmarting Adversities | Customer Service Trends & Opportunities,” was created in partnership with Customer Contact Week (CCW) Digital. It mainly revealed alarming statistics for customer service teams and brands.

The survey found significant challenges throughout the customer service journey, from basic data collection to deploying advanced solutions like Artificial Intelligence (AI).  More than half of the respondents said they struggle to even capture meaningful data about customers. Likewise, more than 6 in 10 are struggling with ineffective AI solutions.

“Providing digital, personalised service is essential for companies to meet consumer expectations. Making these interactions more cost-efficient and easier for agents is equally as important. Sprinklr and CCW have conducted this valuable research to help brands identify the gaps they must address to deliver on the promise of a truly unified, omnichannel customer service,” said Ragy Thomas, Founder of and CEO at Sprinklr. “The challenges uncovered go beyond customer experience and contact center teams. Insufficient intelligence hurts the entire business. Unified insight about what customers need and how they behave can dramatically improve how every customer-facing function—from service, to sales and marketing, to product development—operates. We’d like to help brands deliver the kind of customer experiences we all deserve.”

CCW Digital and Sprinklr commenced the research initiative in December 2022. They surveyed more than 300 global leaders in the customer contact and customer experience spaces. The ultimate goal was to better understand exactly what is going wrong within the customer contact function.

Key findings from the report include:

  1. Digital and AI Deficiencies. 62% of brands acknowledge inconsistencies in their digital customer communication. This includes not communicating the same information and not staying true to their brand voice. The majority of companies are also struggling with ineffective AI solutions (60%) and insufficient resourcing (54%). 
  2. Disconnected customer experiences. Only 22% of customer service leaders say their organisation has completely unified customer data. The findings are nearly as alarming for enterprise systems (30%), objectives and metrics (30%), contact channels (33%) and departments (34%).
  3. Impersonal Interactions. A nontrivial 11% of respondents admitted they make no effort whatsoever to personalise interactions. Another 36% limit personalisation efforts to referencing “basic profile details” in some or all communication. The remaining 53% are making strides toward personalisation. However, only 12% of all respondents are predicting customer needs and proactively tailoring interactions based on specific needs, intentions or sentiments.
  4. Insufficient Insights. Nearly 51% of brands say they are struggling to even capture meaningful data about customers. A total of 67% of companies face difficulty analysing customer data. About 64% struggle to unify data, while 63% report challenges using data to improve customer experience operations. Majority also have trouble empowering frontline agents with relevant context (58%) and sharing insights outside the contact centre (55%).

Thomas continued: “While challenges persist, it’s encouraging to see how many organisations are prioritising investing in the right technology to unify customer service operations and help make their customers and agents happier.”

Leading companies are taking a number of actions to tackle these challenges. Some 53% see AI to power chatbots and improve customer data as a paramount focus for 2023. Encouragingly, more than 69% plan to invest in technology that reduces agent effort.

To download the full study, visit the landing page here. To learn more about Sprinklr’s customer service capabilities, please click here.