Can we achieve end user or customer experience with AI?

The arrival of computer technology, and the way it has become intertwined with almost every aspect of society in a short period of time, has by now drastically altered the world. The developments are taking place so quickly that our brain has difficulty keeping up. To ensure that technology continues to boost our prosperity without overloading us, we must take into account the power and limitations of our brain and the typical characteristics of information technology. If the strengths of the human brain and IT are properly combined, they are potentially a golden duo.

Photo by Franck V. on Unsplash

In broad terms, we can say that computers are reasonably stupid (with all due respect), but they are very precise and untiring and have an almost infinite computing power. The human brain is creative and sometimes intelligent in its own inimitable way, but compared to a computer it tires quickly, has a relatively sloppy way of working and only a limited storage capacity. Technology can cushion the limitations of our thinking, but also reinforce them. A smartphone or game addiction is partly caused by the tendency of our brain to respond to every beep or message. On the other hand, we can compensate our tendency to think in the short term by utilising digital tools, because these tools have an infinite memory. We put an appointment in three months’ time into the diary and once the time comes, we receive a timely reminder. A computer remembers an appointment further away in time just as easily aias one for tomorrow, something our brain has more difficulty with. The combination of brainpower and computer power is extremely potent, but we do have to take account of the typical characteristics of both systems. It’s difficult for a computer to replace a call-centre employee, because the machine cannot anticipate unexpected questions or show empathy when needed. For call-centre staff, however, it is difficult to give the same answers 100 times a day without showing tiredness or irritation. For them, it’s frustrating to have to work to a fixed script, something computers are actually very good at. The challenge is to find a mode where the strong points of both sides can be deployed. For instance, a chat function that gives immediate answers to the most common questions and transfers to an employee when a standard answer is not sufficient. If this is properly coordinated, which is of course a challenge in itself, this can mean a considerable cost saving without compromising the customer experience. Developments in Artificial Intelligence (AI) increase the potency coordinate optimally between people and machine. However, a proper assessment must always be made so that the brain and computer power are used optimally. When processes are developed from a technology perspective, people can feel misunderstood or overloaded. If, on other hand, people are at the center without properly deploying technology, processes becomes inefficient and that doesn’t help either.

Below a few tips for good coordination between man and machine:

  1. Try to automate work processes on those aspects where the human brain fails: repetitive processes, simple actions, processes where a lot of computing power is needed.
  2. Deploy the human brain where flexibility, creativity and empathy are needed.
  3. Monitor the experience of people who use IT to see if processes have been made easier and are not unintentionally burdening the brain too much.