FEATURE: COGNITIVE CRM
understand human language engage
customers and try to solve problems
intelligently backed by machine
learning. If the bot cannot solve an
issue then it can redirect you to a
physical human agent.
2
A customer sends an email in
an angry tone. With current
systems it goes through the hierarchy
of assigned teams which might
not be well equipped to address
human sentiments and thus respond
incorrectly. Cognitive technology will
scan the email and try to analyse the
customer sentiments and if customer
seems dissatisfied use emotion
analytics to understand the level of
dissatisfaction along with the customer
interaction history and importance
and redirect the email to be responded
to by users with the right skill set and
along with appropriate pointers.
3
In traditional CRMs, turnaround
times are kept low to maximize
productivity. Escalations only happen
if that turnaround time is violated
prompting action from managers. With
cognitive CRM’s any and all customer
interactions are monitored in real time
so any communication which does not
fit the organization’s requirement is
avoided, leading to a lesser probability
of customer annoyance.
4
Cognitive CRMs can analyse
customer reviews/inputs on
social media, providing detailed
understanding of possible patterns of
customer dissatisfaction.
5
Physical branches can have a
small fleet of robots which use
the human speech based on natural
language processing, audio/visual
analysis to solve customer problems
and less waiting time.
At the customer hub
Along with customer relationship
and demographics data, cognitive
technology will try to measure the
overall satisfaction and happiness of
the customer after analysing the past
interactions, structured and unstructured
data as a new and vital customer metric.
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