Customer Centricity: All Abuzz in an AI-Driven World.

In today’s rapidly changing business landscape, AI is continuously revolutionizing how businesses understand and serve customers. However, in the midst of these technological advancements, the core principle remains the same: authentic success lies in putting the customer at the center of every decision: “Customer Centricity”. There is a customer at the end of every transaction.
In the almost 22 years with my company, I have had the opportunity to not just watch our business grow but to be involved with its growth. It is hard to be part of the modern workforce and not wonder how to better integrate AI into our day-to-day business or how AI in our daily business will impact us. So I figured I’d poke around the internet to see what I could find and share🙂 I won't be before you long.

AI provides amazing tools to analyze huge amounts of customer data, allowing businesses to craft highly personalized experiences. Algorithms can predict customer behaviors and preferences, making it possible to tailor recommendations and solutions in real-time! For instance, companies using AI-driven insights report improved customer engagement and satisfaction by anticipating needs before they arise (Davenport et al., 2020). Think about the last time you attempted to chat with a customer service representative online. Were you immediately connected with an agent? Or did their variant of “virtual assistant” offer up a selection of questions for you to choose from (I’m looking at your #DoorDash)? Chatbots and virtual assistants, powered by natural language processing (NLP, a new thing I’ve learned), are now common touchpoints in customer service and are available 24/7. These tools can efficiently resolve routine inquiries and free up humans for more complex issues, ensuring a seamless blend of speed and personalization. According to Accenture (2021), organizations that effectively integrate AI into their customer experience strategies see improvements in overall customer loyalty.  None of this, though, will not stop anyone from pressing zero or yelling "REPRESENTATIVE" to get to a human agent. Read on...

While AI may enhance efficiency, maintaining a human touch is still important. Customers today don’t only want quick solutions but also meaningful interactions. The challenge for businesses is to use AI for data-driven insights while still fostering genuine relationships. Human oversight remains essential in interpreting AI outputs and addressing nuanced customer needs that require empathy and understanding (McKinsey & Company, 2020). Trust is the cornerstone of customer relationships. And not just in business! This easily extends into all the ways we interact with AI components. For example, there was a tragic story in 2024 of a young man who took his life at the guidance of AI. So… robots aren’t quite ready to take over the world. 

As AI technology continues to evolve, its potential to transform customer-centric strategies will surely continue to grow, as well. However, technology should serve as an enhancement - like sriracha, guac, or crispy chili oil -  rather than a replacement for the human element. Organizations that can successfully blend AI capabilities with customer insights and needs will not only enhance operational efficiency but also build lasting, meaningful relationships. This should translate into long-term customers as well as a well-rounded employee base.

I admit that I was skeptical about AI and how it could be integrated into the business world (Thanks, ‘i, Robot’!), but staying up to speed on the latest technology trends and how it all relates to my industry has been kinda cool to watch. I also used AI in the form of ChatGPT to assist with editing this blog post and to source ideas for a graphic that I then created in #Canva for your reading pleasure.

How is AI and modern technology impacting your job? Business? Your own consumer experience? If you lead a team, what tools are you using to make customer centricity a focus for your employees?

References:
Accenture. (2021). How AI is Transforming Customer Experience. Retrieved from https://www.accenture.com.
Davenport, T. H., Guha, A., Grewal, D., & Bressgott, T. (2020). How Artificial Intelligence Will Change the Future of Marketing. Journal of the Academy of Marketing Science.
McKinsey & Company. (2020). The Next Normal: AI and the Future of Customer Experience. Retrieved from https://www.mckinsey.com.