Customer experience has become a key differentiator for businesses in today’s business industry taken over by competition.
Companies are increasingly turning to artificial intelligence technologies to personalise interactions and provide seamless self-service options for customers.
During Infobip’s recent Exclusive Business Dinner, Orediretse Molebaloa, head of Solution Engineering at Infobip discussed how generative AI is being leveraged to hyper-personalise the customer journey.
He highlighted the importance of AI integration and collaboration with major tech players. “We are partnering with service providers like Microsoft to power our AI technologies and current use cases that are essential for our customers,” he said while further noting two methodologies involved, the rise of generative AI and the concept of Super Apps.
“WhatsApp for Business, for example, has significantly improved customer experience by enabling businesses to create self-service options through chatbots,” he explained.
Ingesting company-specific data, generative models can gain insights into individual preferences and needs. This allows businesses to preemptively address issues and provide tailored recommendations at each touchpoint.
Using real-world examples, Molebaloa illustrated the applications of AI in customer interactions. “In South Africa, I’ve seen WhatsApp being used by the traffic department to send invoices directly to my house. Another example is DSTV, which sends notifications for subscription payments via WhatsApp, offering self-service options even for routine tasks.”
Addressing the issue of app updates, he noted, “Restaurants often face the challenge of app versions being outdated when customers want to place orders. With Super Apps, all user experiences from the traditional app are made available seamlessly, enhancing customer satisfaction.”
Molebaloa also delved into the role of AI in improving productivity and user experience. “Generative AI can significantly enhance productivity by automating repetitive tasks, allowing employees to focus on more complex work,” he stated. “For example, AI can scan, understand, and categorise documents, transforming handwritten notes into digital files efficiently.”
In discussing AI-driven customer service, he pointed out, “AI-driven chatbots and virtual assistants provide 24/7 support, resolving issues efficiently and enhancing the overall customer experience. This is especially essential in industries like financial services, where AI helps in fraud detection and financial planning.”
Sharing insights on the integration of AI into existing systems, Molebaloa explained the need for businesses to adopt a personalized approach. “By leveraging generative AI, businesses can ingest company-specific data to create tailored experiences for customers,” he said.
“For instance, banks can use AI to provide personalised financial advice based on the customer’s transaction history.”
He also highlighted the importance of omnichannel strategies in customer engagement, stating that “It’s vital to ensure that customers can access services through their preferred channels, whether it’s WhatsApp, web, or mobile apps. This omnichannel approach enhances the overall user experience,” he added.
To illustrate the impact of generative AI, Molebaloa shared an example from his personal experience. “I once had to send money using USSD, and the switch to WhatsApp for the same transaction was seamless and efficient,” he recounted.
“This transition improved the user experience and also reduced the pressure of session-based interactions.”
Molebaloa conclusively explained the importance of understanding and adopting AI technologies. “It’s essential to educate customers about the technology behind AI solutions to ensure they fully benefit from it. We must hold their hands through this journey, combining technology and empathy to create the best user experiences.
“It’s about the journey, it’s about the user experience, it’s about leveraging generative AI and other technologies to ensure that the user experience of your customers is at its best,” he said.
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