The rapid, ever-shifting evolution of the media and entertainment and customer experience (CX) worlds, in recent years, has been overwhelming and enlightening.
Among the greatest of many challenges media and entertainment organizations continue to wrestle with are:
- meeting the increasing demand for personalized and on-demand experiences;
- providing consistent quality across multiple channels; andÂ
- overcoming subscription fatigue – the trend of transient customer loyalty.
Despite these difficulties, we can now look back and discern some key insights:
- Consumers crave custom experiences that feel personal and individual.Â
- The rise of artificial intelligence (AI) and digital innovations holds immense potential for delivering top-notch quality and efficiency across various services.
- However, despite these advances, customers have shown signs of dissatisfaction with AI-centric initiatives.
The problem lies in that while AI can deliver efficiency, it often falls short in providing that personal touch that consumers desire. The solution seems simple: combine the strengths of human agents and AI to create a seamless and personalized customer experience while maximizing efficiency.
However, finding the right balance between AI and human agents can be challenging. It requires a thorough understanding of the strengths of each and a strategic approach that maximizes their respective abilities.
For emotionally-charged and complex interactions, it is more effective to have human agents handle the situation, supported by AI. This approach allows AI resources to focus on tasks that play to their strengths, such as building taste profiles and making relevant recommendations – both being examples of critical output for the modern-day media organization.
This collaboration is essential for media and entertainment brands, enabling AI to produce engaging content for consumers and providing valuable resources for human agents. By leveraging AI as a support system for human agents, real-time suggestions for next-best actions can be delivered.
In conclusion, the success of CX in the media and entertainment industry lies in harnessing the power of human and AI collaboration. Just like building an effective team, understanding each player’s strengths and assigning them roles where they excel leads to a dream team that drives exceptional customer experiences.
