客户体验在AI时代下的重塑与跃迁 —— 专访麦肯锡全球董事合伙人余子健

Core Insights - Generative AI (GenAI) is revolutionizing customer experience, unlocking significant value across industries, with a potential commercial value of up to $1.3 trillion in customer experience improvements [1][2] - GenAI plays three key roles in enhancing customer experience: real-time customer information collection, intelligent restructuring of customer journeys, and scalable personalized experiences [1][2] Challenges and Opportunities - The implementation of GenAI faces three main challenges: insufficient strategic focus on customer experience, difficulties in organizational collaboration, and inadequate measurement systems [2][3] - Companies must leverage big data and AI to closely link customer feedback with actual business metrics for effective measurement [2] Case Studies - A leading global coffee chain transitioned from traditional surveys to real-time customer data collection, optimizing customer touchpoints [2] - An international energy retail company upgraded its voice hotline system with AI, significantly reducing service costs while enhancing customer satisfaction [2] - A travel platform focused on airport scenarios utilized big data and AI to offer customized services based on different traveler profiles, improving customer satisfaction through personalized, cost-effective solutions [2] Strategic Recommendations - Companies should ensure that customer experience transformation is driven by top management, making it a core strategic focus with clear business objectives [3][4] - Utilizing real-time customer data to identify pain points and focusing on high-frequency scenarios can facilitate effective transformation [3] - For resource-constrained mid-sized companies, identifying key areas for customer experience enhancement and leveraging AI tools can maximize value [3] CEO Actionable Insights - CEOs should anticipate potential obstacles in large-scale customer experience transformations and develop strategies to address them, including establishing unified success definitions and evaluation standards [4] - A clear vision and goals for customer experience strategy should be set, breaking down departmental silos to foster collaboration [4] - A scientific measurement system should be constructed to ensure that customer experience optimization is deeply linked to business outcomes [4] Future Trends - AI is fundamentally reshaping customer experience through three disruptive changes: enhanced real-time behavior tracking, more human-like AI assistants improving service satisfaction and reducing costs, and a shift from group profiling to personalized services [4] - Companies must adapt to these changes to effectively engage with customers in the future [4]