How Machine Learning Can Improve the Customer Experience

How Machine Learning Can Improve the Customer Experience

Machine learning in customer service is used to establish a higher level of convenience for customers and efficiency for the support service.

The experience of your clients strengthens long-term relationships, determines brand reputation, and opens up new business opportunities. Unfortunately, until recently it was greatly underestimated, although its improvement is one of the simplest, most effective, and cost-effective ways to accelerate business evolution.

How Can Machine Learning Change Customer Experience

High-quality and managed service is an important component of the successful implementation of any business. It is essential to realize that the implementation of this approach should be based on a deep insight into the individual needs of various groups of customers, both potential and existing. The necessary quality of this understanding can be provided by modern technologies — AI, machine learning, predictive and business analytics. It is the usage of intelligent solutions for goods or services that gives companies additional tools to reduce response time and enhance the quality of interaction. Therefore new and more complex products and services can be offered to consumers.


The support-oriented tools provided by ML are becoming increasingly popular due to their convenience and ease of use, as well as successful apps in various industries. Gartner found that by 2022, 20 percent of customer interactions were completely handled by intelligence.

Data Processing

Successful apps are applied in areas that involve processing large amounts of data. This is necessary when the ultimate goal is to make an informed decision. Humans don't have sufficient capacity to process constant data flows as algorithms can. We usually have crucial things to do, for example, working directly with disappointed customers.

Machine learning consulting and customer service push this idea a little further: it applies open awareness in ways that can optimize the quality of service provided. This can be something that makes support agents more knowledgeable. For example, using predictive analytics. Or, to make them more effective. For example, when a tool can independently solve corrective customer problems.

Machine learning is a whole complex of interrelated technologies for creating solutions and functions, which includes many areas: robots and autonomous vehicles, speech recognition and natural language processing technologies, computer vision and much more. Learning can be used in many industries and the same group of algorithms, but on different datasets. It is used for predictive analytics in industry and retail, in fintech apps, in business support systems, in advertising, in machine vision for robots, drones, and surveillance cameras.

The Future of Machine Learning is to Improve Customer Experience

Self-service in the field of customer service means that the client finds the support they need. Thus, solve the problem by interacting with a human agent. Accordingly, many companies have expanded their offerings to improve the quality of service provided. One of the easiest ways to self-service is to create a knowledge base.

It has turned out to be a widespread option for machine learning apps. Chatbots, virtual assistants, and many other tools are able to "study" and simulate interaction with customer service agents. Some of these apps use deep learning for continuous improvement, resulting in more accurate and useful automated user assistance.

Tools in a Client Service

Connecting with customers using learning might sound counterproductive. However, the information can help brands focus on hidden client needs and quaint requests. It also simplifies and expedites mundane tasks associated with targeted marketing.

Here is how to utilize machine learning for an upgraded customer experience:


AI provides the ability to simulate interaction with a customer service representative and solve simple questions is an effective solution for self-service. ML allows chat robots to learn when they should use specific responses. Or, when they should collect the necessary information from users, and when they should pass the conversation to a human agent.

Virtual Assistants

Virtual assistants differ from chatbots in that they do not try to simulate interaction with an agent. Instead, they focus on certain areas where they can provide real help to the client. Machine learning capabilities can help you learn what information to transmit to agents (or save for use in analytical programs), and expand the assistance they provide. An example is the Zendesk bot, which recommends reference articles based on customer requests. It can then automate the search for reference materials agents.

Content Creation

Learning can analyze data coming from support and then transform it into actionable ideas that agents can use for reference articles. Almost 40% of clients claim that knowledge-base searches are ineffective. ML can use recommendations, pay special attention to customer care analytics, and adjust reference articles. Thus, making them more relevant and accessible to customers.

Predictive Analytics

Customer support needs effective analytics for continuous optimization. Machine learning can help add a forecasting element to some support analytics. Predictive analytics uses data from previous customer interactions to quantify future results. It can also work in real time to catch ideas that agents might miss. This the case with the Zendesk Satisfaction Prediction tool, which predicts a client's CSAT rating. Having these ideas can be of great help to customer service organizations that want to better the quality of customer service.

To Draw The Line

Human customer service can complete complex tasks while solving problems from multiple angles. However, so can today’s AI systems. The data speaks for itself. Intelligent hardware will likely be worth more than $87 billion by 2026.

After all, customer experience is what truly drives the success of the business. It’s the impression your customers have of your brand throughout all aspects of their journey. Their view of your business will impact growth and revenue.

Delivering a positive experience for customers is priceless. Audience opinions determine your company’s reputation. However, you can’t please everybody without customization. AI and machine learning help brands strategize campaigns and tailor presentations to niche groups.

Successful brands utilize machine learning to find and involve customers. Then they establish a top-notch connection to their audience while enjoying a lucrative business.

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