INDUSTRY INSIGHT
How AI is turning accessibility into a customer experience advantage
People are expected to know what to search for and how an organisation describes the information they need. Sarah Backhouse, Product & Engineering Director( Digital Experience) at Netcall, argues that AI can change that by allowing customers to ask questions naturally, using their own words, voice or preferred language. Rather than making customers learn the organisation’ s language, the experience starts adapting to theirs.
For years, organisations have expected people to learn their language. Whether it ' s council terminology, healthcare jargon, financial services language or internal company labels, users are expected to know what they ' re looking for before they start searching.
Websites are typically structured around departments and processes, rather than the way people naturally think.
Most people arrive at a website with a question, not a category. They don’ t know which department owns the answer or the organisation’ s terminology. They simply want information quickly and easily, using their own words. Yet many digital experiences still place the burden on the user. If they get the wrong search term, they need to navigate multiple pages, try different phrases or abandon their search altogether.
As digital becomes the primary channel for customer interaction, the gap is becoming costly and hard to ignore. www. intelligentcxo. com
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