From Information to Intelligence: The Power of Knowledge in AI

Looking back at our Conference of The Best Contact Center 2024, one of our notable speakers shared a profound vision on enhancing customer experience. According to their perspective, customer experience is not merely a segment of the business—it is the business itself. The interactions between customers and the brand create lasting impressions and shape perceptions about the brand’s image and quality.

Forecasting the future of customer experience over the next five years, there is a significant shift towards self-service, where customers prefer to gather information independently using the internet and search engines. This shift reduces reliance on human agents and raises expectations for a high-quality self-service experience.

Annisabelia Firdaus and Shannon Nguyen, who represented NICE and MSI, shared their perspectives and solutions on this challenge in the context of emerging AI and Automation advancements. They emphasized that addressing the knowledge problem for customers is key. A robust knowledge base should be centralized, easily accessible, well-structured, continuously updated, user-friendly, and integrated across all channels. These attributes, supported by AI technology, are essential for delivering a superior self-service experience.