APRIL -2022MARTECHOUTLOOK.COM8Artificial Intelligence (AI)already impacts many aspects of our lives.While, as customers, we might not be able to pinpoint the exact AI technology used, we encounter examples of Machine Learning, Deep Learning and the other more specific applications of AI, each and every day from our smartphones, home assistants or in our cars.In the insurance industry, the level of automation is already extensive and growing, and coronavirus has accelerated that, having reinforced the need for businesses to simplify processes and enable more effective digital access to ensure that our customers continue to benefit from the products and services we offer.THE POWER OF VOICEAt BGL, we're investing heavily in AI because we believe it will deliver a more personalised experience for our customers.Our virtual assistants (VAs) played a significant role in supporting our customers during the pandemic. As call volumes increased dramatically -- particularly when we went into lockdown -- our 14 Virtual Assistants (VAs) were able to help customers with the simple `peace of mind' queries in real time, allowing our customer service experts to concentrate on the more complex queries.BGL began using Virtual Assistants in 2016, available 24/7 across all sales and service journeys, reflecting the different brand personas. What's more, they are highly intelligent -- recognising 60,000 ways customers have asked us various different questions. Robotic Process Automation or rather `software robots' are trained to do basic tasks across multiple applications, adding value across our business.Speeding up processes, running 24/7 where needed, supporting customer service where automation is helpful and enabling our experts to continue to deliver the excellent services which keeps our customers coming back year-on-year.And many of us will have a "smart" voice assistant at home. Using the AI at our fingertips, we can adapt this technology for our industry, our products and our business. Customer conversations, intelligent and responsive answers, tailored for you is within our reach.Our Digital Voice programme uses Natural Language Processing to enable a good quality but automated conversation with our customers. This will mean being able to offer some services 24/7 over the phone and being able to personalise responses. Giving IN MY OPINIONBy Jayne Lansdell, Associate Director of Process &Technology and Thomas Bradley, Pricing Director, BGL GroupHOW AI IS IMPACTING AND CHANGING THE CUSTOMER EXPERIENCE
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