Digital Assistants Experience
CX Report
Are companies ready to
serve machine customers?
Are companies ready to serve
consumers' digital assistants today?
Although artificial intelligence is already commonplace, many companies are still struggling to understand and exploit its opportunities in customer service and the development of customer experiences in general.
In the study “Customer experience of digital assistants,” we examine how Finnish companies respond to the growing demand for machine customers, i.e. digital assistants. We found out if companies are ready to serve these artificial intelligence-based digital assistants acting on behalf of people.
The main idea was to evaluate how customer service agents and salespeople encounter generative artificial intelligence in natural language interactions in current business channels – chat and email. This limitation had to be made because companies in Finland hardly offer any open technical interfaces (APIs) for machine customers’ agent-initiated and self-directed transactions. Also, for example, artificial intelligence models that learn different service interfaces are not yet widely available.
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Check the results for our Digital Assistants Experience study!
Digital Assistants Experience Report (Full resolution)
Find out how well Finnish companies are to serve consumers' digital assistants. This study was conducted in April 2024.
Digital Assistants Experience (April 2024)(Reduced size).pdf
Digital Assistants Experience Report (Reduced size)
Find out how well Finnish companies are to serve consumers' digital assistants. This study was conducted in April 2024.
Digital Assistants Experience (April 2024).pdf
Digital Assistants Experience Study Press Release
The financial importance of digital assistants is growing rapidly. How prepared are companies to benefit from this new business opportunity? Read our press release to gain insights on the results of the Digital Assistants Experience study.
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to your AI-first business
Responsibly. Empathically. Resourcefully.
What should you know about our Machine Customer study?
Our digital assistant
helped understand
the current status
In this research, Assi, our digital assistant, played a central role in business encounters. She searched for information and conversed with service providers.
We intentionally set out to create a friendly, benevolent, polite and ready-to-talk Finnish native speaking assistant in Assi. Our assumption was that Assi's attitude would be reflected in the service. We believed that the more pleasant Assi's personality was, the more willing the people, i.e. customer service staff and salespeople, would be towards our digital assistant.
Are you ready to benefit from this new business potential?
According to the report’s findings, the ability of companies to serve digital assistants varies, and we identified several obstacles in the service path of machine customers that hindered the digital assistant’s independent business.
The results show that the digital assistant’s service level depended greatly on whether the customer service representative recognised the operating machine when encountering customer service. In some cases, the service was excellent; in others, the conversations were left unfinished, or the contacts went completely unanswered. This raises the question of whether companies are ready to benefit from the business potential of digital assistants.
The time to start developing
Machine Customer Experiences is now
Based on the research, companies should start development activities to better serve digital assistants. This improves the service experience and is economically justified, as each machine customer can represent a significant business opportunity. Although the integration of artificial intelligence into customer service is still in the early stages, its importance will be emphasized in the future.
Get a quick start
to your AI-first business
Responsibly. Empathically. Resourcefully.
See the results...
Curious about the level of service digital assistants experience today?
See the results of our latest machine customer study.
"Based on the research results, it is urgent to develop strategies and measures that improve the service of machine customers. This includes, among other things, personnel training in understanding artificial intelligence, updating technology and current service processes to suit the service of digital assistants, and developing new services and channels aimed at machine customers."
- Digital Assistants Experience, Shirute 2024
Get a quick start
to your AI-first business
Responsibly. Empathically. Resourcefully.