For several years now, artificial intelligence (AI) has established itself as a key technology to allow customers to engage with organisations through the likes of voicebots and chatbots.
This has resulted in customer service problems being solved quicker, access to specialists gained faster and has significantly improved productivity for the organisations that have embraced it.
Generative AI, a rapidly evolving version of AI technology, is set to enhance that even further and is now making significant strides in the global customer service industry.
With the ability to process vast amounts of data, generate human-like responses, and continuously improve through learning, it has the potential to transform customer service, customer experience and – in particular - the fundamental way in which contact centres operate.
But, at the moment, although it has massive potential, the technology is still finding its feet and there are many pros and cons to consider for organisations looking to incorporate generative AI to improve customer service, customer experience and their contact centres operations...
Who is leading the Generative AI charge on the customer service industry?
The use of Generative AI technology for CX and customer service has grown significantly in recent months.
Several key players in the AI industry have emerged as prominent providers of solutions tailored to improve customer interactions and enhance overall CX.
Here are just some:
- OpenAI - A pioneer in AI research, OpenAI has developed advanced language models, such as GPT-3, which have the potential to revolutionise customer service. By offering natural language understanding and generation, OpenAI's technology in the form of ChatGPT can be leveraged to create AI-driven chatbots and virtual assistants capable of handling a wide range of customer queries with human-like understanding and response generation. Microsoft has since invested £10bn in OpenAI.
- Google - Similar to ChatGPT, Google’s Bard is trained on a massive dataset of text and code and can generate text, translate languages and create creative content to help customer service advisors and contact centre advisors. It also has the potential to be a powerful tool for a variety of customer service tasks including solving customer queries quickly, supporting personalisation and creating FAQ and knowledge content.
- Salesforce - Billed as ‘the world’s first generative AI for CRM’, Einstein GPT can be used to create personalised, AI-generated content across sales, service, marketing, commerce and IT interactions. It works by combining proprietary Einstein AI models with ChatGPT or other leading large language models. This allows customers to use natural-language prompts on CRM data to trigger powerful, time-saving automations, and create personalised, AI-generated content.
The benefits of adopting Generative AI technology to enhance CX, general customer service and the Contact Centre
As organisations strive to improve the customer experience (CX), many are turning to AI to help them achieve this goal. Generative AI offers many potential benefits for achieving this, but it also poses some challenges that must be addressed to ensure its effective use.
Pros include:
Enhanced customer experience
One of the most significant advantages of generative AI in the contact centre industry is the potential to improve the customer experience (CX). By processing and analysing customer data, AI can provide personalised and relevant responses, ensuring customers receive quick and accurate solutions to their queries. This can lead to increased customer satisfaction and brand loyalty.
Improved efficiency
Generative AI can handle large volumes of customer interactions simultaneously, reducing waiting times and ensuring queries are resolved quickly – once again positively impacting customer satisfaction and advocacy.
Data analysis and insights
AI can process and analyse vast amounts of data, enabling contact centres to gain valuable insights into customer trends, preferences, and behaviours. These insights can be used to optimise processes, enhance customer service, and inform future business strategies.
24/7 availability
Generative AI allows contact centres to provide round-the-clock support to customers. This is particularly beneficial for businesses operating across different time zones or for customers who require assistance outside of regular business hours.
But what about the risks?
Although clearly a powerful technology, the suitability and readiness of Generative AI to support CX and customer service activities should be considered.
Indeed, it depends on a variety of factors, including the specific use case, the quality of the input data and the level of technical expertise available within the contact centre itself.
Cons include:
Job evolution
The increased efficiency and reduced reliance on human agents may lead to a significant job evolution for contact centre employees. While AI can handle a significant proportion of tasks, contact centres will still require skilled human agents to manage complex customer issues and provide empathy in certain situations.
Less of the ‘human touch’
As generative AI becomes more prevalent, there is a risk of missing out on the benefits that come with the human touch in customer interactions. The absence, or the reduction at least, of human empathy and understanding in AI-generated responses may lead to a less personal and less satisfying customer experiences.
Miscommunication and misunderstandings
While generative AI can process large volumes of data and generate human-like responses, there is still the potential for miscommunication and misunderstandings. As AI systems continue to learn and improve, there may be instances where the generated responses are not accurate or relevant, leading to customer frustration.
Privacy and security concerns
As generative AI processes vast amounts of personal and sensitive data, privacy and security concerns must be addressed. Contact centres need to ensure that data is stored securely and that AI systems comply with relevant data protection regulations to maintain customer trust and prevent potential breaches.
Over-reliance
An over-reliance on generative AI could lead to a lack of human oversight and reduced ability to adapt to unforeseen circumstances. It is crucial for contact centres to strike the right balance between AI and human intervention to ensure a seamless and effective customer experience.
Opportunities and challenges
The application of Generative AI in customer experience and customer service within the contact centre industry presents both opportunities and challenges. As businesses strive to deliver exceptional customer experiences, the adoption of AI-driven solutions is becoming increasingly critical for staying competitive and meeting evolving customer demands.
One of the most significant benefits of Generative AI is its potential to enhance customer interactions by providing personalised, context-aware, and efficient support. Additionally, by automating repetitive tasks and streamlining support processes, Generative AI can help contact centres achieve greater operational efficiency and reduce costs.
However, despite the numerous advantages, the integration of Generative AI into contact centres also poses several challenges and businesses must find the right balance between AI and human intervention, ensuring that human agents are available to handle complex customer issues that require a more empathetic approach.
What is certain though, is that, as Generative AI technology continues to advance, its impact on the contact centre industry will grow. By embracing AI-driven solutions, businesses can harness the power of AI to transform customer service and deliver exceptional customer experiences.
However, it is essential to approach the integration of AI in a strategic and thoughtful manner, addressing potential challenges and remaining vigilant of emerging risks.
