GUEST OPINION: Generative AI, or gen AI, can significantly improve the work of customer support service. This branch of artificial intelligence uses sophisticated machine learning algorithms, namely deep learning, that simulate the work of human brains. The algorithms are responsible for the analysis of vast volumes of data, determine patterns, and use the knowledge obtained to deliver relevant responses to customer inquiries.
Chatbots and conversational AI tools belong to gen AI. They interact with customers in real time, delivering personalized care and assistance to them. Thanks to natural language processing (NLP) algorithms, chatbots understand what customers need and generate relevant responses. They are of use when routine processes are aimed to be automatized. Conversational AI tools are much more sophisticated. The most common types include virtual assistants that can be integrated through emails, chats, or voice channels. With generative AI, companies can create a seamless experience for their customers when they interact with the machines.
Capabilities
The capabilities of Generative AI are huge. The AI-based tools can work with various types of data in their inputs and outputs, be it text or videos, images or audio. All of them can hardly be distinguishable from human-created content. That’s why this AI solution has become so popular in the customer support segment. Here’s what automation with gen AI in customer support can bring:
- Individualized and Dynamic Responses. Based on the data input (history of transactions, tickets, customer inquiries), gen AI makes personalized responses. It enhances the overall customer experience and builds trust in the support provided.
- Productivity Boost. AI for customer support can save agents some time that can be spent on activities requiring critical thinking skills. According to McKinsey & Company, with generative AI, we have the potential to delegate almost 60% or 70% of our activities to machines.
- Complex Query Handling. Gen AI can analyze conversations and generate coherent, contextually appropriate responses to the clients.
- Challenges and Oversight. Inaccuracies may happen since gen AI is just software. However, it is easy to address them with the human input. Customer support specialists should constantly monitor the tool and be engaged in advanced cases. These days, the technology focuses on non-crucial or specific cases, but in the near future, the scope of gen AI might increase.
- Future Transformation. Following up with McKinsey & Company, more companies apply gen AI in their work. The trend will continue in the future. The technology may transform the whole customer care service, reshaping it. Firms should be ready for that to avoid losing time on implementation when the market moves forward.
Benefits of Customer Support
Generative AI offers several benefits for customer support automation:
- Improved Efficiency. Generative AI automatizes tasks, allowing faster responses to customer inquiries.
- Cost Savings. By addressing routine queries, the tool reduces the need for human agents, saving costs.
- Scalability. Generative AI can manage large volumes of requests simultaneously.
- Enhanced Customer Experience. Personalized and contextually relevant responses improve customer satisfaction.
- Reduced Errors. While not perfect, it still minimizes human errors in repetitive tasks.
- Valuable Insights. Analyzing interactions provides data-driven insights for process optimization.
- Language Support. Generative AI can respond in multiple languages, catering to diverse clients.
- Competitive Advantage. Companies adopting gen AI stay ahead in customer service.
Current and Future Trends
Forbes mentions that the time has come to transform customer service ecosystems. With the gen AI, customer support agents can perform much better, providing faster responses and quicker resolutions. Building trust is important, as many people express concerns about AI. Companies should ensure data security and human intervention when necessary to address data security questions. Finally, 2024 is the year of transformation from human-driven to AI-supported customer service, and CX (customer experience) leaders understand that.
Risks
We mostly talk about AI’s benefits, forgetting about the risks involved. They can appear at any stage of implementation, from inaccurate inputs to biases in training data. As a result, they can impact our lives and even the whole industries. Companies looking to address gen AI risk can consider the following steps to make the process quick and easy:
- Assess the risks of AI before starting any project.
- Create a clear understanding of all possible risks of AI across all use cases and domains. This will allow you to prescribe preventive solutions and measures to take in every situation.
- Integrate the governance framework into an operational model that incorporates end-user training and makes use of organizational expertise.
Fostering Benefits
Photo by vackground.com on Unsplash
Customer support can benefit from gen AI tools if their implementation is properly planned and executed. The technology is popular these days, and studies shared above prove that. The good news is that it is still in its development stage, so new methods of gen AI use for customer support constantly appear. You can be at the frontline while implementing gen AI for your customer service now.
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