Today, almost everyone has heard of generative AI. At the heart of discussions in companies, between colleagues, or even with your friends, generative AI can be used to improve the customer experience.
According to a recent study, two-thirds of companies plan to use AI to improve customer service in the next three years, and 81% of companies have already established or implemented an AI strategy.
Generative AI is a goldmine of untapped potential that innovative organizations are exploring to set the new standard in customer experience. But what is its added value, and how can it build relationships and improve the user experience?
After traditional AI, generative AI!
So far, the business sector has embraced traditional AI for its capabilities to analyze data and identify patterns based on intent and emotion detections that will help managers improve things like engagement customer reviews, cross-selling and upselling, and agent training.
Generative AI, on the other hand, is a type of artificial intelligence capable of creating new content, such as text, image, music, audio or video. The latter is based in particular on the LLM (Large Language Model) adapted to the text, which is a machine learning neural network trained on a large amount of data and which can manage several tasks and operate without necessary development, including on subjects like summary, questions/answers and classification, among others.
With minimal training, generative AI can adapt to specific cases with little example data. From her experiences, she is able to create new value-added content. For example, providing personalized and contextual responses to digital interactions, offering FAQs based on top customer questions, and returning localized content in the various supported languages.
A definite benefit for the user experience
For years, organizations have been using automation to answer their customers’ questions, whether with IVR/IVR (Interactive Voice Response) or IVA (Intelligent Virtual Assistant). This not only reduced the number of requests coming into contact centers, but also allowed agents to spend time with the customers who most needed their expertise. In the past, when an IVA could not determine a client’s intent, they would ask the client to rephrase their question. If after two requests, the IVA still couldn’t understand the question, it transferred the customer to an agent, with little or no context about the customer’s journey.
Generative AI can improve customer experiences in real time. For example, enhancing automated chat conversations with “humanized” responses by analyzing what the customer wrote and looking beyond what is available in the pre-configured data set. Let’s imagine that a customer has to briefly leave a conversation to open their front door. He said to the robot: “Don’t leave, I’ll be right back.” » The AI will analyze this information and provide a relevant response instead of an irrelevant preconfigured response.
All this means faster efficiency and greater customer satisfaction using less human resources time. It also means the customer will be less likely to call back to customer service or adopt a negative response through more in-depth, contextual responses and self-service content, not to mention improved KPIs.
Necessary support from technology
AI is still in its infancy, but its impact is compared to the emergence of the internet, mobile and cloud. Although generative AI can generate messages adapted to the responses and get enriched as the exchanges progress, monitoring of this technology is necessary to optimize its interactions.
Among the points for improvement, it is possible to include statistics and numerical data so that it can provide more complete answers. And like all conversations, there is an element of unpredictability that forces AI to be more creative. It is therefore possible to add questions to its database, as well as a generative replacement system to make the service more coherent depending on the evolution of the discussion. And when faced with malicious interlocutors, prevention is essential, by preventing AI from revealing sensitive information about the company. For example, by blocking certain keywords.
Generative AI is therefore an evolving artificial intelligence that learns by itself, but which nevertheless requires guidance and management to best meet the expectations of its interlocutors. It is therefore ideally suited to boost the customer experience, who will have an interface answering all their questions and capable of producing complete and relevant answers. Finally, companies that adopt generative AI will be able to differentiate themselves in their markets and position themselves as players in their sector who are proactive and attentive to their customers.