How to Intelligently Use Generative AI in Customer Service

Generative AI: A Key Enabler of Personalized and Intelligent CX

generative ai for cx

Despite the challenges, there’s plenty of room for optimism about the positive impact LLMs will have on the customer support space — as the innovative and varied examples of generative AI use cases discussed above show. And as it matures, the people working with generative AI will continue to find new and more advanced use cases for this game-changing tech. Once they ask your LLM-powered bot how to do this, the bot searches your help center articles for the right answer. Then, instead of pointing them in the direction of the relevant article, the bot summarizes this information and sends accurate instructions directly to the customer on how to edit their address — instantly resolving their issue without any back-and-forth. Generative AI has been catapulted into the cultural mainstream, and it’s here to stay.

Additionally, generative AI has the unique ability to “learn” as it gets exposed to new information. While its first few responses might be broad or slightly off-topic, it will eventually be more familiar with the individual customer and be able to right-size answers, increasing completion and conversation rates. Alternatively, businesses could infuse their customer service environment with generative AI. This technology, when augmented with an authoritative source, synthesizes data to create a curated response, and, in the case of a customer service interaction, it would provide a trustworthy answer to the person’s inquiry based on available information. Essentially, Generative AI enables customer service departments to interface with their customers in more life-like, dynamic and meaningful ways, massively expanding what customers can ask and expect to get in return, significantly improving CX.

How to Intelligently Use Generative AI in Customer Service

Moreover, properly implementing generative AI into the customer service environment allows companies to boost agent productivity. This technology can better automate the repetitive customer requests that enter a call center, allowing human agents to focus on the more complex customer issues, value-added tasks and revenue-generating opportunities. You can foun additiona information about ai customer service and artificial intelligence and NLP. And, since automation is at the core of AI-powered services, Chat PG businesses can increase productivity with even lower staffing requirements. Generative AI increases the ability for customers to engage with various channels regardless of the time or day of the week. To support enterprise needs, the ecosystem is maturing fast, with large to small platform companies racing to offer generative AI-based tools and integrate the technology into their existing products.

generative ai for cx

Improve sales and marketing alignment by using machine learning to predict which leads and accounts are most likely to engage and convert.

Oracle AI for Customer Experience (CX)

But when this happens you can use your LLM as a tool to aid creativity and ease writer’s block by crafting sample replies for your conversation designers. They can either copy and paste these verbatim, or use them as inspiration to brainstorm dialogue flows. Global marketing leader at HGS, CX professional, product promoter, outsourcing innovation fan – with a focus on what’s next. Quickly identify which leads and contacts are most engaged with your business and tailor your next communication or engagement based on their status. Give sales reps at-a-glance insight into their best leads and opportunities with predictive scoring and win probabilities. Achieve optimal open rates for a given email campaign by suggesting the most relevant subject lines and send times specific to each contact.

Improve marketing effectiveness and grow revenue with AI-driven next best action, content sharing, sales offer, and product purchase recommendations. Enterprises must ensure that the content and assets developed using generative AI are of the highest quality and comply with the copyright rules. But this voice, often faint and fragmented across mountains of data, has historically been difficult to capture and interpret. Thankfully, generative AI is rapidly evolving, offering powerful tools to amplify and decode the customer’s whisper, transforming the way we listen and understand. As the customer experience (CX) continues to evolve, artificial intelligence (AI) has changed the industry’s dynamics for good.

For instance, Adobe Firefly uses natural language processing for image generation and video editing. Through generative AI, Salesforce Einstein GPT enables the creation of personalized content across Salesforce cloud platforms, including Sales and Marketing. Enterprises must ensure that generative AI is well integrated into their existing CX and CRM systems to create real-time personalized experiences. With their diverse ecosystem partnerships in CX, service providers can support enterprises in identifying the right platforms and use cases and defining the implementation road map. They can accelerate adoption by leveraging prebuilt assets and workflows and selecting the right foundation models.

Personalization is core to CX and results in improving sales conversion, delivering a better return on marketing and advertising spending, and enhancing the ROI of CX initiatives. Generative AI models can quickly analyze vast customer data sets, both historical and real time, and combine human prompts to deliver outputs (recommendations, content, and so on) tailored to suit individual preferences and requirements. Generative AI’s impact on customer service extends far beyond simply deflecting calls. By enabling personalized bots that engage in natural conversations, proactively address issues, and continuously learn, businesses can create a frictionless and efficient customer experience without sacrificing the human element. It may not always feel like it when you are on a customer service call, but companies pay close attention to the average handle time (AHT), or the typical time it takes to resolve a customer’s issue.

Second, AI will be used to offer the best, most personalized product offer for every customer. In the words of the original Bard, “your greatest strength begets your greatest weakness” — and this holds true for LLMs as well as us humans. The reason for the impressive fluency of ChatGPT and other LLMs is the expansive set of data these conversational bots have been trained on.

Whether responding to a message on social media, chatting on the website or answering questions through the company’s email ID, generative AI can help ensure correct grammar and on-brand messaging are used in every response. The current customer service environment is rigid and analogous to a scripted choose-your-own-adventure game. Traditional AI-powered chatbots don’t create new answers when engaging with a customer.

Both those trends will catch the eye of the CEO and CFO at large companies, and it will result in renewed interest from the top down in the power of great customer service, to attract and retain customers. In turn, business leaders will allocate much larger investments in CX as a whole, opening up opportunities for customer service leaders to experiment and drive further innovation. Generative AI’s ability to unlock the customer’s voice isn’t solely about capturing data; it’s about understanding intent, emotions, and the deeper narratives behind customer behavior. This deeper understanding, gleaned from vast data sources, empowers CX leaders to make informed decisions, personalize experiences, and build lasting customer relationships. While it is great to hear how shiny, new AI-powered cloud solutions offer CX agents support, CX leaders must pay close attention to the onboarding process.

Read more about generative AI for customer support

By connecting the LLM to your help center, FAQ pages, knowledge base, or any other company pages, the bot will have immediate access to your most up-to-date information. And the bot can deliver this info to customers in a conversational way, zero training needed. This advanced technology is what lies behind ChatGPT, Google’s Bard, DALL-E, MidJourney, and an ever-growing list of AI-powered tools. The ability of generative AI to mimic human creativity has catapulted this branch of artificial intelligence into the cultural mainstream — and it’s here to stay.

As 90% of customers say instant responses are important to them, in a support setting an immediate reply can make or break the customer experience. Today, I’m speaking with Amit Sood, chief technology officer at Simplr, a provider of AI-powered solutions for enterprise CX. Generative AI drives personalized experiences across every touchpoint, from dynamic website content and targeted marketing campaigns to proactive customer service and immersive product simulations.

The tool then saves the response based on successful resolution capability, making the AHT even faster. Deflect common customer inquiries by letting AI-powered conversational bots help provide support, answer questions, capture details, and resolve issues without human interaction. Support agents can prompt an LLM to transform factual replies to customer requests into a specific tone of voice. And another impressive power of LLMs is that these models can remember context from previous messages and regenerate responses based on new input. A rapid increase in customer interactions across multiple channels and touchpoints is leading to the creation of enormous amounts of customer data for enterprises.

To overcome these challenges, companies need to break down data silos, navigate complex vendor ecosystems, and develop a solid business case that focuses on desired outcomes. Collaborating with a strategic partner who can control costs, accelerate time to market, and bring in the right talent can help businesses adopt generative AI in CX more efficiently and reap the maximum benefits. Predictive analytics anticipate customer needs and address potential issues before they arise, optimizing resource allocation and preventing churn. Real-time feedback analysis fuels continuous improvement, ensuring strategies and experiences evolve alongside changing customer expectations.

In fact, McKinsey’s State of AI report shows more than half of companies are investing more than 5% of their digital budgets in AI. One such fiction-come-true generative AI platform making headlines in the market is ChatGPT. Quickly build out complex question-and-answer logic that adheres to business rules and regulatory requirements to improve customer onboarding, service issue identification, warranty claim processing , and other assisted and self-service engagements. Predictive AI and machine learning uses individual performance pattern data to optimize field service scheduling and helps service teams maximize resource efficiency at scale and get more jobs completed per day.

generative ai for cx

The final set of use cases for LLMs in customer support is to speed up analytical and creative tasks around training and maintaining AI-powered bots. This helps automation managers, conversation designers, and bot builders to work more efficiently, and helps companies see faster time to value with automation. Brands looking to implement a gen AI bot for their generative ai for cx support might choose to host their own LLM, but the running costs for this can rack up very quickly. As well as the expense, many cloud providers won’t be able to offer the storage space these models need to run smoothly. This can cause problems with latency — meaning it takes the model a long time to process information — and lead to delayed response times.

Ultimately, AI will make the analysis of customer service data near instantaneous, allowing companies to make changes to their strategy in a much more nimble and agile fashion than ever before. One example I am particularly excited about is the concept of proactive customer communications. Companies can use incoming customer service data to identify problems more quickly like product outages or downtime, and then immediately get messages out to their larger customer base…before most of them even knew there was an issue. As tools continue to rise in popularity, the capabilities of AI seem limitless—especially in the CX industry.

How Generative AI is revolutionizing the ecommerce customer experience

As such, brands need to put the proper guardrails, guidelines and authoritative data sources in place to ensure that generative AI, like any technology, enhances CX rather than degrades it. Don’t have the time to work out every single way a customer might ask about a return? No problem — instead of manually creating this training data for intent-based models, you can ask your LLM to generate this instead.

generative ai for cx

Chatbots also have the bad habit of wandering off-topic or coming to a “dead end,” ruining CX. By adding an LLM layer to automated chat conversations, your support bot will be able to greet customers in a friendly way, send natural-sounding replies, and engage in the most human-like small talk that you can imagine. This means that instead of building out dialogue flows for greetings, goodbyes, and any other chit-chat, the LLM layer will take care of this. In the age of the empowered customer, exceptional CX is a critical business imperative.

AI that’s ready for your business

For this, a timeframe for experimentation must be defined, along with clear goals and metrics to measure the success of pilot projects. The goals could be to improve the conversion ratio, repurchase rate, mean time to resolution, or customer churn rate. This can be extended to measure the impact on key customer service metrics such as net promoter score, customer effort score, and customer satisfaction score through customer feedback measurement and analysis.

Accelerate and optimize the creation of knowledge articles while improving service request resolution speed, consistency, and customer experience. Quickly author short-form content and SMS text messages to deliver more personalized, relevant, and engaging communications to your customers at scale, ultimately driving improved customer satisfaction, retention, and revenue growth. Likewise, legacy chatbot environments attempt to take the customer as far along as they can in the journey until they have gathered enough information to hand them off to a live agent.

Adobe Sensei GenAI aims to enable businesses to deliver exceptional CX – The Economic Times

Adobe Sensei GenAI aims to enable businesses to deliver exceptional CX.

Posted: Wed, 08 May 2024 07:32:07 GMT [source]

As data becomes the lifeblood of modern commerce, unlocking its insights and translating them into tangible value becomes paramount. Here’s where generative AI emerges as a powerful catalyst, fundamentally reshaping the customer experience landscape. Gone are the days when agents run around an office to find a manager with the expertise to handle an escalated call.

Instead, it searches for the best possible choice out of various ranked options and presents it to the caller. However, these answers don’t leave room for change, causing the customer journey to be nothing more than multiple static, inflexible decision trees. Anyone who has played around with ChatGPT will be aware of its ability to sell fabrications as fact — like the time it guaranteed one user that the world’s fastest marine mammal is a peregrine falcon. And while AI hallucinations are entertaining for recreational users, fibbing won’t fly in a customer service setting.

The advanced ability of gen AI chatbots to converse with humans in an easy, natural way means that using this technology in a customer-facing setting is a no-brainer. From enhancing the conversational experience to assisting agents with suggested replies, there are plenty of ways that generative AI and LLMs can help your brand to deliver faster, better support. With minimal human intervention, generative AI helps create personalized content across various categories, including text, images, and videos.

Automate time consuming, low-value tasks

On top of this, while choosing an open-source LLM might seem like the most cost-effective option, the cost of single API requests can quickly add up. Previously, one of the most common reasons business leaders were resistant to implementing an automation solution was the worry that customers would find bot-to-human interactions frustrating. Generative AI algorithms analyze vast amounts of customer data, such as purchase history, browsing behavior, demographics, and customer data, leading to the creation of dynamic customer segments that get updated in real time. This can be used to develop better predictive models for predicting customer churn and forecasting demand. For instance, predicting the next customer order and generating a personalized marketing email. There are industry and demographic considerations when it comes to achieving balance.

Avasant’s research and other publications are based on information from the best available sources and Avasant’s independent assessment and analysis at the time of publication. Avasant takes no responsibility and assumes no liability for any error/omission or the accuracy of information contained in its research publications. Avasant disclaims all warranties, expressed or implied, including any warranties of merchantability or fitness for a particular purpose. Generative AI significantly improves revenue operations (RevOps), which is defined as the integration of sales, marketing, and customer service functions to drive process optimization and revenue enablement. While many AI tools are used in the workplace, none have created buzz quite like ChatGPT. ChatGPT’s dense “neural” network consists of over 175 billion parameters and incredible natural language processing (NLP) abilities that perform tasks with only a few lines of input—offering a flashy tool everyone wants to use.

generative ai for cx

While this technology feels futuristic, generative AI has been under research since the 1960s — and can trace its modern roots back to the 1950s, when deep learning first emerged as a field of study. But it wasn’t until late 2022 that the gen AI arms race really kicked off, when OpenAI released its conversational AI chatbot ChatGPT. We’ll explore its core capabilities, demystify its potential, and provide actionable insights for implementation. Get ready to discover how this transformative technology can propel your business to the forefront of the CX revolution. If you don’t have an experienced team in-house with the bandwidth to drive sustained development over time, find the right partner with generative AI talent, processes-development expertise and a technology partner ecosystem.

So we’re taking you on a deep dive into what it is, the challenges it presents, and how to use it for customer support. The company is further exploring creating podcast summaries and audio ads by leveraging generative AI. The fun part is that this is not a high-minded dream of the future of customer service; it’s the likelihood.

As with many other LLMs, ChatGPT is built on transformers (nope, not like the anthropomorphic cars in the famous movie franchise). A transformer model is a type of deep neural network that — instead of processing data sequentially like traditional neural networks — can process all inputs at once. By assessing data holistically, transformer-based models are much better at understanding context, which makes them better at providing accurate answers. The most important innovation of transformers is the use of self-attention mechanisms — meaning the model is able to weigh the importance of different parts of the training data when generating a response. The use of generative AI in enhancing CX is becoming increasingly crucial to provide personalized services and streamline customer operations. However, integrating data, implementing AI, and measuring ROI are significant challenges that businesses face.

If a contact center wants AI to offer immediate answers and reduce the number of inquiries, there is a long journey to avoid detrimental errors, which requires a balance of automation and human touch. In this role, he and his team ensure the highest level of support in customer interactions. Previously, Matt served as Senior Vice President, Customer Experience and Vice President, Enterprise Sales and Business Development for IntelePeer. Matt brings to IntelePeer more than 20 years of leadership experience and a strong passion for serving customers, continuous improvement, and teamwork. Prior to IntelePeer, Matt worked for NexTone, JP Morgan Chase & Co., and Qwest Communications. He holds a Bachelor of Science in Computer Science from the United States Naval Academy in Annapolis, Maryland.

Basically, every business wants to provide the correct answer fast for a better, cost-effective CX. But certain challenges can create slower processes, which often relate to technology, access to the correct answer, training and updating agents on the latest promotions and break-fix remedies. Enter generative AI to quickly understand a customer’s issue and help serve them at light speed. LLMs have the incredible power to elevate conversational experiences and boost productivity. Because of this, pretty much as soon as ChatGPT launched support leaders and automation providers started thinking about how this technology could be used in a customer service setting.

It fosters deeper connections, builds brand loyalty, and creates moments of genuine engagement that drive business growth. Customer service has long grappled with the delicate balance between efficiency and personalization. While automation offers a path to streamlined workflows, it can often feel robotic and impersonal, diminishing the customer experience. Fortunately, generative AI emerges as a game-changer, enabling sophisticated and personalized bots that deflect routine inquiries and foster positive first-touch interactions. Customer expectations are changing, with emerging trends including the desire for speed, self-service options and personalization. These changes highlight the necessity of generative AI within the customer service environment.

  • Avasant takes no responsibility and assumes no liability for any error/omission or the accuracy of information contained in its research publications.
  • By connecting the LLM to your help center, FAQ pages, knowledge base, or any other company pages, the bot will have immediate access to your most up-to-date information.
  • As 90% of customers say instant responses are important to them, in a support setting an immediate reply can make or break the customer experience.

Generative AI has emerged as a disruptive force in transforming customer-facing functions, including marketing, sales, commerce, and customer service, accelerating the shift toward personalized and intelligent customer experience (CX). This research byte covers how generative AI can transform CX by enhancing personalization, the potential of generative AI across the CX landscape, and the need to break down data silos to unlock the full potential of the technology. Research reveals that 80% of customers consider their experience with an organization as important as its products or services – specifically, consumers value a business’s ability to provide personalized interactions. By pairing generative AI with a communication automation platform, companies can gather insights into customer preferences, opinions and purchase behaviors, enhancing CX through better recommendations and tailored experiences. Not only do customers value personalization, but they also want interactions to be fast and convenient. To that end, generative AI can extract insights from big data much faster than a human agent, allowing it to deliver unique marketing promotions and relevant suggestions in real-time.

One of the most attractive use cases for any kind of automation tool is helping people to work more efficiently — and this applies to LLMs too. Customer service teams can use generative AI to take over manual admin tasks, driving down handling times and supporting agents in their daily roles. ChatGPT has shown the world just how advanced and seamless interactions with AI-powered bots can be. So the most obvious use case of LLMs and gen AI is for companies to provide instant, fluent, and on-brand conversations with customers. Here’s a deep dive into what gen AI is, the challenges of implementing large language models (LLMs) in a customer service setting, and 6 leading examples of generative AI and how it can be used in the support space. It is crucial for enterprises to move quickly beyond proof of concepts and minimum viable products to full-fledged implementations.

Being a part of this space, it will be incredibly exciting and fun to witness it unfold over the next few years. Aid sellers in future deals by automatically creating sales opportunity win stories that provide concrete evidence of the value, reliability, and effectiveness of product offerings. LLMs start making up facts when the data they’re trained on doesn’t contain information about the specific question asked, or when the dataset holds conflicting or irrelevant information. Which makes the solution to this challenge pretty simple — you need to create a system to constrain the AI model.

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