Exploring the Opportunities of Generative AI in Customer Experience
The Future of Customer Experience: Leveraging Generative AI
When we think of generative AI, our minds often go to marketing and sales applications. However, there is a vast potential for leveraging generative AI in customer experience as well. From contact centers to digital customer success, the possibilities are endless. I recently had the opportunity to speak with two experienced tech leaders, Mladen Milanovic and Michael Ringman, to gain insights into how generative AI can revolutionize customer experience.
Enhancing Contact Center Efficiency
Mladen Milanovic, VP of Automation at Presidio, has seen firsthand the impact of automation in contact centers. By leveraging AI technologies such as Natural Language Processing (NLP) and Machine Learning (ML), contact centers have been able to improve efficiencies and enhance customer satisfaction. Milanovic believes that the next frontier in contact center technology lies in agent-assisted AI, where sentiment analysis systems can provide real-time feedback to agents, improving their interactions with customers.
However, Milanovic emphasizes the importance of having a solid ecosystem in place to monitor and manage AI agents effectively. While new low-code/no-code tools are emerging, he believes that contact center executives will prioritize tools for agents over customer-facing virtual agents until the technology matures.
Unlocking the Power of Data
Michael Ringman, CIO of TELUS International, highlights the importance of data in leveraging generative AI for customer experience. He stresses the need for companies to tap into the wealth of customer data available to them and use it to its fullest potential. By mining voice of the customer data and leveraging tools for speech-to-text conversion, companies can gain valuable insights to enhance customer interactions.
Ringman cautions against relying solely on AI technologies like LLMs without a strong foundation of data. He believes that personalized customer experiences can only be achieved by understanding and leveraging the right data sets effectively.
The Human Touch in Customer Experience
Both Milanovic and Ringman agree that human involvement will always be essential in customer experience. While AI technologies can enhance interactions and streamline processes, human agents play a crucial role in providing personalized and empathetic customer support. Milanovic emphasizes the need for responsible AI frameworks to guide organizations in using AI technologies ethically and effectively.
Ringman echoes the sentiment, stating that reducing bias and corruption in data sets is crucial for leveraging generative AI successfully. He believes that the human-in-the-loop approach will continue to be vital in ensuring the quality and accuracy of customer interactions.
Looking Ahead
As technology evolves and becomes more accessible, the adoption of generative AI in customer experience is expected to increase. While the focus may initially be on supporting agents, the potential for enhancing front-end customer experiences is vast. By prioritizing data and leveraging AI technologies responsibly, organizations can create truly exceptional customer experiences that set them apart from the competition.
Generative AI has the power to revolutionize customer experience, but it all starts with understanding and harnessing the data at our disposal. As we continue to break down silos and prioritize customer-centric strategies, the possibilities for leveraging AI in customer experience are endless.
