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Enterprise AI

Generative AI for Customer Service and its Use Case

Dr. Jagreet Kaur Gill | 19 December 2023

Generative AI foin Customer Services

Gen AI in Customer Success  

In less than a year, generative AI has significantly improved, changing how we think about creativity and productivity. It has transformed various fields, from image to text generation. While addressing transparency concerns in using generative AI for content creation is essential, there is also much excitement about its potential.  

Generative AI (Gen AI) can significantly enhance customer success by leveraging its capabilities to automate, analyze, and optimize various aspects of customer interactions.  

Generative AI allows experts to achieve more in less time by using simple text prompts, making it easier for less experienced users to learn and understand new concepts. This emerging technology can accelerate content creation for creatives and marketers. It can generate marketing plans, target audiences, customer journeys, and insights. For example, marketers and customer experience professionals can input a request like "Create an audience segment for individuals aged 25-34 who are professionals and have an interest in soccer," generative AI can quickly generate a targeted marketing campaign segment.  

The Evolution towards Maturity  

1. In stage 1, self-service is implemented for more straightforward transactions through contact centres, online portals, and mobile applications.  

2. During stage 2, self-service advances to include basic chatbots, interactive voice responses (IVR) using natural language, and Robotic Process Automation (RPA) processes.  

3. As we enter stage 3, AI takes on predominantly reactive use cases involving human intervention. It gains the capability to address increasingly complex customer queries. It engages with customers in a way that mimics human agents, placing emphasis on tone of voice and responsiveness to enhance the customer experience.

4. Moving to stage 4, AI transitions to proactive problem-solving, assisting customers with most queries. Businesses start anticipating and preventing issues before they occur, and AI-enabled assistants play a more direct role by contacting customers with preventive solutions.
As the capabilities of AI continue to progress, conventional AI and predictive analytics play a vital role in shaping the content that is delivered., while generative AI takes the lead in providing personalized and natural communication. With the growing confidence in AI, human oversight gradually decreases.

5. In stage 5, AI becomes an integral part of virtually every user journey, offering support at a granular level. Generative AI creates service bots customized to customers, acting as personal assistants.The AI system possesses a complete comprehension of customer relationships, predicts their needs, and engages with multiple systems throughout the organization. This phase envisions an AI-powered customer care center that effectively oversees the entire customer life cycle.

Use Cases of Gen AI in customer success  

The use cases of generative AI (Gen AI) in customer success are grouped into different categories that showcase the versatility of generative AI in enhancing various aspects of customer success, from preemptive actions to self-service capabilities and advanced conversational interfaces.  

1. Preempt

  • Self-heal: Automatically identify and resolve issues before customers know them.  

  • Survey and Customer Review Analytics: Analyzing customer surveys and reviews using AI to derive insights and areas for improvement.  

  • Sentiment Analysis: Monitoring and analyzing customer sentiment in real-time to proactively address potential concerns.  

  • Workflow Analysis and Insights: Analyzing customer interactions and workflows to provide insights for process improvement.  

2. Self-Serve

  • Support Response: Automating responses to common customer queries for faster issue resolution.  

  • Receive Query: Review and resolve customer queries through automated processes.  

  • Continuous Improvement: Iteratively improving self-service capabilities based on user interactions and feedback.  

3. Conversational Interface 

  • Text Translation: Providing language translation services for improved communication with customers worldwide.  
  • Next-Generation Interactive Voice Response (IVR): Enhancing traditional IVR systems with more intelligent and context-aware interactions.  
  • Contextual Help Creation: Generating contextually relevant help content for customers based on their queries.  
  • Knowledge Management: Managing and updating a knowledge base for customer support through AI.  
  • Case Classification: Automatically categorize and prioritize customer cases for efficient handling.  
  • Query Summarization: Summarizing complex customer queries for quicker understanding and response.  
  • Performance Management: Evaluating and overseeing the effectiveness of customer support representatives.
  • Contextual Routing: Routing customer queries to the most suitable support channels based on context.  

In-Call Sentiment Analysis: Analyzing customer sentiment during live interactions to adapt real-time responses.

4. Customer Experience Insights and Recommendations

  • Next-Best-Action Recommendation: Recommending the following best action for customer interactions based on historical data.  

  • Response Drafting: Assisting support agents by generating draft responses to common queries.  

  • Automated Follow-Up Communications: Automating follow-up communications to ensure customer satisfaction and issue resolution.  

5. Capacity Planning

  • Demand Forecasting: Predicting customer support demands to optimize resource allocation.  

  • Personalized Real-Time Coaching: Real-time, personalized coaching for customer support agents to optimize their performance.

Conclusion of Generative AI in Customer Service 

Generative AI has already significantly changed how companies handle customer service. Businesses need to evaluate how this technology could disrupt their existing models. Customer service functions will evolve into agile, data-driven organizations working closely with other units to create unique customer experiences. Generative AI systems are becoming increasingly adept at comprehending a company's offerings and consumer base, enabling them to anticipate and actively interact with customers.As technology advances, it has the potential to extend its influence into other areas of the business, driving innovation and efficiency throughout the ecosystem.