Why Automation is the Future of Personalization

By Jack Miller

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The future of customer service will be more automation through AI

If there’s one thing most customer service experts agree these days it’s that the future lies with more personal, empathetic service. Nobody wants another automate “Your call is very important to us” email. The shift to basic automation and outsourcing in the early 2000s allowed big brands to scale customer service quickly but it cost them on the quality of service. The industry got so bad that even now you can stand out from the competition by just not treating customers who have a problem as an annoyance.

The recent breed of startups like Transferwise, Moo and Hello Fresh have learned from these mistakes and taken inspiration from the big players, Apple and Amazon, to turn customer experience into a significant competitive advantage. It’s not going to be long until you simply cannot compete in any industry if you have the level of customer service commonplace 5 years ago.

So, how can companies scale their support functions to millions of customers while preserving and even growing the degree of personalisation and empathy? Ironically, the answer lies with more automation, a lot more automation.

Let me be absolutely clear that this is not to suggest more canned responses, speaking to annoying robot voices or knowledge bases full of irrelevant information.

This no longer needs to be the case, with the new iteration of AI. Companies can now build automated solutions which are actually as good as humans. Of course, we are nowhere close to being able to replace humans altogether, but if used carefully AI can dramatically boost the productivity of customer service teams.

Self-service on steroids

Self-service is the holy grail of customer support. Most customers actually prefer to be able to find the solution without talking to anyone. And for a service team, intelligent self-service could eliminate a lot of grunt work answering very basic, repetitive queries.

FAQs and knowledge bases have been around for a while and have definitely helped but do not go far enough. Modern AI’s can blend in the query, written in natural language, as well as any other customer attributes like number of logins, products purchased etc, to find a better solution.

Instead of using a very rough set of keywords, it can analyze data to find the most appropriate solution faster. It can also combine a lot more data sources under one roof, looking through official knowledge bases, customer support forums, Q & A websites and even social media.

Where keyword search would just provide the customer with a barrage of mostly irrelevant information, AI can find only an applicable solution in real time.

Giving your agents superpowers

Finding the relevant context is not just important for self-service. You agents will need it too. No matter how well your agent knows your product, they will not necessarily have come across all possible issues. Of course, some problems will be brand new, but others could be solved by just helping agents find an answer faster among the internal knowledge base. And at Go to the full article.

Source:: Business 2 Community

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