Throughout 2023, the dominant focus in artificial intelligence discussions was often on theoretical and ethical considerations. However, when it comes to practical implementation, the Customer Experience and Contact Centre sector emerges as the natural landing ground for the 'AI invasion.' This arena provides a unique opportunity to deploy AI technologies, yielding significant performance gains with minimal risk.
As we enter 2024, the narrative shifts from the development of AI to compelling deployment stories.
"Professor Erik Brynjolfsson forecasts 30-35% performance improvements in contact centers, and I tend to agree strongly," says Martin Taylor, Co-Founder and Deputy CEO of Content Guru.
"There's now plenty of room to make contact centre and CX work processes much more efficient, and once some start doing that, not doing it will suddenly start appearing anachronistic."
Taylor splits AI use cases in CX into three: Before, during, and after the interaction.
Before the Call
Before the interaction with a human agent takes place, the focus lies on optimizing efficiency during wait times, particularly when it comes to voice handling.
"In today's omni-channel world, AI's productivity gains shine in voice interactions, since that's where the most inefficiencies lie," Taylor clarifies.
Leveraging natural language processing, AI can delve into the 'who is calling' and 'why are they calling' aspects before reaching the end of the queue.
"Unlike traditional IVR, the use of AI before the call encourages customers to freely express themselves, surpassing predefined paths," Taylor explains.
Fostering insightful analysis, segmentation, and prioritization, this transforms the experience for agents and customers alike.
"In cases where a customer is merely calling for an update, we can even opt for full automation to let them know of their status," Taylor notes.
"In other cases, this pre-call identification can be used to make the interaction with the agent significantly more efficient, with all the stock information captured in advance."
During the Call
In the 'during' phase, AI offers substantial gains; and once more, the most significant gains are in voice interactions.
"AI can listen to both parties in real-time, providing invaluable support to agents," Taylor explains.
"This includes locating relevant knowledge articles instantly, tailored to the caller's needs, thereby minimizing the need for agents to navigate various tabs."
Beyond efficiency gains, an AI-driven approach can reduce agent training time.
"Training programs, often spanning 12 weeks, can potentially be streamlined to two to four weeks," he suggests.
"The emphasis shifts from agents needing to memorize information to AI assisting in real-time, fostering a more knowledgeable and capable frontline."
Addressing concerns about information accuracy, Taylor reassures:
