As customers, we've all experienced technologies that aren't helpful or that create even higher levels of frustration. They offer many options, just none that we need. They force us to enter account numbers or other information that is not passed along to agents. We get stuck deep into time-draining and confusing processes.
As with other technologies, artificial intelligence cannot automatically insert itself into your service processes and be expected to work seamlessly. That requires planning and effort. But there are plenty of successful implementations and some sure-fire steps that can guide you toward successful AI integration are emerging. I'll summarize them here, along with two power tips.
- Define Clear Goals: Start by pinpointing the specific issues you want AI to resolve and how it will improve customer experience. Whether your aim is to enhance response speed, manage a large volume of routine queries, or customize customer interactions, having clear goals will help guide integration.
- Be Transparent: It's important to let customers know when they're interacting with AI and to provide options to connect with a human representative when needed. Transparency builds trust.
- Integrate with Existing Systems: AI integration requires you to merge the new AI tools with your current systems. For instance, you might incorporate AI chatbots with your CRM software or ensure AI analytics tools can process data from your sales platform.
- Test Thoroughly: Before launching, conduct thorough testing to verify AI tools integrate and operate as anticipated.
- Monitor and Refine: Once implemented, continuously monitor performance and solicit customer feedback and use this data to refine and enhance your systems.
- Develop Data Strategies: AI systems depend heavily on data to learn and improve. It's crucial to have robust strategies for data collection, storage, and analysis, while respecting privacy and complying with relevant regulations.
- Create Contingency Plans: There will be times your AI systems go down, and you'll need contingency plans. These can range from announcements to customers to explain delays to pulling in backup employees to help with the workload.
- Train Your Team: Ensure your team knows how to collaborate with AI tools. For example, this could involve coaching customer service representatives on handling escalated issues from the chatbot or training your marketing team on interpreting insights derived from AI analytics. Let's look a bit deeper at this one.
Getting Your Team Onboard
Artificial Intelligence can be a game-changer for contact centers, but successful adoption requires you to effectively train and manage the human teams that work alongside AI tools. Here are some travel-tested recommendations that are proving effective in organizations achieving great results.
The first step is to comprehend the capabilities and limitations of AI. For example, AI can automate repetitive tasks and provide 24/7 customer support. But it doesn't replace human wisdom or empathy. Knowing the differences between AI and humans might sound like common sense, but don't take it for granted. Define clear roles for AI and your employees to optimize their combined and collaborative potential.
Next, you'll need to train your teams on the AI tools. Make sure they understand how to navigate these systems and interpret the data they generate. Encourage your team to view AI as a collaborative tool to streamline their work not as a threat to their roles. Have them experience AI as customers will so they become advocates.
As AI handles more routine tasks, the nature of your team's work will shift toward more complex interactions. This change might call for new performance indicators. If you've been focusing on the number of customers served or the speed of handling interactions, consider instead metrics like customer satisfaction and problem resolution effectiveness.
Building a culture of learning and adaptation is crucial. AI technology evolves rapidly, so regular training sessions or workshops can keep your team's knowledge current and their skills sharp. Open channels for insights and feedback between your team and AI developers. Your team's experiences will provide valuable insights into AI performance and identify areas that need improvement.
Power Tips
To truly excel in AI integration, consider two overarching strategies. Together, they can set your organization apart in all the right ways.
First, approach AI integration as an iterative process of improvement rather than a one-off event. Companies like Sephora, Apple, and UPS have successfully implemented AI in their customer service processes by starting with basic capabilities and continuously improving them over time.
Second, as much as possible, involve your team from the start in planning, training, and optimizing AI. This cultivates a sense of ownership and leads to better results. Remember your team is closest to your customers and processes and they have tremendous insight.
IBM provides a positive example of this approach. They developed an AI Skills Academy with their employees and provide training options and certifications for a wide range of roles. Their AI Idea Challenge invites employees to propose ideas that can enhance operations and services. This hands-on involvement helps the organization uncover new possibilities and boosts employee buy-in to the changes AI brings. It's one reason that IBM, according to surveys by employees, ranks high as a great place to work.
Remember the old adage, "Rome wasn't built in a day." AI is not one and done. An iterative and long-term approach that involves your team from the start is the key to successful AI integration.
Brad Cleveland is a senior advisor and former CEO of the International Customer Management Institute (ICMI), part of Informa.