Artificial intelligence replacing human workers has been an ongoing conversation since its inception. While we've seen major shifts in industries like manufacturing, it was long believed that jobs that required more soft skills were safe. But with advances in generative AI, we're seeing functions like writing, illustrating, and analysis being handled by machines, in some cases better than humans.
Customer service is no exception. With chatbots and virtual assistants, much of the human load is now carried out by machine learning. In fact, a recent Financial Times article predicted that in a year, it will be possible that AI agents will start replacing humans entirely, a trend that will pick up steam as the technology matures.
Ideally, AI should be able to predict an incoming call and then proactively address the customer's pain point. Then a chatbot can analyze a customer's transaction history and do much of the work currently done by call center agents. This seems like a natural evolution: tech takes on the role of a human, businesses save time and money identifying, nurturing, and compensating talent, and everyone's happy.
However, this is not the entire picture, and businesses that forego human support in the name of AI could be doing themselves a huge disservice. AI is a powerful tool that can streamline operational efficiency and transform businesses, but the most useful applications of AI happen when the technology augments human workers, not replaces them.
Here are several ways modern contact centers can leverage AI to improve both the agent and customer experience:
Casting a Wider Talent Net
The rise of AI has unlocked capabilities that were simply not possible five years ago. From real-time translation to voice-augmenting technology, a shift is happening from a human capital perspective. Generative-AI powered communication solutions have successfully broken down conversational barriers, enabling organizations to hire more offshore talent. This equates to a lower cost of doing business, but also a need for more not fewer agents.
Not only can businesses preserve CX by having a human on the line, but they can hire faster, in more places, while providing the same level of service and quality. For example, using different gradients of AI voice harmonization technology can open up new hiring opportunities in second-tier cities in India and the Philippines, not only expanding the global talent pool but creating jobs outside of major, revenue-generating cities.
Improving Interactions
Human conversations are complex, filled with emotions, context, and subtext that are difficult for AI to fully comprehend and respond to accurately. While AI has made significant strides in understanding language, it still struggles with sarcasm, humor, and cultural references. Human agents, on the other hand, can pick up on these subtleties and respond in a way that is genuine.
Considering most customers reach out to call centers in moments of frustration or distress, this emotional intelligence is necessary. In such situations, a human agent's ability to empathize, listen actively, and provide reassurance can make a significant difference in resolving issues and ensuring customer satisfaction.
Personalizing Every Experience
Customers appreciate when they feel heard and valued, which is something that human agents are adept at providing. Human agents can refine their approach based on the customer's tone, mood, and specific needs, offering a level of personalized service that AI struggles to match. While AI can be programmed to handle routine inquiries efficiently, it often falls short in complex scenarios that require critical thinking and a personal touch.
Perhaps even more important, loyalty is built on relationships. A friendly, helpful interaction with a human agent can turn a disgruntled customer into a loyal one. While AI can result in expedient resolutions and satisfied customers, as its current capabilities stand, it's missing a big opportunity to drive repeat customers.
Fostering New Sales Opportunities
Regardless of the part AI plays, the role of call center agents is evolving. The future of the call center will focus more on sales and revenue generation rather than its historic role of providing customer service. While automation can and should be optimized any and everywhere it can, for more complicated tasks, AI is just not there yet.
Take Domino's, for example. Americans' Friday night pizza orders are being routed from the United States to more than 8,000 agents in the Philippines ready to upsell. While chatbots can handle simple issues like a refund request or FAQs, agents are free to focus on higher-value exchanges. This is a prime example of how more human agents paired with AI augmentation can revolutionize traditional customer service.
It's far more realistic and beneficial to view AI as a powerful support tool rather than a fix-all. It can handle routine, time-consuming tasks, freeing up human agents to focus on more complex and strategic interactions. While this will continue to evolve with time and technological advancements, we're not to the point of machines taking over entirely just yet.
Yishay Carmiel is CEO of Meaning.