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The rise of ChatGPT in the past few years has sparked a fervid conversation about generative AI and its role in shaping the future of customer experience (CX). Brands are well aware of the impact that bad CX has on their overall success. They’re rightfully intrigued by solutions that can help them decrease agent turnover, improve customer satisfaction, and increase overall efficiency. Improvements in both generative and non-generative AI can lead them to these results, but only if they’re willing to jump head-first into the new era of AI.
NICE recently hosted a video series with leaders on the cutting edge of AI for CX, and their discussions highlight the use cases of AI for CX that are not yet widespread. These insights help us understand new AI developments and how brands can take advantage of innovative technology to transform CX.
An AI Model Created Specifically For Your Brand
Not all AI models are created equal. They’re only as good as the data set used to train them. For organizations looking to use AI to excel in CX, it’s necessary to find an AI model that works for their specific audience and use cases. AI created specifically for CX provides many benefits, including more tailored insights and solutions, improved data utilization, and enhanced personalization. They also help users avoid hallucinations.
By giving brands the ability to organize and understand vast amounts of data from across trusted data sources, AI technology gives human agents or bots the necessary information needed to make informed decisions quickly and accurately. It can also understand individual customers based on past experiences with the brand and interact with these customers with that context in mind. This hyper-personalization makes customers feel understood and heard — ultimately giving them a more positive impression of the brand and improving customer satisfaction overall.
The Transformation of Contact Centers
Another theme that emerged from these discussions was how contact centers are evolving into something more strategic. Brands who have adopted AI in the right way will find that their contact centers now go beyond simply answering calls, responding to messages and addressing questions or concerns. They have become what one of NICE's speakers called “customer experience providers” for clients — brands that can make customers rethink what they expect to get out of a customer service interaction.
Generative AI is Still a Mystery to Many
Despite the large amount of hype and excitement surrounding generative AI, the reality is that many organizations don’t yet know how to use generative AI to its fullest potential. While companies may be using it in CX a little, they’re not very advanced. According to the CMSWire’s most recent “State of Digital Customer Experience” report, only 11% of organizations regularly use AI to improve their CX strategy. The survey also found that using generative AI is not yet the norm for organizations, even though interest is growing rapidly. Only 39% of respondents said that most or some of their CX/marketing work is assisted by generative AI.
One speaker in NICE’s video series described companies as “deer in the headlights” in the face of generative AI. This attitude will stop organizations from advancing as quickly as more forward-thinking brands. Generative AI can do a lot for CX, such as processing vast amounts of unstructured data so that it can effectively be used for decision-making and acting as a 24/7 chatbot that eliminates wait times and delivers increasingly more natural interactions with customers.
AI is getting increasingly better at these customer support conversations. While the chatbots of yesterday could be considered frustrating and robotic, modern conversational AI can go above and beyond customers’ expectations. With the support of a proper tech stack, these bots can access deep wells of knowledge in a moment and handle increasingly more complicated customer issues, rivaling the best agents. When a human agent is needed to properly deal with a complex problem, though, the AI can pass the customer over to a human and aid the agent with helpful information or tips.
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How Enlighten AI Brings Your Organization Closer to the Cutting Edge
NICE Enlighten AI helps organizations achieve smarter CX faster. Its use of AI gives users the benefits of the technology that many organizations have yet to experience. It’s trained off the world's largest labeled data set of customer experience interactions, so it knows how to best handle every interaction and give people the best customer experience. This cutting edge solution gives brands and individual agents the ability to take advantage of AI innovations and set an example for what excellent CX should look like. Learn more about how Enlighten AI transforms CX in the link below!
