It is widely acknowledged that the next generation of contact centres will be powered by artificial intelligence (AI). From chat and speech bots to agent assistants, AI tools can influence all areas of a contact centre. A recent study conducted by Deloitte showed that 1 in 6 contact centres have deployed generative AI (gen AI) capabilities in their contact centres. This number is expected to grow as more find benefits of adopting this transformative technology.
In particular, contact centres stand to gain an enormous amount by implementing AI tools, such as increasing customer satisfaction (CSAT), improving First Contact Resolution (FCR) rates and lowering interaction handling times. They hold the keys to transforming the contact centre customer experience.
Deloitte’s Digital Research found that the number one priority for contact centre leaders is to improve customer experience and efficiency. Those using gen AI have improved their scores in these areas by 57 per cent compared to 35 per cent for future adopters.
Using AI
So, how are these tools already being used? We’re already using versions of AI tools in all aspects of our everyday lives. One example is the multitude of voice bots that we rely on daily. Most of us don’t think twice before asking tools like Siri and Alexa for the weather, news headlines or to set a timer.
In the business world, AI tools are already improving productivity and decision-making in industries such as healthcare and financial services. One of the most immediate impacts can be seen in the streamlining of hospital administrative processes. In some hospitals, AI is used for reviewing patient records and medical policies to deal with insurance claim denials.
However, the use of AI in contact centres also faces a challenge: not losing sight of the importance of the human touch.
‘Human-like’ interactions
AI has already proved it can be quicker, more reliable, and accurate than its human counterparts when it comes to data analysis. However, AI tools in the contact centre, such as agent assistants or customer-facing virtual agents (chat and voice bots), must be able to interact with customers and agents in a conversational and convincing manner.
For example, if a customer relays that they are not happy with a service, a human operative can pick up on the caller’s displeasure. However, a basic AI system that relies on natural language understanding and does not account for context and customer emotion, may reach the wrong conclusion.
While text-based chatbots are already commonplace, contact centre voice bots must be significantly smarter and offer reaction times typical of a human conversation. They must be able to interpret nuances in dialogue and tone of voice indicators, not only in what is being asked of the bot but how it is being asked.
When it comes to AI agent assistants, these tools must be able to step in for humans at no detriment to the quality of agent assistance. Ultimately, this will begin to free up the time of busy supervisors for more critical tasks.
Designing contact centres
If contact centres do not adapt and evolve, they risk being left behind by the AI revolution. Without the most up-to-date tools, they could, unfortunately, become barriers for customers rather than problem-solvers.
AI assistants can ultimately provide faster customer service. They’re able to access and interpret customer data to handle inquiries independently. In turn, this frees up human agents for more complex calls and issues. According to research from Deloitte, companies employing gen AI are 35 per cent less likely to report that agents are overwhelmed by the information in front of them during calls.
As well as stepping in for humans, they’ll also be used in the background by human agents. This means retrieving relevant information in real-time, assisting human agents with the “next-best action” throughout the customer interaction, and providing clear transcripts and/or notes once the call has finished.
It’s important to remember that AI tools will ultimately become an extension of the workforce, rather than a replacement for human operatives. Instead, they will empower contact centre workers to deliver even higher levels of service.
We may still be in the early adopter stage, but soon gen AI technologies will become an essential tool in the contact centre’s toolbox. They will work alongside human agents, empowering greater productivity and freeing up valuable time.
The AI-powered call centres of tomorrow will build on the tools already being used in our everyday lives, with a dedicated focus on empowering agents to deliver the highest standards of customer service. Don’t get left behind!
This opinion piece appeared in our July 2024 print issue. You can read the magazine in full here.