Today we are on the verge of a new revolution in the sphere of customer service. It is headed by the technologies of artificial intelligence. This revolution began with the emergence of new ways of communication, email, chat rooms, instant messengers, social networks, etc.
The end of the phone calls?
Mostly customers avoid talking on the phone; only 35% of companies provide them with an alternative way of communication, and 6 out of 10 companies use social networks.
Ericsson notes among the top 10 trends in consumer behaviour in 2016[1], the rejection of voice communication with the company and the transition of customers to digital channels.
The Merchants survey showed that in 2015, the proportion of calls to support services via e-mail, social networks, chat rooms on the site, mobile applications and instant messengers increased to 35%. The analytical company predicts that in 2016 the share of clients using messengers will exceed the number of those who use call centres. Just in 2-3 years the voice channels will completely give the way to text.
AI in customer support is coming
Why is this happening? The Merchants[2] found out that text communication is 367% more comfortable for customers than voice communication. They are more willing to seek help and are satisfied with the result.
This is especially true for customers aged 17-35 years, for whom this method of communication has become familiar. Many of them will not even turn to the company, which offers to communicate only by phone.
Customers choose a variety of channels of communication with the company and are waiting for a personalized approach from them. It does not matter where the customer asks the question. The speed of processing the request and the quality of the answer are decisive factors for the subsequent dialogue with the company.
Only companies using artificial intelligence technologies can cope with this.
What is artificial intelligence capable of today, working with clients?
Always online. 24×7 they are answering the questions, using support of the staff only in exceptional cases. Receiving a text or voice request from any channel, the technology analyses it, understands the meaning and automatically answers the client. For example, Shell is using ABBYY Compreno for these purposes.
Never ending analysis. Intelligent robotic platform Amelia collects and analyses all emails, calls and customer payments. Based on this information, she answers questions from clients and, if necessary, connects specialists to handle the communication. This technology used by Sony Pictures.
Effective self-development. “Smart” bot is integrated into the mobile application. It communicates with the client at the initial stage, welcomes and clarifies the problem. At the same time, the bot learns itself and can keep the conversation going for longer time. This technology is becoming more popular lately.
Easy self-service. To cope with the flow of calls through social networks, the airline KLM Royal Dutch Airlines also added to Facebook its chatbot. He informs about the beginning of registration for the flight, about the delay of departures and sends passengers copies of boarding passes. In more complex cases, a technical support officer is connected to communicate with the clients.
Emotionally responsive. Nowadays technologies are able not only to analyse the topic of treatment, but also the emotional state of a person. So, depending on his mood, intelligent technology can choose the channel of communication – on the social network, chat, on the phone or via email, and also the way of communication – chatbot or person.
How to work with these technologies?
- Identify the needs of your customers and choose the most suitable and convenient channel for communication. (instant messenger, voice, using e-mail, chatbot etc)
- Find a convenient technology platform for you to create “smart” technical support or customer service: Facebook Messenger, Slack, Telegram and others.
- Implement it in your own information and CRM-systems, mail services, knowledge bases, devices with IoT modules.
- Communicate wherever it is convenient for your users. Nevertheless, do not forget, the more channels you offer, the more chances that the client will be satisfied and the more technical support will be required.
- Teach artificial intelligence technology to analyse the needs of your customers.
- Combine the IT module with traditional client support
According to Accenture, 83% of customers are ready to change the service provider, if another company offers a higher level of service. Other studies indicate that 84% do not complain about the service, but immediately go to the competitors. The percentage of rejection of the company’s services can change a lot if smart technologies come to the rescue, which will facilitate the lives of customers and save the company’s resources. Then in the future there will be no place for waiting for the answer of the specialist operators. Artificial intelligence will answer everyone.
[1] http://www.ericsson.com/broadcastandmedia/ott-managed-player/humanvsbot-part-one-march-bots/
[2]https://www.dimensiondata.com/Global/Downloadable%20Documents/2015%20Global%20Contact%20Centre%20Benchmarking%20Summary%20Report.pdf
