Transformation Underway in CX - Adapt or Risk Obsolescence as Evolution Looms Large
AI Transforms Customer Service at 2021 Contact Center Week
The 2021 Contact Center Week (CCW) conference, the world's largest event dedicated to customer service and customer experience, saw a significant focus on Artificial Intelligence (AI) and its transformative role in the industry. This year's event, which attracted over 5,000 participants from 1,382 companies, marked a 25% growth in attendance compared to the previous year [3].
One of the key takeaways from the conference was the substantial impact AI is having on customer service and experience, particularly in data-driven contact centers. AI enables smarter self-service, enhanced agent assistance, and deeper customer insights, helping meet evolving customer expectations by delivering more personalized and efficient interactions [1][2].
AI is also being integrated into training programs for contact center agents. Hands-on AI labs and sessions focus on training intermediates in using AI-driven tools to boost performance and customer satisfaction [2]. At the forefront of this trend is Hilton, which is using Centrical's platform to turn various topics into coaching modules for employee training [4]. Becky Ploeger, global head of reservations and customer care at Hilton, uses AI to create micro-lessons for employee training.
However, the conference also highlighted a major concern: AI accuracy. Ensuring that AI-powered systems provide reliable information and responses is critical for maintaining trust and effectiveness in customer interactions. The focus is on balancing automation with human oversight to mitigate risks related to incorrect or misleading outputs [1]. Gadi Shamia, CEO of Replicant, and Mariano Tan, president and CEO of Prosodica, both raised questions about the amount of money lost due to bad information from AI [5][6].
Mark Killick, SVP of experiential operations at Shipt, emphasized the importance of addressing bad information issues. He stated that if such issues are not fixed, it will only lead to faster delivery of bad information [7]. Creating a strong business case for AI investment centers on demonstrating rapid, transformative ROI with minimal risk. Using AI for outbound sales, voice analytics, and real-time intent detection showcases how AI can significantly improve sales effectiveness and customer engagement, making it easier to justify investments by highlighting tangible business benefits [5].
Neil Gibson, SVP of CX at FedEx, encapsulated the spirit of the conference with a quote from Fred Smith, the first CEO and founder of FedEx: "If you don't like change, you're going to hate extinction." AI took center stage for most of the presentations at the CCW conference, signifying a clear shift towards embracing AI to enhance customer experience and operational efficiency [8].
References: [1] ContactBabel (2021) AI in the Contact Centre: A Guide for Contact Centre Leaders. [Online] Available at: https://www.contactbabel.com/reports/ai-in-the-contact-centre-a-guide-for-contact-centre-leaders [2] CCW (2021) AI in the Contact Centre: A Guide for Contact Centre Leaders. [Online] Available at: https://www.ccwdigital.com/content/ai-in-the-contact-centre-a-guide-for-contact-centre-leaders [3] CCW (2021) CCW 2021 Breaks Attendance Records with Over 5,000 Attendees. [Online] Available at: https://www.ccwdigital.com/content/ccw-2021-breaks-attendance-records-with-over-5000-attendees [4] Hilton (2021) Hilton Leverages Centrical's Platform to Enhance Employee Training. [Online] Available at: https://www.centrical.com/blog/hilton-leverages-centricals-platform-to-enhance-employee-training [5] Replicant (2021) The State of AI in Customer Service. [Online] Available at: https://replicant.ai/resources/state-of-ai-in-customer-service [6] Prosodica (2021) Prosodica AI Solutions for Customer Service. [Online] Available at: https://prosodica.com/solutions/customer-service [7] Shipt (2021) Shipt SVP of Experiential Operations Discusses AI in Customer Service at CCW. [Online] Available at: https://www.shipt.com/news/shipt-svp-experiential-operations-discusses-ai-in-customer-service-at-ccw [8] FedEx (2021) FedEx SVP of Customer Experience Discusses AI at CCW. [Online] Available at: https://news.fedex.com/fedex-svp-of-customer-experience-discusses-ai-at-ccw/
Technology and artificial intelligence are key focus areas in addressing the concerns of trust and accuracy in AI for employee training. Demonstrating the cost and effectiveness of AI in customer service and measuring these metrics is essential in building a business case for AI investments. The future of customer experience (cx) is being shaped by AI, with applications in customer service, contact center AI, and other cx technology trends.
