Lou Senko, the Chief Availability Officer at Q2, is leading the hosting team to enhance the customer experience. However, the use of AI tools for customer support can sometimes result in unintended consequences, as demonstrated by a recent personal experience where the solution was found through a competitor’s support system rather than the manufacturer’s.
Despite these challenges, AI has a crucial role to play in improving customer experience and fostering long-term relationships with customers. Recent polls have shown that executive leaders are focusing on generative AI investments aimed at enhancing customer experience and retention. Companies are utilizing AI tools to allow customers to solve their own problems without the need for human interaction, which can lead to better internal scaling and improved customer satisfaction.
Research has shown that many CX leaders expect AI to have a significant impact on their business, with enabling customer self-service being identified as an area where AI and machine learning can make a difference. By integrating and scaling internal use cases with AI, companies can improve their customer support teams, onboard new staff more efficiently, and reduce overall human effort. However, turning these tools outward to allow customers direct access presents new challenges.
Incorporating large language models (LLMs) into the process can help customers ask questions in natural language, which the model can then translate into technical jargon to locate information to solve the problem. However, this approach poses challenges such as accuracy of solutions, technical jargon-filled responses, and the need to maintain data security by not divulging sensitive information to customers.
Overcoming these obstacles requires a larger investment of time and resources than many CX leaders anticipate when implementing AI tools for customer self-service. While technology can enhance the customer experience, the personal connection and strengthening customer relationships often require human interaction. By focusing on solving problems and deepening customer relationships, companies can create customers for life, one touch at a time.
The role of AI in customer support continues to evolve, with companies exploring ways to leverage technology to improve customer experiences, retain customers, and increase customer lifetime value. While challenges exist in implementing AI tools for customer self-service, the potential benefits in improving efficiency and scalability are driving companies to push forward with these initiatives. By striking the right balance between leveraging AI tools and maintaining the personal touch in customer interactions, companies can create a seamless and personalized experience that leads to long-lasting customer relationships.
