CEO Alan Masarek of Avaya, a leading customer experience solutions company, recently conducted a second interview focusing on the importance of AI in the contact center. Masarek, with a strong financial background combined with a product-oriented mindset, highlights the value of delivering exceptional customer service beyond the initial purchase experience. He emphasizes the need for brands to differentiate themselves based on the experience they provide to customers, making any tool that can help achieve this goal a winner in the market.
Customer service has evolved from traditional voice communication to omni-channel platforms, including chat, email, social media, and more. Companies now seek to minimize voice communication expenses by utilizing digital solutions that allow for one-to-many interactions and introduce AI utilities into the customer experience. Masarek emphasizes the efficiency and effectiveness gained through the use of chatbots, voice bots, and other digital tools in providing seamless customer service.
Contrary to popular belief, AI technology is not intended to eliminate jobs in customer service organizations. Masarek points out that AI can actually enhance the role of customer service agents by handling simple tasks, freeing up agents to focus on more complex issues and providing an overall better experience for both agents and customers. He cites an example from the banking industry in the 1960s when the introduction of ATMs did not lead to the elimination of teller jobs but rather a transition to more meaningful and valuable roles.
Masarek also highlights the importance of the employee experience in driving the customer experience. AI technology can support agents by providing real-time information from a company’s knowledge base during customer interactions, creating a more efficient and pleasant experience for both agents and customers. This integration of AI into the customer service process can lead to improved productivity and quality of service without disrupting existing systems and processes within the organization.
Avaya’s value proposition focuses on adding innovation without disruption to customer service processes. Masarek emphasizes the need for seamless integration rather than total replacement of existing systems, ensuring a smooth upgrade process for organizations looking to enhance their customer experience. He stresses the importance of setting a North Star focused on the customer and making all decisions with the customer in mind, as brands now differentiate themselves based on the experience they provide rather than just product, price, and availability.
In conclusion, Masarek advocates for a Customer-In approach, where businesses prioritize the customer in all decisions and actions. He believes that the key to success lies in focusing on the customer first, setting clear goals, and always striving to make the customer feel valued and appreciated. By embracing innovation, leveraging AI technology, and prioritizing the customer experience, companies can differentiate themselves in a competitive market and build lasting relationships with their customers.
