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How Generative AI Is Impacting Customer Service and What Businesses Should Do to Leverage Its Capabilities

Generative AI, a subfield of artificial intelligence, is transforming the way businesses interact with their customers. The rapid pace of this change has generated discussions across all sectors of business and is estimated to add $2.6 trillion to $4.4 trillion to the global economy (Chui et al., 2023). Leaders are reevaluating how their businesses will operate in light of the impacts and figures and considering if generative AI should be incorporated into their operations. Through our work and R&D, Pipemind is recognizing that generative AI’s impact is inevitable, and to leverage the opportunities and overcome



Its hurdles, such as with implementation and strategic alignment, it’s very important to understand generative AI potential impact and for businesses to position themselves with the right resources, infrastructure and processes necessary to overcome its limitations and hurdles. This blog post explores the world of generative AI, its impact on customer interaction, and its real-world examples, expert insights, and future trends.


It's important to understand that generative AI utilizes deep learning algorithms to analyze vast amounts of data and learn patterns. This allows it to create new content, including text, code, images, and even music, that resembles existing styles or generates entirely novel outputs (Tessler et al., 2023). Its applications span various fields such as drug discovery (Wallach et al., 2022), art creation (Hsu et al., 2023), and, most importantly for our discussion, customer interaction.


How we interact with customers is evolving. As technology and social media continue to evolve, customers are increasingly expecting personalized, on-demand, 24/7 customer service. Failure to meet these expectations may result in customers taking their business elsewhere. Although traditional customer service methods such as phone calls, emails, and in-person interactions are still important, businesses must update these modes with generative AI to avoid losing out on new customers and even risking the loss of existing ones.


Business Cases: How Generative AI is Driving Transformation


Case Study 1: Personalized Chatbots for Improved Customer Support


Automating customer service online through text has come a long way since the first chatbot, created in 1966 by Joseph Weizenbaum at MIT. Over the last decade or so, many of us have interacted with AI-chatbots implemented by businesses to save customer service costs and improve customer service. And like many of us, these bots fell short when it came to improving customer service; we’ve all been annoyed by these chatbots due to their ability only to answer basic queries and resolve simple issues. Now, however, Generative AI is enabling chatbots to understand context, hold natural conversations, and even adapt their responses based on customer sentiment (Wu et al., 2023). This personalizes the customer service experience and significantly reduces resolution times. which will lead to a higher conversion rate and dollar spend per customer.


Case Study 2: Virtual Assistants Enhancing Customer Experience in E-commerce


Anyone who has been involved in E-commerce conversion rate optimization can foresee the impact that generative AI will have on growing online revenue through generative AI tools like virtual Assistants. These tools help customers overcome the barriers, both mental and physical, that stop them from buying goods and services from businesses. Generative AI-powered virtual assistants can assist customers throughout their shopping journey, offering product recommendations, answering questions about product features, and even facilitating personalized product customization. This enhances the user experience and fosters customer loyalty (Huang & Rust, 2023).


The impact of Generative AI, according to a recent report by McKinsey & Company, generative AI has the potential to bring a significant revolution in productivity. The report estimates that it can annually add $2.6 trillion to $4.4 trillion to the global economy across various use cases. The impact of AI is particularly significant in customer operations, marketing and sales, software engineering, and research and development, representing 75% of the total annual value.


Generative AI is poised to transform customer operations, boosting both customer satisfaction and agent productivity. Its automation capabilities streamline interactions, reducing issue resolution time by up to 14% and agent attrition by 25% (Chui et al., 2023).


Operational Improvements:

Gen AI Improvements

Customer Operational Impact

Customer Self-Service

AI-powered chatbots offer personalized responses, automating up to 50% of customer inquiries, freeing up agents for more complex issues.

Resolution Efficiency

Instant data retrieval empowers agents to resolve issues faster during initial contact.


Real-Time Assistance

Generative AI reduces response time by providing instant support and suggesting next steps for sales representatives.

Enhanced Sales

AI-driven insights enable personalized product recommendations and improve quality assurance through customer conversation analysis.


Applying generative AI to customer care could increase productivity by 30-45%, excluding potential boosts in customer satisfaction and retention from enhanced experiences (Chui et al., 2023).


Some people don’t need to implement generative AI. The relationship between artificial intelligence (AI) and businesses will differ greatly depending on the size of the organization. Larger organizations with the capability to build AI in-house will take very different steps than smaller organizations without the capacity or necessity to build their own AI. Instead, they may use a third-party tool that aligns with their strategic goals.


To delve into the details and processes for both scenarios, a full blog post would be required. However, at a high level, both need to consider their business objectives and strategic goals. You do not want to implement AI into your organization just for the sake of implementing it. You should ask yourself whether AI can help you achieve your goals better than your current strategy. Also, will it scale with your future plans for the business? If not, then you may not need to worry about AI right now. However, this assumes that your business goals and objectives are the best ones for your business.

Once you have decided that AI aligns with your current and future business goals, you will need to ensure that you have the right infrastructure and skills to manage this technology, just as you would with any other technology. For smaller organizations that use a third party, you will need to make sure that the third party has the infrastructure and skills necessary to deliver on their promise. Do not just trust the sales representative; do your due diligence.


It is crucial to consider accuracy in customer interactions and avoid deceiving them through hallucination. Generative AI has the ability to create very convincing responses, so it’s important to understand how your AI mitigates this limitation. Additionally, when updating your information, ensure your generative AI has the necessary infrastructure to incorporate new data easily and generate responses that accurately reflect the latest information when interacting with customers.


These are just a few things to consider when looking into whether generative AI is a good idea for your business when it comes to customer operations.


In conclusion, transforming customer service through generative AI offers a compelling opportunity for businesses to enhance their interactions with customers. By providing personalized, efficient, and innovative solutions, generative AI integration into customer service promises to meet the evolving expectations of customers for on-demand and personalized service, while significantly boosting operational efficiencies and customer satisfaction. However, organizations must navigate the implementation challenges strategically, ensuring they align with their business goals, have the necessary infrastructure, and adhere to ethical considerations. By embracing generative AI judiciously, businesses can unlock new levels of customer engagement and operational excellence, setting a new standard for customer service in the digital age.


Interested in exploring how generative AI can revolutionize your customer interaction strategies? Reach out to us today for a consultation! We offer comprehensive solutions and expertise to guide your journey towards AI-powered customer engagement.


References:

Chui, M., Hazan, E., Roberts, R., Singla, A., Smaje, K., Sukharevsky, A., Yee, L., & Zemmel, R. (2023, June 14). The economic potential of Generative AI: The Next Productivity Frontier. McKinsey & Company. https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/the-economic-potential-of-generative-ai-the-next-productivity-frontier 

Huang, M.-H., & Rust, R. T. (2023). Artificial intelligence in service. Journal of Service Research, 26(2), 268-281. https://journals.sagepub.com/doi/10.1177/1094670517752459

Singh, J., & Singh, S. (2023). Generative AI for marketing: A review of the literature and future directions. International Journal of Research in Marketing, Management and Computer Science, 12(3), 1-10. https://www.sciencedirect.com/science/article/abs/pii/S026840122300097X

essler, C., et al. (2023). Generative AI and the future of work: A report from the Partnership on AI. Partnership on AI. https://partnershiponai.org/responsible-generative-ai-lets-get-started/ 

Wallach, I., et al. (2022). A primer on deep learning for the life sciences. Nature Methods, 19(8), 831-843. https://www.nature.com/articles/nmeth.4526 

Wu, Q., et al. (2023). A survey on dialogue generation with large language models. arXiv preprint arXiv:2301.12225. https://arxiv.org/abs/2105.04387 


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