David Morton, Sales and Solutions Director, ArvatoConnect, has been featured in CXM Magazine explaining how people will work side by side with new technology to deliver the future of customer service.
Technologies such as artificial intelligence (AI) are regularly hailed as the future of a more personalised and responsive approach to customer services. But their emergence as a realistic option for a wide range of businesses has raised fears over threats to jobs, as a growing number of tasks become destined for automation.
There is no denying that AI stands to change the way customer service is delivered and will, in time, replace some functions that are currently handled by people. But the fear that it will result in mass redundancies is often overstated. In reality, the technology will help to transform roles into more highly-skilled positions to handle increasingly complex enquiries, which will demand top quality communications and digital skills.
As such, David argues in his piece that customer services of the future will become a hybrid of technology and algorithms (artificial intelligence) and people (human intelligence).
He comments: “Customer experience has become a key differentiator and brands are prioritising high-quality customer service across more and more product lines and channels. With such focus on improving quality, the human element of experience must remain at the forefront.
“Customer service roles will change, however, as more of the transactional work is automated, particularly in back office functions. Dealing with simple queries and handling frequently asked questions will be picked up by chat bots integrated with AI and more intuitive self-service platforms – a trend that’s already in motion. Yet, when it comes to strategic areas like customer retention, which require discussion and negotiation skills, humans will continue to play the primary role.”
“Adapting to a new landscape of AI and automation will require a great deal of training and development, but as brands continue to focus on delivering exceptional experiences for customers, new technologies will enhance the capabilities of human advisors, rather than diminish them.”
You can read David’s full feature here.