What does artificial intelligence mean to you? Are robots taking over? The end of the human in our companies? What if I told you that artificial intelligence, this famous AI, is about to revolutionize our relationships with customers? To provide more personalized links in our exchanges. It’s not a fantasy, it’s already being studied.
Emails with carefully chosen words
Jean Antoine Martos LogosLet’s be specific: today, contact centres make little or no use of artificial intelligence. Or let’s say rather that it is used by an essential channel: the processing of emails. This is the case with some telephone operators or some banks. Concretely? They use a machine smart enough to compile all the information collected on a client.
When an email arrives, drawing on this data, this same machine will send back to the operator responsible for responding by email, an “intelligent” response in terms of formulation, but also in terms of the offer. A very individual response, in short, is one of the basic techniques to gain the trust of its customers. Adopting artificial intelligence in your emails means giving yourself the power to personalize an approach in an extremely fine way. If you contact me for a Paris Match subscription, and I have information about you, I will answer you in a certain way, adapted to your profile, also taking into account the timing of the contact, if you are in a hurry or not. If another person contacts me with the same request, my sentences will be different, because I would also have taken their information into account. AI applied to contact centres is personalization in substance and form.
Add contact to our phone calls
But if I’m talking to you about this subject today, it’s because artificial intelligence is about to revolutionize the handling of telephone calls in Customer Relations as well. And the challenge promises to be exciting. Imagine today to optimize each contact, we create scripts. With AI, there is no upstream script, because there will ultimately be as many scripts as customers contacted. As the telephone conversation progresses, this same intelligent machine will be able to send (or whisper) sentences to the advisers, sentences which will take into account the content of the exchange and the thoughts expressed by the interlocutor. What does it mean? This means that if you call me in an execrable tone because you haven’t received your TV 7 days a week, the machine will be able to “impulse” in real-time, the right phrases to calm things down according to the words of the interlocutor. Goodbye, standardized spreads. And hello to “tailor-made”.
The machine VS the human? A misconception
However, I see you wince. Does the machine threaten the human factor of our work? It’s wrong. Because I’m not talking about an interactive voice server. I am talking about artificial intelligence, that is to say, using the machine in the service of man. Use the mass of data available on a customer, and you will obtain a real one-to-one relationship with him, also promoting a multi-channel experience. Trusting artificial intelligence means opting for better humanization of contacts in Customer Relations, and even more quality. And isn’t it our job to constantly improve the relationship that develops with the client? It is then up to us to study and use new technologies to provide optimal customer service. Because it’s no longer a distant future, it’s tomorrow.