There is a lot of built-up excitement out there around generative AI tools – particularly ChatGPT. The business world is convinced that these types of resources will transform the CX landscape. And while the hype is valid and exists for a reason, scratching beneath the shiny surface reveals some issues with this kind of thinking – specifically the fact that CX = customer service – nothing more, nothing less. And yes, while CX does pertain to delivering experiences, there is a lot more to it than that. Improving CX measurements and creation of a CX vision are also vital elements of the process. And where do generative AI tools fit into that picture?
At this point in the AI evolution, ChatGPT can only deliver services based on the large language models it was trained on – which typically don’t include an organization’s customer feedback. So it’s impossible for generative AI models like ChatGPT to provide information about those customers’ impressions of a company’s products and services, or fully replace the human element that makes up an effective CX program.
That being said, AI tools are being developed to help organizations build customer surveys much more efficiently. Recognizing that survey design is both an art and a science is the first step in understanding the role that generative AI tools can play in automating the design of survey resources. While the AI-generated bones of the design may be intact, there is still a need for human assessment to ensure that the survey doesn’t contain “coherent nonsense”. In spite of the incredible power and exciting possibilities of ChatGPT and other large language models (LLM) that can easily generate text, there is always the possibility that they are either making things up or telling the operator what they want to hear. But with attentive human governance to ensure that AI-generated content has accuracy and integrity, this type of survey design presents unlimited opportunities to improve overall organizational efficiency.
While it’s clear that generative AI tools show great possibility in responding to customers’ ratings and reviews, it’s also clear that the margin for error is high. It might be tempting to leverage generative AI platforms to draft up various responses to customers, but caution must be exercised when using these tools for customer interaction. It only takes one miscommunication to lose a customer.
At the end of the day, while the future looks exceedingly bright for generative AI, it’s also very easy to be blinded by the possibilities. Every component of today’s organizations can capitalize on this content-generating marvel – from contact centers to marketing, product development, HR, employee support and CX. The key component will be managing these capabilities with smart, future-ready strategies.
And while organizations are paying close attention to the possibilities introduced by generative AI, It’s critical to keep an unwavering eye on operations. One way to support this strategy is by partnering with a company like award-winning Anexa – one of North America’s leading customer service outsourcing companies.
Our experience in the customer service field confirms that empowered customers are more in control. Partnering with Anexa and dedicating strategic resources to your customer experience processes can leave you to steer operations at a higher level.
Give us a call today to inquire how we can sharpen your edge in the marketplace. Reach out to Anexa today.