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agents have been sources of discontent for many. “This is where automation comes in, delivering personalised dialogues and reshaping customer interactions to allow agents to focus on other priorities. This is why 84% of contact centre and IT leaders consider automation to be an extremely important focus for their business.” David Morton, chief revenue and customer officer at HGS UK agreed, adding: “Businesses are increasingly looking at ways to improve efficiency against the challenging backdrop of trying to reduce costs. “The CX industry is no different. With a large proportion of the CX market being delivered by outsource providers who are functioning on tighter margins than most other industries, as well as operating in a highly competitive landscape, any tools which can support efficiency gains are of course of significant interest. “AI is one such tool which can deliver efficiencies and is therefore set to be a solution which could change, or moreover, be a part of a solution which delivers improved customer service. “Of course, as AI is a digital solution, it could conceivably replace an entire contact centre operation using intuitive large language
CONTINUED “Customers recognise a brand’s ‘tone of voice’ and they’re much more likely to engage with a chatbot if it feels like an ‘authentic’ experience,” said Budka. “This has impacted us in a couple of ways. “Firstly, the advent of Generative AI moved the conversation into the realm of marketing agencies, as a lot of our clients have started approaching it from a branding and tone of voice perspective, rather than a tech perspective. We’re now working on fine-tuned GPT models, for example, containing loads of before and after tone of voice examples. “This is a job for linguists as there models (LLMs), integrating into a back-office system to deliver outcomes. However, if you then introduce the complexity of multichannel engagement, including voice, then a dependency on live agents still exists. Here we see ‘human in the loop’ becoming the rounded solution, working in conjunction with technology such as AI to deliver operational efficiency and intuitive next best action.” The Personal Touch As Morton hints at, one of the ways the public seems to rally against the new form of Artificial Intelligence is by arguing that these machines will take our jobs. An aspect in which this could be true is the way that Generative AI has paved the way for a more personal touch through interactive chatbots and Interactive Voice Responses, as Steve Rafferty, VP International from RingCentral, explains. “Since the introduction of Chatbots and IVRs, we have seen more personalised customer experiences with the rise of AI- driven analytics in providing accurate and precise customer data. “As customer data sets become larger, Chatbots and IVRs will continue to gain new capabilities such as sentiment analysis that allows for real-time adjustment of communication strategies, resulting in deeper forms of customer engagement.” It’s not just the AI tools that are capable of sensing tone, funnily enough, consumers are, with Luke Budka, AI strategist at brand and comms agency Definition, points out.
David Morton Chief Revenue and Customer Officer
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