“Replace people with technology and save money.” That is the general mentality many people have adopted, particularly since the release of Open AI’s ChatGPT in November 2022. Some people — maybe more often leaders — are excited by this possibility, while others — likely employees — are fearful. Though reports estimate millions of jobs are exposed to some degree of AI automation, both business owners and workers can rest assured that all will benefit from embracing the right technology.
Think about your local grocery store. You might take advantage of the self-checkout kiosks, but cashiers are still available when your cart is more complicated. You might pay your utility bill online, but you can still reach a representative if you notice an unusual charge. Technology serves businesses and customers by bearing the burden of certain tasks, but the goal is to free up the still-essential human employees so they can focus on more complex and personal needs.
Let’s look at how this dynamic applies to contact center technology.
Benefits and Limitations of Technology
If you’re considering implementing contact center technology, you might be wondering how it will affect your talent needs. Here are a few of technology’s abilities and limitations that make it unrealistic to replace people altogether.
Understanding Emotion
Some argue that computers are developing the ability to detect and distinguish human emotions. For example, systems that associate facial and bodily movements, words, and tone of voice with feelings such as anger, happiness, and fear. This progress is impressive, helping companies prioritize customer issues and respond with some appropriate keywords or actions.
However, experts warn that AI is not sophisticated enough to understand all the nuances of human emotion, and we must be careful not to create a generalized version of humanity. For example, AI can’t detect how emotion might be expressed differently by someone with autism or how an expression might mean something differently to someone who is Japanese versus American.
Finite Solutions
Modern AI has made great strides in its ability to resolve customer issues. Technologies like Natural Language Processing (NLP) and machine learning algorithms can enable tailored customer support beyond a static script.
However, contact center technology can’t learn how to address every particular need that might arise. Some unique situations require more creative solutions and are still best handled by human agents who can answer questions, collaborate with colleagues, and make executive decisions.
Customer Preference
Some customers are delighted that they can complete certain tasks independently and even automatically. This automation saves them time and may allow them to multitask. For example, an operations executive in the market for a new car can message a dealership chatbot between meetings, specify his interests, and receive an email with the relevant inventory.
However, in some instances, customers prefer interacting with a human agent, such as when emotions are particularly high or when someone is less comfortable with technology. Empathy (e.g., an apology for a poor experience) certainly feels more genuine and is more likely to be received by a customer when it comes from a human representative.
Proper Expectations of Technology
In light of these three points, you can see why we discourage completely replacing people with technology altogether. Even so, we certainly champion implementing the right technology to perform appropriate tasks. Contact center technology, in particular, can improve overall customer experience (CX) by complementing human agents in the following ways:
- Resolving simple inquiries — Chatbots and virtual assistants can handle frequently asked questions, allowing agents to address more complex issues.
- 24/7 customer service — Human teams commonly maintain windows of operation. Technology can help bridge the gap by providing basic support to customers around the clock, which can improve customer satisfaction.
- Data analysis and insights — AI can exceed human capabilities in analyzing data, providing insights, and identifying trends to inform CX strategies.
- Agent empowerment — With real-time information and suggested responses, agents can work to solve customer issues more efficiently and effectively, which benefits both the agents and the customers.
Maximizing Both
A hybrid approach enables businesses to benefit from the strengths of both: technology’s efficiency and tireless nature coupled with humans’ empathy, critical thinking, and problem-solving abilities. A perfect example of technology augmenting human customer service is the recent innovation of accent modification. This form of conversational AI can apply a chosen accent to an agent’s voice, aiming to improve communication and reduce the potential for cultural biases.
Qualified CX consultants can guide businesses in integrating contact center technology with their CX team. See AdviseCX’s Technology Advisory Services to learn more about how we can help you build an optimal solution customized to your needs.
