Generative AI makes customer service more efficient and personalized but needs transparency and an ethical approach. Salesforce examined the 5 pillars of reliable customer service.
Generative artificial intelligence enters customer service as a necessary technology to meet growing customer expectations.
A recent study by Salesforce, based on a sample of more than 14,300 consumers and 3,300 purchasing managers worldwide, provided valuable insights into the trends shaping the future of customer service by highlighting how experience offered by a company is as important as its services and products.
Generative AI is therefore becoming a key resource in customer service, but it must be safe and put customer trust first. Below we see the 5 pillars of reliable customer service based on AI and capable of addressing the challenges related to the adoption of this technology.
1) Transparency
A fundamental aspect that emerges from the Salesforce survey concerns customer concerns and the request for transparency in the use of AI. In fact, 94% of Italians would like to know when they are communicating with AI or with a human being.
transparency is not only an ethical value, necessary for seven out of ten consumers (73%), but it directly translates into an increase in consumer trust. More than half of customers (55%) say that greater visibility into how AI is applied could boost their confidence. Companies must therefore focus on being open about the AI strategies and models they implement. Clear communication about AI decision-making processes and a detailed explanation of how the data is used becomes imperative. This approach not only satisfies customer concerns but also helps build a long-term relationship of trust.
2) Trust
trust emerges as a key element, with 68% of customers believing it is more important for companies to be trustworthy, especially considering advances in artificial intelligence (AI). Preferred companies excel in transparency, respect for privacy, and adaptation to changing customer needs.
Customer expectations for business experiences have grown, demanding fast, consistent, and personalized interactions.
Customer loyalty is closely linked to high-quality experiences and caring services, which are critical to business success in the ever-changing digital landscape. The experience provided to the customer remains the distinctive element of successful brands. Trust erodes when companies fail to ensure consistency across channels and data security becomes a concern. Nearly half of customers say negative customer service experiences are the main reason they switched to another brand in the last year.
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3) Human validation
Another significant request emerging from customer opinions is the need for human validation of AI-generated results. This need comes right before the desire to have greater control over where and how AI is used in business customer service processes. While AI can handle a wide range of tasks efficiently, customers want to be sure there is a “human touch” that can validate and, if necessary, correct AI decisions.
For example, only 37% of customers believe that AI results are as accurate as those of an employee. As a result, 81% want a person to be involved in the review and validation of those results.
Integrating human validation not only helps ensure the accuracy of responses but also offers a level of empathy and understanding that can be difficult to fully replicate with AI.
4) Security and customization
Generative artificial intelligence is configured as the future of customer service and companies that know how to adopt it in a strategic and ethical way position themselves as winners. personalization is a fundamental principle in modern customer interaction, as nearly 66% of users expect companies to modify experiences to meet their changing needs and preferences. Customers understand that companies use data to deliver personalized engagement. Still, they expect a return when they share their information and expect to receive explanations about how that data will be used.
Despite the promises of improved experiences offered by evolving technologies such as generative AI, customers are expressing concerns about the risks involved.
This represents an opportunity for companies capable of distinguishing themselves through technological strategies based on trust and security of customers’ personal and financial data.
Silvio Savarese, Chief Scientist of Salesforce AI, describes generative AI as “an artificial intelligence that does not simply classify or predict, but creates its own content, be it text, images, videos or even executable code, with a human-like command of language”. This allows for the automatic generation of personalized responses, freeing human operators to address more complex issues and build lasting relationships with customers, but it also requires the integration of privacy and security guarantees within the technology.
5) Control over AI interactions
Customer demand to be able to have greater control over interactions with AI emerges as a fundamental element. Customers want to determine when and how AI intervenes in the customer service process. In this sense, offering opt-out options, where customers can opt for full human support, represents a significant step towards customer satisfaction. Personalizing AI interactions based on individual preferences becomes crucial to ensure that AI implementation fully reflects customers’ needs and comforts. This personalization not only improves the overall customer experience but also helps build a stronger and longer-lasting relationship between the company and its customers.
The results of the Salesforce survey highlight an imperative reality for companies: it’s time to invest in creating cutting-edge customer experiences, driven by security, innovation, and efficiency, with the trust of consumers at the center of strategies.
In a context where consumer trust is paramount, transparently explaining why personal data is requested becomes crucial. This clarity enhances customer trust, opening doors to opportunities to create extraordinary sales and service experiences. In the current competitive landscape, to be market leaders, companies must aim not only for operational excellence but also for the adoption of robust values and an ethical commitment to the use of emerging technologies, such as generative artificial intelligence.
Original article published on Money.it Italy 2024-01-31 14:15:00. Original title: AI generativa, 5 pilastri per aumentare il coinvolgimento dei clienti
