Tim Morris, MD of inbound communications specialist, Cymphony, shares his insights on how AI is set to change customer service forever
Have you ever questioned whether you’re talking to a robot or a human? Daft question, isn’t it? After all, we’ve all been there, engaging in conversation with a chatbot or a Siri-like assistant, only to find ourselves caught in a never-ending loop of, “I’ll connect you to an agent”. But just you wait and see, this scenario may soon be a thing of the past.
AI integration is all set to become a mainstay within the next months and years. Once an entity confined to the realms of science fiction, AI is poised to become our reality before the start of the next decade. Whilst AI’s initial use has centred on content creation, image production, and coding, its deployment in customer service is well worth some serious pondering and not just from the view of being the customer.
For businesses, AI has the potential to completely revamp the way inbound communications are handled, promising increased volumes, reduced costs, and operational efficiencies if executed properly.
Present-day chatbots, which we’ve all experienced and frequently bemoaned, aren’t really backed by AI. These are rule-based programmes, responding to predefined workflows and generating preset answers to specific keywords or queries. Their inability to learn from interactions often leads us into those notorious, circular conversations, and getting nowhere fast.
There are, however, certain web chat services that utilise conversational AI, offering a somewhat more user-friendly experience through Machine Learning and Natural Language Processing. Yet, they’re still no match for a conversation with a real person, a fact we’re acutely aware of at Cymphony.
However, this could all change. With the advent of AGI (Artificial General Intelligence) - a state where machines can mimic human cognitive abilities - we’re seeing a shift in AI discussions. Some experts are even predicting the realisation of AGI as early as 2026.
This raises fascinating, if not slightly terrifying, questions about the future. Whether the conversation centres on ethical considerations or the rush to legislate rapidly evolving technology, AI is, and will remain, a topic of heated debate.
For many, including senior management and heads of large organisations – that goes for franchisors too – the subject is something of a mystery. Sceptic or supporter, there’s no halting the march of evolution and the progress of this technology. In the meantime, the synergy of AI and our existing technology is where the possibilities are really taking shape.
As we stand on the cusp of this new era, imagine a future where a customer service enquiry is seamlessly handled by an advanced AI chatbot, like ChatGPT, Jasper, or YouChat. As these technologies continue to evolve, they could potentially mimic human interaction to such an extent that customers might not even realise they’re chatting with an AI.
Imagine a world without abandoned calls or frustrated customers - and there’s absolutely no reason to think that written content couldn’t be converted to voice too, leaving customers chatting to a bot on the phone without even realising. Maybe the conversation would be so rational and productive that they wouldn’t mind even if they did.
Picture this for a moment - a future where there is never an abandoned call, and customers leave due to vexing web chats. Every single inbound enquiry into your business dealt with in seconds by a friendly, knowledgeable and capable AI operator. One who can hold a call with some useful information and offer workable solutions before seamlessly handing off to a real-life person should the need arise.
This is not a fleeting trend. Business owners who wish to reap the benefits of this revolution must plan strategically for the integration of AI and AGI into their operations. Retrofitting will be an expensive and substandard, so future developments should consider AI integration from the outset.
For franchisors, this means serious collaboration with your networks. Not everyone will be on board, and some franchisees might already be using AI without your knowledge. Therefore, it’s crucial to educate and influence for smooth network adoption in the long run.
My advice is to make AI a board-level agenda item, and do it today. At Cymphony, we’re proud to be exploring ways to offer our customers the best of both worlds. But what about you? What will you offer your customers and how? Ignorance or avoidance is a surefire way to obsolescence. Embrace AI, because rest assured, your competitors will!
About the author: Tim Morris is the MD of inbound communications specialist, Cymphony. He is a distinguished franchise professional with decades of experience across sales, customer care, operations and compliance. From leading the expansion of an international franchise brand to heading up the support functions of both national and international franchisors, Tim has been instrumental in the growth of hundreds of franchisees. His proven success record comes with a passion for 360 business development, and his unique perspective empowers franchisors and franchisees alike to get the very best from their partnership.