1. AI Trends in Customer Care
In the digital age, artificial intelligence (AI) and automation are revolutionizing the field of customer service. From smart chatbots and automated call centers to customer behavior analysis, AI helps businesses optimize the customer experience and significantly reduce operating costs.
However, alongside the benefits, AI also poses many challenges: Will customers accept chatting with machines instead of humans? Can businesses maintain personalization when applying technology?
Let's explore the opportunities, challenges, and suggestions from Bellsystem24 Vietnam on how businesses can leverage AI to enhance customer service efficiency.
2. Opportunities when applying AI & automation to customer service
2.1. Quick response, 24/7 operation
Unlike humans, AI can operate continuously to provide rapid support at any time.
- AI chatbots can handle thousands of requests simultaneously, reducing customer wait times.
- Integrated call center voicebot can automatically recognize frequently asked questions and provide immediate answers.
- Customer service is not limited by time zones or holidays, providing maximum convenience.
For example: Many banks use chatbots to help customers check their balances, transaction history, and guide them through opening an account without the need for direct support from staff.
2.2. Personalizing the customer experience
- AI can analyze data to provide recommendations tailored to each customer.
- Based on purchase history, AI will analyze shopping behavior to recommend products/services that customers may be interested in.
- Send emails, messages, and automated care calls with content tailored to customer preferences and behavior.
For example: Amazon, Shopee, and Lazada use AI to recommend products based on search and purchase history.
See also: Personalizing the customer experience: How to make every interaction special?
2.3. Automating the support process
- The AI ticketing system helps categorize and prioritize customer requests.
- AI can handle repetitive tasks such as scheduling appointments, confirming orders, and looking up basic information.
- Reduce the workload for customer service representatives, allowing them to focus on more complex situations.
2.4. Data analysis and customer behavior prediction
- AI helps businesses better understand customer trends and needs based on data analysis and reporting.
- Predicting customer churn to implement retention measures.
- Measuring customer satisfaction levels through voice, emotions when communicating.
Real-world example: Netflix uses AI to analyze users' viewing habits, thereby recommending the most suitable content.
3. Risks of applying AI & automation to customer service
Although it offers many benefits, AI still has many weaknesses when applied to customer care.
3.1. Lack of human elements, reduced emotional connection
- AI can understand language but lacks genuine emotion, which poses challenges in sensitive situations.
- Customers still tend to prefer communicating with people rather than machines, especially when it comes to important matters.
- Some customers feel uncomfortable having to chat with a chatbot instead of receiving direct support.
3.2. Data and privacy risks
- AI collects large amounts of personal data from customers, and if not properly secured, this can lead to the risk of information leaks.
- Many customers are concerned about AI tracking and analyzing their behavior without explicit consent.
Facebook has faced controversy over using user data to analyze behavior without permission.
3.3. Limitations in handling complex situations
As of 2024
- AI only works effectively with repetitive situations or those with clear rules.
- Specific issues or emergency situations still require direct human intervention.
- If AI is not trained properly, it may give incorrect or inappropriate answers.
4. What should businesses do to optimize AI in customer service?
In customer service, AI and automation are powerful tools, but they are not a complete replacement for humans. Whether they present opportunities or risks depends on how businesses implement and use them. Below are some suggestions from Bellsystem24 Vietnam for businesses that want to apply AI to their customer service activities.
🔹It is necessary to clearly identify which areas require AI support.Businesses should exclude AI in cases where it could lead to inaccurate responses, causing serious consequences.
🔹Testing and applying AI according to the roadmapPrioritize testing on a small scale, in easy situations, and gradually improve over time.
🔹 Combining AI with human elements: AI supports the work, but customer service representatives still play a key role in critical situations.
🔹 Improving AI learning capabilities: Standardize and update data regularly so that AI can provide more accurate responses.
🔹 Data transparency: Ensure customers are aware and consent before AI collects their information.
🔹 Provide alternative solutions: If the chatbot cannot resolve the issue, customers need the option to connect with a customer service representative.
At this point, the key to success is the harmonious combination of technology and people in the customer service strategy.
BELLSYSTEM24 VIETNAM
Vietnam's No. 1 Company in Contact Center & BPO Services
