Embracing AI in Support: Intercom's Evolving Approach to Customer Experience

Hey LinkedIn learners, Ruth O'Brien here, Director of Automated and Proactive Support at Intercom. A lot has happened over the past year, especially with the integration of AI into our support workflows. I thought it'd be great to share a quick summary of how this tech evolution has impacted my role and our overall approach to customer support.

From Buzzword to Business Strategy

It's wild to think that just a few years back, AI was a term we'd all toss around, almost like science fiction. Today, it’s hard to imagine our customer support without it. It's become a cornerstone, something that complements our human agents rather than competes with them which is what we honestly used to fear in the past.

The Rise of Fin, Our AI Chatbot

Here’s something that I never imagined could happen until I saw it with my own eyes: our AI chatbot, Fin, now handles about one-third of all customer interactions. I mean, we always aimed to be at the cutting edge, but seeing Fin grow from an experiment to an essential team member has been nothing short of amazing.

AI and Humans, Working Hand-in-Hand

It’s not just about letting Fin answer the easy stuff (which it does, and very well). The real magic happens when our human agents take the reins, assisted by AI powers and insights. Fin helps them recall past customer interactions, fine-tune their response, and sometimes even predict what a customer might need next. It’s teamwork at its best.

Addressing the AI Concerns

Now, I get it. AI can be a little intimidating. We've all heard the chatter about robots taking jobs. But at Intercom we believe that if you want to deliver truly remarkable service, AI like Fin is more of a sidekick than a replacement. It helps us do our jobs better, allowing us to have deeper and more meaningful conversations with our customers.

Striking the Right Balance

Of course, there are bumps along the way. We’ve all interacted with bots that felt more like roadblocks than helpers. The secret sauce is in creating a seamless experience, where customers get the best of both worlds: the efficiency of AI and the empathy of a human agent.

A Whole New World of Roles and Responsibilities

In this journey we’ve expanded the scope of existing team roles like our Help Centre Manager, now Knowledge Manager, who is responsible for the content that informs both our teammates and Fin. We've even created new roles like 'Conversation Designer,' which would have seemed pretty out-there a couple of years ago. These folks are invaluable in shaping a customer’s journey from start to finish.

Quality Assurance Isn’t Just a Human Affair Anymore

As we strive for efficiency, it’s crucial not to forget the human touch. That's why we're rethinking how we run a QA motion that includes both human and AI interactions, making sure that every customer feels heard, regardless of who or what they’re talking to.

Looking Ahead

To anyone hesitant about integrating AI into their support strategy, my advice is simple: now is the time to lean into it. This is your chance to be a groundbreaker in our industry.

For those who are still unsure; this change is happening no matter what, so leading through the early stages, embracing the challenges and being thought leaders in how to do this the right way will set you up for success in the future.

So here's to a future where AI and humans collaborate to provide an even better customer support experience. At Intercom, that’s the goal we’ll keep pushing for.