The Hidden Risks of Letting AI Take the Wheel in Customer Service
Brooke B. Sellas
Top 100 CMA Influencer & Strategist, 2024 | Leading Social Care Consultant | International Speaker | Digital CX | Social Media Listening | Horse Mom
Many businesses are turning to Artificial Intelligence (AI) to manage their customer service experience. They're drawn by promises of efficiency—24/7 availability, instant responses, and the ability to handle a high volume of queries.
However, this shift towards full automation might be costing more than it's saving.
The appeal of AI in customer service is strong, but the risks of relying solely on technology can alienate your most valuable asset: your customers.
For starters, AI systems often lack the empathy and nuanced understanding required for complex customer needs, areas where human interaction excels.
Let's look at some examples.
Bad Bot Behavior!
In my opinion, bots are great. IF they are used with oversight.
The below examples demonstrate the ongoing challenges and learning curves associated with integrating AI into customer service environments.
While chatbots can handle straightforward tasks efficiently, they often fall short in more complex or sensitive interactions, emphasizing the need for human oversight.
Microsoft
First, let's talk about the chatbot "Tay" by Microsoft. It was intended to learn from interactions with Twitter (X) users.
However, it quickly started generating offensive content due to manipulation by users. Ultimately, this led to its shutdown within 24 hours of launch.
[Source: One of Tay's now deleted tweets.]
This highlights the vulnerability of AI systems to exploitation and the importance of robust safeguards against inappropriate outputs.
Meta
Another example involves a customer service chatbot used by Facebook. This AI, named "M", was supposed to handle customer queries through Messenger.
Despite high expectations, it struggled significantly with complex queries and failed to resolve 70% of the issues it encountered, leading to its discontinuation.
This underlines the limitations of AI in understanding and processing human language in more nuanced interactions.
Air Canada
Next, let's talk about Air Canada. In 2023, Air Canada faced significant public scrutiny and customer dissatisfaction due to issues with their automated customer service system.
Their chatbot was intended to streamline customer service by handling routine inquiries and bookings, but it ended up creating frustration among customers.
There were reports of the bot providing irrelevant responses, struggling with more complex customer service issues, and failing to route customers to human agents when necessary.
The worst part? They ended up in court! And lost.
Using Caution
Finally, the potential pitfalls of relying too heavily on AI for customer service is vast. Without adequate oversight or the ability to smoothly transition to human assistance, you can ruin your reputation.
Let these BAD BOT BEHAVIOR stories serve as a cautionary tale about the importance of ensuring that AI systems are well-integrated and properly supervised to genuinely enhance customer service (rather than hinder it).
Embracing the Hybrid Approach: Practical Steps to Integrate AI Without Losing the Human Touch
So, how can you use chatbots for customer service successfully?
Understanding the limitations of AI in customer service is a start. To truly elevate your customer care, it's essential to blend AI efficiencies with human insights.
Here are some actionable strategies that you can implement to achieve this balance:
1) Set Clear Boundaries for AI Use
Define which customer service tasks are suitable for AI and which require human intervention.
For starters, routine inquiries can take a ton of time of your plate. Things such as ...
Often times, your frequently asked questions, or FAQs, make a great case for being answered by chatbots.
For example, see how Hootsuite's Heyday FAQ bot works below:
More complex issues, like resolving disputes or handling sensitive customer feedback, should be directed to human agents.
2) Enhance AI with Human Oversight
Incorporate a system where AI-handled interactions are periodically reviewed by human customer service agents.
This ensures that the AI is performing as expected. It also allows for immediate human intervention if the situation escalates beyond the AI’s capabilities.
领英推荐
3) Train Your AI Using Real Customer Service Interactions
Use real customer interactions as training material for your AI systems! This one seems so obvious but it's often missed.
Need ideas for how to do this? Check out our 15 AI-Powered Prompts to Supercharge Your Social Media Customer Service Game ebook.
This approach helps the AI learn from the nuances of human communication, improving its ability to handle diverse customer needs more effectively.
4) Focus on Seamless Handoffs
Ensure that the transition from AI to human agents is smooth and invisible to the customer.
For example, ChatBot has great example on their blog of how it's done right:
[Source]
Most of all, invest in technology that allows your agents to view the entire interaction history. This way, they can step in seamlessly and be fully informed.
5) Gather Customer Feedback on AI Interactions
Finally, regularly collect and analyze customer feedback specifically related to interactions handled by AI. This data is invaluable for understanding customer satisfaction and can guide further refinements to your AI strategies.
By taking these steps, you can ensure your use of AI in customer service not only boosts efficiency but also enhances customer satisfaction by maintaining the crucial human element.
And, for more detailed insights and case studies on how top companies are successfully navigating the challenges of digital customer service, [Download our Free State of Social Care Report Here].
Selecting the Ideal AI Platform
When selecting the ideal AI platform for customer service, it’s crucial to choose a solution that not only aligns with your business objectives but also enhances your customer interactions.
Additionally, using a tool like G2 can help you get started.
Here’s how to approach this decision:
By carefully evaluating these aspects, you can choose an AI platform that meets your needs.
Lastly, check out my interview with Katie Robbert and her FOG approach to integrating AI into your company:
Building Your Hybrid Model: Essential Technologies and Partnerships
Next, you're ready to build your program!
For context, a hybrid model in customer service refers to a system that combines both artificial intelligence (AI) and human elements to manage and enhance customer interactions.
Here’s a brief explanation of how it might look:
A hybrid model is particularly beneficial in providing a flexible and scalable customer service solution, ensuring that technology and human resources are utilized in the most effective way possible to meet customer needs.
Training for Sync: Empowering Your Team
Finally, how does all of this sync up? Training your team effectively to use AI is essential for synchronizing your customer service operations.
Here’s how:
By focusing on these aspects of training, you can ensure that your team is not only prepared but also enthusiastic about leveraging AI to enhance customer service.
This preparation helps in achieving a smoother transition and greater overall effectiveness in your customer service efforts.
Marrying High-Tech with High-Touch
Today, balancing automated efficiency with human empathy is crucial. Adopt the above outlined hybrid approach to excel at routine tasks and maintain personal connections.
This balance is key to customer satisfaction!
Howdy! ??? I'm happy you're here. I mostly write about social media customer care and its importance throughout the digital customer journey.
?? If you found this post valuable, you're REALLY going to love our 'State of Social Care Report' that uncovers key 2024 insights for social media!
Business Coach ??Productivity Coach Specializing in Helping Coaches, Consultants, Entrepreneurs Get Out Of Their Own Way.?Avoid Burnout, Be Super Productive ? Find, Hire Train VA's | Author | Speaker | Podcast Host
5 个月Absolutely, Brooke B. Sellas! AI can't replace the human touch that's essential for real connection with clients. It's a great tool to give you more time to do the client support..but nothing replaces your energy - especially yours!
Customer-Led Growth Expert | Top 100 Customer Marketing & Advocacy Strategist | Driving Transformational Customer Experiences
5 个月Great piece!
Superior Customer Support
5 个月Exceptionally important topic, Brooke B. Sellas. There's a lot of snake oil out there, and AI is amazing at a lot of things - just not EVERY thing. Be cautious, do your research (UK/US CSAT Index reports are a good start) before you go all in on all things AI in Support & Service. Thank you for posting - should be a public service announcement.
I help service-based businesses get more leads through social media and email marketing | Author of Instagram for Dummies
5 个月Ugh I personally hate most of the chatbots that offer help on websites. They almost never offer the help I need, and honestly, I don't usually ask for help unless I've exhausted my own search of the websites help articles already.
Owner - Your B2B Appointment Setting Partner | Business Development | Lead Generation | Cold Calling | Appointment Setting | Live, Warm Call Transfers
5 个月I agree! AI is a powerful tool, but it shouldn't replace human interaction entirely. We crave empathy, and that's where phone calls shine. AI can be a fantastic guide, helping us find solutions and navigate complex issues. It can even build a knowledge base of common problems and resolutions - but for true connection, we still need humans! Imagine using AI to schedule a call with a live rep, or to gather basic information before connecting you. That's where the magic happens! AI as an assistant, not a replacement.