Leveraging ChatGPT to redefine customer experience

Over the past few months, ChatGPT has been garnering the kind of attention that was once reserved for sports and movie stars. The artificial intelligence bot, which uses deep learning to create content, has also divided people's opinions of it.

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Some see it as the next harbinger of the best and most promising use of technology since the Internet, while others are concerned of the dangers and potential risks posed by such AI tools.

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Whichever side of the spectrum you are on, like all technologies, it is still just a tool. As such, it can be used for both positive and negative outcomes.

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My colleague, Nathi Dube, the director at PBT Innovation, prefers to take a positive perspective of its potential, explaining that the AI and deep learning chatbot can be used to redefine customer experience.?

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Nathi explains that ChatGPT is unlike other chatbots in a couple of key ways. It is generative, able to use new content based on what data it is fed. Additionally he notes that ChatGPT has broken new ground as a transformer model, using self-attention to process input. Because it is generative and transformative, it can process input and generate output.

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This makes it particularly useful for the likes of customer support, which demands customised output.

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Nathi elaborates that ChatGPT can be used to provide more accurate answers to customer queries. It also allows businesses to customise model responses and integrate them into their existing systems, which in turn enable accurate real-time responses.

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What this means is that customers can receive quicker, more accurate and customised responsiveness than they would have otherwise. Using ChatGPT in this manner would enable companies to deliver much-needed improvements to business efficiency.

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One of the major criticisms of AI in general and ChatGPT in particular, is that it would ultimately replace human beings. But, when it comes to customer experience, Nathi stresses that it can instead be a valuable adjunct to human-centric customer service. By providing more accurate answers to customer queries, ChatGPT can help companies build and maintain stronger relationships with their end users.

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As much as ChatGPT's versatility is being extolled to encompass everything from content creation to writing code, he stresses that having a human component will still remain paramount.

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Irrespective of how smart a chatbot becomes, there is still the need for human involvement to ensure that the datasets it is using are not based on faulty data that introduced racial or gender bias. Failure to do so could impact customers and cause reputational risk or damage to the business.

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So long as that critical concern is addressed, then AI ChatBots like ChatGPT can be used to greatly augment customer service, enabling organisations to take data-centric customer experience to another level.

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Just one example of leveraging ChatGPT to this end can be found in data analysis, which is an ongoing challenge, particularly as data volumes grow.?ChatGPT can be used for data cleansing, utilising natural language queries to identify errors in datasets and offer correction suggestions.

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Furthermore, the tool can perform data exploration, enabling users to ask questions and receive responses that facilitate better understanding of their data. The natural language capabilities of ChatGPT make it ideal for text data analytics tasks, such as sentiment analysis.

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By better understanding one's data, the necessity of which I have spoken about at length in previous blogs, companies can be in the position to better understand the needs of their customers and respond to them more effectively.