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Will AI replace humans?
This is a question I am often asked. In the customer service world, there are many who say that AI will replace human-to-human support. It has been predicted by the most renowned consulting firms in the world. However, executives from some of the world’s largest and most recognizable brands have said that while AI provides a better customer experience, people are still needed and their companies will continue to hire.
That sentiment was recently confirmed when I interviewed Pasquale DeMaio, vice president and general manager of Amazon Connect Great business radio. His specific approach to AI and human-to-human customer service can be summed up in two words: Better Together.
Humans and AI: better together
Customer service works best when technology and people come together. While AI and automation can make things faster and easier, there will be times when customers will still want to talk to a live customer service representative.
It’s about automating the simple requests and queries and allowing agents to manage more complex issues. DeMaio said (referring to customer service representatives): “No one enjoys a password reset, nor talks to anyone about it, nor listens to the request.” Let AI handle the simple questions and requests, and let humans manage the more complex problems and emotional issues.
AI cannot achieve empathy, that’s what humans do
DeMaio said, “People aren’t really looking for technology to create that emotional connection when they’re trying to achieve an outcome.” Although AI can talk to a customer and sound like a human, the customer knows it is just a machine. It can say, “I’m sorry,” and sound empathetic, but it’s not, and the customer knows that. Authentic empathy is a person-to-person experience.
DeMaio shares his philosophy of friendly, empathetic service. He says, “At Amazon, we basically tell people to treat the customer on the phone like they’re your friend. But what we don’t say is that the person on the phone is your friend. … What’s normal is to treat him or her like you would treat a friend.” And so empathy begins.
Customer service costs nothing, it pays off
Traditional contact centers have focused on fast, efficient solutions. Metrics such as AHT (Average Handle Time) are efficiency measures. The goal of handling as many calls as possible as quickly as possible is not as effective as using customer support to not only resolve customer issues but also improve customer relationships. Let AI-powered self-service tools solve simple problems and let people (customer support agents) spend a little more time with customers to drive repeat business and loyalty. Additionally, DeMaio points out that companies should try to understand why a customer might want to leave and proactively create positive experiences, long before they escalate, to keep customers wanting to return. For example, Amazon Connect’s real-time analytics allows agents to detect customer sentiment, identify high-risk relationships, and take the necessary steps to save the customer.
Finding the balance between technology and human-to-human conversations
The balance between technology and human support will vary. However, the future of customer service is not about the choice between AI and humans. It’s about using the strengths of both to create a convenient, efficient and seamless experience. Customer service is not just about repairs. It’s about caring and building long-term, loyal relationships. DeMaio summed it up by saying, “Think about the long-term value of the customer. And then think about how you would like to be treated as a human being. And then think about how AI can help you do that better.”
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