3 ways to redefine customer experience strategy with generative AI

Generative AI (GenAI) has gained the world’s attention and is revolutionizing customer experience (CX). According to LIKE.TG’s Customer Experience Trends report, 37% of CX leaders are already infusing the technology throughout support and service delivery.

Customer Contact Week (CCW) Digital found that 73% of CX leaders plan to increase their investment in GenAI-enabled tools, applications, and systems within the next two years—even though roughly one-third (31%) of them intend to cut customer operations costs.¹

New and pioneering customer service use cases for GenAI abound. Yet the constant evolution of the technology, accelerated by its widespread availability, confounds many CX leaders with this twofold question: Where do we begin, and where do we go next?

The answers may be more straightforward than they appear. Customer-facing teams can harness GenAI to refresh customer experience strategy, revitalize employee experiences, and retain customers through a thoughtful approach. As the technology’s expansion into customer support accelerates, CX leaders should focus on applying GenAI in the following three ways.

1. Reimagine customer service engagement practices

Customer contact volumes are increasing across channels, including chat, messaging, and social media, according to CCW Digital. Organizations must learn quickly from, and adapt meaningfully to, these evolving communication preferences.

Enter GenAI. As CX leaders invest in delivering a seamless omnichannel experience to meet these expectations, GenAI can help fine-tune their approach.

Virtual agents, powered by GenAI, can respond to customer requests in natural human language, providing detailed guidance that reduces mean time to resolution. In assessing the technology’s performance, CX leaders can improve support across channels—web, chat, and mobile—while providing the right resources quickly.

Doing so with an emphasis on elevating self-service options will be critical to empowering customer service teams to handle the ever-increasing volume of contacts. Our research found that 69% of customers still prefer to speak to a live agent. GenAI can enable organizations to use tools such as Service Catalog, Virtual Agent, and Knowledge Management as the foundation of their omnichannel experience instead of as just another building block among many.

2. Enhance agent performance

“Hire the smile, train the skill” is a mantra used with regularity in customer service. When employees aren’t smiling, neither are their customers. As agents continue to be overburdened, their dissatisfaction detracts from CX: Only 4% of customers registered improvements in their brand experiences between 2022 and 2023, according to CCW Digital.

GenAI can produce succinct case summaries, distilling customer-specific context and insights with one click, regardless of issue complexity. This, combined with GenAI-enhanced search capabilities that provide actionable overviews derived from relevant knowledge articles, can reduce agent time spent searching and sifting for the right answer.

Instead, agents can focus on what matters most: delivering great CX with agility and accuracy. Agents want to be the empathetic problem-solvers that customers and CX leaders expect them to be. GenAI can help them reach that goal while minimizing mundane, redundant tasks.

3. Orchestrate personalized customer interactions at scale

The era of big data was supposed to usher in groundbreaking ways to tailor experiences along the customer journey. Yet only 13% of consumers feel their interactions are “highly personalized,” according to CCW Digital. This should be a serious concern for brands big and small, especially as personalization becomes more critical to retain business.

GenAI can engage in multiturn question-and-answer dialogue with customers, understanding intent, sentiment, and context. In doing so, it captures and summarizes conversational insights to facilitate faster virtual-to-live agent handoffs in the delivery of bespoke experiences at scale.

For example, when a customer reaches out to a contact center, GenAI can use the information provided to create content that:

• Recommends individualized products or services
• Delivers customized, step-by-step troubleshooting guidance on a variety of customer issues
• Summarizes previous interactions

The age of GenAI is here. Organizations that fail to weave the technology into the fabric of their CX may not exist long enough to experience regret. As more use cases for the technology come into focus across industries, CX leaders can explore GenAI to enhance customer engagement, cultivate top talent, and nurture customer relationships.

Find out more about how LIKE.TG helps organizations deliver world-class customer experience with GenAI.

¹ Customer Contact Week Digital, Future of the Contact Center, November 2023

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