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The Future of Customer Experience is Generative

On July 24, 2023 | 10 Minutes Read
AnnouncementsBot BuilderChatbotsConversational AI

Customer Experience (CX) encompasses every interaction a customer has with a brand, from initial contact to post-purchase assistance. In today’s competitive business landscape, CX has become a critical factor for success. As customer expectations rise, brands are constantly seeking ways to enhance their CX efforts while achieving cost efficiencies. One technology that has recently gained importance in the Customer Experience (CX) space is Generative AI. And one of the most popular ways for businesses to leverage Generative AI for elevating their customer experience is via chatbots and virtual assistants.

Understanding the role of Chatbots in Customer Experience

A. What are chatbots?

Chatbots are virtual assistants powered by AI that mimic human conversations, delivering real-time customer assistance. They utilise natural language processing (NLP) algorithms to accurately comprehend and respond to customer queries.

B. The rise of chatbots in customer experience:

Chatbots have become immensely popular for their capability to provide instant and personalised responses, enhancing customer satisfaction. They efficiently handle a wide range of customer inquiries, across the customer lifecycle from pre-purchase, purchase, post-purchase.

C. Benefits of chatbots in customer engagement

Improved response times: Chatbots provide swift and immediate responses, eliminating the need for customers to wait for human agents. Many companies aim to reduce the necessity of direct support team contact due to associated costs.

24×7 availability: Chatbots offer round-the-clock customer support, ensuring accessibility and convenience across various time zones. This reduces the expenses associated with maintaining multiple human resources for achieving constant availability.

Scalability: Chatbots can handle multiple customer interactions simultaneously, ensuring consistent service quality even during peak demand. Arguably, this is the greatest advantage of an AI-powered chatbot over a human agent.

The Potential of Generative AI: Advancing Chatbots to New Heights

Generative AI-powered chatbots and virtual assistants can interact with customers in a more human-like and natural manner. They can understand customer queries, provide personalised responses, and offer real-time assistance, enhancing the overall customer support experience. Leveraging Gupshup’s AutoBotBuilder, enterprises can build advanced virtual assistants that are goal-driven to drive customer engagement, sales or more efficient customer support.

What is Generative AI?

Generative AI, short for Generative Artificial Intelligence, refers to a category of artificial intelligence techniques that involve machines creating or generating new content, data, or information. Unlike traditional AI models that are primarily used for pattern recognition and prediction, generative AI models can produce original content that did not exist in their training data.

Generative AI often employs deep learning models, that learn from large datasets and then generate new data that resembles the patterns and characteristics found in the training data.

In generative AI, machine learning algorithms are used to create content that mimics human speech and behavior. Machine learning is a type of artificial intelligence (AI) that allows computers to learn without being explicitly programmed. Generative AI models use machine learning to learn from existing data and then generate new content that is similar to the data they were trained on. 

There are two main types of machine learning that are used in generative AI: supervised learning and unsupervised learning. 

  1. ML – Supervised learning involves training a model on labeled data. This means that the data has been tagged with the correct output. For example, a supervised learning model could be trained on a dataset of images of cats and dogs, with each image being labeled as either a cat or a dog. Once the model is trained, it can be used to generate new images of cats and dogs.
  2. ML – Unsupervised learning involves training a model on un-labeled data. This means that the data does not have any labels. For example, an unsupervised learning model could be trained on a dataset of text, without any of the text being tagged with a specific topic. Once the model is trained, it can be used to generate new text that is similar to the text it was trained on.

Generative AI has the potential to dramatically transform how businesses connect with their customers. Gupshup, a unified platform for conversational engagement automation, assists enterprises in creating chatbots and voice bots that harness the power of Generative AI.

How are Generative AI-Powered Chatbots impacting Customer Experience?

The remarkable progress in artificial intelligence (AI) has opened up new opportunities for bettering customer experience. One of these advancements is the rise of chatbots powered by generative AI, which are reshaping the way businesses engage with customers. From customised experiences to innovative issue resolution, prepare to uncover the limitless possibilities of this cutting-edge technology.

Leading firms are already using generative AI to improve customer experience. Emaar, for example, utilises AI-powered chatbots to provide tailored purchase recommendations to customers, and Chaayos’s Virtual assistant uses Generative AI to understand it’s customer’s mood and suggests tea to pair best with their mood. These are just a few examples of how generative AI is improving customer experience.

Gupshup offers a powerful Conversational AI platform that streamlines conversational engagement automation and frees businesses to focus on what truly counts – their customers — by automating marketing, commerce, and support for their brand.

Here are some of the ways enterprises can leverage Gupshup’s Generative AI products:

1. Generative AI-Powered FAQ Response Generators:

Generative AI-powered FAQ generators leverage artificial intelligence, specifically generative language models, to automatically create Frequently Asked Questions (FAQs) based on a given dataset or set of documents. These generators employ machine learning techniques to comprehend the context and content of the documents and produce relevant and coherent questions and answers.

Here is a general overview of how generative AI-powered FAQ generators typically operate:

Data Collection: Relevant data, such as articles, manuals, websites, or other textual resources containing valuable questions and corresponding answers, is gathered. The larger and more diverse the dataset, the better the AI model can learn.

Training: The collected dataset is utilized to train a generative language model like GPT-3, GPT-4, or similar models. These models are pre-trained on large amounts of text data and fine-tuned for specific tasks such as question generation and answering.

Context Understanding: The trained model employs advanced natural language processing (NLP) techniques to comprehend the context of the provided documents. It learns to recognize patterns, keywords, and relationships between questions and answers.

Question Generation: Once the model comprehends the context, it can generate new questions based on patterns learned from the training data. The questions are designed to be relevant to the given content and represent common user queries.

Answer Generation: The model can also attempt to generate answers based on the content it has learned during training. The aim is to provide relevant and accurate answers based on the information available in the dataset.

Review and Refinement: The questions and answers generated by the model may not always be perfect. Human review and feedback play a crucial role in ensuring the accuracy and relevance of the FAQs. This iterative process helps enhance the performance of the generator over time.

Generative AI-powered FAQ generators find applications in various areas such as customer support systems, knowledge bases, chatbots, and virtual assistants. By automating the creation of FAQs and adapting them as the underlying information evolves, they can save time and effort.

2. Generative AI-Powered Personalised Product Recommendation Engine:

Generative AI can analyse customer behaviour and preferences to offer highly personalised product recommendations. This level of personalisation can lead to increased customer satisfaction and higher conversion rates. 

Generative AI-powered personalized product recommendation engines utilize artificial intelligence, particularly generative models, to deliver personalized product recommendations to individual users. These recommendation engines analyze user behavior, preferences, and historical data to generate tailored suggestions that align with each user’s specific tastes and interests.

Here’s a breakdown of how these recommendation engines typically operate:

Data Collection: These recommendation engines gather user data, including browsing history, past purchases, product interactions, demographic information, and other relevant data points that contribute to building comprehensive user profiles.

User Profiling: Using the collected data, the engine creates individual user profiles that contain information about preferences, interests, and behavior. The profiles are continuously updated and refined as users interact with the platform.

Training the Generative Model: Generative AI models, such as GPT-3, GPT-4, or similar deep learning-based models, analyze the user profiles to identify patterns and correlations between user preferences and product attributes.

Generating Personalized Recommendations: When users seek product recommendations, the engine leverages the generative model to generate a set of personalized suggestions. The AI model considers various factors like previous purchases, browsing history, product popularity, and similarities with other users who have similar profiles.

Real-Time Adaptation: The recommendation engine adapts and updates its suggestions in real-time as users continue to interact with the platform, make new purchases, or exhibit changes in preferences.

Feedback Loop: The engine collects feedback from users regarding the recommended products, such as whether they made a purchase or liked the recommendation. This feedback loop helps refine the user profiles and further improves the quality of future recommendations.

3. Generative AI-Powered Contact Center Automation:

Generative AI-powered virtual agents can handle routine and repetitive calls, addressing customer inquiries, and providing solutions, reducing wait times and improving customer satisfaction.

Generative AI-powered contact center automation involves the utilization of artificial intelligence, particularly generative models, to automate and streamline processes and tasks within a contact center environment. Contact centers handle customer interactions like phone calls, emails, chat messages, and social media inquiries. The purpose of generative AI-powered contact center automation is to enhance efficiency, improve customer experience, and reduce the workload of human agents by harnessing the capabilities of AI.

Here are several applications of generative AI in contact center automation:

  1. Voice Virtual Assistants: AI-powered virtual assistants, known as chatbots or voice bots, are capable of addressing customer queries and providing instant responses. Generative AI models enable these virtual assistants to engage in natural and contextually relevant conversations. They can comprehend the intent of customer queries and generate appropriate responses.
  2. Automated Ticket Routing: Generative AI can assist in categorizing and directing customer tickets or inquiries to the most suitable human agent or team, based on the content of the message and the agent’s expertise.
  3. Sentiment Analysis: Contact centers can employ generative models to analyze the sentiment of customer interactions in real-time. This enables the identification and prioritization of critical or dissatisfied customers, facilitating timely responses and resolution.
  4. Automated Email Responses: Generative AI can draft automated email responses for common queries, saving agents time and ensuring consistency in communication.
  5. Voice Transcription and Analysis: AI models can transcribe and analyze voice calls, extracting valuable insights and detecting trends or patterns in customer interactions.
  6. Personalisation: Generative AI enables the personalization of customer interactions by tailoring responses and recommendations dynamically based on the customer’s history and preferences.
  7. Language Translation: AI-powered language translation services can help overcome language barriers and enable effective communication between agents and customers who speak different languages.

While generative AI has made significant strides in enhancing customer experience automation, it’s crucial to remember that there are still challenges to overcome, such as biases in the training data and the need for human oversight to ensure the AI-generated responses align with business values and ethics. Nevertheless, the continuous development of generative AI is likely to lead to further improvements in customer experience automation, benefiting both businesses and their customers.

Interested to try our Generative AI suite for your enterprise?

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Vartika leads marketing at Gupshup and has ~16 years of experience in marketing across early-stage startups and large enterprises. A Marketing specialist by profession, a wanderer at heart, an enthusiastic cook, and a painter for the soul.

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