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Future of CX

Why you need to automate customer support today!

Jeremy DSouza
.
Feb 4
.
11-12 mins

Table of contents

Key takeawaysCollaboration platforms are essential to the new way of workingEmployees prefer engati over emailEmployees play a growing part in software purchasing decisionsThe future of work is collaborativeMethodology

Technology has advanced to the point where automation can sometimes be more useful than humans. Computers have instant access to unlimited data, historical conversations and can recall any information on demand.

Let’s dive into automated customer service and review what it is, why companies are incorporating it into their support strategy, what benefits they’re seeing, the pitfalls to avoid, and the best practices for getting started.


What is automated customer support?

Automated customer support is support that is provided by a system powered by artificial intelligence.

The primary benefits of customer service automation software are:

  • Automatically answers questions for customers
  • Assists agents in providing better answers in a faster manner

Automating customer service can reduce the cost of human support representatives and help in providing an exceptional customer experience with less or no human effort.


The advantages of automated customer support

1

Predictive vs Responsive support

Support interactions fall under 2 categories – responsive or predictive.

You’re either responding to a customer question or proactively helping a customer before they reach out to you. Predictive support is the newer and obviously preferred option, but it’s much harder to achieve. In fact, it has only become possible in the past year or two with the advancements in artificial intelligence and machine learning.


2

Reduced cost of training and on-going employee engagement

New employees are hard to find, expensive to hire, and a task to train. On the other hand, artificial intelligence typically requires a one-time setup, configuration and training and then your everyday actions continue to teach the system. Once trained, your support automation system will never leave you.


3

Computers are reliable and always professional

Once programmed, computers act the same way every time. They don’t take holidays, they’re never sick, don’t have emotional breakdowns and don’t get tired.

This reliability makes a strong case for incorporating artificial intelligence into your customer support processes.


4

Fast response and easy resolution

Automated customer service means that you will be able to provide real-time support to your customers. When someone chats with you with a question, you can respond instantly, any time.

Intelligent automation can be faster than self-service online knowledge bases. It is faster than human responses and they have the capacity to answer new questions, so they never slow down.


5

Chat is the first choice and is more efficient

Chat support leads to easy adoption and use of chatbots. Think of customer support chatbots as digital assistants that chat directly with your customers to answer easy questions and escalate more complex issues to agents.

Think about it this way.

  • There has been an increasing demand for self-service options
  • People want to help themselves more than they used to
  • They like finding their answers rather than calling someone or asking for help
  • 72% of millennials prefer chatbots and don’t like phone calls

This trend works well for automating support since it’s giving the customer exactly what they want.


6

Increase personalization without extra work

It’s often thought that you can’t get more personalized than a human.

But humans can’t remember every conversation that any agent has had with a customer. They can’t memorize 100% of the answers in the knowledge base either.

AI can do these things. And in real-time. Using CRM data and customer context, automation tools can often provide a more personalized experience than a human can.

When you automate customer support in the right way, you allow for personalization at scale.


7

Scale your team faster than ever before

Historical customer service hiring was linear with new customer ads. Once you add ‘x’ new customers, you know that you’ll need another person answering the phones.

With AI, that changes. Teams can often add 10x more customers for each new agent hire due to increased efficiencies. AI customer support really is a game-changer!


8

Empower your agents with more knowledge

The advantages of automated customer support aren't limited to direct-to-customer conversations. It can work behind the scenes to suggest answers to agents so they always have the knowledge they need at their fingertips.

It’s like having your best manager in every agent’s earbud at all times suggesting what to say next. It increases efficiency, consistency, and reduces hold times and transfers.


9

Your system gets smarter with every use

And last but not least, your AI gets smarter every time you use it.

Machine learning algorithms allow your system to gain knowledge and recognize patterns over time, improving its performance with each new data point.

Using this technology in a customer support setting allows the algorithm to run in the background of support related chats, emails, or calls and collect the data coming in to find patterns that may be present from these interactions that humans wouldn’t be able to catch.

What is a customer support chatbot? 

Chatbots in customer support must be the most popular use-case of the tech ever since its development. Right from the banking sector to E-commerce, chatbots are changing the customer support system drastically. Now instead of waiting on-line for hours together to get a representative on call to resolve your queries, you can directly go get your issues resolved with a chatbot. Customer service chatbots enable customers to access information through the database stored in it. It uses artificial intelligence and machine learning to answer basic questions. These may be questions like “how do I add more users?” or “what is your pricing?”

To answer questions and offer help, AI-powered customer support bots use your existing information and resources, such as FAQs or knowledge bases. They can recognize and respond to multiple forms of the same question and can be trained using your ideal voice and tone to give instant answers. All of this combines to create an experience that models what a real person would offer to customers in a chat.

It’s true that chatbots help your customer service agents take away monotonous tasks. It helps them do their actual job with more sincerity and increase productivity. One of the biggest perks comes in the form of time-saving features. Chatbots take care of simple questions quickly. This way your team has sufficient time for complex problem solving.


Benefits of a customer support chatbot

In addition to the efforts of your support team, using AI-powered chatbots does not just make you look smart: it also comes with some pretty big benefits. Here are the five most likely to be noticed immediately.

1

Less stress with a customer support chatbot

A recent survey by chatbot developer Helpshift found that 94% of the 2,000+ respondents “dread contacting customer support.” The recent methods of handling customer support calls have done little to ease a customer's dread at reaching out to a vendor's customer service branch.

The survey also found that customers would welcome the use of chatbots to fulfil their specific needs. At least 70% of the respondents answered that they would use a chatbot if they could accomplish their tasks. This will reduce the time to get a customer service representative on the phone, and streamline the whole customer service process.

2

Chatbots offer an instant resolution

When a customer asks a chatbot a question, it doesn’t just offer a suggestion, it provides the full solution that is set up by using your own source material, including knowledge bases and FAQs. The instant replies cut out the wait-time that’s usually experienced with support agents. If your chatbot can't provide the right answer, access to humans will be difficult. Customers can request agents and get the accurate response they need without turning to other channels for support.

3

Your business can offer 24/7 support

Unlike humans, chatbots don't need to sleep. If your team is unavailable, a chatbot can step in and provide references to resources to respond to questions. But if they can't seem to help, the bot can tell you when a human will be in touch with your available hours. Alternatively, if you find that your bots get a lot of complicated questions that almost always require human intervention, you can build a dedicated "off-office" bot to take over when there's no one around to answer them. This way, the customer is not waiting for an answer, and as soon as they are back, a member of your team can immediately respond.

4

Chatbots continuously learn

Customer service chatbots are not only using AI to answer questions. They also use it to learn and improve the level of service that will be provided in the future automatically.

For example, if a chatbot is able to answer a question like "how do I add a different user? And "Where can I connect another user automatically?" It's the same thing. The same phrasing can be applied to your information bank automatically, so all questions are phrased in the same way. To provide better answers, you should train your bots.

By training your chatbot, you will enhance its immediate responses. Also, you will increase the likelihood that your consumers witness a self-service fix, ensuring that no one feels lost.

5

Your team has more context on each customer

If there is an AI chatbot, why not use it? Clients who see chatbots on websites may be more likely to ask questions than to browse silently and remain an invisible lead. You have their information in your system with that first touchpoint from a customer. When they contact you again, your agents can use the context of the interaction to better understand their needs or to ensure that their first question has been answered correctly. This deep context on each customer and their journey can give you some ideas for ways to improve your chatbot’s responses.

6

Create consistent user experience

Ultimately, customer support chatbots will help you create your customers' reliable on-brand experience. We only reinforce this consistency by the accuracy of chatbots. With AI in charge, messages are not skipped by mistake, help emails do not go to spam, and there is no copy-pasting or mistyping that could result in a customer getting the wrong information.

7

Technology ensures fewer errors

AI chatbots make fewer errors while answering customer inquiries than human agents do. This is because their cognitive technology interprets customers’ responses and provides accurate answers. And these answers are automated. Also, chatbots have great memory that reduces the chances of misinterpreting a query or offering an incorrect solution.

8

Proactive customer interactions

Generally, companies engage in passive customer interactions. That is, they only respond to inquiries but don’t start chats.

AI bots can begin the conversation and inform customers about sales and promotions.

Moreover, virtual assistants can offer product pages, images, blog entries, and video tutorials. Suppose a customer finds a nice pair of jeans on your website. In this case, a customer support bot can send them a link to a page with T-shirts that go well with them. Also, proactive customer interactions increase engagement, ensure retention and create a seamless experience for customers.

9

Speed and convenience as per customer demand

When you look at the success of companies like Uber, Netflix, Amazon and AirBnb, you have to realize that people value convenience. And only when possible, they prefer to avoid humans for a service.

All of these companies have taken something people could do before. For example, calling for a taxi or watching a movie. But technology makes these tasks much simpler now. Bots are eliminating these tasks for simplicity and agility.

Moreover, if you go to a supermarket and see how they function through technology you will not be surprised. The technology is insanely advanced! All you have to do is enter your requirements and the bot will help you find what you are looking for. You no longer have to wait in a long queue or wait for long hours. The bot will serve you and ensure that you save time for yourself.

Pitfalls of customer service automation

Okay, but what happens when AI goes wrong? It can happen. Here are a few pitfalls to watch out for.

Over-automation

Yes, automation is exciting, but the goal shouldn’t be to replace your support team completely.

We’ve seen teams try this approach and it ends up increasing customer frustration and can lead to churn. You can lose the human connection and personal touch with your customers if it’s not done correctly.

You want customers to be able to get to a live human when they want to. Sometimes questions are hard, and a computer just can’t handle it. Don’t keep the customer is a frustrating loop, quickly pass them off to someone to help.


Spending insufficient time on the initial configuration

We’ve all heard someone say something along the lines of, “bad data in means bad data out.”

If you don’t set up your system correctly from the beginning, it’s going to take a lot longer to learn and get to a place where it’s helpful.

Almost all intelligent customer service platforms will include comprehensive onboarding and training as part of their offering to make sure that you are set up correctly from the beginning. Once you’re up and running, the ongoing training and learning is often a breeze.


Choosing the wrong channels

You can automate customer support across any communication channel these days. You want to find the channels that have the most volume and also have easy questions.

For example, if every one of your website visitors asks how late you’re open, that’s low hanging fruit for automation. If every phone call ends up in a complicated troubleshooting session with your engineers, you may not want to try to automate that channel today.


Types of automation tools to consider

Customer service automation can come in many forms. You can find everything from complete platforms that do everything to specific features that solve one specific use case.

Here are a few of the critical systems to look out for and how you can leverage these systems for automated customer service. Some of these blend, so it’s not a perfect landscape, but should give you an idea of what’s out there.

Complete Solutions

Full-service customer support software has historically been focused on making sure inbound customer inquiries are routed to the best available agent. You’ll see that these systems that are moving to omni-channel approach to take all conversations from all channels and put them into a single queue.

As this space evolves, the providers are often focused on the intelligence that goes into routing conversations more than solving conversations directly. Virtual assistants are common and they are paired with an agent to create powerful and efficient agents.

We’re seeing a new wave of providers emerge that are built in the past few years on new technology. These software providers are providing a holistic support solution built around AI. If you have a large team or are looking for the best solution, these offerings are going to be right for you.

Leading platforms often integrate all of the features we are about to discuss in one seamless experience.


Chatbots

Chatbots are one of the primary and most efficient ways of automating support interactions today. 

Simple chatbots are easy to integrate and deploy, and I believe that every company should leverage chatbots as part of their support strategy.

When you are looking for a chatbot solution, be sure to confirm which messaging platforms integrate with the product. An excellent chatbot platform will work across many messaging platforms including native platforms, Facebook Messenger, WhatsApp, etc.


Agent assist

Agent Assist technology can often be found as part of a complete solution but doesn’t have to be. When we refer to agent-assist, we’re talking about technology that makes agents more powerful and efficient.

This technology can take the form of ticket routing optimization that uses skills and historical data to get tickets to the best available agent, internal chatbots, or other forms of suggested knowledge that live inside a ticket that guides agents on how best to answer a question.

It can even be as simple as automating note taking and ticket tagging within your system so that your agents don’t have to waste time on those mundane details.


Automated responses

Automated response technology sits between a self-service search-based knowledge base and a fully automated chatbot. These are AI machines that can suggest specific articles or answers to a customer before they connect with an agent. The goal is to reduce the number of requests that agents have to deal with by knocking off the easy questions before a conversation starts.

This type of technology can be highly effective but is a bit less natural and engaging than chatbots. I believe we’ll see this technology morph into chatbots as technology continues to advance.


Smart knowledge bases

We’re starting to see knowledge bases popping that are a bit more intelligent than your standard knowledge base.

These are online self-service knowledge bases but use AI to help direct customers to the best articles and also uses AI to help internal teams identify content that needs to be updated.

This hybrid system is pretty helpful for customer support automation but is most powerful for a team’s internal knowledge base.


Best practices of customer support automation

1 Keep your audience in mind

When you think about what channels to apply automate against first, consider your audience.

Young audiences often prefer chat-based communication and appreciate automation because it’s faster and they don't have to talk to anyone. In fact, 76% of millennials have said they don’t like to call someone to get help.

If you primarily serve an older audience, they are more likely to want to work with a real person.

You can quickly address both by providing options for automated help with clear and easy prompts to be transferred to a live agent at any stage.


2

Use automation as a tool, not a substitute

Humans and machines should work together. Remember, automated customer service tools are here to enhance the experience, not replace employees. Your agents should get as much value out of our conversational automation tools as your customers do.

Often the knowledge and systems you’re creating for customers are the same knowledge as what your agents are referencing. Look for a system that can use this knowledge both internally as well as for customers.

While technology and automation can be fun, don’t lose sight of the exceptional customer service you provide today.  Automating should add to your overall support strategy, not detract from it. Remember, it’s a marathon, not a sprint.


3

Continually test your system

As much as we would all like it to be, automation is not a ‘set it and forget it’ project.

Well executed personalized automation requires regular reviews to ensure it’s up to your standards. Customer needs change, new knowledge gaps are uncovered, and products change. While the system should get smarter on its own by continually adding new data, it still needs to be “trained” with feedback so that it is using that data correctly.

Get in there every week and test out new scenarios to ensure it is as good as you think it is. Ask hard questions and test the limits. Your customers certainly will.


4

Request feedback from the people that use it

Don’t try to pretend that you’re not automating certain aspects of your support. Remember, a lot of customers not only like it but prefer it.

Be open and transparent about your automation efforts and constantly ask for feedback from the end-users to ensure the customer experience is exceptional.


5

Start simple and improve over time

Don’t try to over-engineer everything in the beginning. Your system will need time to learn and so will you. You will learn a lot from the data that you continually analyze.

Keep the options simple to reduce frustration and make it easy to reach a live agent when needed. This will ensure your customers never get stuck or frustrated.

When you automate customer support, you need to focus on continuously training your systems. With Engati, you can track customer questions from your dashboards in three ways.

You can upload individual FAQs to the system. Alternatively, you could bulk upload an entire set of FAQs.

train your bot with FAQs

bulk upload FAQs to bot

The most time-efficient approach, however, is to train your bot with our DocuSense technology. After you upload the document, the bot parses through it, 12 pages every 8 seconds. Now, whenever a customer asks a question, your bot pulls responses directly from the document.

How to train your bot with cognitive search


Want to know more about customer service automation?


Frequently Asked Questions

What is automated customer service?

Automated customer service is support that is provided by a system powered by artificial intelligence.


What are the advantages of automated customer service?

It reduces the cost of training and ongoing employee engagement, enabling fast response and easy resolution, thus rapid support to your customers. It facilitates responding to questions instantly, any time, day or night. Chat support leads to easy adoption and use of chatbots. Increase personalization without extra work. Scale your team faster than ever before.


What are the pitfalls of Customer Service Automation?

Over-automation, spending an insufficient amount of time on the initial configuration and choosing the wrong channel are the pitfalls of Customer Service Automation.


What types of automation tools should I consider?

Customer support Chatbots are one of the primary and most efficient ways of automating support interactions today. Think of chatbots as digital assistants that can talk directly to your customers through chat (and sometimes voice) to quickly answer easy questions and route complex questions to the best available agent. Other tools include customer support software, Agent Assist technology, Smart Knowledge Bases.

Now that you know how easy it is to automate customer service, it's time for you to leverage it. Register with Engati for customer support automation!

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Jeremy DSouza

Jeremy is a marketer at Engati with an interest in marketing psychology and consumer neuroscience. Over the last year he has interviewed many of the world's brightest CX, AI, Marketing, and Tech thought leaders for Engati CX.

Andy is the Co-Founder and CIO of SwissCognitive - The Global AI Hub. He’s also the President of the Swiss IT Leadership Forum.

Andy is a digital enterprise leader and is transforming business strategies keeping the best interests of shareholders, customers, and employees in mind.

Follow him for your daily dose of AI news and thoughts on using AI to improve your business.

Catch our interview with Andy on AI in daily life

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