AI Needs Intelligence to Enhance Customer Support

The introduction of artificial intelligence (AI) into customer support marked a transformative period, enhancing interactions with customers, reducing waiting times, and decreasing operational costs.

However, it’s important to acknowledge that the integration hasn’t been entirely seamless, as illustrated by a notable incident involving Air Canada.

Consider the case of Jake, who, while mourning his grandmother’s passing, sought a discounted airfare through the airline’s chatbot.

Unfortunately, the chatbot provided misleading information, suggesting Jake could purchase a ticket at full price and receive a discount later. Relying on this advice, Jake booked his flight, only to be informed later by Air Canada that this was not their policy regarding discounts.

Undeterred, Jake decided to pursue legal action, expecting accountability for the misinformation.

Air Canada attempted to deflect responsibility onto the chatbot. However, the court did not accept this defense, ruling decisively against the airline and mandating compensation for the chatbot’s error. This verdict underscored the necessity for companies to take full responsibility for their automated systems’ communications.

This incident underscores the urgent need for significant enhancements in customer service AI.

To optimize automation, it’s crucial to integrate advanced features and capabilities, enabling businesses to provide service that encourages customer loyalty.

How can we ensure that chatbots serve as assets rather than liabilities in customer service?

Reliable Information, Strong Trust:

Chatbots must access and relay information from credible sources to avoid misleading customers.

Intelligence and Adaptability:

Incorporating technologies such as natural language processing (NLP) and machine learning allows chatbots to better understand human interactions and improve with each conversation, thereby becoming both intelligent and dependable.

Precise Responses:

Exceptional chatbots must accurately pinpoint and provide the specific information requested, demonstrating their capacity to support their functions with intelligence.

Seamless Human Escalation:

It’s critical for chatbots to recognize their limitations and smoothly transition the interaction to a human colleague when necessary. This ensures customers are fully supported and valued.

Emphasizing these strategies positions chatbots as essential contributors to customer service, capable of offering accurate information, learning dynamically, and recognizing when human intervention is beneficial.

This approach not only addresses issues like those experienced with Air Canada but also promotes the role of chatbots as reliable partners in fostering strong customer relationships.

Written by Gilad Yaron, CEO, Data Protection Matters, Member of advisory board

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