With the evolution of customer service, consumers today expect an instant response and an enhanced experience, regardless of the sector, product, price, or communication channel. However, despite the benefits of adopting artificial intelligence (AI) based technologies and tools, there is still a long way to go in terms of customer service and consumer loyalty.
In this context, Willian Pimentel, General Manager of Freshworks in Latin America, believes that the future of customer service will be brighter than ever, but it requires sector leaders to think systematically about how, when, and where to apply AI to enhance the experience.
“The rising expectations of customers, who expect efficient and continuous service, similar to that offered by companies like Amazon, have lowered the quality of CX at a time of great technological improvement. Customers want everything at their fingertips and expect minimal contact, so companies must adopt new tools to meet these expectations,” says Pimentel.
This approach often results in poor experiences for customers, according to the Freshworks Director. “An example is that when AI is applied indiscriminately, it may handle initial calls well, but not address more complex issues. Customers end up frustrated when their problems are misdirected or when AI solutions are insufficient.”
For Willian Pimentel, it is essential to apply AI systematically, starting with simpler problems and gradually addressing more complex ones. The specialist explains that AI can provide excellent analyses and quickly understand customer issues, but when it makes a mistake, it can be significant. Therefore, human supervision is necessary to ensure AI solutions are accurate and emotionally intelligent. This means allowing AI to handle simple everyday problems while human agents deal with more complex issues,” he commented.
As an alternative for companies lagging in customer service and looking to upgrade quickly, the Freshworks executive emphasizes they must first understand their specific challenges. “New SaaS companies may face complex issues requiring careful management. Generative AI can help rapidly build a robust knowledge repository and establish an effective classification system using AI. This involves categorizing problems based on complexity and ensuring simpler problems are resolved quickly, while more complex ones are flagged for human intervention,” he stated.
Pimentel also stresses clear policies and procedures should be implemented: “In a B2C environment, this is essential for AI systems to provide effective support. For instance, AI can handle simple problems following predefined protocols, but human agents must step in when AI encounters issues requiring more critical thinking,” he concluded.
