AI analyzes customer interactions and provides data-driven insights, optimizing customer service

Often, a call center is conditioned to receive calls, find solutions, write down the reason and move to the next customer in the queue, with agility. But with contacts of just a few minutes, it's hard to get relevant information. What if there was a technology that transformed these interactions into learning for the future? 

This technology already exists and goes beyond the phone calls, any kind of conversation between a customer and a company can be analyzed. It is not only the tone of voice that defines whether an experience was positive or negative, but the general context of communication. Factors such as regionalisms and cultural expressions play a fundamental role in this interpretation, as a person may sound agitated when commenting on an event without necessarily being dissatisfied or can use colloquial expressions without a negative connotation.

With generative artificial intelligence — the one that not only automates tasks, but also analyzes data and generates insights — companies can, in addition to solving specific issues, examining thousands of files and data, identifying patterns of dissatisfaction in conversations, anticipating needs and helping companies improve the consumer journey. 

“ AI performs a detailed analysis of each interaction, something that a human analyst, due to the volume of data, could not do with the same scope and at the same time. By identifying opportunities, even in the smallest conversations, the tool turns these insights into actionable intelligence for the company”, explains Carlos Sena, founder of the company. AIDA, a platform specialized in the use of generative AI to transform interactions into actionable intelligence.

Brazil is already emerging as one of the global leaders in the adoption of this “arm” of AI: the country is among those who most use generative artificial intelligence in the world, according to a survey commissioned by Google — 54% of the interviewees claimed to have used the technology last year, while the global average was 48%. 

Applied to customer service, generative AI can go beyond its most traditional use, which involves chatbots and virtual assistants to automate the contact. Even because, even in automated interactions, the user experience is not always satisfactory. Therefore, more complex services — or even the customer — still require human presence. 

And it is in these cases that the not-so-obvious use of AI can be valuable: Generative AI analyzes customer behavior in conversations with attendants, identifies patterns of dissatisfaction and maps friction points, allowing continuous adjustments to make the journey more efficient. The data analysis carried out by the tool helps brands to understand the bottlenecks and points of greatest dissatisfaction in the service, without having to “guess” anything. Thus, improvement decisions are better founded and, consequently, are more likely to have positive effects.

“More than responding to user requests, artificial intelligence allows companies to transform each interaction into an opportunity to improve their services, creating, in the end, a true source of information and going to the ‘root of the problem’ to solve it. Listening well, reflecting, analyzing and organizing calls can be the differential between losing a customer or winning them forever. It seems contradictory, but technology ends up being a great ally to make the service more humanized”, concludes Sena.