If, in the past, automated service was viewed with some suspicion 'Bots that did not understand the questions or always gave the same answers ', the scenario today is another. The evolution of artificial intelligence (AI), especially with the arrival of generative models, opened new possibilities for interaction between brands and consumers. The next frontier now is the creation of multiple AI agents, which operate together in an orchestrated way, expanding the customization, efficiency and scale of the services.
This new approach combines the best of both worlds: human intelligence applied to creating customer service strategies and flows, and AI's near-unlimited ability to adapt, learn, and respond in a personalized way, all in real time.
“It is a path of no return. The consumer no longer wants to wait, nor to be transferred from sector to sector. He wants quick, accurate answers and, above all, wants to be understood”, says Jenifer Ferraz, Head of Product and Business of the IRRAH TECH Group, specialized in generative AI solutions for retail.
In practice, the great challenge for companies is to move away from the traditional model, with a single chatbot that tries to meet all kinds of demand, and to move towards a more sophisticated logic, with multiple expert agents acting together.It is in this scenario that IRRAH TECH bets on its main product: GPT Maker.
More than automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where the customer feels that they are being heard, understood and well served, regardless of the channel or the moment of the” journey.
Jenifer explains that “a tool allows you to create, in a simple and intuitive way, several assistants with different personalities, knowledge and goals. Each one can be trained for specific functions: an agent specialized in product questions, another dedicated to exchange and return processes, another focused on sales, which helps in more complex problems, such as product configuration or technical failures, and even an agent with the brand's tone of voice to strengthen the” relationship.
The professional also points out that “o GPT Maker allows the client to not even realize that he is interacting with different intelligences. For him, the experience is fluid and personalized. Behind the scenes, each agent is prepared to act exactly where it is most efficient.”
Another key point of this technology is the integration between AI agents and human attendants.“When a customer asks a more complex question or one that requires empathy, the system triggers an operator, but without losing the context of the conversation, ensuring a smooth transition”, he explains.
“Esse hybrid model avoids that classic friction of having to repeat everything again for the human attendant. The history is there, the context is preserved. This increases customer satisfaction and reduces the average service time”, he says.
In addition, GPT Maker allows companies to scale their services without having to multiply the number of operators. AI absorbs much of the repetitive demands, freeing human teams for more strategic and sensitive cases.
For Jenifer, the future of customer service necessarily involves customization at scale.“The consumer wants to feel unique, but companies need to do this in a viable and sustainable way.Generative AI, with multiple agents, is today the most powerful technology to balance these two needs”.
“More than automating responses, our proposal is to use artificial intelligence to create memorable brand experiences, where the customer feels that they are being heard, understood and well served, regardless of the channel or the moment of the journey
According to Zendesk's CX Trends 2024 Report, personalization of customer service is a determining factor in customer experience: 67% expects interactions to be personalized, while 59% wants companies to use available data to deliver more personalized experiences.In addition, 70% of consumers say they expect companies to offer support in real time, and 64% expect this to happen across all channels.
In addition, 57% of customer experience leaders believe that generative AI will have a major impact on chat support over the next two years, with 83% of companies already using this technology reporting a positive return on investment (ROI), according to research published by Forbes.
In Brazil, a study by ServiceNow points out that 87% of consumers value good chatbot service, although 59% still prefer to talk to a human attendant in more complex situations, which reinforces the importance of technology.
Jenifer concludes: “O attendance is no longer a cost. It is a strategic relationship and value-generating asset for the business.”
