Dive Brief:
- Samsung has rolled out AI-powered tools designed to help customer service agents find additional customer information and simplify self-service journeys, the company announced Wednesday.
- Samsung’s interactive voice response system will use AI to better understand customers’ intent, including identifying the specific product and the issue the customer is having. The technology can then provide that information to the agent before connecting the caller.
- The IVR can provide enhanced self-service options as well, such as texting customers the locations of nearby authorized repair service centers, creating links to book in-person service appointments and offering updates on the status of ongoing inquiries.
Dive Insight:
Samsung is aiming to balance the convenience AI-powered customer service offers against the need for human interaction.
Nearly three-quarters of consumers believe companies are becoming too impersonal in their connections with customers, according to internal Samsung research. Almost half of consumers want product support over the phone, and another third seek online chats with live agents.
However, consumers are more comfortable using AI tools when it helps solve their problems accurately and efficiently, according to Samsung. The improved link between IVR and live agents is part of the company’s efforts to build trust.
Another element of Samsung’s customer service is the ability for customers to pause and resume inquiries at their own convenience. All information shared so far is saved, preventing callers from needing to retrace the same steps when they resume their journey.
Customers hate repeating themselves, according to Keith McIntosh, senior principal of research in the Gartner customer service and support practice. Seamless transitions between AI and human interactions avoid this problem.
“Delivering a successful service journey with AI means using the information that the customer has provided to continue the interaction with an agent,” McIntosh told CX Dive in an email. “As long as the customer feels like their steps are progressive and their effort has not been wasted, a transition from AI to an agent will feel seamless.”
