Capgemini-用生成式人工智能展望客户服务的新时代（英）

EnvisionaneweraofcustomerservicewithgenerativeAI

Shouldafter-salesserviceremainan

afterthought?

2EnvisionaneweraofcustomerservicewithgenerativeAI

Imaginediningatarestaurantwherethefoodisimpeccable–everybite,aculinarydelight.Butthewaiterisunfriendly

andinattentivetoyourneeds.Would

youreturnforthesumptuousfoodand

toleratethepoorservice,orletyourtastebudsleadyouelsewherenexttime?

Lousyrestaurantsthatenticepatrons

withalluringaromasbutdisappoint

themwithslow,incompetentservicearelikebusinessesthatstrikeachordwithcustomersinitiallybutfallflatwhenit’stimetosupportthem.

Everyoneknowsit’simpossibletorunasuccessfulbusinesswithoutcustomers,soit’sonlynaturaltospendtime,money,andresourcesonacquiringthem.But

howfarcanabusinessgoifmostof

theirnewcustomersendupbeingjustone-timevisitors?

Prioritizingcustomerservice:Aworthyinvestment?

Prioritizingcustomerservice:Aworthyinvestment?

Ifweacknowledgethemarketingprinciplethatwinningoveranewcustomercostssubstantiallymorethanretaininganoldone,itmakessensetoshiftmorethanafewinvestmentdollarstotheserviceside.

Thisdepartmentisusuallythefaceofthebrandandcanplayaconsiderableroleinbuildinga

strongcustomerbase.

Loyalcustomersoftenspendmoreandmake

repeatpurchasesfarsurpassingtheaverage

spendofnewcustomers,whichmeansprovidingoutstandingcustomerserviceshouldbeevery

brand’sfirstconcern.

Infact,aZendeskTrendsReporthasrevealed

that73%ofbusinessleaderssaythere’sadirectlinkbetweencustomerserviceandbusiness

performance.1Simplyput,brandsthattakecareoftheircustomerswillenjoythebenefitsof

theirloyalty.

3EnvisionaneweraofcustomerservicewithgenerativeAI

73%

ofbusinessleaderssaythere’sadirectlinkbetweencustomerserviceandbusinessperformance.

1

/blog/

customer-relations/

TheITbarriertogreatcustomerservice

TheITbarriertogreatcustomerservice

Buthowhardisittoprovideacustomerservicethatnotonlyencouragescustomerstostayclosertoabrandbutalsoturnsthemintobrand

ambassadors?

25%

medianattritionamongcustomerservicereps.

Traditionallycustomerserviceagentshavereliedoninformationfrommultiple,disparatesourcestoaddresscustomerneeds.Thedisjointed

applicationstheyuseoftenrequireweeksof

training.Andevenwiththeseapplications,

agentsstillstruggletoanswerquestionsquicklyortrackfullcustomerhistories.

4EnvisionaneweraofcustomerservicewithgenerativeAI

WhenitcomestoIT,thereisoftenslowinnovationwithhighcostandlong

implementationtimes.Employeesofan

underinvestedcustomerservicedepartmentbearthebruntofcustomerfrustrationwhentheycan’tresolvequeriesfastenough.Thiscontributestotheirhighstresslevelscausingsometoleaveandthecompanyhavingtospendmoreonhiring

andtrainingnewstaff.Accordingtoarecent

benchmarkofover100customerserviceand

supportleaders,Gartnerfoundtheretobea25%medianattritionamongcustomerservicereps.2

2/en/

newsroom/press-releases/2023-02-14-

gartner-says-customer-service-

functions-that-implement-a-

connected-rep-strategy-will-improve-

contact-center-efficiency-by-30-

percent-by-2026

Reimaginecustomerserviceassomethingmorethanjustaproblem-solver

Reimaginecustomerserviceassomethingmorethanjustaproblem-solver

Getmorebusinessvalueandengagement

withagenerativeAIomnichannelcustomerservicehub.

Whatiforganizationsdidn’thavetochoose

betweenacquisitionandretentionwhenit

comestodecidingwhichsidedeservesmore

focus?Whatiftheyofferedatypeofservicethateasilyhandledincreasedvolumesacrossmultiplechannelswhilealsoboostingsales,leavingmorecustomers(andagents)happierallwithalowercostofoperations?

TechnologieslikegenerativeAI(GenAI)havenowmadethispossible.Brandscanmakeuse

ofconversationaluserinterfacesthatprovidepersonalized,intuitive,andefficientsupportexperiences.

Theseinterfaces,poweredbyAI-driven

chatbotsandvirtualconversationalagents,

canunderstandnaturallanguage,respondto

complexqueries,andevenproactivelyanticipatecustomerneeds.Theycanhelpdeflectroutine

inquiries,freeinguphumanagentsforissuesthatrequiredeeperempathyandunderstanding.

5EnvisionaneweraofcustomerservicewithgenerativeAI

Reimaginecustomerserviceassomethingmorethanjustaproblem-solver

Inadditiontoimpactinghowcustomersperceiveabrand–whichdetermineswhetherthey’ll

returnasrepeatbuyersthisuniquecustomer

servicecandirectlycontributetoincreasingsales.SinceGenAItoolscanprovidemoreaccurate,

relevant,andtimelydataoneachcustomer,

agentscanusethisinformationtoupsellandcross-selltargetedproductsandservices,

addingtotheaverageordervalue.Agentscanalsoidentifywhichcustomerscouldbeprimecandidatesforpremiumproductsandservices,warranties,maintenanceplans,andmore.

Gartnerpredictsthatby2028digitalcustomer

service,conversationaluserinterfaces,andGenAIwilltransformcustomerserviceandsupport.By2025,80%ofcustomerserviceandsupport

organizationswillbeapplyingGenAIinsome

formtoimproveagentproductivityandcustomerexperience(CX).3Thecustomerservicedomain

willbepositionedfrontandcenterassumingtheroleofbothbrandinfluencerandsalesgenerator.

Thefollowingdiagramshowstheevolution

journeyofhoworganizationsaremovingfromareactivetraditionalservicecentertoamore

proactive,technology-infusedonethatincreasescustomers,loyalty,andbusinessgrowth.

80%

ofcustomerserviceandsupportorganizations

willbeapplyingGenAIinsomeformtoimproveagentproductivityandcustomerexperience(CX).3

EvolvingtowardaGenAIomnichannelcustomerservicehubtodeliverhigherservicevalue

Callcenter2.0

Someoneinformedtotalkto

Extensionofthephysicalbranchwithtechnologyleveragingsalesandservice

Customerservicecenter

Someonewhowillcallthecustomer

Proactivesolutionsintroducedtodrivevalue

24

GenAIOmnichannelCustomerServiceHub

GenAI/AI/RPA/cloud-enabledcustomerservicehub

emphasizingpersonalized,proactive,efficient

omnichannelcustomerinteractions

CostfocusCostandvaluefocus

Omnichannel

Someoneinformedtotalktobyanychannel

Thesuccessfulorchestrationofallchannelsforaseamlessconsistentcustomerexperience

Callcenter1.0

Someonetotalkto

Tacticalandreactiveapproachtoservingcustomerneeds

?

6EnvisionaneweraofcustomerservicewithgenerativeAI

3

/en/newsroom/press-releases/2023-08-30-gartner

-

reveals-three-technologies-that-will-transform-customer-service-and-support-by-2028

Sevengame-changingleverstotransformcustomerservice

Sevengame-changingleverstotransform

customerservice

Beforeanytransformationdecisionscanbemade

aboutwhatcanbedonetoreimaginecustomerservice,organizationsshoulddoanoverviewoftheircustomercentricityprioritiesandthesupportingITarchitecture.

•Assessthecustomerjourney

andidentifyallthepossiblebrandtouchpoints.Howisthecustomerinteractingwiththebrand?

•AssesstheITlandscape.Doesitresideinthecloud?Whereisthe

datastored?Doesitfreelyflow

betweendifferenttools–from

thecustomerdataplatform(CDP)tothecustomerrelationship

management(CRM)systemto

customerservicesystems?Are

thereanydatasilosandintegrationchallengesthatneed

tobeaddressed?

Thisisthestartingpoint,after

whichbrandscancreateavisiontobuildaroadmapthatconsiderstheirdata,technologylandscape,strategy,workforceoptimization,andtargetoperatingmodel.

7EnvisionaneweraofcustomerservicewithgenerativeAI

Sevengame-changingleverstotransformcustomerservice

Thefollowingleverscanbekey

landmarkpointsontheroadto

aligninginvestmentswithbusinessgoals,whetherthey’retocutcosts,upgradeITsystems,orintegrate

GenAIcapabilities.

1-Provideapersonalized,omnichannelcustomerjourney2-DeployaGenAIomnichannelcustomerservicehub

•Plancustomerservicejourneystotranscendall

channels(webcustomerserviceportal,app,email,socialnetworks,e-commercewebsite,marketplaces,etc.)andbeanintegralpartoftheoverallCX

strategy.

•Co-create,measure,andtestthejourneyswithcustomersandagents/salesteams.

•Determinetherightkeyperformanceindicators

(KPIs)andidentifyopportunitieswherecustomer

valueandbusinessvaluealign.(Ifcustomersseevalueinusingachannel,thenthere’svalueforthebrand

too.)

•Startwithquickwinjourneyoptimizationstogenerateimmediatebenefits,e.g.,focusonself-serviceusingGenAIvirtualagents.

•Thegoalistoidentifycustomers’preferredchannelstolearnhowtheywouldliketo

becontacted.

•IntegratethehubwithaCXplatformforservice,adataplatform,andasetofAItoolsandgenerativeAIassistants.

•Advancedpre-builtfeaturescouldinclude

conversationalinteractivevoiceresponse,skills-

basedcontactrouting(relaycustomerstothe“best”agent),taskmanagementbasedonintentdecisions,callrecordingandautomatedtranscriptions,

detailedanalyticsandsentimentanalysis,on-screencustomerpurchasehistories,andrecommended

next-bestactions.

8EnvisionaneweraofcustomerservicewithgenerativeAI

Sevengame-changingleverstotransformcustomerservice

3-IntegrateGenAIvirtualagents

andempowerhumanswithGenAIcapabilities

5-Ensurethein/outsourcingstrategyissustainableandsuccessful

4-Optimizetheworkforce

•AGenAIvirtualagent,armedwithknowledge

aboutthecustomer,thebrand’sofferings,businessstrategy,andpolicies,canautomaticallycreate

summariesaftercontactwithacustomer,send

outboundtexts/emails,andmonitoranalyticsforsupervisors.Theirefficient,round-the-clockservicehelpsreducethenumberofcaseshumanagents

mustresolve.

•AgentswithGenAIcapabilitiescanservecustomersfaster,e.g.offerthebestrecommendationsinthe

moment,deciphercustomerpurchasepatternsandhistoriesacrosschannelstolearnwhattheygenuinelyneed.

9EnvisionaneweraofcustomerservicewithgenerativeAI

Positiontherightcompetencyfortherightactivityattherighttimeby:

•Forecasting:estimatethenumberofcontacts

requiredperchannelbasedonseasonality,traffic

peaks,marketingcampaigns,newproductlaunches,specialevents,andmore.

•Planning:determinetheidealresourceallocationinintradayincrementsperagenttomeetcustomerdemandandservice-levelagreements.

•Reallocating:adjustinrealtimeaccordingtounplannedtrafficpeaks,emailaccumulations,absenteeism,etc.

•Reporting:monitorthequalityofserviceprovidedbyeachagent(first-callresolution,handlingtime,customersatisfaction,etc.)andtheforecast

differencetomakefurtheradjustments.

•Determinethekeyin/outsourcingcriteriabased

oncustomersegmentation,casecomplexity,the

provider’sspecialism,location,desiredoutcome,andbusinesscompetenciestoensureaconsistentbrandexperience.

•Definethecontractualizationmodelandthe

SLAstolearnaboutboththecompany’sandtheoutsourcer’sobjectivesandrequirements.

•Specifytheagentskillsetsrequiredandprovideeffectivetrainingandawarenesssessionsforboththeproviders’workforceandcompanyemployees.

•Establishadedicated,centralizedgovernance

coordinatedwithworkflowforecasting/monitoringteamsandamanageablenumberofpartners.

•Standardizeplatforms,tools,anddatamodels

acrossin-housecontactcentersandoutsourced

partnerstoenableseamlesscasecollaborationanddataexchange.

•MonitoralignedKPIswithinacomprehensivequalitymanagementframeworktoensureconsistent,

sustainablequalityofserviceandbrandexperienceacrossthein-houseandoutsourcedcontactcenters.

Sevengame-changingleverstotransformcustomerservice

6-Industrializeintelligentproactiveoutboundinteractions7-Monitorbusinessperformanceandensurevaluetracking

•Determinetheadequatebalancebetween

engagementandtransactionaccordingtothe

customer’sprofileandotherinteractionswiththecompanyusingautomation,data,andAI.

•Customercare:proactivelycontactcustomerstoresolvetheirpreviousissuesandinformthemoftheprogressoftheirrequests.

•Businessopportunities:alignthemostappropriatelytrainedandskilledagentstoboostrevenuethroughcross-sellandupsellinitiatives.

Measureprogressacrossfourareastocontinuallyimprove:

•Efficiency:averagehandlingtime,volumes(numberofinteractions/agents,numberofinteractions/

resolutions),agentutilizationrate,first-callresolution,averagewaittime,etc.

•Customerexperience:abandonmentrate,averagespeedtoanswer,numberofrepeatcalls,etc.

•Cost:agentretentionrate,costtotrainagents,license/vendorcosts,costperinteraction,etc.

•Revenues:numberandvalueofupsellandcross-sellopportunities,revenueperinteraction,brandvalueandreputation,etc.

10EnvisionaneweraofcustomerservicewithgenerativeAI

Buildingabetterservicewith24/7AIreliability

Buildingabetterservicewith24/7AIreliability

Fortive,atechnologyproviderandleaderinfacilityandconstructioncostdata

software,workswithmanycities,schools,andconstructionprocurementbusinessesthatdependonitstoolsandservices.Thesebusinessesoftenhavetechnical

questionsthatcustomerservicerepscan’tanswerfastenough.

CapgeminisetouttobuildachatbotthatwouldtakealoadoffFortive’shumanagents.UsingaRAG(retrieval-augmentedgeneration)AIframework,wedevelopedfeaturesforFortive’sdatapipelinetomovedatafromsourcetobackend,enablingfastersearchfunctionality.Wealsoaddedfeaturestothebackend,including

promptengineering,toenhancethechatbot’scapabilities.

Nowthatthisadvancedchatbotcanhandleroutine

questions,customersenjoyquickerresponsetimes

atanyhourofthedaywhileFortiveagentshavemoretimetofocusoncomplexcustomerqueries.

Fortivehasseenasignificantreductioninresponsetimeswithmoresatisfied,happiercustomersandagents.

11EnvisionaneweraofcustomerservicewithgenerativeAI

SuperchargingEnecoeMobility’scustomersupport

Benefitsinclude:

•Improvedagentproductivity,reducingtheaveragewrap-uptimeby50%

•Fasterandbetterresponsesto

customerrequestsbasedonrelevantknowledgebasearticles

•Higheroverallcustomerandemployeesatisfaction

•Reducedtrainingtimefromfourhourstojustonehourtomasterthecopilot-assistedfunctionality

•Lowerlicensingcostsbyafactoroftwo

SuperchargingEnecoeMobility’scustomersupport

EnecoeMobilityisaserviceproviderofsmartchargepointsforelectricvehicles(EVs).Duetothecompany’srecentexpansion,thenumber

ofEVcustomerstosupportgrewsubstantially,puttingincreasingpressureoncustomerserviceandpromptingthemtolookforbettertoolsfortheircustomerserviceagents.

Theprojectstartedwithasmallgroupofthe

mostknowledgeableagents,whotestedand

validateddifferentportionsofMicrosoftCopilotinDynamics365CustomerService.Justfive

weekslater,CapgeminiandEnecoeMobility

rolledoutthesoftwaretothefirstpilotgroups.Sincethen,thesolutionhastransformedthe

employeeexperience.

CopilotprovidesrelevantCRMinformationtohelpcoachagentsthroughcalls.Italsoenableslivesummariesthatmakeiteasierandfaster

toconcludeorhandoffacasetoanother

team.There’sevenachatservicethatanswersparticularlychallengingquestionsbasedon

previoussolutions.

Thesolutionhasgivenagentsmoretimetofocusoncustomersratherthanthetaskstheyusedtodowhilelisteningandrespondingtothem.

Watchthe

video.

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more.

12EnvisionaneweraofcustomerservicewithgenerativeAI

Ensurecustomerservicesitsattheheartoftheorganization

Ensurecustomerservicesits

attheheartoftheorganization

Customerserviceisthemainpointofcontact,sowhatevercustomersexperienceherewillhavearippleeffectonotherareasofthebusiness,includingmarketing,pre-sales,sales,andthesupplychain.

That’swhyit’simportanttohaveasinglesourceofdatatodrawonandforthatdatatoflow

freelyacrossthebusinesstoprojectaconsistentbrandexperience.

Thankstotechnologicaladvancements,cloud

serviceprovidersandspecialistsoftwarevendorsnowoffercloud-basedCCaaS(contactcenter

asaservice)solutions.CCaaSsoftwarecanturneachcustomerinteractionintoanopportunitytoresolveissuesfaster,solidifybrandaffinity,andboostsales.

13EnvisionaneweraofcustomerservicewithgenerativeAI

Ascustomerexpectationsriseandcompetitiongetsfiercer,businessescan’taffordtokeep

overlookingtheroleserviceplaysincreating

lastingimpressions.Doingsowouldbeamissedopportunityforhighersalesandbettercustomerandemployeeexperiences.

Ifarestaurantcan’tsurviveonthepatronageofone-timevisitors,whatmakesotherbusinessessosuretheycanfarebetter?

PuttingcustomersfirstwithCapgemini

Capgeminicanhelpyoure-inventyourcustomer

servicesoyoucanprovidebetterserviceandincreasebusinessgrowth.

Ou