Generative AI (GenAI) is transforming how customer service organizations operate—from automating workflows and routing tasks to delivering personalized experiences. This technology demands immediate attention from leaders looking to accelerate adoption and drive value.
The Rise of GenAI in Customer Service
Organizations are prioritizing investments in GenAI to enhance business functions, with customer service emerging as the second-highest area of GenAI investment, just after IT. This focus underscores the growing recognition that GenAI can significantly enhance efficiency, improve service quality, and drive customer satisfaction.
Deploying Generative AI (GenAI) requires thoughtful planning and consideration. Unlike traditional AI applications, GenAI—particularly large language models (LLMs)—presents distinct challenges, including the risk of biased outputs, factual inaccuracies (often called “hallucinations”), and potential data privacy concerns. To fully leverage its benefits while minimizing these risks, leaders must carefully evaluate their intended use cases before implementation.
The Evolving Landscape of GenAI Solutions
Customer service technology vendors are rapidly integrating GenAI into their solution portfolios, allowing organizations to capitalize on this innovation more quickly. This presents an unprecedented opportunity for customer service leaders to leverage these capabilities to drive business value while staying ahead of competitors.
Recommendations for Customer Service Leaders
InterVision recommends the following approach to help customer service and support leaders unlock the full potential of GenAI:
- Understand GenAI Capabilities: Learn about available GenAI technologies and sourcing options. These include commercial tools like Microsoft Copilot, Google Workspace, ServiceNow Now Assist, Amazon Q, and Amazon Lex; general-purpose models that can be integrated via API, such as Amazon Bedrock and OpenAI; and custom models tailored to specific business needs.
- Start with Content-Focused Applications: Adopt GenAI for content generation, content utility, and text analytics to enhance agent productivity and demonstrate quick wins.
- Expand Use Cases Strategically: Explore advanced capabilities, such as virtual assistants, call summarization, and real-time translation, while carefully managing dependencies and risks.
Key GenAI Capabilities in Customer Service
GenAI enables a wide range of capabilities that can transform service operations, including:
- Content Generation: Automate the creation of knowledge articles, FAQs, emails, text messages, agent training materials, and customer education resources.
- Content Utility Functions: Improve content quality through rewriting, reformatting, summarizing, and labeling.
- Text Analytics: Analyze customer interaction transcripts to identify intent, sentiment, and key entities.
- Real-Time Speech and Text Translation: Enhance global customer support with real-time translation services.
- Call Summarization: Automatically capture and categorize call details in real-time or post-call.
- Virtual Assistants: Deploy customer-facing chatbots and agent-facing AI assistants to streamline interactions and improve response times.
Where to Begin: Prioritizing Use Cases
Organizations should begin their GenAI journey with lower-risk, high-impact use cases. To ensure successful implementation, it’s best to apply GenAI to internal applications before expanding to customer-facing interactions. Ideal starting points include:
- Generating and editing knowledge articles, FAQs, emails, training materials, and customer education content
- Summarizing case notes and email threads
- Identifying customer sentiment and intent through text analytics
Partnering with InterVision for GenAI Success
Navigating the complexities of GenAI adoption requires expertise and strategic planning. InterVision helps organizations formulate their use cases, evaluate potential return on investment and risks, and implement solutions that align with business objectives. By partnering with us, customer service leaders can harness the power of GenAI to drive meaningful transformation while mitigating risks.
GenAI is actively reshaping customer service. Organizations that act now will be best positioned to lead. Contact InterVision to explore how GenAI can elevate your customer service strategy.
