Why Karen's job in customer service will survive ChatGPT

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by Samuel Pordengerg Mar 20, 2023 News
Why Karen

Artificial intelligence could replace knowledge and creative experts quicker than customer service personnel according to the founder and CEO of Australian strategic research and consulting agency Fifth Dimension.

There has been speculation that the generative tech will allow businesses to do away with people and cut costs by using it to run the sales funnel, deliver customer service and generate marketing and communications activities.

More than 30 years ago, artificial intelligence models allowed companies to scale the delivery of customer service. As they have improved in their capabilities,chatBots are becoming a preferred first point of contact for customers.

Customers who call a call centre or go into a store are the ones who don't know what to ask a chatbot, need advice or have a complicated issue to be solved. Karen is the escalation expert in the call center.

The new generation of artificial intelligence creates original combinations of text as opposed to retrieving a consistent response to a question from a pre-defined programmed response.

The reasons why Karen's job is safe are outlined by Spooner.

  • Generative Chatbots can make mistakes; in customer service you want to give your customers consistent and accurate answers, not creative ones. It is better to provide no response or to escalate a customer to a real person than to create a response that is potentially problematic for the business,
  • Generative Chatbots can’t give advice (especially financial advice) or discuss life goals and options; you don’t want AI telling a customer to do something that will negatively impact their financial position. We know from previous research that consumers place a lot of trust in what technology tells them to do because it generally looks and sounds accurate. Hence businesses need to consider their liabilities in terms of what generative AI could instruct customers to do; and;
  • Chatbots can’t help customers who ask incorrect questions or identify what the customer has misunderstood about a product or service. If customers are asking incorrect questions the AI will respond regardless, whereas a customer service agent can interrogate the customer to ensure their information and questions are accurate.

There are many out of the box solutions being sold and utilized by businesses which range in quality and sophistication, but no artificial intelligence model can replicate the intelligence and reasoning of Karen.

The more creative knowledge-based internal functions of businesses are about to be disrupted by Artificial Intelligence. The simple creative functions that could benefit from speed of response will likely be replaced by generativeai.

  • Summarising disparate information into simple a narrative,
  • Generating basic code to complete specific tasks; and
  • Generation of creative outputs that fit a desired tone and call to action.

Until now, these capabilities have not been widely available. teething problems will be the same as they were in the 1990's.

There are a number of issues that businesses need to be aware of when considering the use of artificial intelligence.

There is bias.

The creation and training of data that does not represent the broader community can perpetuate discrimination.

There is a lack of diversity in the training dataset, insufficient data, misrepresentation in the data, or a failure to account for biases are some of the things that can lead to this. Businesses that use third-party training data are at risk.

There is damage to the reputation.

rative artificial intelligence is not guided by caution when generating ideas. People don't take risks because of a nagging feeling in the back of their minds. Many companies have suffered damage from poor advertising or poorly chosen comments on social media.

Many artificial intelligence-generated creative ideas and responses will still require oversight by a human and won't be automated the same way current chatbot can respond autonomously to service requests Many ideas can be created in a short period of time.

There is originality.

To create an original piece of creative that talks to a human truth will require working with the artificial intelligence. While ideas can be created quickly, it will lack the diversity of experience that a team of creative people can bring and is unlikely to create a completely original piece of content.

A database of information is used to create original structured output byrative artificial intelligence. It can change that information, but it can't create new content that isn't already there.

The data and parameters set by humans and lack of human oversight mean that the outcomes are still based on the data and parameters set by humans

Creatives need to ensure they bring the high level expertise that can work with the generative outputs to deliver truly impactful and differentiated ideas that drive sales.

FifthDimension has a trust model.

The foundation of trust in brands is based on the ability of the brand to do what it promises and the character of the brand to operate in an honest and ethical way.

Brand growth can be weakened due to the legacy of a proven poor reputation, if brands fail to trust their customers.