Artificial intelligence (AI) and automation can provide telecom companies with a way to move from a laggard position to a place among leaders in customer experience. Companies must use these technologies to deliver a frictionless customer experience anywhere along with an end-to-end conversation—from self-service channels (mobile, web, and IVR) to live agent interactions.
Boston Consulting Group (BCG) believes that AI technologies will “accelerate the rethinking of customer interaction to improve customer experience.” Citing examples of AI usage within telecom companies, BCG reports that “At a challenging time for customer service staff and field forces, AI has helped decrease the time employees spend on simple tasks and refocused them on more pressing issues.”
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While some telecoms have deployed point AI or automation solutions, they have not been successful in creating the much-needed frictionless, end-to-end experience for customers. For example, many self-service channels still do not understand customer sentiments or intent, nor transfer this context as conversations move between channels. Agents have limited in-call coaching guidance or lack immediate access to customer information, such as customers’ current equipment, which increases average handle times and creates delays in order fulfillment. That is because point solutions do not cover an entire conversation and instead create additional silos within the customer journey.
A Conversational Service Automation (CSA) platform, in comparison, uses conversational AI, robotic process automation (RPA), and workflow automation to bridge humans and machines and back office and front office operations throughout a customer conversation and across digital and voice channels.
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