Technology
Artificial Intelligence in Contact Centres is unleashing the Power of Sentiment Analysis. Artificial Intelligence (AI) has catapulted itself into our world, and swiftly become a transformative force in the world of technology. After decades of slow progress we have reached a watershed moment – a “tipping point”, to borrow Malcolm Gladwell’s evocative phrase. The term ‘tipping point’ describes that critical juncture where the technology crosses the threshold and becomes not only embraced but widely adopted. ChatGPT, for instance, is testament to this phenomenon, becoming the fastest growing application in history.
In the context of contact centres, AI stands to revolutionise customer service offerings. This article explores the multifaceted functions of AI, with an emphasis on sentiment analysis and its growing role at BPO provider Boomerang BPO.
AI, as a simulation of human intelligence in machines, involves crafting algorithms that enable computing systems to perform tasks typically reserved for human intelligence. Intelligence itself, in psychological understanding, is a tapestry woven from two threads: these are its crystallized and fluid components.
Crystallised intelligence refers to the accumulation of knowledge, skills and facts amassed over a lifetime by an individual that are used to inform decisions. In this regard, AI enjoys an unprecedented advantage. It has access to a vast repository of data, and in the contact centre environment can draw not only on individual experience (as humans do) but from the pool of collective knowledge. Known as machine learning, AI systems can continuously learn and adapt as new data is integrated.
Fluid intelligence on the other hand refers to the capacity to reason, think logically and solve problems on the fly. It involves abstract thinking, pattern recognition and problem-solving that is not reliant on previously learned information. Strictly speaking, AI does not possess fluid intelligence in the same way that humans do, as AI systems lack the creativity and often the empathy required to deal with completely novel situations. That being said, AI can mimic certain aspects of fluid intelligence by recognizing patterns and making predications based on prior knowledge. However, this is more a product of statistical analysis than real fluid intelligence.
When we apply these insights to business process outsourcing and contact centres, AI is well-positioned to perform those functions that require crystallised intelligence, while the tasks that draw on fluid intelligence are best left to humans. The future lies in a symbiotic partnership, with AI picking up the customer service tickets the resolution of which depends on comprehensive systems knowledge, and freeing up time and headspace for agents to manage those enquiries that need both human fluid problem-solving as well as empathy.
That said, cutting edge AI is fast becoming an invaluable personal assistant to contact centre agents with regards to the empathy space. This new frontier of the human/ AI partnership has materialized in sentiment analysis, or the process of recognising emotions as expressed in text. Sentiment analysis goes beyond identifying words and phrases as either positive or negative and focuses on identifying the tone and emotional nuances within the text.
We spoke to Adriaan Hefer, the digital transformation leader at Boomerang. Adriaan says: “The main idea is to improve the customer journey. We use AI to do sentiment analysis and based on the sentiment, AI will suggest different responses. For example, in an email enquiry, our sentiment analysis software will suggest a response to the Bae (what Boomerang call its agents), and the Bae can edit it. Additionally, AI can be ‘listening’ to a chat conversation in the background, and suggest responses to the Bae.”
This is groundbreaking tech, and the system can triage customer support tickets to the most appropriate persons and teams depending on the urgency, the importance or relevance of the customer service ticket or the emotional sentiment of the customer. The results are faster turn-around through improved productivity, less friction and a better customer journey and service experience overall.
Adriaan shares a success story, saying: “We have done a pilot with one of our clients, and it went very well. The client was looking to get more control over compensation to customers, so we built an AI model that governs compensation, after feeding in historical data that, via machine learning, it uses to make decisions. After evaluating progress, we keep the machine learning switched on and the AI makes better and better calls over time.”
The groundwork has been laid, and with the tipping point having been traversed, we can expect the use of AI in contact centres to balloon. For the team of Baes at Boomerang, this heralds a new era – a personal assistant for every Bae, a function that can draw on the collective experience as rendered into data and suggest solutions to many incoming enquiries. This virtual assistant stands ready to enhance not only efficiency but also the quality of interaction.
Additionally, sentiment analysis can function as an impartial observer, interpreting mood and feeling as these nuanced emotions emerge on the screen, offering invaluable interpretation that enhances the Bae’s understanding as they navigate the delicacies of customer service. With AI as the guide, human beings are better positioned to offer an enriched customer experience.
📆 Come join us at the #YouAndAI Event on 16 November 2023 to learn more about The Power of AI in Contact Centres: https://www.linkedin.com/events/you-and-ai7120287781607604224/
