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.

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📆 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/

One thing that can certainly be said about Boomerang CEO Rob Joubert, is that he appreciates a great cup of java. So much so that when Rob encountered barista Charles Ngwarai upstairs in Maynard mall, he invited Charles to move his business, lock, stock and barrel, onto the Boomerang premises. So the best coffee in Cape Town can now be found at Boomerang.

The barista relocated to the Boomshack, which is a purpose built food wagon setup in the Boomerang common area, where Baes gather for lunch and now, to appreciate the excellent coffee that, for some, is just what’s needed to get fired up in the morning.

Charles was enthusiastic about the move. He says: “Almost 70 percent of my customers upstairs were coming from Boomerang, so I had gotten to know many of the people already. It’s great now that we are here, and Boomerang Baes are loving the coffee and breakfast we offer”.

“I also do barista training, as it helps people to get jobs where they can show they are bringing extra value into companies. Nowadays, you need to bring something extra, like a certificate that shows you can make a good coffee.”

One of Charles’ trainees, Sam Moya, is his assistant and explains: “A good coffee requires deep knowledge about what you are doing, and a good barista can test the taste, the smoothness, the acidity and the sweetness. The base is always an espresso, so when you get that right, the rest flows.”

Charles, who has been a barista for over eight years, describes his work as a passion. He says: “The more you do one thing, the more personal it gets, and it’s about enjoying what I’m doing every day. I’m living my dream.”

The best part of the day for Charles and Sam is the morning, as that’s when the coffee demand is up, and the business is brisk.

Visit Charles’s Business Page on Facebook: https://www.facebook.com/nulyfecoffee

And if you’d like to support a small business who really does make the “Best Coffee in Cape Town” – you can visit us

“Good-bye agents, Hello Baes”. We are focused on building meaningful connections with our customers. There is much hype about the Metaverse and advancements in AI technologies (just consider recent developments in ChatGPT’s optimised language model for chatbots).  Boomerang’s clients already derive many benefits from advancements in modern cloud and CRM technologies.

Systems to manage workflows, enable self-service options, reduce customer effort, reduce wait, and ticket handling times, sentiment analysis, management information on the fly. One could almost be seduced by all the new and sexy tech into believing that AI will be some sort of silver bullet for delivering great CX.

However, when it comes to solving complex personal issues or providing empathy and care, nothing can replace the human touch. That’s why, at Boomerang, we no longer use the term ‘agent’ which implies a lack of engagement and connection – instead focusing on building meaningful connections with our customers through our team of ‘Baes’.

Bae, an acronym for ‘Before Anyone Else’ and a term of endearment, has been around in popular culture long enough to be universally understood. Our Baes love being called Baes instead of “agents”. They feel even closer to the community we have fostered at Boomerang.

Boomerang Bae Jean-Pierre Myburgh comments that though the acronym BAE usually stands for ‘Before Anyone Else’ he interprets it as ‘Before Anything Else’ as he has discovered through his own experience, he says, “that at Boomerang SA we prioritise our Baes before anything else, and this is the key ingredient that fosters a culture of trust.”

We are committed to creating an environment where our team feels appreciated, valued, and respected – and that’s why we’ve changed the term ‘agent’ to ‘Bae’. Our customer contact team members are not just employees – they are Baes who take pride in connecting with our customers on a deeper level.  In this post, I will explain why this shift in terminology is so important for us as a company, and how it will help create a culture of service excellence.

Our Baes are not just agents, they’re special people who make the effort to build meaningful relationships with our customers and who are empowered with the tools necessary to offer personalised experiences that go beyond the box. We believe in equipping our Baes with the necessary resources so they can truly engage with and find solutions for our customers. Our contact centre provides the technology, processes, as well as the training and development opportunities to enable our Baes to be the best they can be.

 At Boomerang, we believe that valuing people should be at the centre of all we do – which is why making this change in terminology is so important to us as a company. We want our Baes to feel appreciated for their hard work and dedication, as well as empowered to provide exceptional services through genuine human connection. We also want them to take pride in being part of #TeamBoomerang. Ultimately, this shift will help us foster a positive working environment for our staff, allowing us to create lasting relationships with customers based on trust, respect and quality service delivery.  Our Baes are empowered to go above and beyond in customer service – meaning better service overall for our customers.

To learn more about how Boomerang SA can support your brand in delivering excellent customer service experience (CSX) please contact us or request a case study.

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