I was recently asked to take a survey regarding the proliferation of AI (artificial intelligence) in customer response. And then, I was sent a “White paper” on the subject. I will not name the organization, but it is a respected and prestigious research and information outlet. Understand the intent of the systems discussed was to make customers think, that’s right “think”, your organization cares about them by collecting personal information and responding in a “Humanlike” manner.
First, let me state my bias on this subject. In general, I do not like extended phone trees, and I will not implement any artificial intelligence-based system to manage customer responses, that allows employees to hide behind the answer machine. My only waiver would be including a way for customers to request the automated system for FAQ.
So, to get started let me posit a situation. You are at a local baseball game and your three-year-old daughter takes a line drive to the forehead. She is unconscious and limp in your arms and you are terrified. Carrying her, you run to your car and head for the trauma hospital you know is 1 mile away. Your wife is on the phone calling them (yes this happened).
- Do you need a person to answer the phone at the hospital and direct you to ER who will be waiting?
- Or, an AI system?
- Hello, you have reached (whatever) regional hospital, if this is an emergency, please call 911!
- If you are seeking Urgent care please press 2.
- If this involves a life threatening situation, please call 911.
- If ……..
- If you are calling to contact a patient, please press
- If you know the room number, please enter it now.
- If you need the nurse’s station, please press 1
- If you are a medical provider, please press 4.
- And on and on……
In a previous occupation as an insurance company executive, over 25 years ago, I was asked to comment on putting in an automated phone response system, an early AI system. I objected stating our customer service people would start “Screening” calls and hiding behind the message system. I projected customer service would be inaccessible in about two months. I was wrong! Within three days staff had figured out they did not have to speak to anybody anymore and began not talking any incoming calls.
But to bring this more current, have any of you recently tried to call the Post Office, Google, Microsoft, Nuance, Apple, Verizon or almost any insurance company?
What got me started today was a message requiring me to implement a new system with an insurance company we work with. Now this is a good idea because they are a conglomerate and they needed to condense the systems. But the process is almost all AI based and it is very frustrating. At one point a “Chat” assistant popped up, so I typed in “Hello, I need help!” I got back a message “That was not a supported question” and a menu. I then asked if this was a person or AI and the system hung up on me.
Kinda’ gives you a warm and fuzzy feeling about how much they care doesn’t it? Do you wonder how they might manage a disputed claim call?
AI is becoming a norm rather than an option and, people being people, when they no longer have to be responsible for their actions and answer to the public they get paid by, they hide and stop helping. That might work for general questions, or directing you to the right place online, but when it really matters you will always need somebody with the answer and a sense of urgency, and AI is not that place. Not yet anyway!
Before I stop, one more thing. Have people been calling your company angry and yelling at your receptionist, or anybody they can get on the phone? Maybe somebody sent them to your website instead of answering a simple question, or maybe they encountered your fancy new AI system.
I asked the representative at the research company if this system was how he would like his elderly mother treated?
No answer yet. Maybe he is not a real person?