Embracing ChatGPT and AI for CX
By now, you have likely heard of ChatGPT – the latest chatbot making the news for its large language model that generates text resembling human-written content. While industry people are considering diverse applications for this type of tool, it’s sparked a refreshed conversation around the impact of artificial intelligence (AI) on customer experience (CX).
Recently, the CX Council came together and discussed a few use cases where ChatGPT and other AI tools might greatly improve CX or day-to-day processes in select industries. This blog highlights a few key Council perspectives.
Behind the scenes customer service support
While a customer-facing chatbot might seem like the right solution for some businesses – much like human customer care representatives – chatbots can prompt negative customer experiences if they are trained ineffectively and improperly. That said, might a chatbot like ChatGPT make customer care representatives’ jobs easier if they had this type of tool available to them in their backend systems, programmed with all the information they need? For example, rather than escalating issues or difficult questions to a manager or team lead, if they consulted with a bot first, they might be able to find the right solution quicker and more efficiently.
Creative ideation engine
Tools like ChatGPT should be used as an accelerator for creatives, but certainly not as a replacement. Where we see the most opportunity for leveraging AI is to ideate new concepts and executions. Is there a world where creative professionals might plug a creative brief into the tool and see what it suggests in return? Would end consumers know the difference if a creative campaign was born from technology, human teams or hybrid? Does it matter? Traditionally, AI has not been seen as a creative technology. However, as time goes on, watching how ChatGPT and other tools flex their creative muscles will be fascinating.
Opportunities for personalization
Those who have a set weekday routine, especially those who work outside of their homes, are likely to enjoy daily pitstops for coffee or takeout lunch. Let’s consider the below scenario:
One Council member shared that for the last few years, she has visited the same coffee shop every Tuesday and Thursday between 7:30-8:00 a.m., purchasing the same drink. As opposed to her proactively opening an app, might there be an opportunity for the app to send her a reminder push notification on Tuesday and Thursday mornings, prompting her to reorder her usual drink?
In our view, most individuals would be in favour of companies leveraging AI for the sake of creating more convenient customer experiences, whether that’s through ChatGPT or other tools that are similar.
The emergence of ChatGPT signifies the next wave of change in the AI space. Marketers in every industry should be open to exploring ways these tools might be able to elevate CX across the business and all its customer touchpoints. At this stage, embracing this type of technology is essential, since resisting it runs the risk of falling behind.