Generative Artificial Intelligence to enhance the customer experience

Published on July 24, 2023  - Updated on July 11, 2024

Generative artificial intelligence to enhance the customer experience

The rapid evolution of artificial intelligence (AI) has opened up exciting new prospects for businesses, particularly in the field of customer experience. One of the most promising advances in AI is generative artificial intelligence. Introduced to the general public with the advent of ChatGPT at the end of 2022, success has been immediate. From students to individuals to professionals, everyone started using and talking about ChatGPT. However, generative AI has many other assets, not least of which is its ability to enable businesses to dramatically improve their customers' experience. That's what we're going to focus on today. In this article, we'll explore how generative AI can be used to create personalized interactions, solve customer problems and anticipate their needs, giving concrete examples of its application in different business sectors.

First of all, let's start with the aspect that first comes to mind when thinking about customer experience and generative artificial intelligence: customer interactions.

1  - The creation of personalized interactions

Generative artificial intelligence enables companies to create personalized interactions with their customers. Indeed, thanks to machine learning and data analysis, generative AI systems can understand customer preferences and behaviors to offer tailored recommendations and suggestions. To illustrate this, let's take the example of a fashion company. It could use generative AI to recommend products based on each customer's preferred clothing style and trends. By analyzing purchase histories, demographic data and information on individual preferences, generative AI can then generate precise suggestions that match each customer's specific needs. This delivers a more personalized customer experience, boosting customer loyalty and satisfaction.

Taking another example from the financial services sector, generative AI can be used to offer personalized investment recommendations based on each customer's financial goals and risk profile. These technology-based recommendations can help customers make informed investment decisions, taking into account their individual preferences.

A second use case for boosting the customer experience is simply resolving irritants more effectively.

2- Identify and eliminate customer irritants

Generative AI can also be used to solve customer problems more efficiently and quickly. By powering your chatbots with generative AI, it's possible to understand and analyze customer queries, then generate relevant and useful responses. These chatbots can be integrated into customer support systems to provide instant assistance 24/7. For example, a B2B software company can implement this type of chatbot to help users quickly resolve technical issues.Thanks to AI, the chatbot can learn and improve over time, leveraging data and previous interactions to provide increasingly effective solutions.

Let's take a second example. In the case of a company specializing in customer relationship management (CRM) solutions. By integrating generative AI into their customer support system, it can offer automated assistance to resolve common problems encountered by users. The chatbot can analyze customer queries, understand the context of the problem and generate precise answers, or even provide step-by-step solutions. This reduces customer waiting times and improves overall satisfaction.

However, this is not the only use case for generative artificial intelligence in irritant detection. It can also be used for semantic analysis of customer feedback.

At the beginning of the year, we launched a new automatic semantic analysis module at Q°emotion, based on Generative Artificial Intelligence.

The aim of this module is to automatically identify the most emotionally intense topics in customer comments.

And this, without the need to configure a thematic model beforehand. The tool will automatically identify the expressions most frequently used in verbatims with the strongest emotions (whether joy or anger/disgust) and display a ranking of irritants based on this.

In addition to identifying irritants, this enables us to quickly implement an action plan to improve the customer experience and journey.

Now, let's take a look at how to go a step further and use generative artificial intelligence to anticipate customer needs.

3 - Anticipating customer needs

Another way in which generative AI can improve the customer experience is by anticipating customer needs. By analyzing customer data such as survey verbatims, online reviews or even purchase data, generative AI can identify trends and purchasing patterns, enabling companies to anticipate customers' future needs. This anticipation makes it possible to offer relevant products and services at the right time, boosting customer engagement and satisfaction.

Let's take the example of a company operating in the electronics sector. Using generative AI, the company can analyze purchase histories, demographics, and market trends to predict when customers will need to replace their equipment or upgrade. The company can then send personalized offers to customers, suggesting complementary products or specific upgrades. This proactive approach enables the company to respond to customer needs before they are even expressed, boosting customer satisfaction and loyalty.

4- Automatically reply to comments on social networks and online review websites

Beyond product recommendations, it is also possible to use generative AI to proactively respond to comments on social networks or online review sites. This allows you to quickly resolve any irritants reported by customers and ensure your brand's good image. What's more, thanks to Q°emotion's emotional analysis, the AI's response tone can be adapted according to the emotion detected in the customer's comment.

Indeed, the response given to the customer will vary depending on the emotion expressed. As an example, here's a table summarizing different customer needs by emotion.

5 - Content creation

Last but not least, probably the most obvious use case: generative AI can be used to produce marketing content, product descriptions, blog posts, and more. This can enable faster production of quality content while maintaining a consistent brand image. Beware, however, of relying entirely on AI for content production, as the information is not always correct and the content is not 100% optimized for SEO.

To conclude, generative AI offers companies a range of opportunities to improve the customer experience. Whether by creating personalized interactions, solving customer problems efficiently, or anticipating their needs, generative AI can transform the way companies interact with their customers. It is now essential to consider the integration of generative AI into a customer experience improvement strategy to remain competitive in a constantly evolving market.