Generative AI and Customer Service: changing roles, better experience

GenAI has the potential to improve customer service and customer experience. Generative AI can change the role of customer service representatives in a way that enhances the customer experience. The publication 'Generative AI and Customer Service: changing roles, better experience' shows how GenAI can be used in shaping the customer service of the future, both on the employee side and on the customer side.

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Important findings:

Generative AI does not replace customer service representatives, but changes their role. Employees will be less involved in handling simple questions, allowing them to focus on handling complex issues and adding more value. This aligns with the conclusion of our research GenAI@Work, which shows that GenAI has the potential to change a large number of professions.

Generative AI has the potential to greatly improve (or break if poorly implemented) the digital customer experience. It will contribute to the further integration of sales and service.
Organisations must take ethical concerns and risks seriously and incorporate them into the way they apply and implement GenAI. A thorough approach is required to mitigate the risk of potential problems in data security and privacy.
GenAI stimulates the rise of new business models such as Service-as-a-Service models and the rise of digital customer service representatives. It lowers the barriers for new players to enter the customer service industry.

CEOs see significant risks and opportunities in GenAI.

How can we help you?

PwC can help optimise the Customer Service function with the power of GenAI. We do this in the following ways:

Digital Enablers - In collaboration with our Emerging Technology team, we support clients in assessing the right GenAI tools to enable customer service and service-related activities.
Workforce of the Future - We have experience in identifying the optimal organisational structure for customer service, including the required roles and skills, to achieve service objectives using GenAI.
Service Excellence - We apply a business-oriented mentality to ensure that all strategic objectives remain top of mind during the design of the customer service processes and the implementation of (GenAI) technology.
Performance Excellence - We work together with customers to make the transition from interactions to customer service journeys by mapping the end-to-end experience and identifying the actual value drivers for the customer.
Data-Driven Capabilities - We help customers grow their existing business capabilities through advanced AI-driven analytics, enabling them to better respond to customer needs.