Mike is quoted in this article. Full article here.
“Many businesses are looking to go all in on AI and automation. There are various reasons to do so, whether it be to increase efficiency or cut costs, but there’s a balance there that needs to be struck,” says Mike Betzer, senior vice president and general manager of Khoros Care.
Brands that are moving too quickly and not taking the time to set up the right systems run the risk of losing the humanization that’s crucial in customer support. With the continued adoption of AI and automation, Betzer says it’s important that brands not force consumers to interact in a way that doesn’t suit them. Choice and personalization are key.
Some brands are having an easier time transitioning than others. Contact centers that still rely on on-premise systems can be difficult — or even impossible — to replicate for remote workforces. As part of the new remote work reality, though, brands have no choice but to equip their agents to remotely handle the increased volume of inquiries that has come with the Covid-19 crisis.
“It’s important now that businesses look critically at their customer engagement in the initial months of the pandemic and apply those lessons learned to their business continuity and disaster recovery plans,” Betzer says.
In addition to seeing more brands implementing AI and bots to manage the higher volume in support calls and social media messages, Betzer says he’s also seeing an increased emphasis placed on providing alternative methods of customer contact outside of traditional phone calls. That means giving customers the ability to engage with the business through SMS, WhatsApp, Facebook Messenger, or Apple Business Chat. Whatever the channel, Betzer says it’s crucial that brands keep their customer communications streamlined in a single engagement hub to help agents support customers in less time.
