The revolution of customer service: How is ChatGPT changing the game?
Customer service is about to be radically transformed by the technology behind ChatGPT.
If you’ve already interacted with ChatGPT or have responsibilities in sales, support, call centers, digital channels, etc., this article is of interest to you. If you haven’t tried ChatGPT yet, what are you waiting for!
We’re still reeling from the disruption that ChatGPT is causing in multiple industries: content generation (text, books, scripts, articles…), summarization, translations, factual question answering… New uses and applications of this powerful technology keep emerging.
First, let’s see what ChatGPT really is. This new OpenAI application is a website with a chat interface where we can type in questions and get answers. The answers are generated by a Large Language Model (LLM). ChatGPT uses Davinci-003, a model with 175 billion parameters. LLMs are not new, and Davinci-003 is not the first one, although it is the one that has achieved the most amazing results.
- How can my company benefit from ChatGPT to improve customer service?
The davinci-003 model has the ability to generate responses that take into account the context of the previous conversation. Additionally, it can do so in multiple languages.
In this example, we can observe a conversation governed by the davinci-003 LLM:
The davinci-003 LLM is available and can be used to improve customer service. It’s possible to connect this LLM with digital channels such as web chat or an app, with channels like WhatsApp or Instagram, and also with a call center.
By properly utilizing the power of an LLM like davinci-003, it’s possible to:
- Understand and accurately respond to user needs
- Provide solutions to complex user problems
- Offer personalized and satisfying user experiences
- Handle multiple languages and dialects
- Understand context and provide relevant responses across different digital channels
- Offer personalized recommendations and suggestions to users
- Handle emotionally charged situations and offer empathy and appropriate solutions
- Increase efficiency and reduce costs associated with customer support and sales.
2. Can I use ChatGPT to improve my sales?
Recommend products, assist a customer in the purchasing process, or even generate persuasive arguments that help the customer make a decision are capabilities that the davinci-003 model has. Therefore, if we connect it to digital channels, we can offer users a powerful tool that will help us sell more.
In this example, we can see how very precise responses are generated. However, it can be observed that if we wanted to sell Apple phones, it wouldn’t serve us.
The good news is that these models can be retrained and adjusted to achieve results aligned with our objectives.
3. Will this technology replace my Contact Center?
ChatGPT has the potential to automate a long list of tasks that are currently performed by several million people. If we think about a Contact Center, ChatGPT could increase the number of queries and cases that can be automated. This would free up thousands or even millions of hours of attention that are currently provided by Contact Center agents.
Therefore, ChatGPT can be a very useful tool to improve and complement the Contact Center.
4. If I have already implemented a Conversational AI or Contact Center Automation solution, do I have to throw it away and start from scratch?
Not necessarily. If you have already implemented a Conversational AI or Contact Center Automation solution, it is not necessary to completely discard it and start from scratch with ChatGPT. Instead, you can consider how ChatGPT could complement and improve the existing solution.
For example, you could integrate ChatGPT into your current solution to improve the AI’s responsiveness and offer more accurate and personalized solutions to your customers. You could also use ChatGPT to automate additional tasks or to handle cases that currently cannot be automated with your current solution.
ChatGPT has shown us the disruptive change that LLMs represent for the Conversational AI industry. LLMs have capabilities that in many ways surpass NLP. However, this power comes at a price: lack of control and lack of predictability. Both are undesirable in the business world. Would you be comfortable knowing that ChatGPT could recommend competitors’ products to your customers?
On the other hand, this new technology, to be useful, needs to be integrated into digital channels and also needs to be orchestrated and integrated with business queries. The good news is that Conversational AI platforms already solve these problems.
Therefore, LLMs have come to strengthen and improve current tools. Solutions that learn to take advantage of ChatGPT will prosper.
In summary, traditional NLU provides us with high predictability for primary queries, while LLMs complement this by offering flexibility and a broader range of responses. Conversational AI platforms need to evolve and adapt to this new reality.
Here is a link to the Conversational AI platform I work with that already uses OpenAI’s LLMs: https://eva.bot/
5. Can ChatGPT help me make more money? And reduce costs?
Yes, ChatGPT can help you increase your revenue and reduce costs in your business.
On one hand, by using ChatGPT’s natural language models to automate processes such as customer service and sales, you can increase your company’s efficiency and reduce costs associated with hiring and training personnel for these tasks.
On the other hand, by providing quick and accurate responses to your customers’ needs, ChatGPT can improve customer satisfaction and loyalty, which can in turn increase your revenue and market share.
Furthermore, ChatGPT’s ability to understand natural language and provide personalized experiences to users can improve the quality of interactions with customers, which can also enhance the perception of your brand and increase opportunities for sales and upselling.
Conclusion
ChatGPT opens up a new world of possibilities that will improve customer service and Contact Centers. My vision is that companies that do not take advantage of the power of LLMs will be left behind.
Can you imagine calling your utility company and having the (virtual) agent who answers recognize you, remember all your previous conversations, the problems you had and how they were resolved, know your consumption habits, and offer you a rate that fits them? Today, this is already possible.
Are you making the most of ChatGPT technology to drive your business forward? If you’re not, my recommendation is that you look into how you can incorporate this technology into your customer service channels and Contact Center.
Here are the top 5 benefits that can be derived from the application of LLM models in your company:
- Improvement of customer satisfaction: By providing quick and accurate solutions to users’ problems, customer satisfaction can be improved, which in turn can increase customer retention and loyalty.
- Cost reduction: The application of LLM models in customer support and sales can reduce the costs associated with customer support and sales, as multiple interactions can be handled simultaneously and more efficiently.
- Increase in efficiency: By automating interactions with users, the efficiency of customer support and sales staff can be increased, allowing them to spend more time on higher value-added tasks.
- Hyper-personalization: The ability of LLM models to understand and respond to users’ needs can improve the personalization of user experiences, which can lead to higher customer satisfaction and loyalty.
- Expansion of customer support capacity: LLM models can handle a large number of interactions simultaneously, which can expand customer support capacity and improve speed and quality of response. With LLM, your business can scale as much as you want.
The underlying technology of OpenAI’s ChatGPT gives you access to a powerful set of tools based on LLM models. Now that we’ve seen the potential of ChatGPT and LLM, new questions arise:
- What strategy should I follow to implement ChatGPT technology in my company?
- Do OpenAI’s LLM comply with GDPR?
- If I integrate OpenAI’s LLM into my systems, do they keep my business data?
- What costs does the use of LLM generate?
- What risks does it pose?
- What companies can help me?
- When should I use NLP and when LLM?
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NOTE: This article is based on real experiences with real cases that I have worked on with my team with multiple companies. If you need advice, please contact me.
