Generative AI has ignited a spark of innovation across the customer experience space, triggering customer-facing teams to deploy various use cases.
In doing so, the tech is not only helping sales, service, and marketing teams generate insights, but it’s also helping them turn that insight into action.
That’s evident in the top 11 use cases for GenAI, as shared below.
Each use case is deployed in more than a third of businesses, as per CX Today’s recent report: "AI in Customer Experience: Where Are We Now, And Where Are We Going?"
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GenAI in Contact Centers
In 45.5 percent of businesses, contact centers have received more GenAI investment than commerce, marketing, and sales.
Such statistics highlight the opportunity customer service teams have to utilize the technology and transform their daily operations.
As they’ve started to do so, here are the four use cases they’ve most likely already implemented:
1. Auto-Generating Customer Replies for Agents (50.2 percent have done so)
A GenAI-powered virtual assistant can understand customer intent and – typically across digital channels – suggest a reply by scouring relevant knowledge and data sources. The live agent can then review, edit, and send these to the customer.
2. Automating Quality Assurance (QA) Processes (45.1 percent)
GenAI can scour conversation transcripts to score each customer interaction and evaluate the agent’s performance. While this is also possible through NLP, GenAI is augmenting these systems and also helping to surface performance improvement and agent recognition opportunities.
3. Auto-Generating Knowledge Articles (39.0 percent)
By analyzing successful customer conversation transcripts – across a particular intent – some GenAI applications can decipher how to best answer that query. They can then create new knowledge content to support live and human agents.
4. Automating After Call Work (ACW) (38.0 percent)
Some GenAI applications can assess a conversation, summarize it, and then send it to the CRM. Also, they may help to tag the intent and automate a post-contact follow-up to shave more seconds off every customer interaction.
Contact centers benefit significantly from these advancements, achieving faster resolution times, enhanced customer satisfaction, and reduced operational costs.
GenAI in Sales
84.5 percent of sales teams have deployed at least one GenAI use case. These include utilizing the tech to update sales materials, recommend up/cross-sell opportunities, and make in-call coaching suggestions.
However, these aren’t the most implemented, with the four use cases being deployed by over a third of sales teams.
5. Automating Lead Generation Initiatives (42.3 percent)
B2B sales teams especially like to leverage GenAI for lead-gen activities such as building the business’s ideal customer profile. They may then use the tech to determine which companies match it based on location, news, market trends, etc.
6. Auto-Generating Personalized Customer Comms (41.3 percent)
Sales personnel may use the tech to trawl through a customer’s data and recommend relevant content – like blogs, case studies, videos etc. - to link to in outreach emails. They can generate customer replies, as many service teams do.