Why you should consider machine learning for optimizing customer service

It seems that every other article nowadays is about the possibilities of generative AI tools, which does make sense because possibilities are promising (and to be fair, also a bit daunting…). Salesforce has released generative AI capabilities for Service in the form of Einstein GPT. More recently, they introduced Salesforce AI Cloud which is scheduled to become available in June 2023. But aren’t we selling ourselves short? You should probably also consider already proven machine learning AI tools that you can start using immediately in your customer service processes.

Optimize your customer success processes by:

    1. Automating routine customer service tasks such as answering frequently asked questions and handling simple transactions;

    1. Reducing the time and resources required to handle customer inquiries;

    1. Operating 24/7, which means that your customers can get assistance anytime they need it;

    1. Providing tailored recommendations and solutions for individual customers;

    1. Identifying trends, preferences, and pain points through gathering, analyzing and acting on customer data

In an omnichannel customer service approach, these tools allow you to shift focus from high-touch channels like voice into more low-touch and non-touch channels (chat, messaging, self-service, bots). This makes it easier for the customer to get a quick answer to a question. 

Together, these machine learning AI tools provide plenty of opportunities to optimize your customer service processes, by:

  1. Automating routine customer service tasks such as answering frequently asked questions and handling simple transactions;
  2. Reducing the time and resources required to handle customer inquiries;
  3. Operating 24/7, which means that your customers can get assistance anytime they need it;
  4. Providing tailored recommendations and solutions for individual customers;
  5. Identifying trends, preferences, and pain points through gathering, analyzing and acting on customer data

Interested and want to explore what AI can mean for you? These are the Salesforce AI tools that are already available today:

  • Einstein Bots
    Automates frequent tasks, increasing your deflection rate and freeing up agents for more complicated requests. It’s available for chat and messaging channels and available in multiple languages, including Dutch.
  • Einstein Conversation Mining
    Uses machine learning to identify the top reasons why customers contact a company using existing conversation data, and suggests areas for automation. Einstein Bots and the Einstein Conversation Mining page work tightly together, you can use contact reasons from Conversation Mining directly into your bot to create a high-value bot experience.
  • Einstein Case Classification
    Helps agents resolve cases more quickly, accurately and consistently. Einstein categorizes incoming cases based on historical case data.
  • Einstein Case Wrap-Up
    Shows an agent recommendations on-demand or when the chat conversation ends in the Case Wrap-Up component, thus speeding up the case closure process.
  • Einstein Article Recommendations
    Saves agents time by building a model that recommends relevant knowledge articles that are most likely to solve the customer’s problem. It proactively examines new cases as they come in, identifies the language and key words, phrases and text field values within the case.
  • Einstein Reply Recommendations
    Saves agents time by building a model that recommends relevant replies to support agents in the console during chat and messaging sessions. Replies are based on closed chat transcripts and Einstein only recommends replies that are reviewed and published. This means that you are still in control of what an agent eventually uses.

All of this can boost customer engagement and satisfaction, while at the same time decreasing your operational service costs. It’s a win-win!

We at BRITE are happy to help you take the right steps to onboard you on your AI journey. Contact us to discuss if your Salesforce instance is a fit for these AI tools and if so, how you could benefit from these functionalities.