BlogInsightsAI in customer happiness and CX advancement

AI in customer happiness and CX advancement

The deployment of artificial intelligence (AI) is essential for businesses looking to improve and future-proof customer experience and, ultimately, satisfaction. This second article of the Enhancing go-to-market with human-managed AI series explores the nuanced application of AI in chatbots, knowledge bases, and omnichannel contact centres, offering a rich exploration of tools, challenges, case studies, and future trends.

Also included are technical insights and tool recommendations, aiming to arm businesses with the comprehensive knowledge needed for effective AI implementation.

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Chatbots: The vanguard of AI in customer service

AI-powered chatbots represent a significant shift in customer service approaches, offering real-time, 24/7 assistance that scales effortlessly to meet consumer demands for prompt and personalised interaction.

Deep dive into AI chatbot implementation

Platform selection 

The foundation of a successful AI chatbot lies in selecting a platform equipped with advanced natural language understanding (NLU) capabilities. Dialogflow by Google and IBM Watson Assistant stand out for their rich features, including extensive integrations. These empower businesses to build chatbots capable of complex understanding and seamless interaction across customer service channels.

Training with advanced NLP

The essence of a responsive chatbot is its ability to understand and process human language with nuance. Leveraging advanced NLP (Natural Language Processing) techniques involves curating a comprehensive dataset of customer interactions, which serves as the training material for the chatbot. This dataset should include a variety of queries, commands, and even miscommunications to ensure the chatbot can handle real-world interactions efficiently. Over time, machine learning algorithms enable the chatbot to learn from new interactions, enhancing its accuracy and response quality continually.

Multichannel integration

To maximise the effectiveness of AI chatbots, they should be integrated across all customer interaction points, including websites, mobile apps, and social media platforms. This ensures a cohesive and consistent support experience for customers, regardless of the channel they choose to use. Integration techniques may vary based on the platform but typically involve utilising APIs to connect the chatbot with various digital interfaces, enabling it to pull information from and push responses to the correct channels in real time.

Personalisation and contextual understanding

Advanced chatbots go beyond simple question-and-answer scripts; they understand context and personalise responses. By accessing customer data and previous interaction histories, chatbots can tailor their conversations to the individual, acknowledging past issues and preferences. This level of personalisation fosters a more engaging and satisfying customer experience.

Continuous improvement and feedback loop

Implementing an effective AI chatbot is an ongoing process. Incorporating a feedback loop where customer interactions are periodically reviewed and analysed allows the identification of areas of chatbot improvement. This might involve training the chatbot on new query types, refining its understanding of context, or improving its personalisation capabilities. Tools like Google’s Cloud Natural Language API and IBM’s Watson Natural Language Understanding provide advanced text analytics to glean insights from chat interactions, which can inform further refinements.

Knowledge bases empowered by AI: A leap towards self-service excellence

AI-driven knowledge bases transform static information repositories into dynamic, self-improving resources that enhance customer self-service and satisfaction while reducing support ticket volumes.

Expanding on AI-powered knowledge base development

Dynamic content management system 

Selecting a dynamic CMS capable of AI integration is crucial for creating a robust knowledge base. Zendesk Guide and ServiceNow are prime examples, offering sophisticated AI-powered search functionality that improves content discoverability and relevance. These platforms allow for the content within the knowledge base to evolve based on user interactions, ensuring that the most helpful and accurate information is always at the forefront.

Leveraging AI for continuous content optimisation

Integrating AI technologies such as TensorFlow or IBM Watson Discovery enables the knowledge base to actively analyse user queries and feedback. This continuous analysis allows the system to identify content gaps and areas where existing articles can be improved or expanded. Furthermore, AI can help automate content categorisation and tagging, enhancing the organisational structure of the knowledge base and making information more accessible for users.

Creating an intuitive user experience

An AI-enhanced knowledge base must be easy to navigate and use. This involves designing an intuitive user interface that aligns with the business’s overall customer service ecosystem. Incorporating AI-driven chatbots within the knowledge base can improve the user experience further by offering guided assistance. For instance, a chatbot can ask probing questions to better understand the user’s issue and then direct them to the most relevant article or resource within the knowledge base.

Adaptive learning and personalisation

AI technologies enable a knowledge base to adapt and learn from every interaction, ensuring its content remains current and increasingly relevant. By analysing user behaviour and preferences, the system can personalise content recommendations, making it more likely that users will find the answers they need quickly. This personalisation capability enhances the knowledge base’s effectiveness as a self-service tool and contributes to a more positive overall customer experience.

Integration with customer support channels  

Knowledge bases should be integrated with other customer support channels like chat and email for a holistic customer support approach. This integration allows for a seamless transition between self-service and assisted service, ensuring that customers who cannot find answers within the knowledge base are directed efficiently to a support agent. Tools like Zendesk and ServiceNow offer integrated customer support solutions that facilitate this seamless transition, providing a comprehensive support ecosystem that employs the strengths of both AI-enhanced self-service and human-assisted support.

Implementing AI strategies that include continuous improvement and user-centric design will streamline customer service operations and build stronger customer relationships through more personalised, helpful and efficient interactions.

Enhanced AI applications in call and contact centres

Integrating Artificial Intelligence (AI) within call and contact centres is a revolutionary enhancement in delivering, measuring, and improving customer service. By exploring agent behaviour analytics, customer sentiment analysis, performance metrics, and the platforms enabling these transformations, we can uncover the potentially massive impact of AI on the customer service industry.

In-depth analysis of agent behaviour with AI

Understanding and improving agent behaviour through AI involves sophisticated analytics that surpass core performance indicators, such as psychological and emotional well-being, efficiency in handling complex queries, and adaptability to dynamic customer needs.

Genesys Cloud

Integrates AI to offer real-time feedback and predictive analytics, enabling agents to anticipate customer queries and personalise interactions.

Nice inContact

Leverages AI-driven analytics to evaluate agent performance in real-time, offering coaching opportunities aligned with individual agent needs and customer expectations.

Advanced tools for analysing agent performance

AI tools are evolving to monitor stress levels and overall agent satisfaction, providing managers with the insights needed to maintain a healthy, productive work environment. For instance, AI can analyse voice pitch, speed, and tone to understand customer sentiment and gauge agent stress levels during interactions, enabling timely support interventions.

Expanding customer sentiment analysis with AI

Sentiment analysis powered by AI offers a granular view of customer emotions, enabling contact centres to tailor interactions to the emotional state and personality of the customer, thereby fostering loyalty and satisfaction.

Providers of sentiment analysis:


Employs sophisticated NLU algorithms to dissect customer feedback across channels, identifying not just sentiment but the underlying reasons driving those sentiments, enabling targeted responses.

Aspect Software

Integrates sentiment analysis into its suite of contact centre solutions, allowing businesses to adjust their strategies based on real-time customer mood analysis.

Expansion of sentiment analysis

These tools are evolving to capture both textual sentiment and vocal emotions, enabling a more comprehensive understanding of customer feedback. Advanced sentiment analysis technologies can now interpret nuances in customer communication, such as sarcasm and implicit discontent, offering a more nuanced view of customer satisfaction.

Comprehensive performance analytics metrics with AI

The use of AI in tracking and analysing performance analytics extends beyond traditional metrics to include predictive analytics, real-time decision-making support, and comprehensive workforce management.

Detailed analytics and metrics providers

AI-enhanced analytics tools are crucial for identifying how well a contact centre performs and why specific patterns emerge, allowing managers to adjust strategies proactively. Predictive analytics can even forecast call volumes and customer queries, enabling better staffing and resource allocation.


Offers bespoke analytics solutions tailored to specific business needs, enabling detailed agent performance tracking, customer interactions, and service level agreements (SLAs). Customisable dashboards and wallboards allow agents and call centre managers to understand performance and issues in real time, with historical reporting providing detailed insights to allow for intelligent planning and decision-making.


Provides a suite of communication analytics tools that extend beyond call analysis to include email, chat, and social media interactions, offering a holistic view of customer engagement.

AI-integrated call centre platforms: The backbone of modern customer service

The backbone of AI’s transformative impact in contact centres lies in the platforms that integrate these technologies, offering seamless, efficient, and highly personalised customer service experiences.

Cutting-edge call centre platforms

The comprehensive application of AI in call and contact centres is reshaping the landscape of customer service, from enhancing the well-being and efficiency of agents to offering unprecedented insights into customer emotions and behaviours. This deep dive into AI applications reveals a future where contact centres are not just service points but strategic assets driving customer loyalty and business success.

Microsoft Teams

Through an extensive ecosystem of Microsoft 365 apps, bots and even Azure Cloud capabilities, Teams allows for the integration of AI tools directly into the communication platform, user collaboration client and even web browser, facilitating better collaboration with teams and enhanced customer service.

Cisco BroadWorks and WebEx Calling

Cisco provides a robust underlying voice and video platform and framework for integrating AI tools. Core communication services are enhanced with long-established features like automatic call distribution (ACD) and interactive voice response (IVR) systems.

Genesys and Nice

These providers offer cloud and on-premise solutions that leverage AI for everything from workforce management to customer journey mapping, ensuring that deep customer insights influence interactions and are optimised for satisfaction.

These platforms are continuously evolving, incorporating more advanced AI functionalities such as machine learning-driven IVR systems that adapt to customer behaviour, intelligent routing algorithms that match customers with the best-suited agents, and AI-powered bots that provide agents with real-time information and support during interactions.

Looking ahead: The future of AI in customer service

The future of AI in customer service is full of potential, from the advent of quantum computing and robotics to new machine learning algorithms and language model innovation. Industry leaders need to influence their business strategy effectively with a view on the present and the future, including staying abreast of technological advancements, investing in ongoing employee training, and prioritising a customer-centric approach. However, the ethical and societal implications of AI must also be considered alongside the business benefits, so a balanced approach should be considered that enhances rather than replaces human interactions with the customer and user experience central to that vision.

In the next article of the Enhancing go-to-market with human-managed AI series, we explore how you can reach immediate benefits by building highly-targeted communication strategies and marketing campaigns with the help of AI.

Hi! I'm Tim Meredith, CEO at Fractional Teams. I write about the latest industry insights and give advice on Unified Comms development and growth.

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