The Truth About AI in Customer Service: What the Research Says

Customers are not yet 100% comfortable with AI technology. It still makes mistakes, which is frustrating. Consider these findings from our annual customer service and CX research (sponsored by RingCentral):

• 70% of customers said they would rather use the phone than self-service solutions including AI-fueled technologies like ChatGPT or voice recognition software.

• 63% of customers are frustrated when using AI or ChatGPT technologies.

• 56% of customers admit to being scared of AI and ChatGPT.

Even with customers’ concerns and trepidation about interacting with an AI-fueled chatbot or voice recognition technology, it’s getting better. Some solutions are almost perfect. The problem is that not every company has adopted the latest and greatest, which in some cases is far better than other technology that’s just a year old. The result is that from one company or brand to the next, the customer doesn’t know what to expect. That erodes trust and confidence in the system, which is why so many customers would rather call a company than resolve issues through digital self-service customer care.

And AI isn’t just for customer support.
McDonald’s has been experimenting with an AI voice recognition solution that takes customer orders in the drive-through lanes. In a recent RetailWire article, McDonald’s announced that it was dropping the technology due to a problem with order accuracy. Customers reported mistakes such as receiving an ice cream cone topped with bacon and being charged for nine sweat teas even though just one was ordered.

However, humans make mistakes too. In a McDonald’s in Lakeland, Florida, an employee made a mistake with a customer’s order. The customer became unreasonably upset, to the point that the employee took action. However, rather than call the police for help, she retrieved her pistol and took a shot as the customer was driving away. (Here is a link to the original story.)

My point is that mistakes will happen with both AI and humans, but AI is not going to find a pistol and shoot at a customer. Just like most companies strive to create a good experience fueled by human-to-human interactions, they should put the same effort into creating a generative AI customer experience. Recognize that both could make a mistake. If there are mistakes, properly train and equip employees to manage these Moments of Misery®, regardless of whether they are made by humans or technology. Doing so can ensure a more consistent and positive customer experience.

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