Gen AI and Live Agents: Enhancing CX Together

Why they remain essential to the future of customer experience.‍

Witnessing the rapid rise of a new generation of artificial intelligence tools and platforms, many people in customer experience are asking if live agents have a place in the age of AI. While it’s true that these new tools can write software code, do complex math, write poems, create images, and even carry on a conversation it’s simply are not a replacement for humans who are required to handle the more nuanced and complex needs of many of today’s well educated consumers. 

While these new tools are impressive, at Zingly, we believe that human agents will continue to play an essential role in customer experience.

In fact, finding ways to keep humans in the loop as companies rush to implement AI-powered solutions is now more important than ever. It was recently reported by the Wall Street Journal that the average customer experience rating of U.S. companies just hit an all-time low in June 2024, scoring 69.3 out of 100, the lowest since Forrester’s CX Index study adopted its current methodology in 2016. Companies should be alarmed by this drop because providing excellent customer service is now an essential part of any complete product offering; it’s no longer just a nice-to-have.

To better understand the role of human agents in customer experience, we examined the 2024 CCW market study titled June Market Study: CX Trends, Challenges, & Opportunities. This survey polled 530 adult American consumers on their sentiments, preferences, and purchasing habits. The key findings from the report include:

Consumers have a strong preference for live agents

52% of consumers find it difficult to reach a live agent. This was the number one pain point identified in the survey. It indicates a strong preference for human interaction over automated solutions. Additionally, 67% of consumers trust that they can successfully resolve a customer service issue over a phone call, compared to only 17% who trust chatbots. Both of these data points underscore the value of live agents in ensuring successful issue resolution. Consumers know and trust that a human agent has the flexibility and knowledge to help them effectively.

‍Fully automated systems have challenges

49% of consumers reported that they found automated platforms, such as chatbots and IVRs, unhelpful. This highlights the need for effective live agent support when automation falls short. But perhaps even more important for senior leaders in customer experience is to know that despite the hype around AI, 69% of consumers believe it is not acceptable for brands to offer digital-only support without the option to speak to a live agent. While carefully implemented automated solutions can improve CX, removing humans from the loop is clearly not the right approach.

Most customers are skeptical of AI

84% of customers reported that it was harder to connect with a human in 2024, and two-thirds of customers fear that increased AI adoption will make it even harder to reach a live agent. This stems from their real-world experiences where automated systems fail to address specific or complex issues, which leaves them frustrated and seeking assistance from a human agent. This trend highlights the necessity for maintaining access to human support. While it is clear that AI can handle many routine inquiries, human agents should be made readily available to manage more complex issues.

Consumers like bots but prefer people

67% of consumers would be more comfortable using a bot if they had the option to escalate to a live agent, underscoring the necessity of keeping humans in the loop. This statistic highlights that while consumers are open to engaging with AI and automated systems for initial queries, they still value the reassurance and problem-solving capabilities of human agents when issues become complex or require a personal touch. Giving consumers this reassurance is crucial to maintain trust in a company’s ability to handle their needs effectively.

The role of  agents in the age of AI

The findings from the 2024 CCW Market Study make it clear that while AI has a significant role to play in the future of customer experience, it cannot replace the human touch. AI tools and platforms are incredibly effective at handling routine inquiries, providing quick responses, and analyzing vast amounts of data. These capabilities enable businesses to operate more efficiently, reduce operational costs, and cater to the growing demand for instant support. 

However, the limitations of AI become apparent when addressing more complex, nuanced, and emotionally charged customer issues. Human agents bring empathy, understanding, and the ability to navigate intricate problems that AI currently cannot match. For instance, in situations where a customer is frustrated or angry, a human agent can provide emotional reassurance and personalized solutions that foster trust and satisfaction. The importance of this human element cannot be overstated, as it often determines whether a customer will remain loyal to a brand or seek alternatives. 

Companies need to strike a balance between leveraging AI for efficiency and ensuring that human agents are available to provide personalized, empathetic, and effective customer service. 

• Take a hybrid approach: We recommend that AI handle initial customer interactions and escalate more complex issues to human agents. By doing so, businesses can ensure that they are not only meeting customer expectations for quick and efficient service but also delivering the human touch when it matters most. Incorporating AI into customer service operations should not be about replacing human agents but rather augmenting their capabilities. 
• Use AI to assist agents: AI can assist human agents by providing them with relevant customer data, previous interaction history, and predictive insights, enabling them to offer more informed and efficient support. For example, AI can identify patterns in customer behavior that might indicate potential issues before they arise, allowing human agents to proactively address them. Moreover, training human agents to effectively use AI tools can enhance their productivity and job satisfaction. 
• Go beyond the telephone: Consumers still prefer using the phone because they believe it offers access to human agents, this is why we recommend expanding live support beyond the telephone. By integrating both live support and automated tools like chatbots into digital channels, businesses can not only meet customers where they are most comfortable, but with the right platform in place, they can vastly increase customer satisfaction by giving them the best of both worlds, human agents and AI.
• Proactively engage with AI: AI can be utilized to anticipate customer needs and address issues before they escalate. By analyzing customer data and behavior patterns, AI-powered automated systems can send timely notifications, reminders, and offers that enhance the customer experience. This proactive approach not only improves customer satisfaction but also helps in building long-term relationships and loyalty.
• Enable seamless handoffs: Ensure that the transition from AI to human agents is seamless and efficient. When an issue is escalated from a chatbot or automated system to a live agent, all relevant context and information should be transferred as well. This minimizes the need for customers to repeat themselves and allows agents to resolve issues more quickly and effectively. 37% of consumers frequently report the need to repeat information as a pain point.

Agents also benefit from well-thought-out and properly implemented automated systems. With these tools in place, they can focus more on higher-level tasks that require critical thinking and personal interaction. This not only improves the quality of service provided but also helps retain skilled customer service professionals by reducing the monotony of handling repetitive inquiries. By maintaining this balance, businesses can improve customer satisfaction, build stronger relationships, and ultimately enhance their overall customer experience. Satisfied customers are more likely to become repeat buyers and brand advocates, contributing to long-term business success. 

‍Your company’s reputation is everything

‍A reputation for excellent customer service can differentiate a company in a competitive market by helping attract new customers via the number one most important channel, word of mouth. Furthermore, companies that successfully integrate AI and human support can provide a more streamlined and efficient experience for the customer, while at the same time offering live support to manage the more complex issues that customers face.

While AI is a powerful tool that can significantly enhance customer experience, the value of human agents must not be overlooked. Companies that understand this and invest in a hybrid approach will be better positioned to meet the diverse needs of their customers, foster loyalty, and drive sustainable growth.