ChatGPT Meets CX: Opportunities Outweigh Threats
It's four months into 2023, and if you haven't heard of ChatGPT yet, you've most likely come across it without even realizing it. As a highly advanced machine learning model capable of processing natural language and generating coherent responses, the OpenAI platform boasts an impressive array of capabilities. Functioning like a chatbot, ChatGPT is an online chat conversational software application. GPT stands for Generative Pre-trained Transformer. Generative models are used to find new data points. For example, the generative model is used to write modern articles or stories based on a variety of ideas and messages written by many people.
The emergence of ChatGPT technology is proving to be a game-changer for communication and business operations. Experts are speculating about the wide-reaching impact that it could have on the way people work and gather information. As this innovative technology continues to evolve and disrupt traditional communication channels, the future of various industries has never been more uncertain.
At it's core ChatGPT is known for:
So what does this mean for the Customer Service Industry?
Undoubtedly, one of the most revolutionary applications of ChatGPT in CX is its' ability to quickly replace or enhance traditional chatbots and streamline the resolution of smaller FAQ and account based inquiries by providing information available on the Internet already. ChatGPT can also be a very helpful tool to create policies and internal workflow documents and as a result frees up management resources.
One of the most significant benefits of ChatGPT is its ability to draft emails and responses to customers in real time. By analyzing customer inquiries, ChatGPT can generate accurate and personalized responses that can be easily customized by customer service agent. Below you can see an output for a response to a refund request from a customer that was generated in seconds which not only provides a receipt confirmation but also advises on next steps and sets expectations.
Moreover, ChatGPT can assist agents in answering frequently asked questions, identifying customer sentiment, respond to reviews and suggesting solutions for issue resolution. By utilizing ChatGPT, customer service agents can streamline their workflow and focus on more complex and personalized interactions with customers, ultimately improving the overall customer experience. For additional used cases please read Celeste Mottesi's blog post on Invgate: 6 uses of ChatGPT in Customer Service
Concern: ChatGPT has a limited learning base that cuts off September 2021. Quality of output has a lot of misinformation and is less reliable after September 2021.
The lack of sufficient information on events, data, and research post-September 2021 has posed a significant challenge to ChatGPT's ability to assist in resolving issues, articulating accurate content, and providing factual answers. This shortage in knowledge has brought about some difficulties, but there are ways to overcome it. ChatGPT can be trained to assist customers with their inquiries and frequently asked questions by learning from the data provided to it via a process called fine-tuning. Just like other conversational AI tools, including virtual agents and chatbots for customer support, it is essential for ChatGPT to possess a thorough understanding of common queries to deliver a seamless and human-like experience for customers. During the fine-tuning process, the language model is trained on specific data related to a particular task or domain to improve its performance in that area. With the correct developers and data set, ChatGPT can be fully trained to answer customer inquiries accurately and efficiently.
Let's take a look at some of the Pros and Cons of Chat GPT.
ChatGPT can be utilized as a versatile tool to aid in streamlining business processes, providing valuable insights and suggestions for assisting customer service agents in several ways. It can quickly provide answers to frequently asked questions, assist with complex issues by suggesting possible solutions, and help agents handle multiple inquiries simultaneously, leading to improved efficiency and customer satisfaction.
Fine Tuning ChatGPT is not an easy feat. It entails honing skills in natural language processing (NLP) and machine learning (ML) to achieve a top-performing model. The development and refinement of this model requires technical finesse and adept knowledge to create a streamlined process that serves customers' needs efficiently. While major companies can afford to hire professionals or have their own development teams help fine-tune ChatGPT's learning database, many companies will need to wait until a later version for a seamless integration. Learn more about fine tuning from the official Open AI website.
Concern: ChatGPT will take the place of people in the cx workplace creating fully automated systems?
While ChatGPT is more than capable of handling FAQ based questions and can handle everyday account inquiries, it is not human. Current issues of losing context in longer conversations and outputs can cause a lot of frustration for customers not being able to get their issues across.
Some concerns about ChatGPT in customer service today are:
- Not being able to pull from previous conversations and calls. A customer may have to go through the same processes to resolve an issue if the situation calls for multiple points of contact. Where a live agent can pull from past conversations and interactions, every Chat GPT contact would need to be treated as a new ticket.
- ChatGPT is great at individual tasks, but resolutions that need long conversations covering multiple problems have caused problems with its ability to move from task to task seamlessly. A human agent can handle a password request, a username change, and give you updates on orders or cancellations all on one call.
Overall, ChatGPT can be a great tool to create a more efficient and consist customer service setup. It can become even more beneficial if you can afford the resources, and costs associated to fine tune it to your company database. Companies are currently able to integrate the chat into their chat bots, but will need to be wary of the knowledge date cutoff as well is the potential issues in communication and understanding. ChatGPT should definitely be on everyone's radar as versions continue to release and advance.
Companies Using ChatGPT Today
Some of the biggest tech service companies are using the ChatGPT to assist in their daily customer experiences. Aside from one of the first ChatGPT users Bing, Shopify, the leading e-commerce website builder currently uses ChatGPT for handling shipping and order inquiries. Canva is a graphic design platform with millions of users worldwide that uses ChatGPT for automated account related services like resetting your password and provides a variety of self help options for account based inquiries. Duolingo, the popular language learning app, has just unveiled an exciting new subscription tier called Duolingo Max that utilizes cutting-edge technology from OpenAI's GPT-4. With Duolingo Max, language learners can experience a personalized and tailor-made curriculum that utilizes AI-generated features like "Explain My Answer" and "Roleplay" taking conversational learning to a whole new level. Read more on how these companies are utilizing ChatGPT today!
At VIPdesk we believe in utilizing innovative technology to improve processes, increase efficiencies and lift the overall Customer Experience. However, while ChatGPT presents an innovative approach, it is important to acknowledge that manual work, interpersonal abilities, and maintaining relationships remain fundamental to our success. We believe that ChatGPT does not prompt replacement; instead, it serves as an augmentation in various tasks. Only the future will tell what role ChatGPT and similar technologies will play in the CX industry, but our initial experiences have been very promising!