Omnichannel CX Tip #8: Use AI and Automation to Fix Poor CSAT “In the Moment”

This tip uses AI to monitor every interaction on every channel using sentiment to passively measure quality, and then act. When an interaction on any channel—voice, text, chat, email, social messengers—has sentiment that is low, the interaction can be identified “in the moment” and routed to a retention specialist (or someone specialized with the skill set to handle the situation). The specialist can then immediately review the interaction and proactively reach out to the customer to see if everything in their last interaction was handled properly.

This proactive approach is used by one of the most innovative healthcare providers and one of the disruptive “unicorn” ride-sharing services—two very different industries and businesses that both use this best practice. They follow up proactively within 24 hours when a customer rates low CSAT via survey. Today they do it with surveys but AI is on their radar screens as a next step.

With Bright Pattern AI every single interaction on every channel can be monitored—not just ones where a survey indicates a problem. AI coupled with automated routing to the best resource with the right skills can ensure that every single interaction below target SLAs can be acted on in the moment before a customer is lost.

This is illustrated in the journey workflow shown, which automatically identifies low sentiment, finds an agent with the skill set to fix the issue, and then routes the interaction to the person with the skills best able to handle the issue. AI can easily and cost effectively be used to monitor every interaction and allow interactions that have “gone South” to be fixed.

It’s important to track journeys but if it doesn’t happen in real-time, customers can and will be lost. Gartner notes that today nearly 70% of companies track journeys in some way, but most do so manually, and after the fact when it’s too late to act in the moment. AI coupled with real-time routing is a key that can put your company at the top when it comes to measuring and improving customer journeys.

Ted Hunting

Ted Hunting leads marketing at Bright Pattern, a leader in simplifying and innovating cloud customer service. Previously Ted worked at Genesys where he led North America Marketing with over 15 years in the customer experience industry. Prior to that Ted worked for startups and enterprise software and hardware companies in all marketing functions. In addition to his CX experience, Ted has a background in business intelligence and large scale computing systems. Ted is a graduate of the Ross School of Business at the University of Michigan with a marketing and finance background.

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