Artificial Intelligence (AI) is definitely a hot topic for organisations wanting to shape and improve their customers’ journey and engagement. It’s increasingly being used in every area of business, and it can undoubtedly streamline operations and make processes more efficient.
The use of AI in call centres is also on the rise. It presents multiple ways for a member-based association to enhance their member’s experience. But can chatbots really replace call centre operators altogether?
To bot or not to bot
AI can be valuable in helping associations make the most of their available resources. It can function as a highly effective support system for call centre staff when used to handle the more simple and common tasks.
For instance, AI tools can be used to send renewal reminders, information about how many CPD points are needed to maintain membership, and for sending information and registering members for upcoming events. AI can be used to congratulate people on completing a course and make recommendations for follow-up training. Chatbots can also provide valuable, real-time information and prompts to the agent while they are undertaking calls, making them more efficient and effective.
But what chatbots aren’t able to do is create a truly personalised and positive customer experience, thereby driving engagement. That job, we believe, is best left to people.
The power of human connection
The role of data-driven technology in call centre operations has clear limitations. Chatbots can’t hold a detailed conversation, convey empathy or deal effectively with left-of-field requests, complaints or queries. When you take a step back and consider why your members join your association, it’s because they want to be connected with like-minded people who share their interests, their purpose and their values. They don’t join to be connected to likeminded machines!
A blended approach
We agree that there is a place for AI in communicating with a member base, however, it should never fully replace human connection. It is most beneficial when used as a layer of communication in conjunction with human-to-human phone contact, where authentic conversations, personalised questioning and insightful responses are at the heart of the engagement process.
It’s important to remember that AI is still relatively new, expensive to implement, and requires having the right systems in place to work effectively. Being an early adopter of this technology – especially at the expense of using live call centre operators entirely – without having a full understanding of its impact on your membership base, is perhaps jumping the gun.
What the future holds
AI can’t replace people altogether. There will always be a place for subject matter experts within associations and a need for people to handle more complex queries.
Artificial intelligence is a very powerful tool that will increasingly be used by member bodies to enhance their offering, but it should be used in conjunction with human intelligence to ensure the best outcomes for the organisation and its members.
At Optimum Contact, we look forward to following the use of AI closely as the technology and cost-effectiveness improves and we develop a better understanding of the value it can bring to organisations.
Has your organisation used chatbots to communicate with your members? We’d love to hear your thoughts about whether it has enriched your member experience and equipped your call centre team with helpful insights and data. Conversely, have you had an experience as a customer or member that has been impacted (negatively or positively) by the use of chatbots?
Tell us what you think.
