Erik Delorey, Director of Innovation Engineering at Miratech shares insights from GTACC 2024
The contact center industry is changing fast, and it’s clear that artificial intelligence (AI) is no longer just a buzzword. With artificial intelligence more accessible than ever, businesses are integrating it more and more into their everyday operations. While human agents still play an irreplaceable role in delivering exceptional customer experiences, there’s no denying that AI is boosting efficiency and empowering businesses to do more.
It’s great to modernize contact centers, but there’s a key challenge—how do you balance the automation, speed, and efficiency that AI brings with the warmth, intuition, and empathy that only humans can provide? This question was at the heart of recent discussions at GTACC 2024, where I joined other industry experts to explore the interplay between AI and human intelligence in modern customer service.
The insights we shared are crucial for any contact center looking to navigate this evolving landscape. Here are some key takeaways I believe every organization should consider.
Where AI and Human Intelligence Shines (and Falls Short)
Let’s face it – AI is a lifesaver for its ability to shoulder repetitive customer service tasks. Need to route a call, answer an FAQ, or crunch some data? AI has you covered. AI is like the ultimate assistant, handling routine activities to free up human agents’ time so they can focus on complex tasks where things like empathy and creativity are essential.
AI is powerful, but it has limits. When a frustrated customer needs reassurance, or someone calls with an issue that doesn’t fit into a pre-programmed response—humans need to step in. In moments of high emotion, nothing beats a real conversation with a person who just gets it.
So, the best approach blends both the strengths of AI and humans. AI can handle the heavy lifting, freeing human agents to focus on what they do best: connecting with people. Together, AI and humans have the power to be a dynamic duo that transform customer experiences.
Setting the Stage for AI Success
When I work with organizations exploring AI, I often tell them to think of it as a journey, not a race. Start small with simple tasks—like answering common questions or helping agents with quick data lookups—to begin exploring its potential.
One thing I emphasize is the importance of data. AI thrives on quality data. Prioritize collecting and analyzing information from the customer touchpoints that matter most. The richer your data, the smarter your AI, and the clearer your path forward becomes as you gain continuous insights into customer behavior.
And how do you measure success? The key is to track what truly matters. Metrics like call times are a start, but they don’t paint the whole picture. Focus on how AI impacts customer satisfaction and when (and why) it passes on certain tasks to humans. These insights reveal where the real value lies.
Finally, don’t overlook the human side of the equation. Your team needs the skills to work effectively with AI—troubleshooting issues, stepping in when the technology reaches its limits, and collaborating to create a seamless experience.
Choosing the Right AI for Your Goals
Not all AI tools are created equal, and picking the right one takes some thought. What’s your endgame? Are you trying to reduce wait times, improve personalization, or just make things easier for your team? Once you’ve figured that out, look for vendors that align with your goals and make sure they care about things like data privacy and AI ethics.
AI Isn’t Perfect (and That’s Okay)
AI isn’t magic, it’s a tool. Like many tools, it won’t always be perfect. That’s when having a solid backup plan makes all the difference. Take confidence scoring for example—a feature that assigns a reliability score to predictions, decisions, or actions. Think of it as the AI’s way of saying “I’m X% sure this is correct”. When the score is low, the AI recognizes its uncertainty and passes the baton to a human agent, ensuring the customer gets accurate support. It’s a small step that can save big headaches.
Looking Ahead: The Future of AI and Human Intelligence
The future of contact centers is exciting, especially when thinking about the potential of increasingly proactive AI. Imagine having tools that can analyze customer behavior, preferences, and past interactions to predict what they’ll want next —even before they know themselves. This isn’t science fiction, it’s happening now. For example, AI can identify patterns that suggest a customer might need assistance with a product they’ve browsed or predict a likely issue with a service based on similar user experiences.
I recently read a global survey stating that 50% of people said they already believed that AI could accurately recommend products they hadn’t considered yet.
These advancements illustrate the growing synergy between AI and human intelligence. By combining predictive insights from AI with human expertise, businesses will increasingly be able to anticipate customer needs and offer personalized solutions in real-time. The partnership between technology and people will continue to define the next generation of customer service.
Final Thoughts
Despite the headlines, AI and human intelligence aren’t competitors: they’re partners. Together, they create experiences that are both efficient and deeply human. AI is not about replacing people with machines; it’s about empowering people to be even better at what they do best.
If you’re ready to find out more about what that balance could look like in your contact center, I’d love to help you explore the possibilities.
Bio Erik Delorey
With over 20 years of experience in Contact Center IVR and self-service engineering and design, Erik has designed, coded, and executed CX test automation and network operations monitoring programs for the world’s largest service providers, financial institutions, and government agencies. Passionate about technology adoption, Erik helps companies overcome the fear of change and mitigate the risk of failure through quality controls and oversight using world-class automation techniques that focus on user experience and intent based success.
