05/01/2024

GenAI Can Help Companies Do More with Customer Feedback

Stay attuned to what customers tell you

Many companies are experimenting with generative artificial intelligence (GenAI) now, both for internal employee productivity objectives as well as customer interaction, but only a few have production deployments. Difficulties with upskilling workers, changing processes, and integrating technology persist, and many companies are caught in a perpetual experimentation loop.

For companies still struggling to find the right place to deploy this new tech, we recommend use cases involving “voice of the customer” applications — parsing, interpreting and responding to customer input from all different channels. They are typically easier to implement than employee productivity use cases because they don’t require as much behavior change. It is also easier to measure improvements in economic value because improving customer satisfaction often has a financial payoff.

It is obviously valuable to stay attuned to what customers are telling you, whether in calls to a customer support call center, emails, social media messages, or even comments to salespeople. Yet historically most organizations have found it difficult to capture, analyze and respond to this feedback in any systematic way. The content has been too voluminous and unstructured, the review and analysis of it too labor-intensive, and the response too disaggregated and burdensome.

Please select this link to read the complete article from Harvard Business Review.