In the dynamic landscape of 2023, the proliferation of artificial intelligence has been a defining feature, with the emergence of generative AI and advanced language models like ChatGPT reshaping the way individuals work, learn, and conduct business.

Within Shared Services Organisations and Global Business Services, the impact of generative AI spans across various functions, from HR to finance. However, the foremost area where the industry anticipates leveraging the latest AI advancements is in enhancing customer experience. As per insights from SSON Research & Analytics, a significant 62% of GBS practitioners are gearing up to integrate generative AI to bolster CX.

In our latest report, we delve into the transformative potential of generative AI in CX, highlighting key benefits, potential pitfalls, and strategies for tracking its impact.

Key insights from the report include:

1. Generative AI, a facet of artificial intelligence, revolutionises CX by powering chatbots, virtual assistants, and voice-activated bots. This technology enables natural interactions and delivers personalised recommendations based on existing data.
2. Generative AI plays a pivotal role in ensuring seamless omnichannel experiences, mitigating disjointed customer journeys. It excels in sifting through vast datasets, automatically identifying patterns and trends to generate actionable insights. Moreover, it facilitates the scalability of personalised CX by automating the creation of tailored content, thereby enhancing customer engagement and satisfaction.
3. While Customer Satisfaction (CSAT) surveys remain vital for assessing customer perception of generative AI in CX, alternative metrics such as response time, resolution rate, usage patterns, sentiment analysis, retention rates, and personalisation metrics offer nuanced insights. A holistic approach that combines quantitative and qualitative measurements is imperative for gaining a comprehensive understanding of generative AI's impact on CX.