The advent of digitization has spurred the emergence of novel advancements that enable businesses to offer rapid and distinctive customer interactions. Our analysis of the customer service landscape in the Asia Pacific region revealed an impressive feat: the region achieved the quickest issue resolution compared to other regions, with an average time of 20.89 hours. This accomplishment can be attributed to the short durations of ticket assignment and response, which stood at 10.46 and 9.35 hours, respectively. Moreover, the region boasts a remarkable First Contact Resolution (FCR) score of 78.8 percent, surpassing the Freshservice Benchmark of 72 percent.
In Singapore, Open Government Products is developing a new writing assistant tool called Dubbed Pair, which utilizes large language models like GPT-3. This tool aims to empower government officials by enabling them to create concise and captivating messages in a shorter amount of time compared to traditional methods.
AI-powered chatbots have emerged as frontrunners in providing automated responses that are contextually aware, meeting the expectations of customers. By handling frequently asked questions (FAQs) and addressing common issues, chatbots free up support teams to dedicate their time and efforts to more complex queries that require human intervention. This approach helps prevent a surge in support tickets, which can otherwise have a detrimental impact on customer satisfaction. Additionally, chatbots can gather more information about customers’ concerns, enabling them to appropriately redirect customers to the right support agent if necessary.
In time-sensitive industries like healthcare, chatbots are especially important for reducing operational time for their most common customer-facing processes. These include appointment scheduling, rescheduling, and cancellations.
Despite the benefits offered by chatbots, they are not a wholesale replacement for human support agents. Rather, this technology works best when assisting teams to deliver positive and memorable customer engagements.
This concept is something we at Freshworks continue to embody through our GPT-enabled Freddy AI program. Currently, we are integrating new features that will empower support teams with speed and accuracy. One such feature is our conversation summary, which will give agents full context on customers’ issues and next steps without having to read through the entire thread. We are also looking to provide rephrasing capabilities that can transform casual statements into professional responses, leading to more meaningful conversations.
Despite the advantages they offer, chatbots have a significant limitation in their ability to provide detailed and precise responses. Although chatbots continuously enhance their answers using artificial intelligence and machine learning, they are still incapable of comprehending emotional cues and responding empathetically. This limitation becomes evident when generative chatbot models, despite their broad knowledge of various subjects, fail to stay on topic and address customers’ specific concerns about a product or service.
It’s worth noting that while chatbots can provide quick issue resolution, it doesn’t always lead to higher customer satisfaction. This finding is supported by the Freshservice report, which highlights that despite the Asia Pacific region having the shortest resolution time among all regions, it received the lowest customer satisfaction (CSAT) score.
To ensure both customer happiness and timely issue resolution, companies need to reconsider their customer service approach. Solely relying on chatbots for all conversations is an inadequate solution that can overwhelm support agents who are responsible for handling every customer issue. By empowering customers to resolve certain issues on their own and clearly defining the roles and responsibilities of both chatbots and human agents, companies can achieve a balance that combines speed and satisfaction. This approach will not only help retain existing customers but also attract new ones.
Chatbots serve as valuable assets in assisting customers throughout their journey, but human support agents are equally important in resolving complex technical issues and understanding customers’ emotions. By leveraging the unique strengths and experiences of both components and fostering collaboration between them, businesses can unlock the true value of their services, leading to increased satisfaction and brand loyalty. Striking the right balance requires smart delegation of queries, allowing customers to receive the necessary support and fostering deeper connections with the brand.
By Simon Ma, Director & Regional Manager, ASEAN at Freshworks
