Customer Experience

Top Use Cases of ChatGPT in CX

If you haven’t yet heard of ChatGPT, let’s catch you up! The frenzy around the natural language processing (NLP) AI technology has reached a fever pitch, but unlike other technologies that explode on the scene and then fade away, ChatGPT appears to have triggered massive disruption, with the potential to recalibrate how we interact with everything, including customers. Its conversational and articulate answers to complex questions have led some to ponder and even publish use cases they’ve used to elevate the customer experience (CX).

The reason conversational AI is appealing to those most responsible for CX is obvious… corporate leaders must deliver a differentiating customer experience to compete in a crowded marketplace, but they have to watch the bottom line. Delivering both high-touch care and operational efficiency is very difficult. Human interaction and support are expensive. The latest display of conversational AI in ChatGPT is rocking the world with its ability to replicate a more authentic human-to-human discussion, no humans required! 

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Here are the top four customer experience management (CXM) use cases that could leverage ChatGPT and other natural language processing models to elevate the customer’s experience.

Use Case #1: Customer Service Chatbots 

This is an obvious CX use case for ChatGPT, and models like it, because it was literally born to do this! 

74% of consumers would rather use a chatbot than wait for a human agent.

In a Gartner report, 54% of respondents said they are using some form of chatbot or other conversational AI platform for customer-facing applications. And 74% of consumers would rather use a chatbot than wait for a human agent, according to research by PSFK. But a large number of consumers also say those interactions are not impressive or helpful today. 

Enter ChatGPT. It has the potential to cut through rigid, constrained bot sessions governed by a limited decision tree of scripted responses. Instead, by integrating NLP and Large Language Models (LLM), these chatbots can expand to recognize wide variations in prompts and requests and still deliver the right answers at the right time. 

Another limitation of typical chatbots is an inability to go outside their bounds to recognize the intent of the query or the customer’s sentiment. Instead, it’s not uncommon for a bot to respond to frustration in a chat by cheerfully asking the customer if there’s anything more they can do for them. Uh-oh. Not a good customer experience. They end up calling the support team anyway - a little madder and more impatient than when they started. 

NLP models like GPT-3, which is the model powering ChatGPT, are not bound by pre-determined responses. They have the entire internet at their disposal, searching and then generating text replies. 

Some are saying replies by ChatGPT are not always the crispest or most fully accurate, but it’s still in its infancy and its potential is huge. OvationCXM leans into multiple NLP and machine learning models - GPT-3 which powers ChatGPT, HuggingFace and others. When they are used to power bots in platforms built out with rules and guardrails that make sure they are aligned with the organization’s knowledge, communication and branding, the combination could energize and improve those interactions.

The global AI chatbot market is expected to grow to 13.9 billion by 2025.

Use Case #2 - Deflect Routine CX Issues 

Training virtual assistants to recognize a wider swath of sentence structures and then answer in a human-like, conversational style, makes them well-suited to take over routine interactions that don’t require high-touch back and forth. Volume around common FAQs is sure to go down as bots autonomously deliver the answers that restart consumers on their journey. That’s good for the customer and good for the organization!

By 2025, customer service organizations that embed AI in their multichannel customer engagement platform will elevate operational efficiency by 25% (Gartner).

In addition, LLM models like GPT-3 can become a fallback if there are mismatches in which a bot doesn’t recognize a phrase or question. Automating routine conversations will free up support teams to solve complex CX situations that require human intervention.. 

Organizational support teams can accomplish more with less, without sacrificing customer satisfaction. In fact, it can become better and allow leaders to get closer to mastering the balance between high-quality service and efficiency.  

Use Case #3: Sales/Support Enablement

When a customer is waiting in a chat queue, email thread or on the phone, the last thing enterprises can afford is to keep them holding too long. The research proves it. In our own CXM Impact Report, a top complaint from businesses was their team didn’t seem to understand their product or service. Red flag! And 76% of businesses have walked away from onboarding when it became too frustrating. In this economy, your customer is your greatest asset.

82% of B2B decision-makers think sales reps are unprepared.

Surfacing knowledge is ChatGPT’s superpower and it can eliminate the need to, frantically search for product information while a customer waits. In platforms, like CXMEngine, NLP models pull up the exact requested information in seconds, once trained on corporate resources and knowledge bases. Imagine how empowered your teams can be, knowing they have information readily available to help customers in the moments they need it. All by typing a well-written query! 

Use Case #4 - Customer-Facing Knowledge

Customers complain, too, about lacking the knowledge needed during a customer journey. In study after study, consumers say they want to help themselves first before going to a live person. According to one study, 92% of respondents said they would use a self-service knowledge base if it solved their problems, and 79% EXPECT an organization to offer it.

Again, models like ChatGPT are potential game-changers here. With little effort or delay, customers will be able to source the information they need, on-demand, and continue moving through the next steps in their customer journey. Corporations can also learn from their queries and see where to improve clarity or remove friction to better improve the experience.

Explore What’s Possible with OvationCXM and the power of ChatGPT and Conversational AI

OvationCXM’s Conversations module is a cutting-edge tool that leverages numerous NLP and machine learning models, including ChatGPT to better serve customers. It has a powerful drag-and-drop virtual assistants builder and customer-facing digital interface, powered by conversational AI including ChatGPT. Its intelligent tools route and even elevate cases automatically, trigger actions in other platforms and even identify customer intent and sentiment. Find out more about our conversational AI tool here.