What do you think of when you hear the words “artificial intelligence” or “machine learning”? To many people, those phrases come off as cold or impersonal, but when it comes to customer service, they’re actually anything but. 

Studies have shown machine learning can make customer service more effective and efficient, and can ultimately help customer service representatives connect with people more meaningfully. Here’s why it works. 

1. Machine learning guards against data overload

If your eyes have ever blurred from looking at a spreadsheet too long, you know that human brains aren’t built to process constant, monotonous streams of data. Algorithms are. When deployed properly, artificial intelligence (AI) can parse data seamlessly to make smart, efficient decisions. That takes the processing load off of customer service representatives, which leaves them with more time, brainpower and empathy to offer customers.

2. Customers like self service

As a customer, which do you prefer when you first encounter an issue: a self-service option or a live representative? Studies show that 81% say self service, which means most people prefer to first address matters on their own if given a choice. If a proper base of knowledge has been used to create the AI they’re accessing (chatbots, virtual assistants, etc.) customers get a response — and results — faster. That means customer service representatives can focus on solving more complex problems while standard issues are handled by machine learning applications. 

3. Machine learning cuts costs — for customers and companies

Harvard Business Review found that DIY transactions cost less than a dollar each. Interactions with live customer service representatives? At least 7 times as much. 

Agent interactions are estimated to cost: 

• $7 for a B2C company, and 
• $13 for a B2B company.

With the proper investment in machine learning, companies can remove simpler issues from live agents, which allows them to cut costs. Those savings can then be used to improve services or lower prices, both of which help create happy customers. 

4. Efficiency improves customer satisfaction

This one’s simple: people are happier when they get what they want faster. Machine learning helps route customers to the type of agent they need quickly, and that leads to more efficient solutions. Machine learning can also help a customer service representative do their job more effectively once they’re connected with a customer by:

• Recommending resolutions
• Offering scripts to address certain problems, and
• Providing agents with relevant customer history.

When data is both collected and applied, neither person starts from scratch. That leads to faster, more satisfying interactions. 

5. Machine learning is always evolving

Business owners know that analytics are key in determining what customers want, but metrics only matter if you can learn from them. Today, machine learning applications help humans do that without thinking twice.

• Some ML apps are so advanced that they can use deep learning to continually improve their responses. That means AI-enabled services can improve on their own, while you and your team are interacting with customers in real time. 
• Predictive customer service analytics can even use data from past interactions to catch things agents might miss, or to suggest related products or services that similar customers have enjoyed. 

Whatever the situation, the important thing is that knowledge is being used — not just collected. 

How Mentor fits in

While machine learning often focuses on efficiency and cost-savings, at its core, it’s really about creating a better customer experience. Mentor was designed with that goal in mind. Our one-on-one customer feedback platform collects, tracks and analyzes customer feedback in real time so you can address customer concerns directly and immediately. Contact us to learn how we can help you put machine learning in action today. 

Right now, small businesses are temporarily closing their doors across the country for the greater good, but people are still craving connection. Now more than ever, community building is important, and developing a close online relationship with your customers is a great way to do it while still safely social distancing.

Here are 3 ways to foster community building with your brand.

1. Make social connections.

While many businesses have had to shutter in-person services temporarily, there is one positive: more of us are at home, online, looking for ways to connect than ever before. It’s no surprise that social media is where most of us start our search for community building.

If your brand doesn’t have a social media presence, setting that up is step one. Research which channel is best for your industry, and make sure you select one you feel comfortable using long-term. 

If you already have a social media presence, build upon it by getting more active.

• Seek out, follow and talk with customers, other businesses or influencers during this down time. 
• Support other businesses and post about your favorite quarantine activities using their products.
• Pitch collaborations with related businesses, like a puzzle and pizza promotion between a toy store and Italian restaurant.
• Ask your followers questions — both serious and fun — such as:
  • What’s your favorite food item to have delivered from our menu?
  • What fun way are you using a home good purchased from our store while quarantining? 
  • Who can snap the most creative socially-distant selfie while wearing our clothing? 

Whatever your brand is, a good community-building question is one that you’re genuinely interested in the answer to. It should say something about your business and your clients. Start there and see where it takes you.

2. Teach people something. 

People are looking for things to do, and you know stuff. Don’t forget that! 

Ask yourself:

• What does your brand do better than any other? 
• Which of those things can you teach people virtually? 

Nothing is too small to teach, and sharing knowledge is a great way to keep community building going while social distancing. Bonus: Most tutorials won’t cost you any money to make. All you need is a phone, or to leverage assets you already have. 

For example:

• Present a few slides of the Keynote you made for franchisees on how to organize storage spaces properly on LinkedIn. 
• If you run a brewery, teach people a sanitization technique you use that they can replicate at home on YouTube. 
• Own a store with a beauty counter? Give a tutorial on how to do the perfect smokey eye using products that can be bought online. 

3. Ask for feedback.

Businesses are working round the clock to find their way through these challenging times, but one thing it’s not hard to find right now is an audience. Take this opportunity to practice community building by asking your customers questions they wouldn’t always have the time, attention or capacity to answer. Social media is a good place to start, but quality feedback really needs to be gathered in more in-depth ways.

Consider customer surveys. Most people use net promoter score, customer satisfaction survey, post-purchase survey or some combination of the three. All are solid options for measuring your success as a company in the eyes of a customer, and we’ve broken down exactly why here. But they don’t tell the whole story — especially when it comes to gathering feedback in real-time, which is something that’s just as crucial online as in-store.. 

What you need for that is a customer feedback platform that creates an open communication channel between your customers and your brand. You need to have a way to find out when problems arise, and respond quickly when they do.

If feedback collection isn’t part of your current process, it’s crucial that you take this down time to learn why it should be. We created Mentor with the goal of open communication top of mind. We can do everything virtually, and in many cases, just the act of making feedback collection front-and-center sets you apart. 

Contact us to set up a quick demo today, and please stay safe and healthy.