Dealing with upset customers is undoubtedly one of the most challenging aspects of Natasha’s job. As the director of a prestigious five-star resort, she faces the daunting task of crafting responses that strike the right tone and convey genuine remorse, even when the resort isn’t to blame, such as in cases of weather-related complaints.
But Natasha has found a valuable ally in her battle against customer discontent: generative AI. With a simple copy-and-paste of a traveler’s complaint into ChatGPT, she can generate a response in a matter of seconds, a task that used to take her up to an hour.
Despite its shortcomings, Natasha believes that ChatGPT generally does a commendable job in crafting responses to customer complaints. While some responses may come across as overly embellished with adjectives, they still manage to address each complaint raised by the traveler.
However, what Natasha finds most advantageous about using AI for customer responses is its lack of emotional bias. Unlike humans, AI doesn’t get defensive or emotional, making it easier to handle contentious situations objectively.
Responding to negative online reviews poses an even greater challenge, as they are visible to the public eye. Research suggests that failing to respond to online reviews, whether positive or negative, can significantly impact a company’s reputation. This is where generative AI comes into play, helping companies manage their online presence and respond to reviews effectively.
While some may view the use of AI for customer responses as taboo, Natasha sees it as a necessary tool in today’s fast-paced world. She acknowledges that maintaining the illusion of personalized service is crucial for customer satisfaction, which is why she prefers to keep her use of AI under wraps.
Despite the reluctance of some in the industry to embrace AI for customer interactions, others, like Luca Zambello of Jurny, recognize its immense value. He believes that widespread adoption of AI for customer responses is inevitable, given its time-saving benefits and ability to enhance customer satisfaction.
Ultimately, whether to use AI for customer responses remains a matter of personal preference and company philosophy. While some, like Michael Friedman of Simple Life Hospitality, prefer the human touch, others, like Wanping Aw of Tokudaw, are pleasantly surprised by the effectiveness of AI in handling real-life customer scenarios.
