How Will the Adoption of Generative AI Impact the Contact Center?

How is AI trained, especially when considering the unique needs of a business or industry? What are the two major types of generative AI and how do they differ? How do we really see humans and AI coexisting – and is there any basis to the fear of AI replacing humans? 

These are just some of the questions that we tackled in last week’s webinar, Generative AI: What does it mean for the contact center? Cresta CMO Scott Kolman moderated a conversation between Cresta co-founders Zayd Enam and Tim Shi, digging into these questions. Together, the three explored the real ways that generative AI will impact the contact center and all of the many ways contact centers stand to benefit from AI adoption. 

To see the full conversation and even more insights into the future of generative AI, download and share the webinar replay today. Today, we’re digging into three ways that generative AI is going to reshape the contact center in the years to come: 

Generative AI will improve sales and retention/churn

Implementing generative AI will give contact centers instant and real-time understanding of the behaviors that are driving sales. The core of Cresta is about understanding what leads to outsized outcomes for our customers: knowing the four key sales behaviors and the most effective way for contact center agents to do them. There is instant insight into questions like, are there more effective ways to do discovery, to handle objections? Deploying generative AI across the contact center works to close the sales performance gap, making all performers top performers.

The ability to coach in real time and better understand where to focus with each individual agent will also accelerate onboarding, leading to more effective and more engaged employees.

Migration to the cloud will increase

As discussed on the webinar, currently cloud penetration is only at 25%. Tim and Zayd noted that Ai relies on data – large amounts of data – to be effective. What we see with customers who have already migrated to the cloud, is that one-click integration is enabled, allowing Cresta to immediately ingest data and evaluate strengths and weaknesses. In these cases, the time to value is going to be far faster for a cloud-based contact center.

While customers who are still on-premises will ultimately see the same value, this comes with a higher investment of resources and a longer time to fully realize those benefits. As generative AI becomes more and more ubiquitous in the contact center (and frankly, enterprises more generally speaking), the push to migrate to the cloud will become more urgent.

The definition of ‘talent’ will evolve when it comes to the hiring war

As access to generative AI becomes more commonplace across enterprises and contact centers, it will unlock a different type of ability from employees. Technology changes the nature of work – but that work isn’t going anywhere, it’s just being superseded by another type of work. Particularly in the contact center, this may look more like the ‘human’ element of work: relationship cultivation and handling the more sensitive nature of human-to-human interaction. Automation enables a different type of role, but there is also an undeniable productivity enhancement that makes other aspects of work more possible. 

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