Artificial intelligence in the world of call centers, where new skills are always needed, will not replace men. And the reason is also economic: «The return on investment in human interactions is far greater than the return on investment in interactions with machines. In a nutshell: humans still prefer to talk to humans. ‘ This was explained by the senior vice president global head of growth & healthcare of the American Afiniti and former general manager of Afiniti Italia, Cecilia Braggiotti, at Digiteconomy.24 (report by Sole 24 Ore Radiocor and the Luiss Business School). The American company Afiniti, a company created by the Pakistani entrepreneur Zia Chishti, has created a software capable of finding, during the call to the call center, the most “similar” person, the one who best combines with the expectations of those of the customer. A system that has created some concern among unions and Italian workers. “The reality – says Braggiotti – is that we are no closer to understanding human intelligence than we were 40 years ago”. And those who pushed too hard on automation systems “then had to deal with the satisfaction of their customers”.
The fear, using Afiniti’s software, is that there are poorly employed and valued workers. Do you run this risk?
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No, I would say quite the opposite. Afiniti helps people to communicate better through artificial intelligence. Our Artificial Intelligence analyzes a set of factors and connects people based on their affinities; Afiniti combines a customer and an operator in order to optimize the interaction between the two. Matching increases the chances of a successful call, both for the customer and for the company. By doing so, we provide better customer service, a better operator experience and ultimately an increase in turnover for the company. All this without changing the workloads on individual operators, recruitment, training, evaluation or assignment processes.
IThe world of call centers today is undergoing great change: in the long term there are fears that it may be entirely or almost entirely replaced by artificial intelligence systems. Is it a horizon that we need to prepare for?
There is a lot of hype about artificial intelligence, but the reality is that we are no closer to understanding human intelligence than we were 40 years ago. Computers are getting faster, but they lack the decision-making, semantic or emotional abilities of humans. Certainly some players are trying to automate various processes by replacing the activity of operators. However, these automations are not always effective. In particular, in the world of call centers, we have noticed that those who pushed too hard on automation then had to deal with customer satisfaction. The return on investment in human interactions is far greater than the return on investment in machine interactions. Simply put: humans still prefer to talk to humans.