Rethinking AI in Customer Service: When It’s Right and When It’s Not

As a leader in the voice AI industry, I often find myself advocating against the very product we offer. You might think this sounds counterintuitive, but after working with numerous companies, I’ve recognized that not every business is prepared to leverage AI for customer service effectively. In fact, imposing AI into the wrong setting can lead to more issues than it resolves.

Recently, a law firm sought our technology to manage their client intake calls. However, after reviewing their processes—which involved intricate legal questions and emotionally charged conversations—I had to advise them against it. The complexity of their interactions meant that deploying AI would likely result in disastrous outcomes.

This scenario is not an isolated incident. The growing excitement surrounding AI has prompted many businesses to rush into adopting it, believing it to be a universal solution. The truth is, while AI can provide remarkable efficiency for specific tasks, it can also fail dramatically in others.

Before considering voice AI for your business, ensure you meet the following three critical criteria:

1. Predictable Call Patterns

In my analysis of over 10,000 customer call transcripts across various sectors, many organizations saw that a staggering 80% of their calls involved similar topics—appointment bookings, frequently asked questions, status updates, and basic troubleshooting. These repetitive interactions are where AI shines.

However, if your calls are unique and varied, it is essential to reconsider. For example, a mental health clinic we evaluated had profoundly distinct calls, each requiring empathy and a nuanced understanding of personal issues. For them, AI would have been detrimental rather than beneficial.

To assist businesses in determining their viability for AI, we developed a pattern analysis tool. If patterns are detected in fewer than 70% of your calls, it’s a signal that AI may not be the right fit. One company found that 85% of their calls were purely appointment bookings, making them an ideal candidate. Conversely, another company discovered that only 30% of their calls showed any discernible patterns, necessitating human intervention.

2. Clearly Defined Escalation Triggers

For AI to function optimally, it’s crucial to establish when it should hand off to human agents. I’ve witnessed companies implement chatbots without having a clear structure for escalation, resulting in frustrated customers who demanded managerial assistance—leading to a poor experience all around.

Before setting up AI, develop a comprehensive plan outlining specific circumstances under which calls should escalate