Harness AI to deliver superior customer service

Advances in AI driven tools have empowered businesses to set new standards in customer service and this has a direct effect on their bottom line 

Delivering outstanding customer service has always been a cornerstone to business success. Speedy and satisfactory responses play a big part in positive customer relationships and competition constantly pushes that bar higher. New technology is the driving force behind setting new standards and developments in Artificial Intelligence (AI) is at its core. These tools set new standards in customer experience and are responsible for the gap between expectations and what businesses deliver. 

Today’s hyperconnectivity has also been responsible for raising expectations. With so many channels a finger-tap away – social media platforms, voice activated devices, instant messaging – it’s a natural progression to expect businesses to be similarly accessible. By extension customers want problems resolved equally efficiently and achieving this results in greater brand satisfaction and loyalty. 

Most people have felt the frustration of reaching out to a call centre in search of someone that can handle their enquiry only to find that no-one has an answer. Unfortunately, this is still commonplace because the voice at the end of the line simply doesn’t have access to the data to connect you efficiently and successfully. Communication issues like these create aggravation, lowers a customer’s perception of a business and directly affects the bottom line. 

Satisfied customers stay loyal and drive a business forward. Dissatisfied customers often share their disappointment and end up costing a business lost revenue. The most successful businesses prioritise empowering their employees to deliver outstanding customer experience. Having a telecoms solution linked to a data-driven AI-powered CRM, like ImpactCRM, is vital to achieve this. 


According to Servion Global Solutions, by 2025, up to 95% of customer interactions will be through channels supported by AI. And AI-powered chatbots will be a key component in supporting the next generation of customer experience. 

There are many reports that suggest awareness for the need to invest in new technology to improve customer service. Most CEOs, CTOs and CIOs surveyed agree that AI is driving the improvements in customer service that other businesses offer; what is less clear is the path to take to achieve this. 

This uncertainty stems from a history of adding IT components to systems which don’t connect with each other. Instead of being a solution, this approach resulted in less co-ordination between departments within an organisation. Poor IT inter-connectivity inevitably led to substandard customer service and the infernal merry-go-round experienced by customers who contacted call centres. 

The problem has been easy to identify – fractured customer engagement systems. Unifying customer touchpoints through Impact Telecom and ImpactCRM is the solution to the problem. The CRM collects data from every communication channel which ensures a seamless connection between the business and customers where every communication is accessible between all departments. 


Additionally, an integrated solution using Impact Telecom and ImpactCRM creates a more personalised customer experience and the flexibility to adapt responses to the customer’s exact needs. In Europe alone, sales from AI enterprise apps are set to increase from €221 million in 2017 to more than €7.8 billion in 2025, according to Statista. 

With Impact Tech’s solutions, when customers have a query they come into contact with a person that has access to the context and history of all their previous interactions. The employee is perfectly equipped to respond satisfactorily to the customer whenever and however they have chosen to connect. Regardless of whether the customer uses the phone, email or chat box the cloud-based system delivers the insight to satisfy the customer. 

It’s not just the customers that experience the benefits. The intuitive nature of ImpactCRM and its ease of use makes dealing with customers easier and more efficient for staff. In larger organisations, the positive effect multiplies as cross-collaboration between departments increases and staff come together more efficiently. Greater internal collaboration boosts productivity and gives customer facing employees the time and insight to excel. 

The race to deliver the new standard in outstanding customer experiences is ongoing. To avoid being left behind, businesses need to assess how their customer service compares to the standard set in their industry. The technology exists to meet and exceed customer expectations; it’s only a matter of time before it becomes the rule not the exception.