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dIGITal ENTErPrISE | STRATEGY
forms to provide feedback to brands, make pre-sales
enquiries and also throw their complaints at brands.
customer support channels that help customers find the Organizations can assign social media responsibilities
information they need, anytime, anywhere. to marketing and product teams, who can offer a great
support to customer support function in solving custom-
aI lEd WOrkflOW OPTIMIZaTION aNd PrOCESS ers’ questions or problems at a faster rate.
MOdErNIZaTION
Unlike traditional customer support function, AI-fueled CONClUdING ThOUGhTS
The new pressures emerging due to the ever-changing
workflow optimization involves using pattern recognition customer and technology environment have led to inno-
and algorithms to make data predictions. AI collates the vation and disruption in the customer support function
knowledge of subject matter experts and makes that across industries. By improving customers’ experience
available to support agents, who use this information to and problem-solving facet of the customer support func-
optimize workflows or processes and hence, cut down tion through multimedia and online support, a business
on customer resolution windows. AI tools also help col- can build customer relationships, customer loyalty, and
laboration processes. increased revenues.
SOCIal MEdIa ( (The author is EVP & Chief Sales and
Customers are increasingly flocking to social media plat- Marketing Officer, CSS Corp)
| A CyberMedia Publication www.dqindia.com January, 2018 | 55
