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Article : How Artificial Intelligence (AI) Can Help Deliver an Improved Customer Experience in your Contact Centre

#contactcenterworld, @PRArtistry

Some of the most innovative AI tools such as chatbots can revolutionise your contact centre, but where do you start? Stay focused, educate agents and make technology the strategic enabler. Thomas Rødseth, Chief Technical Officer of Puzzel, shares his 3-point plan for kickstarting your own AI revolution

When used effectively, Artificial Intelligence (AI) through tools such as Chatbots and Agent Assistants have the power to completely transform your brand’s customer experience (CX). However, there’s a wealth of often confusing information available on the new technology, which could be proving to be a barrier to using these resources to put an effective strategy in place. Recent research conducted by Microsoft reveals that over half of business leaders (51%) in the UK say their organisation does not have any kind of AI strategy in place.[i] Meanwhile, Gartner warns that any customer-facing brand that is not already making moves to deploy a conversational AI platform "runs the risk of being left behind by the competition."

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In Puzzel’s own experience, innovative AI tools such as chatbots are already carving out a great opportunity for contact centres to boost agent productivity and increase customer satisfaction in one go. So, just how do you cut through the noise and make AI a key part of your contact centre? A pragmatic approach is vital - here’s our 3-point plan to help get you started:

3 steps to AI success

  1. Start with your customer – Whether you’re looking to cut wait times, lower support costs or simply provide a better customer experience, it’s important to identify clear goals and build your strategy based on your customer requirements. Ask yourself: What is AI’s role in this business? Define where AI should sit, and at what point in the customer journey should an enquiry be directed to a human customer service agent?

    Start small and think about focusing on some of the pain points which have a high impact on the customer, but pose a low risk, to achieve several quick wins. Most importantly, don’t press the button too soon – test before you go live. How can you test effectively? Pretend to be a customer yourself and try out your own AI experience. Conversations should be totally seamless even when there is a hand-over between virtual and live agents. If you don’t notice any obvious transition, you’ve done your job properly!

  2. Educate and empower your agents – help them to understand the benefits of AI to simplify everyday tasks and interactions. Use AI tools, such as Puzzel’s own Agent Assist, as virtual personal assistants for agents. AI solutions can sift through unlimited amounts of information so that agents don’t have to, freeing up their time to concentrate their efforts on the customer. Agents are able to access intelligence to respond to agent enquiries and support staff in real-time, enabling agents to improve the customer experience and increase their own job satisfaction.

  3. Make machine learning the strategic enabler – the more virtual assistants and chatbots are used, the better they get. The latest application of chatbots, for example, maximises AI learning from the contact centre and other parts of the business to provide agents with the real-time knowledge they need, along with suggested solutions, to solve customer queries swiftly and efficiently. Media archives made up of transcribed voice conversations and previous Chat interactions are a perfect place to begin creating your own living library of machine learning.

Make AI an intrinsic part of your CX strategy. Done well, AI bridges the digital and human worlds by ensuring live agents have all the information they need, at the time of hand-over, to deliver a complete and satisfying customer interaction. AI offers practically unlimited capabilities by assessing customer conversations to improve service levels. For example, by anticipating customer needs and introducing products based on previous purchase history.

Now is the time to act. Learn from others, involve the right partners, set clear goals, stay focused, educate agents and choose technology that is easy to use, flexible, future-proof and best meets the needs of your business.

#contactcenterworld, @PRArtistry

About PR Artistry:
Company LogoA fresh approach to IT PR and Content Creation that focuses on deliverables. Whether you are looking to scale up, expand, move into new markets or sectors, or in preparation for attracting new investors, whatever your goals, PRA has the experience and skills to provide help, guidance and a useful extra pair of hands. We have over 25 years’ experience in the tech sector and we are still excited by the pace of change and innovation. We can quickly understand the essence of your business and what makes your products and services uniquely compelling. We don’t just create content we promote it and provide a monitoring service to measure success.
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Published: Friday, July 17, 2020

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2021 Buyers Guide Knowledge Management


Combines knowledge management with call support as continue improvement.

eGain Corporation

eGain Knowledge + AI
eGain's knowledge management software, powered with Case-Based Reasoning, an Artificial Intelligence technology, lets you provide intranet or extranet access to the common knowledge base, enabling contact center agents to provide distinctive, productive, and brand-aligned experiences in every interaction, across all channels and touchpoints.

eGain Corporation

eGain Knowledge + AI
eGain Knowledge+AI™, the top-rated, analyst-awarded knowledge management software, guarantees quality customer service by infusing your customer service agents with knowledge, making all agents as productive as your best ones. By providing agents and other users a range of ways to get to information from the common knowledge base, it ensures fast, consistent, and accurate answers.


FuzeDigital offers an affordable yet comprehensive knowledge base to answer your consumers' and staff questions. When assistance is needed, our email management system ensures your timely and accurate delivery of responses. Used by companies large and small that seek to deflect common questions while providing exceptional support.


Happitu is your customer support team’s personal coach. It guides your team through every interaction with custom workflows, responsive scripting, and dynamic help topics.

Documentation in Happitu is automated, detailed, and consistent. Go beyond handle times and service levels with the rich insights of Happitu – from granular interaction data to aggregate data and trends – you get the complete CX journey!

We intentionally built the Happitu Workflow Designer with your customer support team in mind. Using our intuitive tools that provide quick and safe iteration, you eliminate the need to involve IT or Development. Yes, you will no longer have to dread submitting a change request to Devin from IT!

Try it free for 45 days!


Knowmax is a knowledge management software for enterprises. Customer service of any organization can leverage this tool to create, curate & distribute the knowledge at assisted as well as digital channels promoting self service.


Knowledge Management software
livepro are experts in Customer Experience Knowledge Management and are passionate about improving customer experience. livepro is feature-rich yet easy to use, delivering answers to agents – not long complex documents to dig through. This makes customer service quicker, easier and more efficient. Staff require next to no training on complex procedures thanks to livepro’s intuitive design, which brings confidence up and training costs down.


ProcedureFlow is a step by step visual guide that supports agents as they navigate company processes. With a knowledge management solution that simplifies complex information, employees can spend less time searching and focus on what they do best. ProcedureFlow’s simple and intuitive platform enables contact centers to quickly and easily create, maintain, and update company processes in real time. With ProcedureFlow, teams can work more efficiently, better serve customers, and drive results that matter most to their business.


Knowledge is your company's most valuable asset. An intelligent Knowledge Base can harness that asset, supporting your customers and empowering your agents.

Purpose-built with your users in mind, the knowledge base stores all information your customers need and search for, from policies to product details. Integral to CX, an intelligent knowledge base allows customers the freedom to self-serve whilst delivering them great results at their convenience.

Internally, the centralised knowledge base equips your employees with all the knowledge they require to assist customers, enhancing not only the way agents work, but the impact on CSAT.

Knowledge can be seamlessly integrated with your customer service tools to ensure complete coherence of information, even when it's updated.

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