{"id":60297,"date":"2023-06-06T16:15:06","date_gmt":"2023-06-06T06:15:06","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=60297"},"modified":"2023-12-22T19:22:48","modified_gmt":"2023-12-22T08:22:48","slug":"customer-relationships","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/","title":{"rendered":"Customer Revenge Is Soaring \u2014  Generative AI Can Help Fix Those Relationships"},"content":{"rendered":"\n<p>Customer expectations are high. They want connected, personalised interactions from businesses that anticipate their needs and respond to them with targeted efficiency. So providing great customer experience has become a powerful differentiator for businesses. And one of the most effective tools they can use to support it is generative AI.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-case-for-improvement-in-customer-experience\">The case for improvement in customer experience<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000000ZsyyAAC&amp;nc=7013y000000Zsz3AAC\" target=\"_blank\" rel=\" noopener\">State of the Connected Customer<\/a> report found 88% of customers agree that the experience a company provides is as important as its product or services \u2014 up from 80% in 2020.<\/li>\n\n\n\n<li>Customer loyalty is precious and hard won \u2014 71% of consumers switched brands at least once in the past year.<\/li>\n\n\n\n<li>While better deals and product quality were the main reasons for customers making a switch, better customer service came in third and accounted for just under half of those defections.&nbsp;<\/li>\n\n\n\n<li>Further down the list \u2014 but still significant \u2014 was making a change for better alignment with values, which drove 27% of the defections.<\/li>\n<\/ul>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Generative AI for customer connection<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Find out how marketers are using generative AI to reshape their strategies.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/au\/blog\/outreach-marketing-use-cases-generative-ai\/\">Read the blog<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-customer-view\">The customer view<\/h3>\n\n\n\n<p>Empathy is a key ingredient in great customer experience. But customers are finding it hard to come by. Seventy-three percent expect companies to understand their unique needs and expectations but 56% say most companies treat them like a number. And 62% of customers say they feel an emotional connection to the brands they buy from the most. The challenge for businesses is to not squander that powerful emotional connection, but lean into it with <a href=\"https:\/\/www.salesforce.com\/au\/resources\/guides\/empatheticservice\/\" target=\"_blank\" rel=\" noopener\">empathetic encounters<\/a> \u2014 both digital and personal.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-the-difference-looks-like\">What the difference looks like<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/news\/stories\/generative-ai-research\/\" target=\"_blank\" rel=\" noopener\">84% of IT leaders<\/a> believe generative AI will help them serve customers better.<\/p>\n\n\n\n<p>Service reimagined around generative AI can yield:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Smarter chatbots that automate smarter, more personalised responses capable of analysing customer sentiment<\/li>\n\n\n\n<li>Automatic creation of better knowledge articles so customers can solve their own problems<\/li>\n\n\n\n<li>Automatic identification of internal experts across the organisation to solve more complex customer problems<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-digital-empathy-and-how-can-it-improve-the-customer-relationship\">What is digital empathy and how can it improve the customer relationship?<\/h2>\n\n\n\n<p>Digital empathy requires being aware of customers\u2019 emotions, tone, and language, and anticipating their needs and problems, virtually. But siloed customer data can be an obstacle to achieving digital empathy. <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-service\/?d7013y000000vbhiAAA&amp;nc=7013y000000vbhdAAA\" target=\"_blank\" rel=\" noopener\">Thirty-three percent <\/a>of service professionals, for instance, say their relationships with other departments are siloed. And <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000000ZsyyAAC&amp;nc=7013y000000Zsz3AAC\" target=\"_blank\" rel=\" noopener\">60% of customers<\/a> say it generally feels like they\u2019re communicating with separate departments, not one company.<\/p>\n\n\n\n<p>AI solutions can help businesses meet these challenges by <a href=\"https:\/\/www.salesforce.com\/au\/blog\/customer-data-in-contact-centers\/\" target=\"_blank\" rel=\" noopener\">integrating data<\/a> across departments for a 360-degree view of customers that reveals empathy-building insights. Then generative AI can act on those insights by supporting digital interactions with personalised, relevant and up-to-date information.&nbsp; For example, <a href=\"https:\/\/www.salesforce.com\/au\/products\/einstein\/overview\/\" target=\"_blank\" rel=\" noopener\">Einstein GPT<\/a>, the world\u2019s first generative AI for CRM, offers AI-created content across every sales, service, marketing, commerce, and IT interaction.<\/p>\n\n\n\n<p>When layered on top of customer service technologies and integrated across sales, <a href=\"https:\/\/www.salesforce.com\/au\/blog\/outreach-marketing-use-cases-generative-ai\/\" target=\"_blank\" rel=\" noopener\">marketing<\/a>, and commerce, generative AI will transform the customer experience. At the iconic Australian brand, <a href=\"https:\/\/www.salesforce.com\/au\/customer-success-stories\/r-m-williams\/\" target=\"_blank\" rel=\" noopener\">R.M.Williams<\/a>, for example, AI-powered tools like <a href=\"https:\/\/www.salesforce.com\/au\/products\/service-cloud\/solutions\/call-center-management\/\" target=\"_blank\" rel=\" noopener\">Service Cloud Voice<\/a> help the service team answer customer phone calls and know immediately who is calling. They also have instant access to a real-time 360-degree view of the customer so they can easily respond to customer questions about order or repair status.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/blog\/what-is-generative-crm\/\" target=\"_blank\" rel=\" noopener\">Generative<\/a><a href=\"https:\/\/www.salesforce.com\/au\/blog\/what-is-generative-crm\/\"> AI tools like Einstein Chat<\/a> have the power to further boost this kind of personalised efficiency by prompting the service rep with next best actions or responses to customer questions.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/openai.com\/research\/gpt-4\" target=\"_blank\" rel=\" noopener\">GPT-4 <\/a>has the potential to up the service stakes even further by processing, understanding, and interpreting not just text but audio, video and images. The possibilities are mind-boggling. One example: it can recognise visual and audio cues during a service or sales call to determine a person\u2019s emotions, automatically escalating cases.&nbsp;<\/p>\n\n\n\n<p>Here are some ways that generative AI can improve the customer experience:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-smarter-chatbots\">Smarter chatbots<\/h3>\n\n\n\n<p>Is there anything more annoying than a chatbot that gives canned answers, or a menu of choices that don\u2019t address the problem? Generative AI, used with existing AI, automates the creation of smarter, more personalised <a href=\"https:\/\/www.salesforce.com\/au\/hub\/service\/how-ai-changed-customer-service\/\" target=\"_blank\" rel=\" noopener\">chatbot<\/a> responses grounded in trusted CRM data that can truly understand, anticipate, and respond to problems. It also powers better-informed answers to nuanced customer questions, by analysing sentiment and recognising patterns. All of this will help human agents, who can review responses before they reach customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-better-self-service\">Better self service<\/h3>\n\n\n\n<p>Generative AI\u2019s bread and butter is automated content creation. It will be used to draft knowledge articles based on service case notes, messaging history, and data across sales, marketing, service, and commerce. This means customers will have a much deeper, intuitive, complete pool of information to self-serve, taking some pressure off call centres and agents with case deflection.<\/p>\n\n\n\n<p>Plus, it speaks to the growing willingness of customers to use self-service options. The <a href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000000ZsyyAAC&amp;nc=7013y000000Zsz3AAC\" target=\"_blank\" rel=\" noopener\">State of the Connected Customer report<\/a> shows 58% have used chatbots for simple customer service, up from 42% in 2020. And the report found that Millennials and Gen Z in particular prefer self-service for simple use cases.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-faster-case-swarming\">Faster case swarming<\/h3>\n\n\n\n<p>Service agents can better handle more complex problems when they draw expertise from across the organisation. This is called case swarming. Using generative AI, lessons from previous swarms can be shared and broadly applied. It can identify who has the best skills to address issues, and can recommend resolutions and communications to fast track and even automate many aspects of the swarm.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ai-solutions-you-can-trust\">AI solutions you can trust<\/h2>\n\n\n\n<p>Customer experience is about creating a human connection built on trust. Salesforce\u2019s AI development, for example, <a href=\"https:\/\/www.salesforce.com\/news\/stories\/trust-in-the-time-of-ai-why-salesforce-invests-in-ethical-guardrails\/\">prioritises built-in product guardrails<\/a> that help users identify high-risk processes, assess the potential for harm, and mitigate risks strategically while still meeting their business needs.&nbsp;<\/p>\n\n\n\n<p>The opportunity now is for businesses to leverage the power of generative AI solutions to get closer to their customers. With it they can deliver personalised customer experiences at scale, build loyalty, and nurture that emotional connection customers have with the businesses they buy from the most.&nbsp;<\/p>\n\n\n\n<div class=\"layout-five wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Discover the trends shaping the future of customer engagement<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Insights from 14,300 consumers and business buyers on how AI, digital transformation, and macroeconomic trends are changing customer engagement.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/au\/resources\/research-reports\/state-of-the-connected-customer\/?d=7013y000002Ke0mAAC&#038;nc=7013y000002EO2xAAG&#038;FALSEBlog-StateofCC&#038;utm_source=Blog&#038;FALSE&#038;utm_campaign=ANZ-Commrce-StateofCC&#038;utm_content=All-cont-7013y000002Ke0mAAC\">Find out more<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-five.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-five.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-five.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h6 class=\"wp-block-heading\" id=\"h-read-more\">Read more<\/h6>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/au\/blog\/build-data-culture\/\" target=\"_blank\" rel=\" noopener\">Data Driven Companies Perform Better By Almost Every Metric \u2014 Here\u2019s How to Become One of Them<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/au\/blog\/crm-roi-salesforce-investment\/\" target=\"_blank\" rel=\" noopener\">Spending Smartly on Tech is Key in a Downturn \u2014 Here\u2019s How You Can Do It<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/au\/blog\/three-ways-service-impact-generative-ai\/\" target=\"_blank\" rel=\" noopener\">3 Ways Generative AI Will Reshape Customer Service<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>If customers are dissatisfied with a service experience, they won\u2019t hesitate to take their business somewhere else. Generative AI can help boost customer satisfaction and build experiences that drive loyalty.<\/p>\n","protected":false},"author":243,"featured_media":60296,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"9bfe99cd8b4c4d1382773bb7d071fafc","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2457,2834,2858],"sf_content_type":[],"coauthors":[2771],"class_list":["post-60297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-service","sf_topic-generative-ai","sf_topic-artificial-intelligence"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer relationships are frayed \u2014\u00a0generative AI can help | Salesforce<\/title>\n<meta name=\"description\" content=\"What&#039;s missing from great customer relationships? Empathy. Generative AI can change everything about how you serve your customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Revenge Is Soaring \u2014 Generative AI Can Help Fix Those Relationships\" \/>\n<meta property=\"og:description\" content=\"If customers are dissatisfied with a service experience, they won\u2019t hesitate to take their business somewhere else. Generative AI can help boost customer satisfaction and build experiences that drive loyalty.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-06T06:15:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-12-22T08:22:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/03\/Customers-Are-Fed-Up-with-Bad-Service-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"844\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Lisa Lee\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@salesforce\" \/>\n<meta name=\"twitter:site\" content=\"@salesforce\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lisa Lee\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/c44ffdb20409b1c976ab87158760fa61\"}],\"headline\":\"Customer Revenge Is Soaring \u2014 Generative AI Can Help Fix Those Relationships\",\"datePublished\":\"2023-06-06T06:15:06+00:00\",\"dateModified\":\"2023-12-22T08:22:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/\"},\"wordCount\":1024,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/03\/Customers-Are-Fed-Up-with-Bad-Service-1.png\",\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/\",\"name\":\"Customer relationships are frayed \u2014\u00a0generative AI can help | Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/customer-relationships\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/03\/Customers-Are-Fed-Up-with-Bad-Service-1.png\",\"datePublished\":\"2023-06-06T06:15:06+00:00\",\"dateModified\":\"2023-12-22T08:22:48+00:00\",\"description\":\"What's missing from great customer relationships? 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