Vodafone's Mirko Giacco talks to Hunter-Miller on AI

MICHELANGELO 'MIRKO' GIACCO

Every company is exploring, assessing, and learning how to use Artificial Intelligence and Machine Learning.

These are generally tested in data-rich areas like fraud prevention, pricing models, recommendation engines, and programmatic marketing; areas where large amounts of data are available, and models can be amended in real time when patterns emerge. However, it is as effective when used to advise human interaction.

We use machine learning tools to optimise interactions between customers contacting a call centre and the agents that deal with those calls. In an Al-enabled world these can be routed based on three variables: the profile of the customer that is calling; the profile of the agents available to take those calls; and the objective that the business wants to maximise – be it sales uplift, customer satisfaction uplift or first-time resolution.

From day one, the engine learns who is calling, who is answering and the outcomes of each of those interactions. There is no change in the routing logic; the only thing that is happening is that large data sets are being created. Over time patterns start to emerge as the machine learns which outcome is delivered when a certain customer type interacts with a certain call centre agent type. From there on, it is just a matter of waiting until the confidence levels are high enough to give the control of the call routing to the artificial intelligence engine. From that day, the match-making between customers and agents is active.

The richer, deeper and more diverse the profiling of each of the two parties being matched is, stronger the results of the match.

5-10 years ago, the challenge for many businesses was to build great digital channels, moving transactions to these channels to meet customers expectations and save costs. More recently, the challenge was to find new revenue sources from new digitally enabled business models – and I accept this is still on for many incumbents.

But the frequently overlooked challenge is to digitise traditional operations like retail stores, call centres, and remote workforces. The opportunity is to replicate in them the attributes of great digital experiences: high quality, data-driven decision making, personalised experiences, and a wealth of information combined with an uplifting sense of instant gratification. These are all values that customers increasingly expect.

The AI applied in call centres is just one example. In retail shops there are at least as many opportunities. For example, why is messaging with a retail shop still not as easy as texting with a friend?