Whilst everyone is worried that AI spells the end of contact centre jobs, Jason Roos, CEO of Cirrus, takes an opposing view. At the Cavell Invest 2024 event in London, Jason shared his bold vision: AI isn't here to replace us but to team up with us, and it will actually create a need for more agents!

During a lively panel discussion at the event, Jason challenged the doom-and-gloom predictions about AI. He explained how AI can handle routine tasks, freeing up human agents to tackle more complex and personal issues.

In this exclusive interview, Jason dives into the latest findings from Cavell's Voice of the Consumer Report, revealing why customer service is struggling and how AI can turn things around. He makes a strong case that AI isn't just a cost-cutting tool—it’s a game-changer that can take customer interactions to new heights. Jason also addresses the fear of job loss, arguing that AI will actually create more opportunities for skilled agents.

Interviewer: Jason, you recently sat on the panel at the Cavell Invest 2024 event at The Eight Club in London. The event covered various key discussions around customer experience (CX) investments, acquisition roll-ups, and international expansion. Many see AI as a way to cut costs and boost efficiency, but you have a different perspective. Can you share it with us?

Jason Roos: Absolutely. AI is not just about cutting costs. It's about transforming how humans and machines work together. Instead of replacing jobs, AI should improve agents who can now deliver amazing customer service. Frankly, I’m fed up with technologists and futurists painting doomsday outcomes where AI takes over all human jobs. It's a fear-mongering tactic that ignores the potential for AI to enhance human capabilities and create better, more fulfilling roles.

Interviewer: That’s a compelling vision. But recent reports suggest customer service is declining. What are your thoughts on this?

Jason Roos: The Voice of the Consumer Report by Cavell shows that 44% of consumers feel customer service has worsened over the last three years. This decline is largely due to the over-reliance on inadequate automated systems. Consumers are frustrated; only 5% believe these systems provide great customer service, while a significant portion finds them lacking. Most shocking of all is the revelation that 45% actually avoid dealing with issues just to dodge customer service. Ouch! This dissatisfaction highlights the gap between technological advancement and user experience. In their current state, automation and AI often fail to address customers' nuanced needs, leading to increased frustration and decreased satisfaction.

Interviewer: So, where does AI fit in? How can it improve the situation?

Jason Roos: AI can significantly speed up response times, which is a major pain point for 36% of consumers. Faster response times are critical in today’s fast-paced world, where customers expect immediate solutions. AI excels at handling routine inquiries efficiently, but here's the catch: as AI handles these routine tasks, it raises the bar for what consumers expect in terms of speed and efficiency. This heightened expectation means that when customers do need human assistance, they expect it to be equally swift and effective. Therefore, companies will need more skilled human agents ready to handle complex, high-value cases that AI cannot resolve on its own.

Interviewer: That’s interesting. Does this mean AI will increase the need for human agents?

Jason Roos: Exactly. Better AI leads to more customer interactions, not fewer. For example, Clarks uses AI to sort inquiries and pass the important ones to human agents. This approach ensures that customers receive quick, accurate responses to simple queries while still having access to human expertise for more intricate issues. Similarly, BT, with its 30 million monthly website visitors, could use AI to interact with every visitor, identifying those ready to purchase and seamlessly connecting them to human agents. In the past, companies buried their contact info deep in FAQ sections to avoid human interaction. But now, AI, like ChatGPT, is changing the game. For example, Clarks no longer hides their contact details. They use AI to sort through inquiries and pass the important ones to human agents. This proactive engagement can significantly increase the number of valuable customer interactions, driving higher satisfaction and better business outcomes.

Interviewer: It sounds like AI is redefining customer engagement. What are the key benefits for agents?

Jason Roos: Integrating AI internally is a safe bet. It allows agents to monitor AI outputs and ensure quality. When agents can see how AI processes data and generates responses, they can provide valuable feedback to fine-tune the system. This interaction ensures that AI remains a tool that complements human judgment rather than replacing it.

Additionally, working alongside AI helps agents become more comfortable with advanced technology. By learning to use AI tools in a controlled setting, agents can gradually build their technical skills without the pressure of real-time customer interactions. This experience boosts their confidence, making them more adept at handling complex issues that AI alone cannot resolve.

Interviewer: There’s a fear that AI will take over jobs. What’s your take on this?

Jason Roos: This fear misses the point. AI is here to assist, not replace. It handles routine tasks so humans can tackle complex, emotional issues requiring a personal touch. This partnership creates a more skilled, engaged workforce. AI can give instant responses, raising the bar for customer service speed. When customers get used to lightning-fast AI help, any delay in reaching a human agent feels like forever. To keep up, companies will need more agents ready to jump in and handle the tougher, high-value cases. Think about O2's website with 2 million unique visitors. If AI could spot high-value visitors and connect them to the contact centre, those agents need to be ready for action. Quick AI responses set a new standard, making a speedy handoff to humans crucial.

Interviewer: During the event, you mentioned an AI skills gap. Can you elaborate on that?

Jason Roos: Yes, the panel discussed that while AI has significantly impacted CCaaS, there’s still an AI skills gap. Skills for CCaaS and AI are expected to stay with vendors, not the channel, as they aren’t widely available yet. This gap presents an opportunity for vendors to reduce operational costs by advancing AI capabilities. The current lack of widespread AI proficiency means that companies must rely on vendors to provide the necessary expertise and technology. This dependency can drive up costs and slow down the adoption of AI solutions. However, as vendors invest in developing these skills internally and providing robust AI tools, they can offer more cost-effective solutions to their clients. This, in turn, can accelerate the implementation of AI in contact centres, improving efficiency and customer service outcomes across the board.

Interviewer: Can you give us examples of how AI acts as a team player for agents?

Jason Roos: Sure. AI can analyse massive amounts of data, providing agents with real-time insights and recommendations. For instance, AI can sift through customer history and interaction patterns to suggest the best possible solutions or next steps for agents. This not only saves time but also ensures that agents are well-informed and can make decisions quickly. Additionally, AI can detect customer emotions through sentiment analysis. By understanding whether a customer is frustrated, confused, or satisfied, AI can help agents tailor their responses more empathetically. This emotional insight allows agents to connect with customers on a deeper level, making interactions more personal and effective.

Interviewer: How does this AI-human collaboration impact customer satisfaction and costs?

Jason Roos: AI cuts costs and improves customer experiences. The real payoff is in making interactions better and customers happier, leading to faster resolutions, shorter wait times, and higher satisfaction, which ultimately boosts retention.

Interviewer: In conclusion, what’s the future of AI in contact centres?

Jason Roos: The future is a powerful partnership between humans and machines. This collaboration will set a new standard for customer service. Contact centres can deliver exceptional service by leveraging AI's strengths in data analysis and automation while capitalising on human agents' emotional intelligence and problem-solving abilities. This new era will empower agents and will enrich customer interactions, ensuring that each contact is handled with efficiency and empathy. Welcome to the future of AI-human collaboration in contact centres!

Conclusion

Jason Roos's vision of AI and human collaboration in contact centres is both inspiring and practical. By leveraging AI to handle routine tasks, we can empower human agents to deliver exceptional customer service. As we look to the future, this partnership promises to set a new standard in the industry, ensuring faster, more personalised, and highly efficient customer interactions. Embracing this evolution, we can turn today's challenges into tomorrow's successes.