此为英文文档：mckinsey -Gen AI in customer care - Early successes and challenges.docx

April2024

Mcsey

company

McKinseyDirect

GenAIincustomercare:

Earlysuccessesandchallenges

ThecontactcenteremergedasanearlyusecaseforgenerativeAI—with

variedsuccess.Organizationscanlearnfromearlyadoptersandthinkabouttheiradoptionstrategiesacrossthreehorizons.

ThisarticleisacollaborativeeffortbyEricBuesing,OanaCheta,VinayGupta,PaulKline,Rohit

Sood,andSophieWeihmann,representingviewsfromMcKinsey’sOperationsPractice.

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GenerativeAI(genAI)arrivedinthecontactcenterinabigwayin2023—andwithitcamethepotential

fortransformationalimprovementsinagent

efficiencyandeffectiveness,reducedoperationalcosts,andimprovedcustomerexperience.Since

then,successfuladoptionhasbeenuneven,with

somecontactcentersdeployinggenAIandAI

technologieseffectivelywhileothersarestrugglingtocapturevalue.

Thisisacontinuationofthetransformationstoryseenincontactcentersinrecentyears.Despiteyearsofeffortandaplethoraofefficiency-

enhancingtechnologies,customercareleadersstillreportthatcontactcentersareburdenedbyincreasingcallvolumes,consistentemployee

attrition,andtalentshortages.1

Asbusinessesacrossindustrieslooktocapture

thebenefitsofgenAI—andsome80percentof

organizationsareanticipatinganincreaseinAIandgenAIinvestments—itmaybetimeforcustomer

careleaderstoreflectonthelessonslearnedfromoneandahalfyearsofgenAIadoption.2What

arethebarrierstocapturingthevalueofgenAI

technologies?AndinthecontactcentersthathavedeployedgenAI,whatweretheresults?

Thisarticlelooksathoworganizationsare

leveraginggenAIcapabilitiestoimprovetheir

businessoperations.Itshinesalightonearly

caseexamplesandsuccesses,andexploreshowcompaniescanthinkabouttheirgenAIadoptionplanstoemergefromthesidelinesandrealizethetechnology’spotentialvalue.

Understandingthebarriers