Are all members of a conversational AI team equal?
This blog post is written by Laura Ludmany and featured as part of Creative Virtual's Customer Service Week Blog Celebration.
There is a question I came across recently which made me think and raises a good discussion for Customer Service Week: Who is the most important participant in the workflow of the development and maintenance of any AI-powered customer service tool?
Let’s imagine we build a virtual assistant from scratch for a large enterprise client where the solution must be scalable, available across multiple channels, and delivering measurable results. There are many out-of-the-box, seemingly quick solutions on the market which catch attention with claims of being up and running with little time and effort. However, these deployments are not often expandable or manageable as the real-life interaction traffic increases. These chatbots often cannot mature at the same pace as the usage, leaving a bitter taste in the users’ mouths and doing more harm than good for the organisation.
To deploy a chatbot just for the sake of having a chatbot, to tick one cool gadget off the list, to appear to be keeping up with the technology trends - none of these are good goals for a conversational AI project. The goal should be a long term one: to leverage the virtual assistant to its full capabilities; to discover new integrations, features, channels and start using it in a proactive way; to listen to your customers’ needs and feedback gathered in conversations; to broadcast news and promote products, offers, and sales to users in a centralised, accessible way.
Building and managing a virtual assistant with the goals described above, requires more people than a reader from outside the industry would probably imagine:
- We need a salesperson to introduce the technology to the client and translate their business requirements into virtual assistant project specs.
- We need a project manager who keeps the momentum going between the client and the team, organises the resources, streamlines the workflows, oversees the processes, and really just holds everything together.
- We need a knowledgebase/AI engineer who designs the user journeys, builds and updates the database of the chatbot, and manages the algorithm that matches the submitted questions with the intent.
- We need ‘hard techies’, the software engineers and developers who build the user interface, work on the different integrations, design the templates, and ultimately deploy the virtual assistant.
- We need an analyst to look after the reporting side of the tool, understand the client’s KPIs, implement those indicators to the reporting platforms, and then deliver the required insights and statistics to the desired reporting suites.
Depending on the size and nature of the project, there can be multiple people sharing the same sets of tasks and many times there can be even more experts involved in a launch of a single chatbot.
So, then the question is: Who is the most important part in this workflow? The sales lead as he ‘brings’ the business in and has to pitch the future client? The project manager who deals with both sides and oversees everything? The AI engineers who build and maintain the ‘brain’ of the virtual assistant? The software developers who bring the chatbot to reality by building the user interface? The analytics experts who provide the reports which show the performance and measurable results of the tool?
Hint: there is no right or wrong answer. Everyone has different views and valid arguments about it. We might say very diplomatically that each and every person has equal importance in the process.
I think, based on my experience, the most important participant in a chatbot project is the client. As the conversational AI vendor, we might have the latest integrations, the coolest features on the template and the best performing chatbots ever, but our client needs to be heavily involved in the continuous journey of a conversational AI tool for real success.
There is no sadder thing for us as chatbot professionals, than to build a majestic AI tool which is then no longer looked after as it is supposed to be. There will always be new user trends evolving, new unrecognised user questions to be addressed, and new technology updates becoming available.
Hence each point of contact has a crucial role to play to win the ‘heart’ of the client, to prove and promote the value of the chatbot, to raise interest, show enthusiasm and engage with the stakeholders. Everyone in the team needs to be proactive and showcase the capabilities of the virtual assistant, whether that be through post-sales add-on integrations and launches, regular touch base meetings, analysing and improving user journeys, flagging content gaps, showing the latest technology solutions, or sharing new reporting features. We have to pass on the passion we share within our team to the client who is just starting to discover the endless possibilities and advantages conversational AI has to offer.
So, from my point of view, making the client interested, invested and an advocate for their chatbot will ultimately make them the most important participant in the chatbot workflow. As we celebrate Customer Service Week, we should recognise their crucial role. At Creative Virtual, we celebrate all our clients who are so devoted to keeping their virtual assistants successful and with whom we work hand-in-hand, day-to-day with over years and even decades.
Mandy joined the Creative Virtual team in 2008 and currently manages the company's marketing activities. She is a member of the Forbes Communication Council, was named to the Women Leaders of Conversational AI, Class of 2023, and has won multiple awards for driving brand recognition, thought leadership, and lead generation activities. Mandy...