This post is a translation of the article, published in Digital Hungary. You can read the original article here.

Artificial intelligence-based solution to help increase the level of customer satisfaction in contact centers in accordance with legislative requirements

Digital Hungary article

Many companies are required by law to record their contact center calls. Interactions stored for compliance purposes not only can ensure compliance but via appropriate further call analytics also can increase the level of customer satisfaction. Automated solutions and artificial intelligence can enable collection and analytics of data in an automated manner. However implementing these technologies involves/holds many challenges and requires caution and heavy consideration. A successful Hungarian development, TC&C's smart voice recorder solution called CARIN QAi sets the course for contact centers about the possibilities of harmonizing compliance requirements and the latest, AI-driven technologies.

Today, customer service has become of strategic importance for companies, McKinsey concluded in its study. In the basis-survey of the study, the respondents highlighted tasks related to workforce optimization and the development of digital services and analytical capabilities in addition to improving the customer experience, the respondents highlighted tasks related to the workforce, as well as the development of digital services and analytical capabilities in addition to improving customer experience as the most important duties of the upcoming two years. Automated solutions and the use of artificial intelligence can play a prominent role in call management to deal with the challenges.

Recording supported by artificial intelligence, i. e. smart recording-based solutions enable to automate analysis tasks (how satisfied the customer is, how emotionally charged are the conversations, what are the customers’ problems), that require the valuable time of actual contact center agents. However, the use of smart systems also raises ethical and regulatory questions, which suppliers can answer together and in accordance with users and legislators.

In focus: AI ethics

The issue of artificial intelligence ethics became unevadable and was for the researchers, developers and vendors of the field. Professional forums and organizations (e.g. AIES, AAAI, IEAI) have been established to co-develop the ethical regulatory framework of AI systems and communicate that toward the appropriate legislators. The protection of data and privacy - at least at the level of data management - is regulated and served by GDPR, the current general data protection regulation of the European Union. The most recent AI usage regulating rule of the EU is the in-the-making EU AI Act.

Until the law is enacted, providers and users of AI solutions must develop and implement a well-structured and transparent framework for the ethical application of the technology. Good news that it is not an insurmountable task, with advanced business-ethics approach, regulated organizational operation, appropriate technological capabilities and taking into consideration the guidelines of industry professionals. The essence of resolving the challenge is to have and use an accurately prepared, balanced and a continuously evaluated data set for teaching the AI system. After implementing the solution, the testing procedures can be methodically executed and the process for providing feedback on the results and improving the system will also be established.

Furthermore, organizations that choose to implement AI-driven applications, must clear this fact and transparently inform their customers about which data and for what purposes get collected and analyzed and also give data subjectives the option to choose whether they give their consent or not.

CARIN - More than a compliance recorder

In our hybrid operating world effective online administration is becoming more and more important. Artificial intelligence can significantly reduce the burden of contact center agents and enhance efficiency, therefore greatly contribute to the true value creation of the mercantile field, better customer experience.

“The fundamental capabilities and additional quality assurance, integrated reporting and scheduling modules of our flagship product, CARIN, have been supporting recorded call analytics for several years now. However, the soon-to-be-released CARIN QAi version can do even more. This smart call recorder uses artificial intelligence to analyze the expression of human emotions that are relevant in determining the level of satisfaction, synchronously on three channels (image, sound, text). Results are gathered and showcased via AI as well. This innovative processing method will help companies in optimizing and automating contact centers, as well as in the evaluation and bettering of administrative workflows and monitoring the perception of the brand.” Says Bela Panczel, sales director of TC&C. “Although, it should be emphasized that, in addition to appropriate data collecting and analyzing methods, organizations’ own privacy policy also plays a huge role in terms of legal operation. Objective factors other than emotions should only be analyzed if the organizations carry out this activity based on a proper assessment of proportionality and necessity, with adequate guarantees. Contact keeping centers of customer service must precisely formulate the aims of their data management and ensure and describe the rights of stakeholders. In summary: GDPR compliance is crucial.” - adds the specialist.