I’ve been reviewing my customer experience research, specifically the section on the future of customer service and AI (Artificial Intelligence). A few findings prove that customers are frustrated and lack confidence in how companies are using AI:
- In general, 57% of customers are frustrated by AI-fueled self-service options.
- 49% of customers say technologies like AI and ChatGPT scare them.
- 51% of customers have received wrong or incorrect information from an AI self-service bot.
As negative as these findings sound, there are plenty of findings that point to AI getting better. And more customers feeling comfortable using AI solutions. The technology continues to improve quickly. While it’s only been five months since we surveyed more than 1,000 U.S. consumers, I bet a new survey would show continued improvement and comfort level regarding AI. But for this short article, let’s focus on the problem that needs to be resolved.
Artificial Incompetence
Upon reviewing the numbers, I realized that there’s another kind of AI: Artificial Incompetence. That’s my new label for companies that improperly use AI and cause customers to be frustrated, scared and/or receive bad information. After thinking I was clever and invented this term, I was disheartened to discover, after a Google search, that the term already exists; however, it’s not widely used.
So, AI – as in Artificial Incompetence – is a problem you don’t want to have. To avoid it, start by recognizing that AI isn’t perfect. Be sure to have a human backup that’s fast and easy to reach when the customer feels frustrated, angry, or scared.
And now, as the title of this article implies, there’s more. After sharing the new concept of AI with my team, we brainstormed and had fun coming up with two more phrases based on some of the ideas I covered in my past articles and videos:
Feedback Constipation
When you get so much feedback and don’t take action, it’s like eating too much and not being able to “go.” (I know … a little graphic … but it makes the point.) This came from my article How to Reverse Declining Customer Satisfaction, which teaches that collecting feedback isn’t valuable unless you use it.
Jargon Jeopardy
Most people – but not everyone – know what CX means. If you are using it with a customer, and they don’t know what it means, how do you think they feel? I was once talking to a customer service rep who kept using abbreviations. I could only guess what they meant. So I asked him to stop with the E-I-E-I-O’s (referencing the lyrics from the song about Old McDonald’s farm.) This was the main theme of my article titled We All Know What CX Means, But What about EX, WX, DX, UX and More?
So, this was a fun way at poking fun of companies that may think they are doing CX right (and doing it well), but the customer’s perception is the opposite. Don’t use AI that frustrates customers and projects an image of incompetence. Don’t collect feedback unless you plan to use it. Otherwise, it’s a waste of everyone’s time and effort. Finally, don’t confuse customers – and even employees – with jargon and acronyms that make them feel like they are forced to relearn the alphabet.
Shep Hyken
Shepard Presentations, LLC.
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