ChatGPT for customer care? Salesupply’s hybrid approach could be the key!

March 11, 2023 by
Frank Calviño

ChatGPT's impact is nowadays unquestionable. Yet, the actual scope of what this AI can really do remains to be fully explored. 

For example, one of the fields where ChatGPT could easily become a game-changer for an entire industry is the customer care sector. If an AI-driven solution can outperform humans, this will - for sure - change the way customer care teams operate. 

But can it? Is it true that ChatGPT can outperform its human counterparts? Can an AI-driven chat be more efficient at customer care - which intrinsically means to be more efficient interacting with other humans - than what a real human can be? 

Now, to correctly answering this question is a real challenge. And some industry leading companies like Salesupply are already trying to explore the limits of what ChatGPT can do for customer care. And their discoveries have hinted towards a hybrid approach that could forever change the way customer care teams work. 

But, before we delve deeper into the Salesupply experiment, we might need to start by defining what ChatGPT currently is and what it can do to have a basic level of understanding of what it can truly offer from a customer care perspective. 

Is ChatGPT capable of thinking by itself? 

Technically speaking, ChatGPT is built on several state-of-the-art technologies, including Natural Language Processing (NLP), Machine Learning, and Deep Learning. It is classified as an AI, yet… this is not entirely correct. 

An AI must be able to think by itself. Otherwise is more A than I - meaning it is artificial but less intelligent than you could imagine - this is because intelligence is not knowledge. 

Intelligence is the capability of using reasoning to solve problems. And knowledge is data accumulation. Obviously, if you know a lot of things, it is highly probable that among those pieces of information - that data you have - would be the answer to the problem that you are currently facing. 

But not necessarily. Furthermore, the answer perhaps is a derived conclusion from your knowledge. Still, because you lack intelligence, you can’t reach this conclusion because you don’t know how to adapt that knowledge to fit the specifics of the particular problem you are currently facing. 

So, ChatGPT is not capable of autonomously thinking by itself but rather is constrained by its Machine Learning models and Deep Learning models, which is, by the way, a good thing. The world might not be ready yet for a completely autonomous artificial intelligence.

This being said, we must understand ChatGPT as a tool to organize, filter and produce tailormade answers based on the data it has stored. Its like a super assistant, rather than a functional customer care staff, and it provides quick access to already storage answers to specific problems. 

This means ChatGPT can make answers on the fly to problems it doesn’t know. It is, by definition, not intelligent. 

What can ChatGPT do for Customer Care? 

In short? A lot. But not alone. Meaning, ChatGPT, as a tool - under human supervision and direction - is an incredibly powerful ally for customer care teams. It saves time by doing things that require a low level of creativity or intelligence - in the sense of problem-solving capability - and this, in turn, has multiple applications for customer care. 

For example, ChatGPT can be used by customer care teams can create a channel to answer common questions or to tend to a derivative chat, a chat designed to filter customer questions at a first level of contact and derive them into databases with tutorials, video tutorials, or an actual human being to deal with more specific solutions. 

In fact, it is precisely following this approach that some industry-leading companies are already experimenting with ChatGPT. For example, Salesupply is working in a beta integration of ChatGPT for customer care. 

This Salesupply ChatGPT-driven solution offers the best of both worlds: an improved service experience thanks to ChatGPT capabilities, but under human supervision to provide this intelligent factor and flexibility, all at a much lower cost to companies and brands. 

In short, this is what you can expect from this kind of integrations: 

- A hybrid solution, accessible via chat that will soon be integrated in a phone, email, and WhatsApp channels as well.

- The solution uses AI to continuously discover and generate FAQs and templated answers - together with our customer care team.

- This input is programmed into the training module of the chat solution. This way it can handle more requests automatically each time.

- By integrating ChatGPT in the chatbot, the application can turn the programmed answer into a tailor-made answer to the exact question your customer is asking.

And what can’t you get from ChatGPT? 

As we mentioned early in the title, this is a ‘do’s and don’ts’ kind of approach to ChatGPT, henceforth, we need to be absolutely clear about the ‘dont’s’. 

  • ChatGPT needs to be continuously monitored for quality and improvements by human agents. 
  • And Safety and compliance with third-party data, and privacy laws are vital both in the U.S. and Europe. So, all the interactions between your customers and ChatGPT must be fine-tuned to comply with your region's current regulations. 
  • Also, ChatGPT is not capable of self-updating. Meaning it can not gather new information available online by itself. This also applies to - for example - new products your brand launches. ChatGPT needs to be fed the information about these products to offer possible answers to your customers. Otherwise, it won’t be able to provide any kind of answer. 

But all in all, the Salesupply approach is the ideal mix of artificial and human intelligence in which both strengths are used to their full potential. And what does it provide for brands? 

- Cost reduction: Automatically handling frequently asked questions will reduce the cost of your customer care cost operation.

- By having a fully functional hybrid chatbot powered by such a powerful tool, you are able to help the majority of your customers with their questions in no time.

- In addition, your customer service agents now really have the time to help clients with more complex questions on the spot. This also results in happier clients and positive reviews.

As a pioneering industry leader, the Salesupply experiment will surely mark a path for the integration between AI like ChatGPT and customer care teams. Let’s see how it fares and if it truly can, change forever the world of customer care!

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