The sixth edition of Salesforce’s State of Service shows more and more companies are using AI to improve their customer service and reduce operational costs.
The sixth State of Service report from Salesforce says at least 78% of customer service areas in Colombia expect to increase their investment in data integration and AI next year.
The study, which was born as a result of a survey of more than 5,500 customer service professionals from around the world, including Colombia, aimed to understand how service organizations are adapting to growing customer expectations, what metrics and channels are most important to high-performing service leaders and how AI is reshaping functions and operations.
One of the priorities of decision makers is to improve the customer experience and their number one challenge is to keep pace with their expectations. The study indicates that the adoption of messaging applications is increasing worldwide – with LATAM organizations taking a lead.
Among the communication channels most used in Colombia are:
- In-person complaint handling
- Phone
- Messaging apps
The growing demand from users is an issue that does not go unnoticed by customer service professionals in Colombia – 74% of them recognize that customers are becoming increasingly demanding.
Against this backdrop, 61% of these professionals anticipate an increase in the volume of cases next year, expressing concern about implementing more effective data integration strategies.
On the other hand, in the country 78% of customer service areas plan to increase their investment in integrated and accessible data.
Likewise, a significant 81% of professionals in the sector affirm that better access to data from other teams would have a substantial improvement in the support they can offer.
According to the report, the main use cases of AI in the organizations surveyed in Colombia have to do with intelligent customer-facing assistants, which provide personalized and efficient attention, improving the user experience.
In addition, this technology allows the automatic generation of summaries and reports, streamlining processes and facilitating data-based decision making.
Likewise, in second place is the generation of automated summaries and reports, while in third place, the field of content creation, AI is used to generate knowledge articles that contribute to the dissemination and democratization of information.
Regarding the panorama of the implementation of AI in customer service areas in Colombia, it can be said that:
- 52% of customer service areas have fully implemented AI, while 27% of them are experimenting with AI
- 83% of customer service professionals who use AI say the technology saves them time
- 80% of customer service professionals who use AI say that the technology helps them reduce costs
The landscape has changed significantly as customer expectations evolve.
According to the report, it is important for companies to evaluate their approach to efficiency, productivity and cost optimization – all without neglecting a seamless and connected experience.
This search will also contribute to customer service areas contributing a greater part of the income this year – in Colombia, 65% believe that they will have a greater contribution this year.
