Dell Technologies is embracing generative AI to enable a next-generation experience for its users that emphasizes self-service over traditional phone calls, according to Doug Schmitt, president of Dell Technologies Services, in a blog post.
Dell is focusing on three key areas of support to enhance its customer service offering. The company aims to improve its automated issue resolution capabilities, scale up self-service options and offer hyper-efficient support for smoother customer journeys by leveraging the latest advances in AI. Schmitt claims these changes are already presenting noticeable improvements for the user experience.
The company’s automated resolution capabilities utilize datasets alongside AI and machine learning to enable computers to detect and resolve problems, such as by updating before an issue arises, without needing human intervention. This can improve reliability for customers by handling problems before they crop up while reducing the volume of support requests Dell agents need to handle, Schmitt said. The technology company has reported a 25% reduction in cases elevated to advanced support specialists as a result of this initiative.
Dell is also taking advantage of advancements in generative AI to scale its existing virtual assistant. Schmitt says its virtual assistant will offer a more effective and personalized experience that will make it easier for customers to solve problems without needing assistance from a live agent. This is possible by using generative AI's ability to monitor consumer behavior and dynamically generate humanized responses to queries — a use case that may be adopted across the industry, according to Uma Challa, senior director analyst at Gartner.
Finally, Schmitt says overall support will be improved by leveraging generative AI to help ensure customers find the right solution the first time they contact support.
The experiments of Dell and others with generative AI are poised to make self-service options even more quick and convenient for customers, which can reduce the burden on call centers while still delivering a satisfying experience.
"Now that everybody has a smartphone, everybody has access to the internet,” Gartner’s Challa told CX Dive. “The ease of access to these other channels, I think, is one of the big factors in why telephone doesn't have to be the primary channel anymore. Given the user experience and the efficiency with which issues are getting resolved through these portals, I think that they actually will improve the customer experience.”
However, even the best self-service option isn’t a one-size-fits-all solution. Julie Geller, principal market research director of SoftwareReviews at Info-Tech Research Group, noted that personalization and relationship building are still key elements in a strong CX strategy, particularly for customers who are looking for assistance with expensive merchandise. Generative AI can make automated solutions more human-like, but there is still much work to be done before self-service can match a live agent.
“Dell’s emphasis on operational efficiency through automated issue resolution, self-service and hyper-efficient support is commendable, but it may not fully align with the unique demands of high-value clients and partners,” said Geller. “The internal challenge is adapting these automated systems to offer the personalized service that clients expect.”