Increase your CX
effectiveness using

Ref: 22:12:15-12:17

conversational AI

Contents•

Section 1: The impact of conversational AI•

Section 2: Real-world CX applications•

Section 3: Conversational AI and you•

Section 4: Build your optimal CX tech stack•

Section 5: Strategic contact center AI partner•

Section 6: Conclusion

2

1. The impact ofconversational AI

3

Increase your CX effectiveness using conversational AI

Artificial intelligence isincreasingly critical to thecustomer experience
Amazon suggests items to buy you didn’t realize you

AI leaders are realizing better business results as theyneeded. Netflix cues up the next episode in seconds.

actively implement AI, according to our global research

And Tesla pushes over-the-air software updates of new

study with Economist Impact.

features for your car via Wi-Fi.

• +12% customer satisfaction

Consumers have grown accustomed to these exceptional• +15% lifetime value

experiences and — regardless of your industry — they now• +12% loyalty

hold your organization to that standard. They want to beheard, seen and helped. And they expect great service
that’s infused with empathy.
Many organizations are implementing artificial intelligence(AI) to improve the experiences they deliver to theircustomers — and their employees — as they strive to meetthese higher expectations.

And 78% of study respondents say AI will be a criticalpart of their customer experience (CX) operations in the
coming years.
By strategically implementing the right AI solution, yourorganization can:
• Gain actionable insights• Better understand customers• Personalize experiences at scale• Automate repetitive tasks• Adapt to changing business demands• Engage and empower your workforce4Increase your CX effectiveness using conversational AI

Leading companies are
adopting conversational AI
Conversational AI is a form of artificial intelligenceThis ebook explores the subject of conversationalthat deals with the various dimensions of language.

AI, including:

It leverages machine learning and natural language
processing (NLP) to automate real-time conversations
that feel natural and intuitive — like you’re interacting witha human being.
Conversational AI helps machines understand and• Common use cases• Real-world applications in the contact center• Challenges of poor implementation• How to make conversational AI workfor your organization’s demands

communicate with people — on human terms. And its use• Ways to build your optimal tech stackin the contact center is growing exponentially.

• Strategic partners who can help you

The global conversational AI market is expected to growfrom $6.8 billion in 2021 to $18.4 billion by 2026 at acompound annual growth rate of 21.8%, according toMarkets and Markets research. Factors in this growth
include increasing demand for AI-powered customer
support, omnichannel deployment and reduced chatbot
development costs.

5Increase your CX effectiveness using conversational AI

Conversational AI inthe contact center
Modern contact centers use conversational AI to increase
the efficiency and effectiveness of CX. Common use
cases include:

24/7 information
Deliver the right answer at the right time, every time, with
FAQ bots that engage with customers through natural
language, providing 24/7 answers to common questions.

Virtual concierge
Create a convenient front door for delivering complex
services to reduce transfers and hold times and improvefirst-contact resolution.

Transactional support
Make self-service simple with an automatic assistantfor routine tasks, such as password resets, returns andverification.

Agent assistance
Empower your employees to deliver faster, more accurate
service with knowledge that makes their work easier andallows them to focus on what they do best.
6Increase your CX effectiveness using conversational AI

Bad bots and other challenges
in conversational AI
Many companies are falling short when it comes to properly
using AI technologies. Despite significant advancements intechnology and an increase in customer use, satisfaction
with chatbots has declined in recent years. In 2017, 35% ofconsumers said they were highly satisfied with chatbots;in 2021, just 25% said the same, according to our “State ofBusiness• High cost of implementation• Long time to realize value• Negative impact on CX with low customer
adoption and high abandon rates

the customer experience” report.

Contact center IT

Here are some of the challenges involved:• Difficult to build with steep learning curves

Customer• Bots can’t accurately understand the meaning of a request• Bots ask repetitive clarifying questions
or provide the wrong answers• Bots block access to service, which creates frustration• Difficult to integrate into the overall customer journey• Hard to predict and measure accuracy and effectiveness
Genesys AI is an integral part of the Genesys cloud contact
center solution; it enables the best customer and employee
experiences in real time, building loyalty and streamlining theway contact centers run. And we have strategic partnerships
with Google Cloud providing our customers with an
unparalleled level of choice in working with their preferred
AI partner.

7

Increase your CX effectiveness using conversational AI

Supporting the customer
journey across industries
Conversational AI empowers your organization tolisten, understand and act with empathy during every
conversation — human or machine. Regardless of yourindustry, integrating conversational AI into the contact
center can help your organization deliver a better, moreorchestrated customer experience.
For example, a healthcare provider can create a nuanced,
compassionate digital containment solution, suchas a bot, to automate repetitive tasks like prescription
refills, appointment reminders, referrals, delivery of lab
results and patient identity resolution, as well as more
complex tasks.
A government agency can use automation and AI to enableself-service, where possible, to free up employees so they
can serve constituents efficiently and effectively. And byrouting the toughest questions to specialists who can solve
the problem, the agency can prioritize complex interactions.

82. Real-world
CX applications

9Increase your CX effectiveness using conversational AI

Conversational analytics
Real-time conversational analytics are embedded toolsthat quickly analyze voice and text conversations to
extract interaction insights across all channels. This helps
you make data-driven business decisions.
Speech and text analytics gives you a full picture ofcustomer interactions — no matter what channel theyoccur in or the volume of interactions received. This canempower your organization to:• Take control of your customer experience and service• Truly understand how customers feel about your brand• Analyze conversations for compliance,
understand conversational patterns andanalyze the intent of those conversations• Quickly search, segment, and identify trends andinsights that can improve your processes and operations
You can use insights surfaced from conversational AI
to improve automated customer journeys and boost theeffectiveness of your analytics.

Conversational analytics capabilities
Intent surfacing: Use AI to surface intent fromconversations and gain insights into what customers careabout and what they want to achieve. This information
allows you to identify automation opportunities withvoicebots and chatbots.
Phrase recognition: Set rules based on words or phrases
to understand and identify your most meaningfulinteractions. Optimize your processes, campaigns andservice accordingly.
Interaction discovery: Get a 360-degree view of every
interaction. Uncover underlying issues, customer
sentiment scores, agent performance and more when you
play back and listen to conversations.
Conversational intelligence: Visualize and understandcustomer topics and sentiment trends by agent, queueand flow. Search and filter data based on chosenparameters to gain insights.
Sentiment analysis: Examine interaction language and gain
deep customer understanding. Proactively detect whenescalations are needed. Get valuable data on your product,
agents and improvement areas.
10Increase your CX effectiveness using conversational AI

Smart automation
Automation tools make agents’ jobs easier, boosting revenue
and growing customer loyalty. You can use AI to automate
repetitive tasks, quickly adapt to increasing demands andimprove experiences for everyone. With smart automationin an AI-enabled contact center platform, you can leverage
all your data, mine for actionable insights and act on thoseinsights in real time.
• Alleviate mundane tasks by automating selfservice for customers and employees.
• Proactively determine who, when and how to engage.
• Adapt to changing business requirements
and customer needs faster.

11

Increase your CX effectiveness using conversational AI

Smart automation capabilities

Predictive engagement:with user-friendly tools to

Chatbots: Empower yourEngage the right customers

make self-service and agent

customers to easily findat the right time with theassistance easy.

answers on their own — withbest offers or advice. Identify
behavior patterns such as
shopping cart abandonmentand churn risk. And prompt
the most appropriate offer toretain the customer or convert
the cart to a sale.

Voicebots: Make your contact
center more accessible with
AI-powered virtual assistants
that can converse with yourcustomers 24/7 using natural
language. Automate shoppingtasks and help your customers

Knowledge management: Givewith routine questions or

your customers and agents theissues. When a human touch

power to find the answers theyis needed, voicebots passneed quickly with automation.

customers — and relevant

AI models automaticallyinformation — to agents,

identify what information isfor seamless experiences.

needed and how to deliver it —And with predictive routing,

distributing the right knowledge

you can even match yourat the right moment. Provide

customers with the agent

your knowledge administrators

who’s best suited to help them.

friendly support from chatbots
that understand the context
of their journeys. Save money
and help make your agents
more efficient with bots thatanswer common questions
quickly and accurately.
Deliver more personalized
experiences by connecting
chatbots with back-end or
third-party systems. Chatbots
can be built, customized
and deployed across allvoice and digital channels.
They continuously learn
over time with advanced
machine learning.
12Increase your CX effectiveness using conversational AI

Journey orchestration
Delivering the best customer and employee experiencesin real time requires end-to-end orchestration that extends

With journey orchestration, you can:across time, channels and touchpoints.

Understand and personalize thecustomer experience

Journey orchestration goes beyond traditional

By using AI for customer understanding, you can create

personalization techniques — leveraging customer

proactive personal journeys that are seamless — increase

journey data from every channel, source or system. Eachcustomer loyalty and your Net Promoter Score.

interaction reflects a customer’s entire experience withyour organization. And every moment of engagement ishighly personalized because it’s based on the customer’s
objectives and preferences.

With integrated natural language understanding (NLU), you
can use AI to understand customers in their own words andlanguage. Conversational analytics can spot and tag topics
and then analyze customer intent and sentiment.

Learn how to get started with journey orchestrationin five steps.

Unleash your employees’ superpowers
As AI frees them from manual tasks — and increases theirmotivation — employees are more empowered to create
better customer experiences.
With a modern AI-powered agent experience that includes
real-time assistance and gamification, employees
can get automatic, real-time knowledge with all thenecessary context.

13

Increase your CX effectiveness using conversational AI

Optimize end-to-end journeys to deliver
the best customer experience
An integrated ecosystem enables you to connect journeys
across predictive engagement, voicebots and chatbots,
predictive routing, and agent assist so you can deliver thebest personalized customer experiences.
A dynamic knowledge base serves as the connective tissue
that provides a single source of truth for all the answers
delivered to agents and customers — supporting self-service
and agent-led interactions.

143. Conversational AI
and you

15

Increase your CX effectiveness using conversational AI

Don’t create
dead-end bots

Make sure it’s easy to
use and deploy

Don’t just buy a bot; be strategic about how you use them.

Ease of use is a critical element for a successful conversational

Consider how bots fit into your customer journeys and how they
support an end-to-end orchestrated experience. Then integrate
your bots — and seamless agent handoffs — into that journey.
• Thoughtfully design your bots as part of your larger CX strategy.
• Choose a flexible framework that’s right for your business case.
• Ensure your bots can serve the purpose they werebuilt for; that they understand and match customer
intent; and that they provide the right information

AI implementation. When customers self-serve, they expect
any bots or conversational AI tools to enhance or expedite theexperience. Ease of use is also a consideration for bot builders; itmeans an accelerated time to market, which can be crucial to CX.
Business users should have easy access to data and analytics,
so they can show the success of using conversational AI tools.
They should also be able to quickly identify any issues anddetermine how to fix them.

and interactions that your customers expect.
Learn how to put bots at the center of your customer experiencestrategy — and see how much time you save with our practicalguide to mastering bots.

16

Increase your CX effectiveness using conversational AI

All-in-one, not all at once
Make your customers feel more connected to your brandand keep employees more engaged as you create andconstantly refine unique, timely experiences.
A composable CX platform enables you to meet yourcustomers where they are with minimal technical lift.
You can add, remove, change or exchange native productcapabilities, including conversational AI and bots, in realtime to adapt to shifting market conditions.
Evolve capabilities at the pace of your business because
everything is built in — and ready to be turned on when
you need it.

17

4. Build your optimal
CX tech stack18

Increase your CX effectiveness using conversational AI

Compose a brighter futurewith a modern cloud platform
Leading organizations will navigate increasing change
and uncertainty — and drive better outcomes — withcomposable CX. We define “composable CX” ascustomer and employee experiences architected for swift,
sustainable differentiation in a way that delivers maximum
resiliency and agility.
This is done through the assembly, combination andorchestration of individual “Lego® bricks” of capabilities
from the core product offerings, robust marketplaces, yourgreater CX ecosystem, and differentiating solutions that

Features of a composable platform• Built for unprecedented speed with an API-first
approach backed by a continuous integration/
continuous deployment (CI/CD) pipeline.
• Delivers maximum resiliency, scale and innovationby leveraging the power of microservices
and treating infrastructure as code.
• Easily integrates and exchanges
data with other systems.
• Meets and exceeds modern security standards.

use open APIs and developer tools. And it’s all poweredby a modern cloud platform that’s operating and evolving
at hyperscale.

19

Increase your CX effectiveness using conversational AI

Visualize, analyze and optimize — at scale
Composable CX platforms with customer journey analytics capabilities empower organizations
to visualize, analyze and optimize customer journeys at scale. They collect data fromevery touchpoint across your ecosystem, including your website, CRM system, eCommerce
software and more.
Here are some core capabilities to look for in a composable platform.

Resolute security: Attain full

as who they are and what

online conversion opportunity

knowledge capabilities that

regulatory compliance withthey want to achieve — toand reduce customer effort

feature NLP across multiple

resolute 24/7 security that

anticipate and automaticallywith proactive empathetic

channels and languages. Build

has achieved key third-party

route the customer to the bestexperiences.

knowledge once and delivercertifications. It also includes

agent. Predictive routing also

continuous monitoring,empowers administrators

adaptive security appliances

to optimize for chosen KPIs

and data separation protocols,by removing manual rulesuch as role-based accessmaintenance.

permissions.

Digital customer engagement:
Empower customers
to engage in seamlessconversations across chat,it on every channel — directly
to your customers or via botsand agents through a centrally
managed knowledge portal.

email, text and social media

Predictive engagement:

channels with an all-in-one

Predictive routing: With the

Personalize and automate

suite of digital capabilities.

right AI solution, you canengagement with AI-driven

efficiently analyze hundreds

insights that boost agentof data points — clues you

efficiency. Lower your contact

have about the customer, such

center costs, never miss an

Knowledge management: Givecustomers the right answers,
every time, with dynamic
20

5. Strategic
contact centerAI partner

21

Increase your CX effectiveness using conversational AI

Strategic partners like Google Cloud, provide customers
with choices in how they want to realize the promise of
conversational AI. Take advantage of built-in, turnkey
Genesys AI or integrate AI components from ourAI ecosystem.
Let’s explore the solutions of these Genesys strategic
alliance partner.

22Increase your CX effectiveness using conversational AI

Google Cloud Contact
Center AI (CCAI)
Take bot conversations from linear experiences to nuanced
interactions to deliver new connected experiences that centeraround your customers and your employees.
With Google Cloud CCAI, your AI-powered virtual agents cananswer complicated questions and complete complex tasks— even allowing for unexpected stops and starts, tangents,
unusual word choices, and implied meanings. When handed
to a live agent, CCAI relays the full context, and provides AI
assist for article suggestion, real-time sentiment scoring, andaccurate call summarization.

• Improve call outcomes and learn more about
customer interactions by identifying call drivers
and customer sentiment with CCAI Insights.
• Create advanced chatbots and voicebots thatswitch between topics, handle supplemental
questions and operate across channels. This
allows you to fully automate routine tasks anddeflect calls 24/7, powered by Dialogflow.
• Empower your agents with real-time transcription
and sentiment scoring, relevant article
suggestion, and high quality, out-of-the-box callsummarization, powered by Agent Assist.
• Apply consistent intelligence across every

How your organization benefits• Create advanced virtual agents in minutes.
• Build once, deploy everywhere.
• Develop, deploy and analyze bots using visualization flows.
• Increase efficiency for large developer teams.
• Prompt next-best action with predictive engagement.

application in the customer journey with aconsistent, high-quality conversational experience
across all channels and platforms.
Discover how you can create seamless end-to-end
customer experiences with Genesys and Google
Cloud CCAI.

• Deliver knowledge to agents at the point of impact.

23

6. Conclusion

24

Increase your CX effectiveness using conversational AI

Engage customers
and employees with
empathy — every time

Discover how you can deliver better automated andWhen you incorporate AI into your customer experience

human-assisted conversational experiences.

with strategic intent, it can help you consistently gain

• Seamless integration: Connect your self-assisted

insights to better understand customers and personalize
experiences at scale. Not only that, AI and automation canbear the burden of repetitive tasks and adapt to increasing
business demands. And AI can empower and upscale
employees to be important change agents who engage
customers with empathy.

and agent-assisted engagements with seamless
handoffs between bots and humans.
• Omnichannel: Scale your conversational AI to every
engagement on any channel — automated or human-led.
• Ease of use: Accelerate time to value witheasy to use, business-user accessible tools
for implementation and analysis.
• Engaging experience: Offer experiences thatare personal and empathetic by activating
the full power of Genesys AI.

See Genesys AI in action

25

ABOUT GENESYS
Every year, Genesys® orchestrates more than 70 billion
remarkable customer experiences for organizations
in more than 100 countries. Through the power ofour cloud, digital and AI technologies, organizations
can realize Experience as a Service®, our vision for
empathetic customer experiences at scale. With Genesys,organizations have the power to deliver proactive,
predictive, and hyper-personalized experiences to deepen
their customer connection across every marketing, sales
and service moment on any channel, while also improving
employee productivity and engagement. By transforming
back-office technology into a modern revenue velocity
engine, Genesys enables true intimacy at scale to foster
customer trust and loyalty.
Visit us at genesys.com or call us at +1.888.436.3797.
Genesys and the Genesys logo are registered trademarks of Genesys.
All other company names and logos may be trademarks or registeredtrademarks of their respective holders.
© 2022 Genesys. All rights reserved.

genesys.com

26