Companies Shift Focus from AI to Gig Superagents for CX Enhancement
In a notable shift, companies are re-evaluating their reliance on artificial intelligence (AI) in customer service, with organizations like Klarna recently beginning to reinstate human customer service agents after significant layoffs. In 2022, Klarna cut its workforce by 700 employees to adopt an AI-first strategy, a move mirrored by tech giants such as Microsoft and PayPal. As businesses strive to reduce costs while maintaining customer satisfaction, the role of AI has become increasingly prominent in customer experience (CX). However, the growing realization is that the integration of AI should not come at the expense of human interaction.
The trend of re-hiring human agents signals a broader lesson: rather than viewing AI as a replacement for personnel, companies should leverage it to enhance the roles of human workers, transforming them into what are now referred to as “superagents.” This strategy involves pairing AI capabilities with the flexibility of the gig economy, creating an innovative approach to customer service.
Leveraging Gig Workers for Enhanced Customer Experience
A report by Ogilvy Consulting projects that by 2027, half of the workforce in developed nations will participate in the gig economy. This trend is particularly relevant for CX leaders, who increasingly utilize gig workers to provide quality support while keeping costs manageable. Gig workers can efficiently handle customer support inquiries and technical issues, often demonstrating higher effectiveness than traditional roles.
The efficiency of gig workers is striking; they spend up to 90% of their paid time directly serving customers, compared to just 65% for conventional business process outsourced teleworkers. As Mohit Thukral, CEO of Arise, points out, “Gig workers aren’t just ways to cut costs. They are the force multipliers that can make-or-break consumer loyalty in some of the most high-stakes moments of interaction.”
During peak periods, such as holiday seasons or product launches, businesses can quickly scale support operations by utilizing gig workers, providing customers with prompt and responsive service. Furthermore, gig workers often possess specialized skills, including multilingual support and technical troubleshooting, enhancing the overall customer experience.
Combining AI Intelligence with Human Empathy
Despite advancements in AI, many customers still prefer human interaction, as highlighted by a recent survey from Prosper Insights & Analytics. Over 70% of respondents indicated a preference for engaging with a human representative rather than an AI system for services such as banking, online shopping, or travel bookings. This preference underscores the distinction between IQ (intelligence quotient) and EQ (emotional quotient). While AI can manage logical tasks, it struggles with the complexities of human emotion and nuanced interactions.
To bridge this gap, the concept of human-in-the-loop (HITL) models has emerged. These frameworks involve human experts overseeing AI processes, ensuring accuracy and alignment with brand values. Through reinforcement learning with human feedback (RLHF), companies can create feedback loops that refine AI capabilities, making them more responsive to customer needs.
This combination allows businesses to benefit from AI analytics, identifying recurring customer issues or sentiment shifts in real-time. For example, AI can highlight potential complaints or negative sentiments across social media platforms, enabling human agents to intervene proactively and maintain brand reputation.
Moreover, AI can assist gig agents by providing real-time guidance and knowledge prompts during customer interactions. This empowers agents to resolve issues swiftly, personalize responses, and manage complex scenarios effectively. As a result, the integration of AI not only enhances the efficiency of gig workers but also transforms routine interactions into opportunities for brand loyalty.
The evolving landscape of customer service underscores the importance of balancing AI capabilities with human insight. As organizations increasingly recognize that an all-or-nothing approach to automation is insufficient, the flexibility offered by gig workers becomes crucial. By pairing the high IQ of AI systems with the high EQ of skilled human agents, companies can create a CX model that is not only efficient but genuinely human-centered.
In conclusion, the future of customer experience lies in the collaboration between AI and human agents. By embracing gig workers and leveraging their unique skills alongside AI innovations, businesses can enhance customer interactions, achieve faster resolutions, and ultimately drive measurable brand impact. As the world of work continues to evolve, the message is clear: the answer is not to eliminate human roles but to redefine and elevate them in the age of AI.
