Leveraging Intelligent Customer Service Systems to Personalize Brand Experience

PSFK by PSFK Labs

I receive flight options with times and prices curated from my previous travel behavior. No phone, email or search bar necessary; I’m using the text-based service Operator, an artificial intelligence (AI) platform that pairs customers with a personal concierge to help with tracking down hard-to-find products.



“I need an affordable flight from New York to San Francisco anytime next week,” I tell the Operator.

“Would you like a direct flight that leaves in the AM from JFK and an aisle seat?” the Operator responds.

“Yes – direct flight and aisle seat. Either AM or PM is fine.”

Like most services today, the automation feature tracks past searches and previous purchases, enabling highly-personalized suggestions for each particular purchase and individual.

Though most people would prefer to outsource said monotonous tasks to another person, the price of employing someone to assist in our product search trumps convenience. Rather than render human services obsolete, intelligent systems are working in collaboration with live assistants in order to better serve customer needs. This is where services like Operator excel, intuitively and efficiently connecting human experts to consumers.



Today, brands are integrating these automated systems into their service offerings as a way to personalize their customer experience and deliver the greatest amount of value in the shortest amount of time. AI can reroute frequently asked questions and increase the scale of customer service efforts organization-wide.

In a similar vein to Operator, DigitalGenius uses AI technology to process text-based requests with the ability to carry on completely natural and human-like text conversations. For companies, the purpose of the system is to off-load easily answered questions from human representatives while still providing customers with a superior customer service experience.



A customer can ask questions to the DigitalGenius about product costs, comparable items or a store’s hours of operation, and the system will intelligently route each inquiry to a specific expert AI module that can best respond to context. Consequently, DigitalGenius can walk interested customers through the entire purchase path via chat, as well as recognize when a human representative is better suited to answer.

AI acts as a middleman between the customer and the customer service representatives, helping to divert human energy from processing FAQs to improving existing customer relationships. By automating responses to simple inquiries, companies can train their employees to become product category experts and thusly provide greater value to the customer as well as the brand.

When it comes to purchasing a flight ticket for the following week, or even a movie ticket at a moment’s notice, AI advancements have helped to repurpose customer service responsibilities also create more intuitive and frictionless customer experiences by taking care of the back and forth when making purchases.

Mindmeld, a smart voice-driven UI for retailers, partnered with automated SMS-based buying assistant, The Fetch, to allow Apple Watch owners to use their personal concierge service through voice chat. In the instance that a Fetch user is late to the cinema, they simply need to speak into their watch and request movie and parking tickets for the local theater. The highly-capable voice recognition software can recognize purchasing intent, as well as categorize the needs for movie, parking and location.



When enhanced by AI, customer service is expedited, more effective and more anticipatory. Such interfaces and systems allow brands to predict consumer behaviors, ultimately increasing the effectiveness in responding to asks and providing personalized recommendations that improve the purchase processes for all parties.