Generative AI: powering the next generation of customer service for communications providers

A great customer service operation is paramount to success. This is especially true in the communications industry, where evolving customer expectations and aggressive competition demand that communications service providers differentiate themselves. However, these ambitions are often frustrated by a fragmented systems environment and legacy mindsets. Historically, communications service providers have tried to solve experience challenges with people. While this wasn’t always 100% effective, it was workable due to rich margins and stable ARPU. However, with the industry now leaning toward commoditization—and so much of the value being reaped by outside players developing above the network products—communications service providers are now faced with the need to achieve profitability despite having much lower margins.

Running a customer service operation that relies solely on people is no longer economically feasible. And, even if it were, the experience leaves much to be desired. Beyond diluted margins and the overall macroeconomic shift within the industry, there’s also been a shift in expectations from customers. Today’s customers expect more. They expect rapid and on-demand service, personalization, and connectivity. However, a lack of investment in automation and connected systems results in bouncing customers from one department to another, and endless hold times leave people feeling dissatisfied and frustrated.

While customer service has not traditionally been a strength for communications service providers, those who do decide to prioritize up-leveling customer service operations have a significant opportunity to unlock productivity, increase long-term loyalty, and gain an edge in a competitive market.

Communications service providers need a strategy rooted in innovation and powered by technologies like AI. This is not about replacing people—they remain at the core of the experience. Rather, it’s about pairing people with powerful technologies that will enable them to provide personalized, productive, and friction-free service, at scale. Whether it be digital portals, call center agents, or in-person field technicians, AI can help employees across all facets of a service center operation ensure they are able to provide the best possible customer experience as efficiently and effectively as possible.