"No (Customer) Voice Left Behind: Leveraging Gen AI to Enhance Customer Feedback" - Powered by Amazon

Partha Ayalasomayajula, Senior Manager at Amazon, discusses the leveraging of Generative AI to enhance customer feedback at Amazon.

Key highlights

Challenges in Customer Feedback Analysis:

• Unstructured nature of feedback.
• Multilingual feedback from over 10 countries.
• Variety of feedback platforms such as calls, chats, emails, surveys, and social media.
• Traditional NLP techniques are expensive and often rely on data sampling, leading to loss of voices.

Introduction to Percept:

• Product leveraging Gen AI via AWS Bedrock.
• Capabilities include language identification, translation, categorisation, and actionable insights.

Case Study - Mexico:

• Introduction of a new cash-based payment method encountered low completion rates.
• Use of Percept to analyse customer feedback, identifying training needs in specific stores.
• Positive results with completion rates increasing significantly.

Scalability and Expansion:

• Percept’s implementation across various countries, processing feedback in multiple languages efficiently.
• Significant reduction in manual efforts, saving approximately 5500 hours.

Future Potential of Gen AI:

• Process automation and internal operational efficiencies.
• Personalised product and feature recommendations at an individual customer level.
• Enhancements in chatbots and customer support automation.

Conclusion

As we look to the future, generative AI will continue to play a critical role in automating processes, personalising customer experiences, and enhancing support services.

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