The highlight is always being in an environment where we can hear directly from Salesforce customers. In addition to the customer panel, I had an opportunity to participate in round tables and speak 1:1 with customers. A few key themes:
AI and ChatGPT
Keynote Presenter: Renee Richardson Gosline of MIT presented on How Generative AI Will Transform CX.
Renee advocated that Friction is necessary in AI to create an effective customer experience, companies should work to eliminate bad friction and add good friction.
Good friction is providing customers a clear choice in the journey, for example to make a decision about how cookies are being used in their experience vs automating the decision completely out of the process.
Bad friction are processes that are disingenuous and can introduce harm. For example, Terms and Conditions that if not accepted result in limited use of Apps or make it difficult to terminate and exit a service.
Finally, Renee left us with findings that show that when AI as a co-pilot is used, end-user trust in the content is significantly increased. This is simply implemented in the process to enable contact center agents to check the AI generated answers, confirm or update the response before it goes to the customer – and inform the customer the answer is “human verified”. This human-in-the-loop approach is being taken by Salesforce in EinsteinGPT for Service Cloud. I would put this in the good friction camp.
Salesforce EinsteinGPT for Service Roadmap
I am super excited about the EinsteinGPT for Service Cloud Summer release features because they address some of the most important but also challenging aspects in customer service.
I’ll have more about these features in an upcoming blog.
One area that I would have liked to get more focus on is data hygiene and cleanliness since AI relies so strongly on good data to be accurate, effective, and build the trust of users. Companies will need to put in place good data governance for the AI learning models.
It was nice to wrap up the day with a casual networking reception sponsored by the Thunder team.