GenAI helps reshape marketing, sales, and customer care

By Thy An   April 16, 2024 | 12:00 am PT
At 2024 CEO & CMO Summit, Fee Vu, Managing Director and Chief Strategy Officer at SynergieGlobal, predicts that the marketing and sales sector is approaching a pivotal moment thanks to the widespread adoption of GenAI.

Inspired by the success of OpenAI’s ChatGPT, over the last year, the tech world has been buzzing with the release of generative artificial intelligence (GenAI) applications from major technology powerhouses such as Meta, Google, Microsoft, and Apple.

The fierce competition is also reaching Vietnam, especially in training large language models (LLMs), a type of GenAI, to produce text and speech specifically for the Vietnamese language.

Notable products from the past year include Zalo's Kiki chatbot, VinAI's pre-trained monolingual model PhởGPT, and virtual assistants on the FPT GenAI platform.

With over 10 years of experience implementing AI projects for business analytics and forecasting, Vu predicts that the marketing and sales sector is approaching a pivotal moment thanks to the widespread adoption of GenAI.

One area where this is evident is in customer care, which has become a critical extension of marketing and sales activities.

This process often relies heavily on junior staff, which can pose a barrier to effectively closing the loop on customer interactions as well as delivering lasting value and lucrative profits for both businesses and end-customers.

Drawing on its experiences in the U.S. market, SynergieGlobal collaborates with businesses worldwide to enhance their services using advanced AI technologies.

Fee Vu at the MMA event - CEO&CMO Summit. Photo courtesy of MMA Vietnam

Fee Vu at the MMA event - CEO&CMO Summit. Photo courtesy of MMA Vietnam

The firm first pinpoints success criteria that are in line with each organization's goals.

According to Vu, one of the most effective customer calls is then transcribed into text using sophisticated natural language processing algorithms.

Through GenAI, it can extract nuanced discussion topics from a large number of call transcripts, numbering in the thousands or hundreds of thousands, ultimately identifying the top 10-15 concerns crucial to customer satisfaction.

A report containing strategic insights and recommendations will then be presented to the executive team to optimize training programs and sales strategies.

In the long run, this will improve the efficiency of current business activities and pave the way for new product and service opportunities.

"By utilizing historical data and cutting-edge technologies, analyses and suggestions for the next best action can be delivered in real-time, even during ongoing calls," said Vu.

This fast-paced evolution of technology is forcing businesses to adapt swiftly and continuously to stay relevant.

Vu believes that the scope of digital transformation and business automation extends beyond the capabilities of ChatGPT and GenAI applications, as they are merely one tool in a toolbox available to businesses.

"It is crucial for businesses to create an entire ecosystem of solutions that are modular and integrated appropriately at each stage of business operations," Vu said at the 2024 CEO & CMO Summit in Ho Chi Minh City.

As businesses find it challenging to navigate through a plethora of options to find the most suitable and cost-effective solution, the involvement of proficient and reliable partners who can keep up with the fast-paced world of technology is paramount.

These partners not only continuously seek and evaluate new application alternatives but also offer valuable insights and practical recommendations for businesses in the future.

In addition, business needs are very specific within a particular sector and field, requiring the partners to fine-tune and develop appropriate solutions based on the company's proprietary data sets rather than utilizing general-purpose chatbots like ChatGPT.

With a strong research team in the U.S. and extensive localization capabilities, SynergieGlobal has effectively incorporated technology solutions into clients' customer care operations in English, Vietnamese, and Spanish, as well as in various sectors like healthcare, banking, and media and entertainment.

Vu also pointed out that GenAI has the power to not only bring meaning to business activities but also make a positive impact on society, such as in the realms of mental wellness and public services.

At the 2024 CEO & CMO Summit, Ken Mandel, the Regional Managing Director of GrabAds & Brand Insights, also shared his thoughts on the potential for AI machines to take over customer care, leaving humans to intervene only when needed to deliver the ultimate customer satisfaction.

"We are going to have to get comfortable as collaborators with AI and that is when the real productivity comes," Mandel said. "You will not be spending your time on the mundane but magnificent! You get to spend your time on much better things and add value with every opportunity.

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