Machine Learning Q&A with Cameron Weeks

Oct 15, 2019 10:00:00 AM

Q: Why do you view Machine Learning (ML) as such a critical technology today?

A: Similar to the way that automation revolutionized manufacturing, ML is the missing link that is revolutionizing customer service. This technology is changing the game when it comes to exceptional customer service and experiences.

Q: Is ML the same as Artificial Intelligence (AI?)

A: No. This is a pretty common misconception. One thing everyone should realize is that machine learning is not synonymous with artificial intelligence. From a technical standpoint, today's AI technology is not capable of fully supporting the diversity of customers' needs. And that’s where ML comes in. ML gives you critical information about a customer that will allow agents to work more efficiently and feel empowered.

Q: What does ML do that is so important to delivering outstanding CX?

A: ML offers top-notch emotion detection and data analysis capabilities, including sentiment analysis and speech analysis, which can transform the CX. Today, ML is capable of supporting your business, your employees, and your customers, adding value and ensuring that you will create remarkable experiences. 

Q: If an organization wants to start leveraging ML, where do they start?

A: When it comes to ML, executives and leaders must understand that the success of ML functionality is dependent on the data and underlying platform that you are leveraging. Ensuring that you have an accessible, modern platform is one of the most important and fundamental elements.

Q: How would you explain ML to your grandmother?

A: ML informs your workforce and supporting tech (like your bots) by analyzing data, updating agents and recommending the next steps on a call. If your ML technology is working well, it will translate into happier customers.

Q: What is one takeaway that executives must remember when it comes to ML?

A: ML, or AI for that matter, isn’t replacing humans; bots are enabling humans by taking care of smaller tasks, freeing up time to focus on the tough issues, and giving employees great intel and data to do their jobs better. Having a well trained, well-supported human workforce is still an integral component of a highly functioning customer service enterprise. Therefore, ML is not to be feared by anyone. Instead, it should be viewed as a tool to help your business work smarter and provide better service.

Liz Cahill

Written by Liz Cahill

Recognized as one of PR Week's “Ten Rising Stars” in 2005, Liz Cahill has been working in the public relations industry for more than two decades with a focus on technology and lifestyle. During this time, Cahill has partnered with clients big and small, working on strategy development, message creation, media outreach, social media programming, event planning, ghostwriting, and pretty much anything else her clients throw at her. Originally a “Jersey girl,” Cahill has lived in Boston, New York City, and Los Angeles. She currently resides outside of LA with her husband, daughter and twin sons.