In the age of ChatGPT and large language models, it's tempting to think we've found the ultimate solution for analyzing customer feedback. Just throw your survey results into ChatGPT, and voilà – instant insights, right?
Well, not quite.
Yes, quite a few CX professionals may not be sleeping so well these days. Why? It's the 'AI hallucinations' that keep them up at night. What? We're talking about AI systems generating information that sounds perfectly plausible but is entirely fabricated.
Think about it: when your traditional software makes a mistake, it's usually obvious. A crashed program, an error message, or clearly wrong numbers. But modern AI? It's different. It will confidently write you a detailed analysis of customer sentiment that sounds absolutely brilliant – except it might be completely detached from your actual customer feedback.
When you're making decisions that affect your customer experience, you can't afford to base them on AI-generated fantasies. Your stakeholders deserve better than "Well, ChatGPT said our customers probably think..."
The problem isn't that these AI models are bad – they're actually incredible technological achievements. The issue is that they're designed to generate plausible content, not to provide verifiable insights from your specific customer data.
As a European company, we take an additional issue very seriously: data sovereignty. When you paste your customer feedback into a general-purpose AI tool, where does that data go? On servers outside the EU? Through systems that might not comply with GDPR? These aren't just theoretical concerns – they're legal and ethical obligations we all share.
At Hello Customer, we've built our own AI system (ISAAC) with three core principles:
1. Verification first: every insight our system generates can be traced back to specific customer feedback. No hallucinations, no guesswork – just data-driven facts.
2. Consistency matters: unlike general-purpose AI that might give you different answers each time, our analysis remains consistent because it's based on your actual customer data.
3. European data sovereignty: your data stays where it belongs – within EU borders, fully GDPR compliant and protected by rigorous security measures.
Does this mean you should never use ChatGPT or similar tools? Absolutely not. They're fantastic for many purposes. But when it comes to analyzing customer feedback that will drive your business decisions, you need something more reliable.
The future isn't about replacing human intelligence with artificial intelligence – it's actually about combining the best of both worlds. AI should enhance our ability to understand customer feedback, not leave us wondering whether we're building strategies on solid ground or digital quicksand.
At Hello Customer, we believe in the power of AI – but we believe even more in the power of accurate, verifiable, and consistent customer insights. Because when it comes to understanding your customers, close enough isn't good enough.
Want to learn more about how we turn customer feedback into reliable, actionable insights? We'd love to show you.
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