Abstract
India’s development pace relies heavily on a consistent energy supply. Any interruptions in this vital resource can significantly impede progress across sectors and frustrate citizens, resorting to complaints and loss of trust. Indian customers utilize multiple channels like voice calling, social media, and word-of-mouth to manifest their dissatisfaction.
Users raised 76,321 complaints across social media in June 2023 and this is increasing exponentially due to the adoption of 5G technology. Around 80% of the youth actively use social media in India – making it an outlet for creative expression. When citizens share their experiences on platforms like Twitter, they not only draw attention to the issue but also amplify the pace of dialogue or engagement. Hence, catering to their concerns on social media becomes indispensable for maintaining public trust, addressing immediate needs and emergencies, and gathering feedback for future improvements and analysis.
This paper provides insights into how Generative AI, augmented with ethical AI led to an unparalleled customer experience for one of the largest electricity distribution companies which received around 2000 social media complaints every day during peak seasons. The complaints were handled by Gen AI to accommodate the operating procedures and policies existing in the organization, ensuring minimal deviation from company norms. Multiple frameworks of “customer justice” were employed to ensure that AI outputs were appropriate from anthropological lenses. The solution helped the organization surpass manual bandwidth limitations, mitigated social bias, and allowed efficient complaint tracking and resolution mechanisms leading to setting a benchmark for others in the industry.
Keywords: 5G Technology, Gen AI, Ethical AI, Customer Experience, Customer Justice, Customer Mood Index, AI, Responsible AI, Customer Behavior, Experience Transformation, Value Management, Social Media
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