Customer Service
Generative AI in Customer Service Front Office
Generative AI is ushering in a new era of customer service excellence. From automating routine tasks to empowering agents to focus on complex, high-value interactions, GenAI is transforming how businesses connect with their customers, improving overall customer satisfaction and loyalty.
In an always-on world, customer service is no longer just about resolving queries—it’s a differentiator. Customers want quick resolutions, hyper-personalized recommendations, and consistent outcomes and traditional customer contact centers are struggling under rising pressures to keep up with rising customer expectations. GenAI is helping businesses reframe their front-office strategies—not by replacing people, but by enabling faster, smarter, and more empathetic customer experiences. It is a critical lever for improving customer retention and lifetime value.
This blog explores evolving customer expectations and how GenAI is redefining customer service fronts.
The Evolving Expectations of Modern Customers
Customers enter into a relationship with a business every time they purchase a product or service. Each customer touchpoint, be it browsing a website or reaching out for support, is an opportunity to strengthen this relationship, deliver exceptional experience, and build trust and loyalty.
Today’s customers expect more than 24/7 availability. They expect brands to anticipate their needs and proactively offer support. Regardless of the channel of interaction, they want their experiences to be consistent, seamless, and tailored specifically to them. Self-service is increasingly becoming the first choice for resolving simple issues. Meanwhile, live agent support is expected to be empathetic, informed, and relevant. This shift is prompting companies to rethink their service models, blending GenAI-powered tools with human expertise to deliver intelligent, personalized assistance at scale.
The Role of GenAI in Meeting Rising Customer Expectations
To meet rising expectations, GenAI helps organizations move from reactive to proactive service. They are transforming customer service centers by automating routine tasks, equipping agents with actionable insights, and enabling greater self-sufficiency among customers. Here’s how leading enterprises are using GenAI to modernize their customer support models:
- Enable contactless service:
- Drive omnichannel engagement:
- Digital enablement of customer service agents:
- Use interaction analytics for real-time coaching:
AI chatbots, automated alerts, updates and FAQs powered by GenAI reduce contact volumes and enable customers to resolve common issues independently. Businesses can proactively inform customers through automated notifications, limiting the need for inbound contact altogether.
Enhancing products based on customer feedback, also known as upstream upgradation of products and services, further minimizes support dependency.
Businesses can leverage GenAI-powered virtual agents to handle low to medium-complexity queries, thus reducing the need for human intervention. By actively promoting digital channels and enabling omni-channel interactions, businesses can deliver consistent experiences across all channels while escalating complex issues seamlessly.
GenAI can assist human agents by surfacing the most relevant knowledge articles, summarizing past conversations, and recommending next-best actions, reducing average handling time and improving first-call resolution.
Interaction analytics, or the ability to analyze customer sentiment by their voice alone, is a key insight generator that helps identify the customer’s intent, emotion, tone, and pain points. Also known as sentiment analytics, this NLP and ML-powered process delivers information live and helps agents take the necessary actions or course-correct during their interaction with the customer. It also complements GenAI systems in generating content that is emotionally intelligent and caters directly to customer needs.
Customer and Business Sentiment Toward GenAI
The use of technologies like GenAI in customer service is closely linked to enhanced customer experiences, as confirmed by multiple industry surveys.
A Salesforce study found that 72% of individuals who regularly interact with customer service agents reported better service quality and reduced dissatisfaction. Business leaders are also taking note—77% identified personalized support as a key driver of customer retention, according to a HubSpot study. BCG reports that scaling GenAI can boost productivity in customer service front offices by 30–50%. Gartner projects that by 2025, 80% of customer service and support organizations will be using GenAI in some form to improve agent performance and customer experience.
These insights reflect the significant potential of GenAI to elevate customer service and keep pace with rising expectations.
Building a Future-Ready Customer Service Front Office
The customer service function is shifting from high-touch to high-tech. The future lies in omnichannel engagement, self-service tools, automation, and data-driven insights. Driven by rapid advancements of GenAI technology, AI agents will soon be capable of handling all kinds of customer issues while improving the overall customer experience.
At the same time, the principles of contact elimination, customer self-sufficiency, automation and hyper-personalization will continue to serve as the guiding light for customer support functions. Businesses that use GenAI responsibly, balancing automation with human intent, will lead the way in delivering differentiated service experiences.
At Infosys BPM, we help global enterprises design and implement GenAI-powered customer service strategies that drive impact at scale.
Get in touch with our team to explore the most innovative ways for your business to stay ahead.
