Dentsu leverages generative machine learning to revolutionize their customer service operations.

Dentsu Global Services (DGS), a global capability centre with over 5,600 experts specializing in digital platforms, performance marketing, product engineering, data science, automation, and AI, has adopted a new approach to solve customer issues. The innovative solution is named Generative Machine Learning (GML).

GML, a system that combines the strengths of GenAI and ML, offers a unique solution that can understand both operational and conversational data. This system is designed to understand people and learn from their behaviour at scale, making it a game-changer in the customer support industry.

The GML system scans both operational data and conversational data to flag problematic orders. It then triggers actions that feel personal, not robotic, to address the issues. For instance, it digs deeper into the conversations themselves to spot signs of trouble, anticipating problems and giving teams the tools to fix them, while there's still time to make it right.

The system helps treat customers less like support tickets and more like people with stories, frustrations, and expectations. This approach extends across millions of interactions each year, freeing teams to focus on more critical tasks.

Pavak Biswal, the Chief Information Officer (CIO) at Dentsu Global Services, oversees the implementation of this groundbreaking technology. DGS delivers AI-first, scalable solutions through dentsu's network, seamlessly integrating people, technology, and craft.

Within a few weeks of going live, satisfaction jumped by 22%, resolution times dropped by 80%, and the model is scaled to handle 40 million customer conversations annually. The system also saved $6 million in revenue from churn avoidance and half a million dollars in operational savings from reduced call volumes.

Machine learning (ML) excels at spotting patterns and predicting outcomes based on past behaviour. GML takes this a step further by assigning each order a risk score based on conversational cues and operational signals. This real-time evaluation of customer risk surfaces clear next steps for agents, ensuring swift resolution of customer issues.

Over time, unresolved customer issues can significantly impact trust and margins. By allowing for early intervention in customer issues before they escalate, GML is playing a crucial role in maintaining customer trust and reducing operational costs.

Dentsu Global Services blends human creativity and advanced technology, building a diverse, future-focused organization that adapts quickly to client needs. As a future-focused, industry-leading workplace where talent meets opportunity, DGS continues to push the boundaries of what's possible in the realm of AI and customer support.

Dentsu leverages generative machine learning to revolutionize their customer service operations.