GenAI drives efficiency, learning, and retention in customer service teams
A study “Generative AI at Work” by researchers from the MIT Sloan School of Management and the Stanford Digital Economy Laboratory confirms: The targeted use of AI and generative artificial intelligence (GenAI) can significantly increase the productivity of customer service employees, especially for less experienced customer service agents. However, not everyone benefits equally. What does this mean for companies in Customer Service Management?
AI study in customer service shows: GenAI improves efficiency – especially for inexperienced employees
The study examined the use of generative AI among 5,179 customer service employees in a large call center. The result: Access to an AI-powered assistant increased average productivity by 14%, measured by the number of customer inquiries resolved per hour. Less experienced employees particularly benefited, with a productivity increase of 34%. Generative AI supported them by providing proven response patterns and helping them gain experience more quickly.
Experienced employees, on the other hand, benefited less from artificial intelligence. In some cases, their work quality slightly declined as they may have relied too heavily on the technology. The AI study in customer service suggests that the GenAI model spreads best practices from experienced employees and helps new customer service agents develop routines faster.
Improved customer experience and higher employee retention through AI support
In addition to increased productivity, AI has other surprising effects: It optimizes the interaction between customers and service employees. The AI study in customer service reveals that customers behave more respectfully toward employees when interacting with AI-supported responses. Additionally, customer satisfaction and employee retention increased. This can improve working conditions in customer service and lead to higher employee satisfaction in the long term. Furthermore, the study authors point out that GenAI not only supports but demonstrably enhances employee learning. Less experienced employees, in particular, benefit by developing faster and adopting best practices more efficiently.
What does this mean for companies?
For companies looking to implement or expand AI in customer service, the “Generative AI at Work” study offers the following key insights:
- Targeted support for newcomers: Less experienced employees benefit significantly from GenAI-supported systems. Companies should use generative AI specifically for onboarding and training new customer service employees.
- AI as a complement, not a replacement: Experience remains a critical factor. The best results are achieved when artificial intelligence is used as a support tool rather than a standalone solution.
- Employee training is essential: Companies should ensure their teams understand when and how to optimally use AI-supported responses—and when human judgment is required.
- Optimizing customer interaction: The positive impact of generative AI on customer interactions shows that companies can benefit not only from increased efficiency but also from improved service experiences.
- Increased employee retention: The AI study in customer service confirms that generative AI can contribute to greater employee satisfaction and longer retention within the company.
AI as an opportunity for customer service
The study is based on real data from a call center with over 5,000 employees and confirms that AI can sustainably improve customer service—if used correctly. Companies that find the right balance between automation and human expertise can not only increase efficiency but also enhance customer satisfaction. This means that companies developing the right strategies for implementing generative artificial intelligence in Customer Service Management secure a clear competitive advantage.
