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AI-Powered Support: Best Practices for a Customer-Centric Approach

If you're wondering how AI can transform your customer support into customer care, consider this: It's not just about speed and efficiency. AI brings a level of intelligence and understanding to customer interactions that's more attuned to your customers' individual needs and preferences.

Published on

May 17, 2024

Key Takeaways

  • The distinction between customer care and support highlights the broader role of care in fostering long-term relationships through empathy and understanding, beyond solving immediate issues.
  • AI technologies are revolutionizing customer support by understanding and mimicking human conversation, predicting customer needs, and personalizing interactions to provide accurate and context-specific answers efficiently.
  • Brainfish not only integrates with various customer support tools to deliver comprehensive and precise responses but also offers features like the Agent Assistant for escalating issues to human support. These capabilities ensure that customer interactions are efficient yet personal, maintaining the human touch where necessary.

The strides in AI have been nothing short of remarkable. From natural language processing that understands and mimics human conversation, to machine learning algorithms capable of predicting customer needs and personalizing interactions - AI has changed how customer support operates. 

At Brainfish, we are using AI to provide context specific answers to customer questions. The AI searches through all documentation, picks relevant information from each of these articles, and generates a response that gives customers the complete answer. 

Our AI can also learn from its mistakes and adjust its responses based on user feedback. This allows it to improve performance and continuously provide more accurate and context-specific answers.

This shift in customer care isn’t just about efficiency; it's about understanding the customer better and creating a more human experience, ironically, through technology.

In this blog, we’ll explore what are the best practices for using AI to achieve customer-centric support and how Brainfish leverages AI to make customer service more human and effective.

What’s the Difference Between Customer Care and Customer Support?

You might have heard the terms 'customer care' and 'customer support' used like they're the same thing, but they're actually quite different. 

Think of customer support as the go-to team for specific problems. Need help troubleshooting a gadget? Got a question about your bill? That’s where customer support jumps in. They’re all about providing the right answers and technical know-how to get you out of a bind.

Customer care is about the overall happiness and loyalty of customers. It’s about really understanding what makes customers tick–those empathetic conversations, that extra bit of care to make someone’s day better, and the ongoing efforts to create a genuinely supportive and caring environment.

So, while customer support might fix your immediate issue, customer care is about making you feel valued and heard, building a relationship that lasts way beyond any single transaction. 

How Would AI Make Customer Support More Engaging and Satisfying?

If you do a Google search on what makes good customer care, you'll find many articles that suggest instant answers, 24/7 availability, and automated responses to common questions. However, these are just basic steps. Excellent customer care involves going beyond the basics.

AI is the secret weapon to blend real care into customer support. 

McKinsey finds that the primary areas for AI use in business are marketing, sales, product development, and customer support. Customer care leaders are now using AI to improve customer experiences.


For AI-driven customer support care, companies should align their customer service plans with appropriate AI tools and data. Here’s how Brainfish uses AI to shape it.

1. Don’t Just Understand Intent, Provide Contextual Answers

Chatbots and AI systems have improved at detecting nuances in customer questions to determine what they want. But, they might not always respond accurately. Brainfish's AI generates answers by reviewing different documents, unlike standard customer service tools that usually offer pre-set responses or trigger an automatic action.

In the above example, the answer cannot be found in any one specific article. However, the AI has scanned through all documents and generated a response that specifically answers the question. 

Going above and beyond in customer care means more than just guiding users to related articles. Our technology can pinpoint and provide the specific information required, minimizing the need for any further questions.

2. Build Fully-Integrated Systems for Comprehensive Answers

AI and customer service people need lots of details to help. By connecting with tools like Zendesk, Intercom, and Freshdesk, Brainfish’s AI can scan through more data and find the right information quickly. This makes the responses more wholesome and helpful.  

3. Give Users the Option to Connect to Human Support 

The goal of customer care is to offer accurate answers promptly. While AI is designed to do exactly this, if it fails to deliver satisfactory answers, it should be able to escalate the issue to human support. 

Brainfish can provide an immediate path to human support through a set of customizable next best actions. These actions can be calls, emails, chats, or tickets. 

4. Enable Agents with Coaching for Quick, Accurate Support

Human support is essential, as some customer issues need a real person's help. The best way to support these customers is to equip agents with the right information. 

Agent Assistant is a tool created to turn support agents and internal staff into product experts. It gives detailed answers to questions about both internal and external content stored in Brainfish, including step-by-step solutions. Using AI, it delivers consistent and accurate responses quickly. Additionally, the assistant offers links to related articles and fast access to team documentation.

5. Analyze Feedback and Improve Continuously for Better Quality

Support needs to be up-to-date for it to work well, and AI plays a key role in this. At Brainfish, AI evolves continuously, learning from user feedback and new developments. 

Our dashboards identify improvement opportunities, enabling companies to update their content and articles regularly. Plus, we use customer input to keep improving our AI's answers.

Here's how one of our contented customers put it

These analytics are amazing! We chose you because your analytics and user journey reporting is better than anyone else.” - Jenny Eggimann (Head of Customer Success at Clipboard)

Future of Support is in Customer Care

If you're wondering how AI can transform your customer support into customer care, consider this: It's not just about speed and efficiency. AI brings a level of intelligence and understanding to customer interactions that's more attuned to your customers' individual needs and preferences. 

So why not see for yourself?

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