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Although AI heralds a brave new world for businesses, it can be daunting for employees, especially content creators, to comprehend. It throws up scary questions such as: Will I become obsolete? Will I lose my job?
However, help is at hand:
In this episode of Video Voyagers: Edge of AI, Jeff Beaumont, Customer Success Consultant at Jeff Beaumont Consulting, joins Audrey Lecker and Richard Benavides to explore the challenges facing customer success teams, the limitations of WYSIWYG tools, compliance risks, and the significance of collaboration and empathy in an AI-driven world.
The Importance of Empathy
In today's rapidly evolving business landscape, compliance issues and leveraging artificial intelligence (AI) for customer success have emerged as crucial areas for organizations to address.
AI has revolutionized various aspects of customer success. From intelligent chatbots to predictive analytics, AI technologies offer organizations the ability to enhance customer experiences, streamline operations, and drive growth. However, leveraging AI for customer success comes with its own set of challenges. Ensuring compliance with data privacy regulations, mitigating bias in AI algorithms, and addressing ethical concerns are just a few of the issues that organizations must navigate when implementing AI in customer success strategies.
In this turbulent landscape, Jeff sees empathy as being a priority. He asks:
“What is the message that I want to communicate? I still want to have a heart behind it. I still want to have the empathy, and that's where I want to start from.”
Compliance Risks
Jeff encourages CS teams to continue creating content and exploring AI tools while being mindful of compliance risks and maintaining a human touch in their interactions with customers. He emphasizes the importance of understanding the terms and conditions when using AI tools and the potential for lawsuits if companies misuse or repurpose data without proper consent. Compliance issues encompass a wide range of regulations, standards, and guidelines that organizations must adhere to in order to operate legally and ethically. These can include data protection laws, industry-specific regulations, and internal policies.
Navigating the complex compliance landscape requires a comprehensive understanding of the applicable statutes and a proactive approach to ensuring compliance at every level of the organization. Jeff stresses that collaboration is key to successfully navigating compliance issues. It involves fostering open lines of communication and cooperation between various stakeholders, including legal teams and CMSs.
By working together, organizations can identify potential compliance gaps, develop effective strategies to address them, and ensure that compliance measures are integrated seamlessly into everyday operations. As well as in content creation, empathy also plays a crucial role in compliance management. It involves putting oneself in the shoes of customers, employees, and other stakeholders to understand their needs, concerns, and perspectives.
Jeff offers some real-world advice on navigating compliance issues:
“So GitLab has now rolled out their AI tool called Duo, which I'm really excited about… But before that, we couldn't use Gen AI tools for the company because of the compliance risk and conflict. So I see that as a potential issue for when a company is launching an AI or LLM model of their own, that if they use someone else's, there could be lawsuits. So because we are creating our own, there's no compliance risk.”
How Can Content Creators Be Prepared For Innovation?
Jeff emphasizes that there’s a lot of trial and error involved, saying that it’s important to understand that there will be mistakes made. He believes, since “we're in a new world of freedom of exploration”, that “mistakes will happen”, and that’s true for anything “new, original, creative or beautiful.”
In terms of practical steps towards preparing content creators for rapid technological development, Jeff highlights the need for a robust framework. He says there is a need for a comprehensive job description, an idea of what is expected of employees, but, crucially, an outlook as to what success looks like in their roles within a new era.
Jeff sees the role of content creators changing, and becoming that of content "curators”.
“So while we see a proliferation of content out there from a lot of ‘pumping and dumping’ and articles just being mass produced or copied, I actually hope that AI can help us gate a lot of the garbage content or a lot of the duplicate content and help us to find some of the best articles of videos or podcasts.
I think with AI involved in so many different areas of our life and in our work, being able to go and and find all these cool things, the mass amount of data and content out there is enormous. Instead of content creators thinking ‘OK, my role has create in it, so that's what I need to do’, I’m looking forward to the day when content creators say, ‘Oh, my title says content creator, but really, I need to be content curating.”
Episode Resources:
Jeff has over ten years experience in SaaS and Customer Success, helping companies achieve their goals and outcomes of customer adoption, renewals, satisfaction, and delivering outcomes for both the company and customers. He is a self-employed Customer Success Consultant via Jeff Beaumont Consulting, and has just finished a four-year stint at GitLab.
Jeff’s professional mission is creating rich customer experiences through people and processes working in harmony. He has led teams to successfully deploy Gainsight, product analytics, health scoring, digital customer success, and monetizing customer success across global and cross-functional teams.
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