Why Most Customer Support Tools Don’t Cut It
June 12, 2024, 6 min read time

Published by Katya Hill in Customer Support

Customer support is no stranger to new tools claiming to enhance customer experience, provide relevant information, and genuinely understand customer needs. The demand for these tools is driven by rising customer expectations for instant, high-quality support, especially considering that 73% of customers abandon their purchases due to poor customer service. Yet, many companies struggle to meet these demands with tools that overpromise and underdeliver, leading to fragmented processes and endless document updates.

Tired of losing customers and dealing with fragmented, legacy support? Hire Ema — your all-in-one AI employee for Customer Support. Ema empowers your agents to be better and make customers happier.

To truly understand how Ema tackles these challenges and the importance of solving them, let’s first explore the underlying issues businesses face.

High Demand for Immediate, Quality Support

Customers today expect rapid and accurate responses. According to McKinsey, 37% of companies prioritize cost control in customer care, but this often conflicts with meeting high customer expectations. Customers, especially younger generations, increasingly demand personal interactions and have little patience for time-consuming, multi-step processes.

Frustrating Bot Interactions

No one wants to talk to a bot, largely because everyone has had similar, excruciatingly painful experiences that end with repeating the same word over and over to try to get to a human agent. The majority of companies still rely on basic, rules-based chatbots that provide stiff, unhelpful responses, leading to increased frustration. This issue is compounded when customers are passed to an agent who has no context about the issue and has to start from scratch.

Disjointed Omnichannel Experiences

The desire and need for a cohesive customer experience are at an all-time high, yet providing a seamless omnichannel experience remains a significant challenge. Customer support is one of the key areas where brands can differentiate themselves. Customers want the flexibility to switch between channels while maintaining the context of their interactions, allowing them to control when and how they need support.

These challenges are not new, but the demand for a solution is higher than ever. Generative AI can address these challenges by offering adaptive and responsive customer interactions. GenAI offers a solution to these challenges through:

Predictive and Proactive Omnichannel Support

GenAI ensures consistent and cohesive interactions across various channels for the entire customer experience. This integration is crucial for meeting customers where they are. Ema is built with the knowledge that context and previous experiences should guide how a problem is resolved, anticipating — not just reacting to — problems. Wherever your customer is, Ema is also there to proactively help.

Superior Chatbots

GenAI brought a new wave of chatbots, but the ones that make a difference can understand and respond to complex queries in a natural, conversational manner, incorporating information from previous experiences and passing it to an agent only when necessary. The Ema chatbot is easy to set up and, unlike most chatbots that take months to configure, it only takes a couple of hours. That means your team can spend more time on customer relationships and less time setting up chatbot keywords and patterns.

Personalization, Not Just Customization

Are all product returns the same? Likely not, and neither should the support. GenAI support should have the context and understanding — just like a human would — of different paths and backgrounds, bringing up information that is truly relevant and valuable. Ema focuses on becoming the best tool employee your company has, consistently and autonomously learning from the best agents.

Considerations for Implementing GenAI in CX

While considering how GenAI tools can help your customer support provide experiences your customers will be happy with, here are key factors to consider:

Setup and Configuration: Understanding the time and effort required not just to start but also to maintain the support tools will help with realistic value assessment.

Data Privacy and Security: Ensuring compliance with data protection regulations such as SOC2, ISO, HIPAA, and GDPR is crucial for maintaining customer trust.

Human Oversight: AI should augment human agents, not replace them entirely. Human oversight is essential for handling complex issues and maintaining a personal touch.

Continuous Improvement: AI tools require ongoing training and updates to remain effective. Investing in upskilling teams and maintaining AI infrastructure is essential.


GenAI represents a significant leap forward in customer experience management, and the future is bright with what can be achieved with it. However, focusing on what the tools promise and what they can actually deliver is key. Otherwise, your support team will only get another tool to manage. Ema’s unparalleled adaptability and ease of use make it a perfect addition to any customer support team. She is not just a tool; Ema is an AI Employee poised to become the best employee you’ve ever had.

Learn more about how Ema can transform your customer service.