AI has long since arrived in service - at least on paper. Tools are being introduced, pilot projects launched and expectations are high. But in everyday life, it quickly becomes clear that an intelligent tool does not make an intelligent service.
In this article, we show what really matters if customer service is to be future-proof: How companies can meaningfully embed AI into their platform strategy, what modern service structures need to achieve - and why Dynamics 365 is more than just a toolset.
Why AI often fails - and what it lacks
The reality in many service departments: different systems, decentralized information, no complete view of the customer. AI can provide support here - but only if it is embedded in an environment that understands processes and consolidates data. Only when channels, concerns and histories converge can a foundation be created on which AI can deliver real added value: automatic prioritization, personalized suggestions, context-related answers.
Where service is faltering today - and how to improve it
In many companies, service processes look like this: Customers write an email because the chatbot has not responded. The agent responsible has to click through several tools, gather information from CRM, email inbox and Excel - often without knowing whether someone has already dealt with the problem. Instead of quick solutions, there are queries, duplication of work and media disruptions.
Many things could be automated and simplified:
- Automatically sort and prioritize requests
- Provide suitable answer suggestions - based on similar cases
- Suggest relevant content from the knowledge database
- Create an overview: Who spoke to the customer last?
Modern platforms such as Microsoft Dynamics 365 with Copilot make exactly that possible: they combine case management, customer history, channels and AI in one system - not as an end in itself, but as a real relief in everyday life. This leaves more time for what really matters: Solutions instead of searches, proximity instead of rework.
Where are you today - and where do you want to go?
If you want to use AI sensibly in customer service, you don't just need tools - you need a realistic picture of your own starting position.
Self-check: How ready is your customer service for AI?
Find out how well your service processes are already prepared for intelligent automation. Tick the boxes - and count your points at the end.
1. do your service employees have access to all relevant customer information at all times - across all channels?
-
☐ Yes, everything in one place (3 points)
-
☐ Partially, across several systems (2 points)
-
☐ No, a lot of manual research required (1 point)
2. how often do your agents access a structured, well-maintained knowledge database?
-
☐ Daily - it is a central component of the work (3 points)
-
☐ Rare - not all information is available (2 points)
-
☐ Not at all - knowledge is mostly in heads or emails (1 point)
3. how long does it take on average for a customer to receive a qualified response?
-
☐ Within one hour (3 points)
-
☐ Within one day (2 points)
-
☐ More than one day or unclear (1 point)
4. does your team already use AI-supported functions in the service - e.g. answer suggestions, text classification or Copilot?
-
☐ Yes, regular and structured (3 points)
-
☐ Partially - in the pilot or as a supplement (2 points)
-
☐ Not yet - but is being considered (1 point)
5. how clearly and scalably are your service processes defined - e.g. for forwarding requests, escalations or reporting?
-
☐ Processes are clearly documented and automated (3 points)
-
☐ There are standards, but with many exceptions (2 points)
-
Mostly solved individually, depending on the employee (1 point)
📊 Evaluation
13-15 points:
🚀 Service as a strategic lever
Your customer service is structured - now you can use AI in a targeted manner to further scale efficiency and customer experience.
9-12 points:
🔧 Solid basis - with room for improvement
Your team has already laid a good foundation. The next step: network data better, automate processes, make concrete use of AI potential.
5-8 points:
⏳ Time for the next development leap
Many foundations are still missing - but this is precisely where your opportunity lies. Progress can be made quickly with clear pilot projects and a structured platform approach.
Conclusion: Service can do more - if the basis is right
Customers today expect not just quick answers, but real solutions. If you want to achieve this, you need more than just tools - you need clarity, structure and a system that turns information into real intelligence. AI can be a powerful accelerator here - if it is embedded correctly.
The first companies are showing how it can be done: They start with clearly defined use cases, rely on solutions with a platform character and quickly achieve noticeable success - in the team, with the customer, in the KPIs.
We are happy to share insights from current projects - and show which levers could be particularly worthwhile in your situation.
