At the keynote session of day 2 of the Visma AI Conference 2025, Edgars Dzenuška and Sander Nagtegaal sat down for a fireside chat titled “The Strategic Imperative: Transforming Customer Support with AI for Measurable ROI.” They discussed the role of AI in customer operations, exploring its return on investment (ROI), strategic implementation, and risk management.
Introduction: Meet the Experts
Edgars Dzenuška brings a wealth of experience from his 20-year journey in customer service, including roles at Apple and now at Visma, where he spearheads Customer Success. Serial founder Sander Nagtegaal, CEO of Unless, a leading AI platform for Europe's regulated sectors, complements this with technical expertise and a lot of experience in AI implementations.
Their session was structured into three engaging blocks: understanding the "why" of AI, navigating implementation and risk management, and envisioning future possibilities.
The “Why” of AI in Customer Support
Edgars emphasized that AI isn't just about fancy technology—it's about driving real customer outcomes. According to a 2024 Salesforce study, 61% of customers prefer self-service for simple issues. AI can supercharge these offerings, delivering fast and effective support without sacrificing quality.
- Identifying Solvable Problems: Use support ticket data to find frequent queries that AI can handle.
- Beyond AI: AI is not a cure-all. Great user experiences, targeted training, and smart automation are crucial.
- Challenges for Large Companies: At first, AI’s role will be limited to relatively simple queries in these complex environments, enhancing expert support without replacing it. Security is key.
- Addressing AI Hesitancy: Offering both AI and human support options can build trust and flexibility.
- ROI Expectations: While changes in Support Intensity Rate might be quick, improvements in satisfaction and revenue take time, with foundational work being essential.
Implementation and Risk Mitigation
Sander shared his insights on the AI landscape, highlighting the challenges faced, especially in the EU, where a majority of AI projects stall in their early proof-of-concept phase.
Despite high enthusiasm, AI projects in customer support aren’t straightforward. As per McKinsey, only 33% of EU companies have ventured into AI, with 90% of projects stuck in limbo, particularly in finance and healthcare. There are ways around these problems, though.
- AI Solutions: Implement AI across the entire customer journey—from websites to products and support teams.
- Risk Factors: Projects often falter due to software complexity and regulatory confusion (EU AI Act, GDPR). Strong management support and strategic planning are vital.
- Approach to AI Projects: Decide between building your own AI, using CRM-integrated AI, or partnering with specialized providers. Prioritize European compliance, especially for privacy and data security.
- Security and Privacy: Address new risks with privacy vaults to prevent PII breaches and ensure GDPR compliance.
Sander mentioned that at Visma, adoption of AI in customer operations is notably high. The company group stands out, likely due to the combination of support from group teams and the autonomy of individual companies, enabling them to implement solutions quickly.
For instance, Zorgdomein added an AI to their patient portal, going from zero to approximately 6,000 conversations per week within just a month. Other companies have started by using an AI co-pilot for internal teams, which helps teams with efficiency and to become comfortable with AI.
The Future of AI in Customer Support
Sander envisioned a future where AI evolves with generative advancements, offering increased autonomy.
- Automation and Learning: Initially, AI will support internal teams, improving documentation and staying current through continuous learning.
- User Interaction: AI will gradually automate tasks, especially in sensitive sectors, by suggesting actions and keeping humans in the loop.
- Long-term Vision: AI will redefine interfaces, replacing legacy systems with personalized experiences while safeguarding data privacy through local models.
Conclusion
The fireside chat highlighted AI's transformative potential in customer support. By strategically implementing AI with a focus on customer outcomes, businesses can enhance service quality and operational efficiency. The insights shared by Edgars and Sander offer a clear roadmap for leveraging AI's capabilities while navigating the regulatory landscape. As AI technology continues to advance, its role in customer support promises exciting opportunities for innovation and improved customer experiences.
