Member call-deflection: AI-suggested intent on web chat

Marcus Johnson · Member Services Lead Last reviewed 2025-04-19

The problem

Web chat agents repeat the same answers; members wait in queue.

Business context

Average handle time and CSAT are the contact-centre's top KPIs.

The solution

Azure OpenAI suggests the agent's next reply with citations to the help-centre article. Agent edits before sending.

Outcome & impact

Time saved

~14 hours per agent per week

Outcome

AHT down 22%. CSAT held steady.

Reusable assets

Prompt

Suggest a reply to the member's question using only the help-centre articles below. Cite article title. If no article covers it, say 'human handoff suggested'.

Help-centre index(link)

#member-services

#chat

#deflection