What Wingstop Tells Us About Conversational AI (and the Future of Customer Service)

ai robot taking an order of wings

Have you called in an order to Wingstop lately?

If you have, there’s a 10% chance you were greeted with a conversational AI chat tool that took your order.

Wingstop’s conversational AI pilot program began in early 2023 and handles 10% of the brand’s orders over the phone, with 100% being the goal should the program perform well.

And it certainly seems to be performing, because Wingstop customers are liking it (according to Wingstop, anyway). All those accurate orders and prompt responses are even resulting in the AI chat tool outperforming employees on phone order upsells. That’s impressive.

Ethos Support provides tech support for one of the premier conversational AI platforms that works with some of the biggest brands in the world. What they’re doing to revolutionize customer support is amazing to witness up close.

That said, we’re big believers that excellent person-to-person customer service will almost always give your business a competitive edge. Weaving in these effective new conversational AI tools is just one of the many nuances of the future of CS.

The Evolution of Conversational AI in Customer Service

Conversational AI is reshaping customer service, offering a blend of efficiency, personalization, and accessibility that traditional methods struggle to match. This technology, incorporating elements like natural language processing (NLP) and machine learning (ML), provides a platform for computers to engage in human-like conversations. It’s not just about understanding words but also the intent and context behind them, allowing for more nuanced and effective interactions.

Understanding Conversational AI

Conversational AI is an advanced form of technology that allows computers to interact with humans in a way that mimics natural conversation. This technology ranges from basic NLP to sophisticated ML models capable of interpreting a wide range of inputs and conducting complex conversations. Common applications include chatbots, virtual assistants, and voice assistants, all aimed at providing a seamless, personalized, and efficient customer experience​​.

Core Components

The functionality of Conversational AI is based on some key components:

  • Natural Language Processing (NLP): It enables computers to understand human language and respond naturally. This involves understanding the semantics of language, including idiomatic expressions and slang.
  • Machine Learning (ML): This field of AI allows computers to learn from data without explicit programming, automatically improving performance with more data exposure​​.

How It Works

The typical flow of Conversational AI involves:

  • User interfaces for inputting text or speech.
  • NLP to extract intent from inputs and convert them to structured data.
  • Natural Language Understanding (NLU) for processing data based on grammar and context.
  • AI models predicting responses based on user intent and training data​​.

Creating and Implementing Conversational AI

Development Steps

  1. Understanding Use Cases: Identify the specific needs and requirements of your organization.
  2. Choosing the Right Platform: Select a platform that aligns with your needs. Options include NLX, Microsoft Bot Framework, Amazon Lex, Google Dialogflow, and IBM Watson.
  3. Building a Prototype: Develop and test a prototype to iron out issues.
  4. Deployment and Testing: Deploy the chatbot and test it with a user group for feedback.
  5. Optimization: Continuously improve the chatbot by adjusting algorithms and adding new features​​.

Conversation Design

This involves understanding multiple intents in a conversation and designing bots to handle these effectively. ML models are trained on real conversations, and the data is tagged by analysts for smarter intent prediction and faster resolution​​.

Differentiating Between Conversational AI and Chatbots

Conversational AI and chatbots are often used interchangeably, but there are distinctions:

  • Conversational AI: It is a foundational technology for developing chatbots.
  • Not all chatbots use conversational AI: Many are scripted or rule-based.
  • Conversational AI integrates advanced capabilities like: omnichannel UI, contextual awareness, and advanced analytics​​.

Challenges and Future Directions

Despite its advancements, Conversational AI faces several challenges:

  • Developing sophisticated NLP capabilities.
  • Understanding complex conversational contexts.
  • Ensuring security and privacy of data.
  • Providing support in multiple languages and dialects.
  • Continuously improving conversation design and relevance​​.

Business Impacts

Implementing Conversational AI can transform customer service by:

  • Reducing operational costs through automation.
  • Anticipating customer intent for faster resolution.
  • Enhancing customer satisfaction with superior experiences.
  • Increasing agent productivity and reducing handle time.
  • Expanding global reach with multi-language support​​.


Conversational AI represents a significant leap in customer service technology, offering unparalleled efficiency, personalization, and accessibility. As it evolves, it holds the promise of even more seamless, intelligent, and empathetic interactions between businesses and their customers. For companies looking to stay ahead in customer service, investing in and understanding Conversational AI is not just beneficial; it’s essential.

Considering outsourcing? We’re the world’s most flexible BPO. Get started today 👉https://ethossupport.com/contact-us/


Related Articles