Japanese Tech Companies Leverage AI to Support Workers Dealing with Abusive Customers — How Will This Change Customer Service?

AI Innovations in Japan’s Call Centers: A Response to Customer Abuse

As abusive customer behaviour, known as "kasu-hara," continues to escalate in Japan, tech giants NTT Communications Corp. and SoftBank Corp. are stepping in with artificial intelligence (AI) solutions designed to protect call-centre employees.

The alarming rise in such incidents, which range from verbal assaults to extreme demands on employees, has prompted these companies to create systems that not only support workers but also aim to improve customer interactions.

How Does NTT Communications Enhance Operator Support?

NTT Communications has introduced a revolutionary call centre support system capable of monitoring real-time interactions between customers and operators.

During a demonstration on 9 October 2024 in Tokyo, the company showcased its prototype system, which provides operators with tailored examples of appropriate responses displayed directly on their screens.

For instance, when an operator received a complaint regarding a telecom contract, the system suggested a suitable reply.

Following the operator's response, the system tagged it with “No problem,” indicating a positive interaction.

The developers assert that this AI-driven support can significantly alleviate the psychological pressure on call-center employees.

Many workers struggle to maintain composure while facing harsh complaints, leading to mental fatigue and burnout.

The system not only assists operators in delivering measured responses but is also expected to calm irate customers by providing prompt and effective answers.

“Our goal is to reduce the emotional toll on our employees,” a representative from NTT Communications explained during the demonstration.

SoftBank's AI Solution: Can Tone Really Make a Difference?

In a parallel effort, SoftBank is working on an innovative AI system designed to soften the tone of customers' voices when operators respond.

Demonstration of "Emotion Canceling," a technology designed to muffle the voice of a verbally abusive male customer.

This approach seeks to create a more pleasant interaction, potentially mitigating the intensity of customer complaints.

SoftBank aims to commercialise this technology by fiscal 2025, indicating a strong commitment to enhancing the customer service experience while safeguarding employees’ mental well-being.

The Cultural Context: What Drives 'Kasu-hara'?

The phenomenon of "kasu-hara" has emerged as a significant societal issue in Japan, a nation celebrated for its hospitality and customer service.

Instances of abuse have become alarmingly common, with some workers enduring not just verbal tirades but also being compelled to apologise in humiliating manners, such as bowing deeply in deference to upset customers.

This unacceptable behaviour has led many firms, particularly in retail and hospitality, to implement guidelines addressing abusive conduct and establish more supportive environments for employees.

As customer behaviour continues to evolve, the integration of AI into call centres represents a critical step in not just responding to complaints but actively reshaping the interaction landscape.

The initiatives by NTT Communications and SoftBank signify a broader recognition of the need to protect workers from the negative repercussions of a changing customer service dynamic while striving to maintain the integrity of Japan's revered hospitality culture.