The customer-centric blog of Linc Global
We attended eTail West 2020 this week and were highly impressed with the quality of the sessions. One key theme that resonated throughout the show was the concept of creating direct conversations with your customers in order to drive sales more efficiently than your typical paid marketing efforts. Some key ways for creating direct two way conversations with your customers include:
Given that we know the bulk of customers’ questions are standard queries, retailers can dramatically reduce customer care costs while increasing customer satisfaction by leveraging automation to handle these routine inquiries and questions instead of having human agents hop from system to system trying to provide real-time support. For most retailers, customer care AI offers the ability to provide streamlined bespoke experiences at a scale that human agents simply never could.
WHY YOUR BRAND SHOULD EMBRACE BESPOKE CUSTOMER EXPERIENCE
Even as brands turn to automated intelligence to meet expectations for great customer experiences, new restrictions are being placed on the data collected to inform those experiences.
As pressure mounts to differentiate with swift and superb service via interactive channels, more and more brands are turning to machines for help delivering that service at scale. Technology researcher Gartner predicts that by 2021, 7 out of 10 companies will rely on AI to boost productivity. Consulting firm McKinsey found that 47% of companies have already implemented some form of AI; within the retail sector, 52% of companies have implemented AI to help with marketing and sales, while 23% are using machine intelligence to enhance customer service.
In addition to responding instantly to customer service inquiries, brands are expected to fulfill orders more quickly than ever. Given that four in 10 customer service contacts are related to “WISMO” (“Where Is My Order?”), merchants striving to deliver superior customer experiences face pressure for speed on two fronts.
With chatbots and Conversational AI leading the charge for digital innovation and customer experience, businesses are swiftly learning how they can use and apply this technology to provide their customers with a holistic customer experience regardless of channel.
Conversational commerce is on the rise, and 2019 saw key developments laying the groundwork for one-to-one customer experiences to dominate shopping in the year to come.
If early 2019 holiday results are any indication, the time is fast approaching when mobile will dominate the peak season online. To prepare for that shift, retailers must retool mobile offerings for two-way conversational commerce.
The Internet has not only increased the importance of customer service as a differentiator; it’s changed altogether the way shoppers and brands interact. Whereas in the past sellers relied on mass communication to communicate offers and announce new products, with a single “800” number -- or even simply a mailing address -- available to field customer service inquiries, now customers expect to have an active voice in conversations with brands.