How Conversational AI Is Transforming Customer Relationships
Join the DZone community and get the full member experience.Join For Free
In today’s world, ecommerce shopping is taking over. People now have the ability to make purchases, interact with brands, and resolve issues from the comfort of their homes.
As such, it’s crucial for ecommerce businesses to employ artificial intelligence to streamline customer interactions and increase sales. Gartner expects that 20% of all customer interactions will happen through a virtual agent or chatbot by 2022. With such a high number, it’s important for businesses to implement new technology to improve their customer relationships.
Let’s dive into a few different ways that artificial intelligence is transforming customer relationships.
Streamlining the UX
The user experience is what someone feels as they browse your website and interact with your content. Today, businesses thrive based on their customers. They’re the bread and butter of businesses as they control who they shop with and where they spend their money.
Artificial intelligence and UX are both used to translate human behavior and map out their next move. When you know where users will navigate on your website, it’s easier to create a UX that aligns with their needs and interests.
AI can improve a website’s UX by:
Automating repeated tasks. Rather than waiting to complete a task, AI takes over to implement automated A/B testing and self-optimization.
Creating personalized ad campaigns. Businesses that use the same marketing message on all their customers fail to target their specific needs and solve their problems. Machine learning algorithms use key information about users to show them relevant advertisements that appeal to their interests.
Providing stellar customer service. Virtual assistants, live chat, and chatbots all use conversational AI and natural language processing to provide round-the-clock support.
Mimicking Human Interaction
For more complex interactions especially, it’s important for an online store’s AI not to take away from the traditional human experience. If your business operations become too robotic and impersonal, it’ll turn potential customers away.
To convert visitors into customers, eCommerce AI needs to understand the end user’s goals at a fundamental level so it can streamline interactions. Using conversational marketing, machine learning, and natural language processing, tools like chatbots can understand keywords and present relevant information.
Beyond that, they used data and previously stored conversations to personalize interactions with virtual customers. There are many ecommerce personalization tools out there that brands can use, but maintaining conversations through chatbots eliminates customer pain points and provides unique solutions.
AI is also used to express emotional intelligence in its algorithms to better relate to people during interactions. Through machine learning, facial recognition software, and data analysis, it can detect what humans are feeling and determine the next step.
Improving Customer Support
Customer service representatives can only do so much to tend to each individual customer and give them what they need. For bigger brands especially, it’s challenging to cater to every single user to ensure your business meets their expectations.
Around 70% of consumers are willing to spend more money with a company that provides excellent customer service. Failing to do so will cost time, resources, and revenue.
Businesses streamline their customer service using AI in the form of chatbots, live chat, and virtual assistants. Using customer relationship management (CRM), a technology that manages customer-business relationships, companies can streamline processes and improve profitability.
CRM collects user data, records patterns, and keeps past conversations to stay on top of customer requests. This information is then transferred to live agents so they can quickly respond to online visitors and assist their needs. It reduces waiting times, provides accuracy, and gives businesses insight in real-time. All of these things lead to stronger, improved customer relationships.
To run a successful, lucrative business, it’s necessary to revolve every strategy around the customer. Companies need to prioritize their customers and work to build strong, loyal relationships to boost retention and sales. Otherwise, they’ll move onto the next.
Opinions expressed by DZone contributors are their own.