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What Customers Expect in the Artificial Intelligence Time

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In the e-commerce world, brands need to provide exceptional customer experience as customers need to trust the quality and be happy with what they have purchased.

Since we already covered the impact of AI on online retailers in our previous blog post, today we will be focusing on the customers perspective.

It is no secret that people need help when they are facing difficult situations.; Ffor example, when having to purchase something important, they will appreciate brands that recognize and answer to their emotional state.

According to a survey performed by Invoca, an AI call tracking and analytics platform, less than 1 in every 10 of the respondents (when making a purchase of $100 or less) said that the ability to understand their emotions (EQ) is the most important attribute that a salesperson can provide.

However, this same survey revealed that when faced with a difficult and stressful purchase instead, this statistic increased to 25%. It further increased to 31% when considering only survey participants under the age of 25 (Millennials).


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Nowadays, lots of companies are using Artificial Intelligence to connect with their customers , and it’s likely to grow even more, as Invoca’s survey revealed that 7 in 10 consumers expect that most brands will use AI for communications five years from now. As tech companies are building artificial intelligence tools, it is essential that they bring the effect of human conversations into their websites.

When it comes to talking about older generations of consumers, things are different- they want brands to provide personal service and would rather communicate with a human instead of a machine.

In summary, the future of voice AI should take into account the preference of both young and older generations of customers, by providing a mix between human and automated support. This is going to be crucial to succeed, considering that especially because the surveys reveal that 54 per cent of the consumers will be choosing this option.

As Blake Morgan, Customer Experience Futurist said:

‘’In the past, we had to learn the language of our machines, but in the future, machines will be learning our language- machines will be learning to read faces, and to interpret the expressions on that face as well. Due to advanced neural networks, we have more accurate facial analysis than we’ve had in the past. Neural networks can help spot patterns: if we can read customers’ faces, we can better understand how they are feeling- and that leads to better knowledge about their level of satisfaction with a product or service. Brands need to be ahead of the innovation, making sure that they are using every competitive advantage to improve the customer experience. However, there are major security issues these technologies bring up, which must be addressed before the release of these technologies to the broader public’’.

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Considering the statistics we’ve reviewed so far, we have gathered a few best practices to follow in order to improve Emotional Intelligence:

  • Give priority to customer experience and correct the slips

Bad customer experience generates bad feedback to friends, family and colleagues, which means that, as a brand, you will need to provide fast compensation to customers.

  •  Use data to personalize interactions with customers

Relevant customer data plays an important role in creating an authority that determines emotional intelligence and in turn, generates sales.

Whether positive or negative, 90% said that a personalised acknowledgement of their previous interactions the next time they call would persuade them to repeat business. 85% also said the same of acknowledgement via email.

  • Distribute high emotional intelligence with one-to-one conversations

     When faced with an emotional, complex or high-value purchase, talking is not only easier to do but also more informative than chat or email. Don’t underestimate the communicative power of facial expressions and voice intonations, especially when it involves a brand rep with high emotional intelligence.

How Kooomo can help:


With 17 years of international e-commerce experience and recognized by Gartner in the Magic Quadrant, Kooomo has been created to integrate with complex technologies using artificial intelligence and personalisation.
One of our most famous e-commerce customers, Butlers Chocolates has implemented a personalised Artificial intelligence tool, called Segmentify.

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How can Segmentify help your business?


Segmentify incorporates omnichannel data to implement the most accurate customer insights. 

Managing this data, Segmentify is making personalised product descriptions by taking into account the unique preferences of digital customers.

Why choose Segmentify?

If you are in the search of a personalised solution to increase sales and customer commitment, Segmentify is the solution for your e-commerce website.See below some remarkable features that Segmentify offers:

See below some remarkable features that Segmentify offers:

  • 30% increase in Average Order Value
  • 20% increase in Revenue
  • 2,6 x Higher Conversion
  • 9x ROI

Contact Kooomo today and check our digital commerce platform features to secure success.

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