Today, customers’ expectations of companies are higher than ever. And for a good reason: customers usually have a choice between countless companies when it comes to products and services. Advertising alone is no longer enough to stay on people’s minds in the long term. For successful companies, therefore, there is no way around an individual customer experience with excellent advice.
But how can companies reach every single customer and offer them a positive customer journey when different needs and wishes have to be served? The key to this challenge is provided by chatbots and conversational AI. Across all industries, chatbots can be optimally deployed where companies are confronted with a variety of customer needs. Customers are taken by the digital hand, guided through the buying process, and given real-time assistance and personalised advice. Conversational AI is a form of artificial intelligence (AI) and represents an automated dialogue system. The digital contact person interacts with the customer by deceptively simulating a linguistically fluent dialogue. Hence, customer inquiries are answered automatically and leads are generated via platforms such as Messenger or as a separate chat window on the homepage. Find out how Conversational AI and chatbots successfully take customer experience to the next level:
Direct communication – when and where the customer wants
Users today are used to always get an instant response thanks to instant messengers like WhatsApp and expect to hear back about their queries even outside of business hours. Chatbots never sleep and are fully operational at any time of day. With 24/7 accessibility, companies can offer their customers a communication channel at all times. For example, the prospective customer is greeted directly by the chatbot on the homepage of the company’s website and offers assistance with possible questions. In real-time, the chatbot can respond directly to frequently asked queries or help the user with the desired information. Through direct conversation, the interested party feels personally cared for and picked up.
Especially during peak times with a high number of customer inquiries, a chatbot provides stability due to the constantly high-performance level and flexibility which strengthens customer loyalty.
Please meet: Your customer
For a perfect customer experience, a company should know its target group and deliver added value to the customer. A great customer experience doesn’t start with the purchase of the product or service, but already with the product selection and information gathering. Conversational AI not only enables fast communication but additionally increases the quality of the conversation with the customer through the possibility of personalisation with an individual approach. Thanks to AI, predefined processes enable the bot to take in the information provided by the user, analyse, evaluate and respond to the individual customer requirements. Step by step, the prospective customer is guided through predefined questions, which, thanks to keywords and categories, lead to gathering more information about the user. Chatbot Mila from the company Miele, for example, guides visitors through product groups in the AI-driven purchase consultation, which are segmented further and further in the course of the conversation by queries relating to customer preferences until a personal model recommendation emerges at the end. This creates a personalised experience for the customer, as they are quickly and easily guided through the buying process without having to spend time searching for the information that is relevant to them. Thanks to Conversational AI, the entire customer journey, from product selection to purchase to service, can be designed efficiently and in a customer-oriented manner.
The perfect user experience is also created by the fact that the customer does not notice whether they are chatting with a chatbot or a human (if the company does not want to communicate it). The handover is especially smooth when using a hybrid chatbot, which can transition into a live chat. If a customer has a specific request that has never been asked or trained before, the chatbot hands over the conversation to a customer advisor including answer suggestions, who continues the communication without any gaps.
Today’s data for tomorrow’s decisions
For an optimal customer experience, future purchase decisions and preferences must be derived today in order to know customer preferences before the customer himself. AI-powered data analytics enables companies to know and understand the customer at a deeper level. Price sensitivity, prerequisites for repeat purchases and relevant touchpoints – thanks to AI, strategy-relevant issues can be predicted and companies have the unique “clairvoyant” opportunity to address future customer behaviour and give the right information to the right customer at the right time. The consumer is individually accompanied along the customer journey and receives the information he needs throughout, which increases both customer loyalty and satisfaction. For example, the chatbot of an online store remembers that the customer prefers sustainable clothing. In the fall, thanks to this knowledge, the customer is informed about winter fashion via a personalised newsletter – with vegan leather boots. The chatbot as a personal styling advisor for every customer!
Thanks to the technical progress of chatbots and Conversational AI, individual advice to individual customers is no longer a future scenario. Companies can personally greet, inform, get to know and advise thousands of customers in parallel. As a result, customers no longer receive average customer support, but a customer experience that remains in their memory!