artificial intelligence: In order to take full advantage of the potential of online sales, it is not enough to set up a website and conduct shipping online. In this increasingly competitive market, artificial intelligence plays a huge role, improving customer service and increasing sales.
Artificial intelligence in online business is no longer just a valid option – it has become a condition for survival. Since the pandemic outbreak, almost 1/4 of companies have increased their expenses on AI development in business. In the next six months, similar activities will be started or continued by as many as 3/4 of the companies. Companies’ global investment in artificial intelligence is expected to double over three years. Therefore, this material briefly presents four areas in which artificial intelligence measurably helps develop the company’s activity on the Internet.
Offer the client the help of a digital “assistant.”
A good client is a client who feels appropriately “cared for.” In a traditional store, a service person is responsible for it, who approaches the customer and asks if he can help him with something. On the Internet, a similar role can be played by artificial intelligence solutions – in several different ways.
Firstly, it is about facilitating, e.g., when the customer places an order (auto-fill, prompts) or looking for contact information. The faster and easier it becomes for them to perform these rather dull activities, the better the user experience will be – and the more likely they will return to our store.
The complexity of machine learning systems is already surpassing the practicing engineers who deal with them.
Secondly, it is worth introducing artificial intelligence as an assistant in human service operations. Thanks to this, for example, during a phone conversation between a live assistant and a client, AI can instantly present the service with the essential information about the client’s activities, purchases, display his profile, and even precise information adapted to the content of the conversation conducted at the same time.
Thirdly, it is worth offering every customer the help of a digital assistant, who will advise them on shopping and answer basic questions through text (and more and more often also voice) communication. Nobody has any doubts that chatbots are the future of customer communication.
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Accelerate your troubleshooting
The company’s Internet customers expect not only friendly and transparent service – but they also want it to be instant. If the problem they ask the service staff is related to a service issue, as many as 90% of them expect it. What does the “instant” reaction of the website mean in practice? On average, about 50% of respondents expect that the time of such an immediate response of the website to their inquiry will be less than 10 minutes, and in the case of sales or assistance, even more than 60% of respondents think so.
Where is the place to use artificial intelligence? Again – it is worth paying attention to chatbots, called the sales “tool of the future.” They are available seven days a week, 24 hours a day – and respond quickly to any customer inquiry. And more and more often, they effectively answer even more complex customer inquiries.
Use personalized customer information.
Personalized recommendations – it is on this foundation that websites like Amazon, Netflix, and Spotify have built their power. Artificial intelligence solutions allow this data to be collected and used in real-time to improve the customer experience.
Artificial intelligence is already part of our reality, and we should live with this idea. The bottom line, however, is that she is constantly learning. So we are dealing with a technology that is not yet fully “invented,” and we operate rather in the area of machine learning.
This is primarily about the famous “customers like you also bought …” – on the subpages of individual products, it is worth adding a dynamic framework in which artificial intelligence, based on the collected information about users, will display personalized suggestions for products that other customers with similar tastes put it in the basket. The more information we collect about the customer, the more effective and accurate the purchase recommendations are. And it is not only about the products themselves but also about the price range that may be of interest to a given customer.
Collect feedback from customers
Artificial intelligence can also be helpful to analyze the mood of customers regarding the service and purchase process of a given product. The easiest way to obtain this type of data is to send an order fulfillment survey or present a few emotional states on the “faces” displayed after the purchase is completed, along with a request to choose one of them.
Comments on social media profiles and websites such as price comparison websites or industry portals can also be an excellent source of information – and this task can also be automated using big data analysis programs. However, it should be remembered that a big challenge for AI remains to recognize sarcasm or irony and thus distinguish this type of assessment from a clearly positive opinion.
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