In the second part of this series on Artificial Intelligence (AI) and its impact on retail, we begin by emphasising the importance of understanding the ways in which these programs can shape the customer journey.
Generative AI is already reshaping how customers and businesses interact, learn from and about one another, and plan the next steps.
Today, you probably have some experience interacting with AI as a customer. I bet you can relate to the following points.
Hyper-personalisation
This is not just about addressing customers by their names but understanding their unique preferences at a granular level.
AI analyses individual purchase history, browsing behaviour, and social media activity to craft experiences that resonate on a one-to-one level.
Streamlined interactions
Customer support AI chatbots are revolutionising the way we handle routine queries.
They provide timely information, guide customers through their journey, and improve response times.
This not only enhances customer satisfaction but also can potentially reduce operational costs.
Predictive analytics
AI algorithms can sift through vast amounts of customer data.
This allows us to identify patterns and trends, anticipate needs, and tailor our offerings.
Sentiment analysis grants us a window into our customers' emotional landscape, giving us the ability to discern their opinions and attitudes and find specific pain points to address.
Retail brands have used sentiment analysis to identify potential incoming complaints quickly.
AI can sort through user reviews and messages as an ‘early warning system’ of sorts.
Getting started
There are likely many areas across your customer journey where AI could improve the experience.
Start a list where you can write down all your ideas as they come to you during the workday.
Any successful AI implementation requires you to have a clear purpose and measurable goal. What do you intend AI to accomplish?
How can you measure its success compared to before? What is a safe place to test before you take on larger tasks?
AI is best suited in areas where it can deliver considerable time savings or improve accuracy. In addition to the examples detailed previously, consider the following.
Audio transcription: Use AI to transcribe audio content and extract insights from the content or repurpose it for new forms.
Brand monitoring: Monitor for brand and business mentions and conversations across social media channels and online communities.
It’s a great way to discover untold feedback from customers.
Create support content: Aggregate customer support conversations and how-to resources to create new customer help guides.
Allow AI to create a base copy of each asset that you can refine, customise, and share with customers when they need it.
You could also assess specific programs or teams to see where AI could be most helpful.
The journey toward AI-enhanced customer experience is ongoing and dynamic.
To truly leverage AI, we must address key considerations such as pinpointing specific problems AI can solve.
It's also important to ensure data structure and accessibility, navigating bias, and upholding ethical standards.
Start small and be calculated about where and when you apply AI.
Frequently check in with your implementation and ask your staff about unforeseen risks or issues.
As you prove your results, introduce A in another area.
This strategic approach will enable businesses to harness AI’s full potential.
This will go a long way towards ensuring that your brand remains at the forefront of delivering innovative and personalised customer experiences.
Transform your business
AI is not just a behind-the-scenes player; it is now a front-line ally to employees, equipping them with the knowledge to deliver exceptional service proactively.
It’s a partnership where AI-powered automation and human ingenuity lean on one another to create better customer experiences, available around the clock.
This is a paradigm shift in personalisation, support efficiency, and the overall customer journey.
These advancements are not just about staying ahead of the curve; they are about redefining the curve and setting new standards for what it means to truly know and serve our customers.
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More reading:
Take customer experience to a new level: Part I