Chain Store Age – Retailers are increasingly applying artificial intelligence (AI) to better personalize customer service initiatives, and momentum is increasing. Fifty five percent of retailers plan to leverage AI technology within three years, and applications will vary, according to the “2018 Customer Experience/Unified Commerce Survey,” from Boston Retail Partners (BRP) retail consulting firm.
AI’s ability to learn from data, identify patterns and make decisions with minimal human intervention makes it a credible option to improve customer service. Some retailers use it to offer purchasing suggestions based on customer responses to a series of questions. Others use it to pinpoint the most convenient time of day to reach out to consumers with product suggestions, which are also based on past clicks and website visit data.
While chatbots can be a useful customer service tool, some consumers may not know if they are talking to a real person or a bot until they’ve already entered the interaction. Without transparency, that lack of clarity may also turn off some consumers.
“Transparency is a big discussion for AI. Do you want the customer to think they’re speaking with a real human being or should you disclose that this is a conversation with Watson or some other AI technology,” said Jeffrey Neville, senior VP and practice lead, BRP. “That’s a decision retailers have to make right now, as AI using voice is probably going to mess up the conversation at some point, and the customer is going to realize that they’re talking to a computer.”
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