It’s no longer acceptable to create websites that impress algorithms but annoy humans. As business owners, marketers, and tech developers continue to address the growing need for a human-centric approach to the online world, we are seeing some fascinating transformations in customer care. Let’s take a look at five of the most interesting new developments.
1. Chatbots that actually get it
If you’ve ever worked with a human-centered UX design agency, you’ll know just how much effort goes into developing user interfaces that are a dream to navigate. Among the most contentious additions to the digital experience are chatbots.
While these automated assistants can be brilliantly helpful, they can also be annoying if they end up driving you around in circles without offering any real help. Thankfully, chatbots are undergoing rapid transformation, so as customers, we can look forward to evermore helpful service from them in the future.
2. Round-the-clock support
Opening hours are eventually going to be a thing of the past, but that doesn’t mean businesses need to hire humans to work around the clock. Instead, AI can handle everything from order updates to appointment bookings while business owners and their staff enjoy their time off.
This means customers get to enjoy a seamless and ultra-convenient experience, handling any updates they wish to make at a time that’s convenient for them.
3. Analytics and insight
Thanks to AI, businesses are now able to collect and analyze all sorts of information, with the aim being to improve the customer experience. AI can be used to analyze visitor behavior on a website, helping the owner determine where their points of strength and weakness lie. It can also be used to run a textual analysis of reviews and feedback, providing far deeper insight into how a brand is impacting customers. These are just two of many ways AI can be used to inform strategies designed to improve the customer experience.
4. Predictive personalization
Imagine if you came downstairs one morning and your kitchen appliances and cookware had prepared your usual breakfast for you. While we’re not quite at that stage of development yet, this is something many websites can already offer you through predictive personalization.
By using AI to analyze your behavior patterns, brands can offer you what you want, when you want it, giving you a streamlined experience at every stage of the buying cycle. Of course, this comes with clear benefits for the brands. However, this is one of those cases where what’s best for business is also beneficial for the customer. Rather than having to wade through a catalog for what you want or scroll through endless product pages, AI can use predictive personalization to perfectly curate your experience.
The relatively new field of consumer neuroscience uses AI to analyze the subtle behaviors and reactions we don’t even realize we’re exhibiting. Far more accurate and nuanced than things like surveys, the tools of neuromarketing can tell scientists what you really think and feel based on things like where your eyes are focusing and how your eyes are dilating.
As with predictive personalization, neuromarketing is a field that aims at improving outcomes for businesses and their customers. Businesses are able to avoid wasteful marketing practices, and instead, create targeted campaigns that deliver messages with precision. Meanwhile, customers get to enjoy a tailored experience that brings them more of what they want and less extraneous advertising chatter.
Far from creating a depersonalized experience, technology can make us feel more connected and more appreciated as customers – but only if it’s deployed wisely.