With the advent of the Internet and Technology, people have started purchasing online frequently emphasizing the brands to provide a seamless customer experience to maintain a long-lasting customer relationship. The brands are continually focused to increase customer satisfaction and engagement. Thus enabling the customer experience a major aspect of the customer buying journey.
Originally, the buying journey ends when a customer makes a purchase. Now, with the growing online sites, mobile applications, and social media, the brands are improving customer interaction right from the discovery to the post-purchase stage, understanding the customer touchpoints and offering a streamlined experience.
Adaptive AI plays a vital role in engaging customers and improving the customer experience. Adaptive AI primarily works by learning the inputs, the desired outcomes, and the events in between that affect customer behaviour and also learning from the feedback given and making data-driven decisions.
The main factors of Adaptive AI include
Robustness - providing high accuracy.
Efficiency -building better solutions and providing improved performance.
Agility - operating at a high speed and adapting to environmental changes.
How Adaptive AI can help in improved Customer Experience (CX)
Chatbots are an important application of Adaptive AI that recognizes both text and voice and uses Machine Learning (ML)Algorithms and Natural Language Processing (NLP) to make the customer feel that they are interacting with a human but not with a machine.
With ML and NLP, chatbots are developed closely to resemble human interactions. Chatbots use Natural Language Understanding (NLU) to understand the tone and context of the message. This way, the chatbots are used to develop conversations with the customers like virtual or voice assistants and are called Conversational AI.
Unlike the Rule-based bots, which primarily work on basic question-answer like providing yes/no responses, giving a document, and making a decision work only when the customer says the right thing.
Whilst, the Smart AI Bots use predictive analysis and psychographic factors to sound more human and adapt to alternate behaviour, learn and feed the data, and make decisions in the future.
Chatbots have become the greatest ally the brands as they provide
Instant Solutions
Available 24/7
Handles Frequently Asked Questions
Prevents Employee Burnout
Reduces Customer Waiting time for basic queries
Providing effective solutions at reduced costs
Mapping Customer Touch Points and Customer Experience
Let's say, John wants to buy a cycle. He browses the internet for brands providing the best model in an affordable price range. He decides to check different sites and applications to find the right model that suits his budget. John finds that on all the sites he visits, the ads relating to the cycle pop up.
Once John has decided on the model and adds the item to the cart, he will now be recommended additional gadgets required for cycling like gloves, helmets, water bottles, goggles, etc. Based on his selection, John will be asked to make a purchase by re-directing to the bank website to complete the transaction.
Post-purchase, John receives a thank you note for the purchase made, is reminded of his service dates in regular intervals, timely emails about the cycling events held in the neighbourhood, etc.
This is an example of the customer buying journey and how AI interacts with every customer touchpoint to provide a smooth buying experience.
Before Purchase - Chatbots can help in navigating the site, providing product information and reviews, accessing articles, FAQs, etc.
During Purchase - Chatbots are widely used to provide personalized experiences by collecting data and suggesting product recommendations by understanding customer needs and driving engagement.
For example: "Still Thinking About It? Have a look at these products"
These personalized emails or messages can facilitate sales and generate leads.
After Purchase - Chatbots help in analyzing the data and draw behavioural patterns to create a user persona based on previous purchases and sends timely emails or reminders to re-engage the customer buying journey.