Online business is gearing up for an exciting leap forward over the next five years as artificial intelligence really starts to take a run at some big hurdles in the online selling arena.
Our top business technology brands have been focussing on AI for a while now, and we’re becoming familiar with bots like Apple’s Siri, Microsoft’s Cortana and Amazon’s Alexa. But what are the practical improvements we can expect in the near future?
Enterprise SaaS company Flamingo, supported by SugarCRM, recently led a survey that highlighted how the market is ready on all sides to embrace artificial intelligence online.
Send more Chatbots!
On the consumer side, just over three quarters of people surveyed said they’re comfortable using chatbots and think they would improve the online experience. It follows on the business side, 73% said chatbots are relevant and almost 60% are seriously considering using chatbots within the next five years.
So customers are already expecting to engage with AI as part of their experience. Customer experience is ultimately about loyalty and profitability – so it’s good to see that two out of three people surveyed said their customer experience program objectives align with their organizational mission. But how exactly do chatbots fit into the customer experience story?
What’s a bot to do?
One of the most vexing problems today is that potential shoppers frequently abandon online purchases or applications at some point in the process. A whopping 60% of consumers surveyed said they’ve done so in the last three months. So it’s clear that businesses aren’t successfully guiding even half of their potential customers through the online buying process.
There’s light at the end of this tunnel though. 77% of consumers say immediate online help would increase their likelihood of completing transactions, and 85% of businesses say it would improve online sales conversation rates.
So online AI should be well-received, but chatbot interaction has to be meaningful. Without meaningful help, potential customers will simply leave.
This is what the next generation of chatbots will tackle. They won’t just spit out pre-determined answers to customer questions, they’ll also examine customer and employee interactions over time to offer increasingly meaningful guidance.
Flamingo is already developing just such a chatbot called Rosie. According to Flamingo, “Rosie is knowledgeable and responsive, she is able to guide customers through any problem, and she learns as she goes.”
SugarCRM has also announced that its intelligent digital assistant named Candace is currently in development. Candace is, in part, being designed to remove the need for people to insert, add and modify information in their CRM manually. It will bring in data from outside sources to enhance the view of the customer and will call out important insights and make recommendations.
For now, we’ll need to compromise a little; with the next wave of chatbots there’s likely to be a practical approach where a human can be called in immediately if a shopper poses a difficult question – great news for the one fifth of consumers who are not happy with chatbots because they can’t always answer everything.
The question of just how “human” chatbots should be is still on the table: male or female? Young or old? Friendly and polite or just knowledgeable? There are some hints at general preferences but perhaps each brand should decide for itself, based on what’s best for their audiences – which makes it critical to understand exactly who customers are and what they want.
Flamingo’s survey shows there’s a growing appetite for meaningful AI from both consumers and businesses. Getting AI integrated with existing business systems and CRM is critical if businesses want to take customer experience to the next level with this new human-shaped technology.
The Flamingo Customer Experience Inc survey report is called “Conversational Commerce and ChatBots: Business & Consumer Usage and Attitudes (Nov 2016)”. The survey was conducted by Fifth Quadrant and sponsored by SugarCRM.
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