People will become more and more important!
Jul 25, 2019, 77 views
Two trends appear to be conflicting in the world of consumer experience. If on the one hand we speak more and more of relationship automation, with the mass adoption of chatbots and voicebots, on the other hand brands seek to offer a personalized service, helping the customer in the purchase decision process.
The two trends were first reported in 2016 in a McKinsey study of 50 world leaders in Customer Care. Since then the doubt persists: how to automate and make a personalized and relevant service at the same time?
In practice, it all starts with understanding the consumer journey. The new digital traces left by online searches, exchanged dialogues in social networks and analysis of navigational maps allow us to identify that the buying decision process begins long before the product or service is discovered. It still begins with a need.
For customers of a meat processing company, deciding what to do for a quick meal is part of the consumer journey. With this in mind, E.Life, in partnership with the client and its agency, suggested that Anhembi Morumbi gastronomy students use an online chat platform to help Internet users create a recipe for what they had in the refrigerator.
During the 3-month period, more than 28 thousand chats were held with clients who wanted to prepare meals: from simple home dinners to wedding dinners. Each conversation lasted an average of 8 minutes, and not infrequently the consumer came back to thank them for the experience.
The same process of "hyper personalization" happens with a paint brand. Here, architecture students help consumers choose paint and coating types from information on tastes or needs on social media channels. Again: we go beyond product information and scripts.
In both examples, brands have studied the consumer journey and created super-personalized services to meet those who need help. There was a need for greater investment in human resources, people with specific training to deal with complex issues such as decoration and cooking, without the support of a script.
Better human resources will require more business investment. On the other hand, companies will have the opportunity to reduce costs by allocating simple and repetitive tasks, such as: second billing, status of an order or request for technical assistance through chatbots and voicebots.
This is the second process: in addition to knowing the consumer journey, you must study the most common causes of customer service that your company makes and decide what will be automated.
A study by Chatbots Magazine points out that the expected economy with the adoption of bots is, on average, 30%. And part of this economy, which today translates into gigantic, expensive call center operations, is sure to enhance customer service with fewer scripts and more real people who will delight as much as our architects and chefs.
The good news is: while costs will fall with automation, people will take on more and more relevant roles in the purchasing decision process, providing unique consumer experiences.