User experience should be the focal point in the strategy of any company regardless of the service it offers. Provide a frictionless experience, from the start of the Customer Journey until after-sales, it has several benefits for your brand. Among other aspects, good care and good service translates into greater user satisfaction, loyalty and, consequently, better sales.
To reach this goal it is important to make a series of changes and implement new tools. One of the most important changes that companies have to consider is the design of their website, since brands must optimize their sites for mobile devices, because their customers do not necessarily enter through computers.
According to figures from Retail Playbook: Your growth is our 2020 goal, compiled by Google, 72% of consumers look for information on the internet about services, products and brands at least once a week. In this sense, if the mobile experience of your website is excellent and frictionless, you are 82% more likely that users will buy from their smartphones.
In this digital age through the cell phone, mobile applications powered by AI have become efficient and accessible tools for users, they are also very popular, since they allow instant access to the user’s preferred platform and have all the navigation possibilities, some even have chatbots to improve the experience.
According to the report Mobile Apps in Mexico: Users and Download Method of the firm The Competitive Intelligence Unit, in the country 75.8% of the population uses apps on their mobile devices, and the most requested to install apps is the cell phone.
Chatbots and efficient customer service
To generate this link with the client, it is essential to use technological tools. The different applications of Artificial Intelligence can help us to get to know our users better and, based on this information, guide them more precisely, faster and more efficiently, in addition to making personalized recommendations according to their tastes and interests.
Companies must be present and accompany the user at every moment of the purchase journey, either by solving their doubts, guiding them in the purchase process or giving them personalized suggestions. Chatbots, or conversational assistants, play a very important role in this area.
These virtual assistants can hold a fluid conversation with the user and provide immediate and personalized attention through different channels and at any time. The chatbot learns from each interaction and uses this information to provide better customer service in the future.
Another relevant aspect is that messaging channels are extremely practical for the customer, regardless of the device through which they communicate. In the case of smartphones, the vast majority of users are familiar with these sites and use them regularly, either for work or to contact family and friends.
Chatbots are not only efficient for the business, but they are also practical and accessible to consumers. Even some virtual assistants are capable of responding to text or voice messages with great precision and useful information for the user.
Omnichannel has been another of the key strategies that has catapulted the use of cell phones, since through chatbots this strategy can be managed efficiently and standardize all communication channels, so that regardless of whether the client changes platform , you can follow up on your inquiry without repeating your request.
Artificial Intelligence, key to loyalty and increase customer satisfaction
Brands should detect the tastes that are representative for the customer and identify important milestones in their life. If someone is a soccer fan, for example, and often buys soccer-related T-shirts or accessories, recommending tickets to a tennis tournament or boxing performance is pointless. It is not a movement that contributes to loyalty, much less to make a sale.
This example may be simple, but it clearly shows us how personalized recommendations work. Companies can do these suggestions assertively, only by using real data about your users or prospects. Artificial Intelligence tools, such as chatbots, machine learning and data intelligence, help us to collect information about customers, yes, but above all to analyze it to know behaviors, interests and generate key findings.
Based on data analysis and trend identification, tailored recommendations can be offered to users. If a person searches for clothes and baby food, strollers, bottles and a crib, his behavior reveals that he is expecting a new member of the family. Through patterns and the support of Artificial Intelligence, this pattern can be detected and suggestions made depending on the company’s line of business: from toys for infants to life insurance.
The mission of the company is to discover what the user likes or what milestones mark his life (if he got married, if he wants to travel to Europe, if he bought his first car, if he got his first job, etc.) and link these situations with the opportunity of a sale or transaction.
In another example, if someone travels to Cancun every year for Easter, through predictive analytics, the brand can anticipate this situation and offer you a plus on this occasion. With these types of details, whether with a suitable recommendation or a reward, the level of user satisfaction will increase.
The great challenge is for companies, with all the information they have available about their customers, to be able to generate a value offer that matches the user’s consumption pattern or a milestone in their lives. If businesses can successfully incorporate these tools, they will be closer to winning over their customers and increasing their sales.