iAdvize+生成式AI将如何在2023年及以后改善电子商务客户体验

HowGenerativeAI

WillImprove

E-commerceCX

in2023andBeyond

CustomcontentforiAdvizebystudioID

E-commerceretailersareataninflectionpoint.Growthhasreturnedtopre-pandemiclevels—expertssuggestonlinesalescouldrise12%thisyear1,2Thereturntohistoricalgrowthratesandincreasedcompetitionareforcinge-commercebrandstoinnovate.

Togainmarketshareandmaintaingrowth,e-commerceretailersmustadapttheirstrategiestomeetconsumerexpectationsbycreatinginstant,personalizedconnectionsthroughouttheonlinecustomerjourney.

Withthechallengeofcreatingnewrevenuestreamsanddecreasingcostsstillfrontandcenter,retailersmayfinditdifficulttodecidewheretofocustheireffortstoyieldresultsnow,whilesimultaneouslysettingthestageforlong-termprofitability.

Theplacetostartisthee-commercecustomerjourney,andtheconversationsyou’rehavingwithyourcustomersateachstep.Whataspectsofthisjourneyofferthegreatestupside?Manye-commerceretailerscanfindthatlow-hangingfruitintwoareas:improvingthequalityofyourcustomerconversationsanddecreasingcartabandonment.

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Onlineshoppersoptforconvenience,yetthedatatellsusthatmost

peoplewhoshopthiswaydon’tcompletethesale.Bytargeting

customerconversationqualityandcartabandonment,e-commerce

retailerscanhelppotentialcustomersfollowthroughona

purchase.Theemergingtrendofconversationalcommerce,with

helpfromgenerativeAI,cantransformhowcompaniesinteractwith

theircustomersandredefinehowtheyshoponline.

Conversational

commerceuses

messagingapps,chatbots,andvideochatto

facilitatecommunicationbetweenbusinessesandcustomersand

offersaconvenient,efficient,anduniqueshoppingexperience.

GenerativeAIcan

increaseconversionby10x

andmakecustomer

serviceagents10xmoreproductive.

Withmultiplestrategiesthatincludeconversationalcommerce,

e-commerceretailerscanprovideexemplarycustomerexperiences

fromthefirstclicktothelasttodrivebusinessgrowth.

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IsDIYself-serviceservingyouandyourcustomers?

Whenitcomestoshopping,mostpeoplesaytheywantmoreself-serviceoptions,butisthatreallytrue?81%ofconsumerssaytheywanttodoitthemselves,yetwhentheyuseunassistedself-servicetools,likeFAQpagesornon-AIbots,only15%aresatisfiedwiththeirexperience.Despitethis,53%ofbusinessesbelievethatconsumersaresatisfiedusingthesesametools.3

What’scausingthisdisconnect?

SometimestheDIYmethodissatisfactory

iftheinformationaconsumerseeks,like

basicproductdetails,pricing,ordelivery

options,isreadilyavailable.However,most

oftencustomersarelookingformore,andif

theycan’tfinditquicklyandeasily,thesale

islost.“Only3%ofonlinevisitorsactually

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makeapurchase,”explainedMikedelaCruz,ChiefStrategyOfficeratiAdvize.“Whenyoucomparethat3%conversionratewithbrick-and-mortarstoresthatarebetween20%and40%conversion,there’sahugegap.Thedifferencemeansthere’sfrictionintheonlineshoppingexperience.”

Onlinecartabandonmentratesreinforcethatthisisamajorissue.Evenwhenaconsumerfindsaproductthatintereststhemenoughtoplaceitintheircart,sevenoutof10timestheydon’tcompletethepurchase.4

DelaCruzsaidthegapbetweenintentand

purchaserepresentslow-hangingfruit.

“There’sanopportunityto

personalizetheexperienceand

findoutwhattheconsumerneeds

atthepointofpurchase.Withthat

knowledge,youcanprovidea

betterexperienceandgenerate

moresalesforthebrand.”

MikedelaCruz

ChiefStrategyOfficeratiAdvize

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Signsyourself-serviceneedsimprovement

Retailersimplementself-servicewiththebestintentions,specificallythatit’llbeeffectiveandefficient,butitoftenisn’t.Whencustomers

wanthelp,theywantitimmediatelyandontheirpreferredcommunicationchannel.Chatbotsareessentialbutlimitedontheirown.Theselimitscanbefrustratingwhenacustomerhasacomplexproblem.Ascustomersreturntostoreslookingforpersonalizationandassistance,onlineshoppingmustprovidethosesameelementstocompete.

“Aretailer’sconversionrateisacriticalsignofanopportunitytoimproveself-service.It’sagoodbarometerbecauseretailersalreadypaycloseattentiontoit,andit’sthefirstsignofopportunitiestoserveanunmetconsumerneed,”delaCruzsaid.“Retailerscancomparetheconversionratesusingunassistedself-servicetoconversionratesforemail,chat,orothertypesofsupportoffered.Thendeterminetherequestscustomersareaskingforthattheyaren’tgettingquick,convenientanswerstousinganunassistedmode.”

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Anotherwaytodeterminethatself-serviceneedstoberevampedisthroughcustomersentiment.SideshowCollectiblesisaninternationale-commercemanufacturerofhigh-endpopculturecollectibles.Withanenthusiasticcustomerbase,Sideshowpridesitselfonitsuniquesolutiontohyper-personalizedandengagingcustomerassistance:acommunityofbrandadvocatestooffertailoredadviceandrecommendations.“WerealizedhowbadthatexperiencewasformostcustomerswithwhatIcallourold‘dumb’bot,”hesaid.“Itwasavirtualassistant,butwithoutAIandautomation,itwasn’tserving

“Asthebrandgrew,itstreamlinedtheprocessbyaddingAI-poweredchatbots.”

ChrisPirrotta

VicePresidentofMarketingforSideshow

consumersthewayweneededitto.When

reviewingtheseconversations,peoplewere

justfrustrated.Customerssaidtheytalkedto

the‘dumb’botforeverandnevergotwhat

theyneeded.Wesawanincreaseintheanger

levelofdedicatedcollectorsandthingswere

fallingthroughthecracks.Inaluxuryspace,

youwantpeopletobeveryhappywhenthey

spend$700onaDarthVaderstatue.”Realizing

unassistedself-servicethroughbasicchatbots

alonedidn’tsatisfycustomers,didn’tenhance

thebrandreputationforcustomersupport,

andlikelywouldn’tassistinconversion,

Pirrottaturnedtoconversationalcommerce.

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Conversationalcommerce:Themissinglink

Whilechatbotsandcallcenterscanhelpcustomerswithquestions,retailersneedanecosystemofservices,includingleveragingAI,totapintoexistingknowledgebasesandmeetconsumers’needsattherighttime.5Thatecosystemisconversationalcommerce,nowpoweredbygenerativeAI,delaCruzsaid.ConversationalcommerceincludesAIchatbots,messaging,videos,andhumansupportfromstoreemployeesandbrandambassadorstoprovideone-to-oneassistance.

“Conversationalcommerceisthe

combinationofthemessagingthat

everyonehasalreadyembraced

connectedwiththefullyintegrated

e-commerceexperience,allowingthat

conversationtohappenwheneverthe

consumerneedsassistance.”

MikedelaCruz

ChiefStrategyOfficeratiAdvize

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AImovesfrontandcenter

AIenableshyper-personalizedconversations.Inthelastfewyears,AIhasoperatedmostlyinthebackground,likehelpingimprovetargetingandroutingtogetcustomerstotherightsourceofassistancefaster.Italsohelpsretailersproactivelyofferhelpbasedonaconsumer’sbehavior.“Ifyou’veclickedbackandforthmanytimes,struggledwiththeproductdescriptions,orhadacartthat’sbeensittingthereawhile,AItechnologyproactivelyoffersahelpfulmessage,”delaCruzexplained.AIalsoenableschatbotstounderstandconsumerintentandthenproactivelyorchestratetheconversationbyprovidingarecommendedanswerorroutingtheconsumertoahumanagent,in-storeassociate,orbrandadvocate.

Withadvancementsinlargelanguagemodels(LLMs),AImovestotheforefrontoftheonlineshoppingexperience.6Customerswillinteractone-on-onewithAIshoppingassistantsthatfunctionasproductandprocessexperts.Whentheyneedhumanassistance,customerserviceagentswillbeabletotakeadvantageofAIcopilotstobe10xfasterandmoreproductive.TheseAIcopilotswillbeactiveparticipantsthatwillremovealotofthefrictionine-commercewhilebeingcosteffective.

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Howaconversationalcommerceplatformimprovescustomerandemployeesatisfaction

PirrottasaidtheiAdvizeconversationalcommerceplatformhelpedSideshowfreeuptheircustomerserviceteamtofocusonmorecomplexconversationswhileenablingcustomerswhojustwantedquick,easyanswerstofindthemviaAIchatbotsandmessaging.Overall,itdecreasedwaittimesforeveryone,increasedbothcustomersatisfactionandemployeeengagement,andbestofall,itincreasedrevenue.

Beforeusingconversationalcommerce,thecustomerserviceteamwasoverworked,

especiallyduringthebusyconventionseason.

Althoughthegroupwasskilled,thereps

didn’thavetimetogenuinelyengagewith

customers,andtheteamoftenborethebrunt

fromfrustratedcustomersfedupwiththe

company’soriginalunassistedself-service.“At

Sideshow,youliterallyhavepeopleyellingat

youonthephoneaboutthedetailsofaBoba

Fettpauldron,andyoucan’tdoanythingabout

it.Asyoucanimagine,it’snotsomethingmost

peoplewanttoheareveryday.”

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Fortunately,sinceusingconversationalcommerce,that’schanged,Pirrottasaid.“Now,theteamcantalktocustomerslongerandfindoutwhattheywantandneed.Theycanlookatthecustomerhistory,usetoolsintheconversationalplatform’sdashboardandsay,‘Oh,they’vebeenbrowsingthisproduct,maybeIshouldofferthemapromotion.’”Pirrottasaidtheynowhavethebreathingroomtooperateasacustomersalesteam,aswellasacustomersupportteam.

Theimprovementwasimmediate,Pirrottasaid.Assistede-commercedeflected74%ofthecallstoAIchatbots,thenhumans—eitherambassadors,storeemployees,orcustomerserviceteammembers—handledtherest.Customersatisfactionscoresescalatedto70points,Pirrottasaid.CSATsforambassadorswere90%.What’smore,CSATsforchatbotswereat45%,nearly10pointsabovetheindustryaverage.Inaddition,revenueperconversationwas$43,andtheexpertconversionratewas8.7%.Besidesimprovedstatsforcustomerservice,Pirrottasaid,increased

employeeengagementandloweremployeeturnoverindicatedadditionalbenefitsofthechangetoconversationalcommerce.

74%

90%

45%

$43

8.7%expertconversionrate

ChrisPirrotta

VicePresidentofMarketing

forSideshow

numberofcallsdeflectedtoAIchatbots

CSATscorefor

ambassadors

chatbotCSATscore

revenueperconversation

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Implementingassistede-commercethroughoutthecustomerbuyingjourney

Whileit’seasytoseehowassisted

e-commercecanhelpacustomermakeapurchase,conversationalcommercetechnologycanimprovetheentirecustomerjourneybyeliminatingfrustrationfromthestart.Pirrottasaiditcouldalsohelpbuildravingfansfromcustomerswhoknowtheycancallandgeekoutabouttheirfavoritepopcharacterswithcustomerservicememberswhohavethetimetodojustthat.

Regardlessofwhereacustomerisinthebuying

journey,assistede-commercecanenhance

theexperience.Forexample,atthebeginning

ofthejourney,whencustomersclickona

travelwebsite,theyareimmediatelydeflected

toan

AI-poweredchatbot

toassistthemwith

questions.Sincemanypeoplenowresearch

andmapouttheirtravel,customerswithbasic

questionscaneasilygethelpandbeontheir

way.Butifthecustomerneedsmorehelp,

they’retransferredtoacustomerserviceagent

whocanaddressmorecomplexissues.

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Duringthejourney,acustomermaybeconsideringtwosimilarproductsandneedshelpdecidingwhichonebestfitstheirneeds.Onlinedescriptionscanprovidealotofinformation,butsometimes,questionsneedtobeansweredbyahumanwithnuancedknowledge.Assistedself-serviceconnectsthecustomertoanin-storesalesassociateorabrandadvocatewhocandescribethefeelorweightoftwodifferentfabrics,forexample.

Whenacustomerneedsaquestionansweredbeforetheyfeelcomfortablepurchasingaproduct,providingthatinformationeliminatesaroadblocktorevenue.Whetherit’sanAIchatbotoranagentwhoconfirmsthatanearbyretailerhastheproductintherightsizeandcolortotryonorsharestheonlinereturnpolicy,thecustomerisonestepclosertofinalizingtheirpurchase.

Pirrottaaddedthatanuptickincustomerengagementandsentiment,positivecustomersocialmediaposts,andincreasedsalesfromcustomersupportdemonstratedthetechnology’seffectiveness.Beforeinvestingin

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assistedself-service,Pirrottasuggestedlookingforvendorsthatwillrespecttheretailer’sbusinessandnottrytoputtheminacookie-cuttersystem.Theplatformshouldbeeasytoexecute,buildupon,andaccommodatenon-monetaryrewardsforadvocates.

Whenbrandsimplementconversationalcommerce,customersfeelheard,whichincreasescustomersatisfaction.Yearsofresearchshowsthatsuchapositivecustomerexperienceincreasesbrandloyalty.7Evenbetter,loyalcustomersspendmore.Theyare50%morelikelytotrynewproductsandwillspend31%morethannewcustomers.8Inshort,satisfiedcustomersshowtheirappreciationbybuyingmore.

“Conversationalcommercebridgesthegapbetweentheonlineandbrick-and-mortarexperience,”delaCruzsaid.HeagreedwithPirrottathatitdidnottakelongtoseeresults.“Whenwebridgethatgap,e-commercebrandsimprovetheshoppingexperienceandincreaseconversionratesbyafactorof10.”DelaCruzsaidretailerscanexpecttoseeanincreaseinonlinesalesof10%to20%.

“GenerativeAImakesitpossibletoassistvirtuallyallonlineshoppersinascalableandaffordableway.It’sanexcitingtimetobeine-commerce.”

MikedelaCruz

ChiefStrategyOfficeratiAdvize

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Sources

1.

Rogers,Jack.“E