It’s difficult to get a good read on the personality of data. Without anything in place to interpret it, data is numbers. It’s cold, it’s hard and it’s nigh-on impenetrable. But with the right technology in place to analyze, interpret and react to this data, you suddenly have a really strong sense of the different shades of visitors drifting through your website.
Because web visitors aren’t numbers. They’re not data. They’re people. They all have different needs, priorities and motivations. They all have different reasons for going online, and for visiting your website. If they were present in a store, they would receive a personalized treatment from the sales associate; they deserve the same online.
This understanding between business and consumer has been has historically been, and perhaps for some is still is, inaccessible for many companies. While the desire for effective digital transformation is so strong, and the benefits so clear, it’s not always obvious which direction should be taken in order to facilitate experiences that ensure the best possible results for both business and consumer.
Business are, first and foremost, driven by profit. So it’s understandable when their approach to digitalization takes a profit-first approach. And this shouldn’t be discounted. But it’s also crucial to remember how to maintain a focus on customer service. The customer is, and will always be, your business’ most fundamental asset. Building loyalty and being able to maintain it through the provision of effective customer service is a huge barometer of your company’s successes.
Using AI to optimize customer service
The power of AI can also be used to improve customer service, and optimize the omnichannel journey. One example of this is increasing the self-serve ratio through the effective use of an FAQ.
Many companies have made significant investments in smart FAQs, which are able to resolve a lot of customer service issues and encourage digital self-service. But because visitors on a website often see a number to call before they reach the FAQ, these resources are left untapped.
Our data shows that between 74% and 96% of visitors don’t see the FAQ before they make contact with a company. This leads to a significant amount of unnecessary contacts, an increase in cost to serve and valuable content going unseen. This ultimately adds to the customer’s frustrations.
By using AI to identify the visitors that need help, and first steer them to the FAQ to facilitate self-serve, this data significantly drops. The number of visitors making contact after seeing an FAQ can be as low as between 7% and 23%.
An issue that could be resolved within a matter of minutes often ends up turning into a lengthy process in the call center. It’s particularly frustrating when the customer has to repeat the steps that they’ve already taken online with a call center advisor.
Now Interact specializes in the intelligent display of contact channels. Service visitors can easily be channeled through the FAQ before being shown a phone number or a live chat. And when they are connected with an advisor, the person at the end of the phone has access to a huge wealth of information about their visitor journey. Which means that, for the first time, Now Interact is able help you use AI to optimize service journeys, as well as drive sales.
To learn how to get started quickly, read more about our Omnichannel Insights product.