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BETTER BUYING JOURNEYS: THE POWER OF EMOTIONAL CONNECTIONS IN CONVERSATIONAL CX

5 minute read
By Sören Stamer

December 5, 2023

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SAVED
To stay ahead of CX trends, brands must take advantage of technology to
personalize experiences at scale and create genuine connections with customers.

Whatever the product or service, customers have many options to choose from.
Many of them are willing to do their research and carefully compare products and
prices, and they don’t have an issue with switching brands. To truly stand out
to these customers and earn their loyalty, brands can benefit from forming a
real, emotional connection with the customer throughout the buying journey —
something that can be difficult to accomplish with the wrong conversational CX
technology.

It’s not always possible to give customers a human experience with a human
agent. Chatbots aren’t human, and sometimes the experience can be boring,
impersonal and unsatisfactory. The best conversational experience platforms will
utilize the technology that allows these virtual conversations to be natural and
engaging — helping the customer form a bond with the brand even when they can’t
speak to a person.


TECHNOLOGY IS TRANSFORMING CUSTOMER EXPERIENCE

More than ever before, AI-chatbots, virtual assistants and voice-activated
devices are becoming essential parts of customer experience. The old ways to
engage in conversations with customers are not sufficient anymore. Recent
research from the Capgemini Research Institute found that 61% of consumers
prefer voice assistants for simple tasks. Other research from Salesforce found
that among young, tech-savvy consumers in Gen Z, 52% trust AI to help them make
informed decisions. These statistics show how significant technology is becoming
in how customers interact with brands and make purchasing decisions.

In today’s landscape, one bad experience can make customers leave a brand — even
brands they love. That means that there’s no room for mistakes when utilizing
these technologies to create an elevated customer experience. Creating great CX
is complicated but also worthwhile. Brands must carefully learn about customers
and what they want, and then invest in the right technology solutions to
accomplish specific goals and metrics. For example, many customers expect
relevant, personalized communications and recommendations from brands, and they
don’t want their time wasted with irrelevant information. In this example, a
conversational AI solution with access to individual insights will help brands
deliver relevant experiences at scale.


BENEFITS OF CONVERSATIONAL TECHNOLOGY

It’s important for marketers to find a smart way to elevate the customer
experience while also driving impact and improving KPIs. Luckily, the latest
types of technology solutions like AI chatbots and virtual assistants accomplish
many tasks that are difficult to do with human agents alone. Customers don’t
like waiting, and they want to be guided through the buying process with
personalized recommendations and get direct answers to their questions when they
do their research, wherever and whenever they want. Intelligent, AI-enabled
conversational technology lets them make their buying journeys easier and
immediately get access to a virtual sales assistant that understands their
needs, rather than waiting for the next live agent. This helps improve valuable
CX metrics like response time, customer satisfaction (CSAT) and net promoter
score (NPS).

Conversational AI can also access vast amounts of individual customer data and
provide tailored recommendations to anyone who reaches out. It can accomplish
this mass personalization to all customers any time of the day — something
essentially impossible for human agents to do. Being able to create a highly
personalized shopping experience at such a high scale will help more customers
than ever before feel a personal connection with a brand, especially with
younger, digital-first customers like Gen Z. For example, fashion retailer H&M
uses AI-enabled chatbots to recommend outfits based on personalized data and
introduce customers to new fashion trends, helping people feel more engaged with
the brand and more excited about the latest fashion trends.


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ACCESS TO CONVERSATIONAL CHANNEL WHEREVER CUSTOMERS ARE

Another major trend in customer interactions is that customers are now using
many more channels than ever before to engage with brands. They can access
support through their computers or phones, and they can reach out via company
website, social media pages, mobile apps, messaging apps, email, phone, video
calls, chat and more. With customers spread across channels, it can be difficult
to keep personalization top of mind for each and every potential channel.

To enhance engagement, brands should incorporate conversational interfaces
across channels, including their website, apps, social media platforms and more.
Not only will this accomplish the baseline benefits associated with
conversational AI like quicker answers to consumers' questionsand higher CSAT,
but also customers will appreciate the consistency of experience across
channels, making their buying journeys easier.


UNDERSTAND ALL THE TRENDS IMPACTING CX

Conversational experiences have the power to foster genuine connections and
bridge the gap between customers and brands. As the use of AI grows, chatbot
technology is getting increasingly better at delivering amazing experiences. As
CoreMedia noted in a recent whitepaper, the technology “is getting frighteningly
good at understanding, [and] this will become the norm for interfaces.” Brands
that want to keep up with the competition and take their CX strategy into the
future will keep trends like this in mind and continue to invest in the latest
conversational AI technology. To learn more about the major trends in CX that
will inform brands’ CX strategies moving forward, download CoreMedia’s white
paper below:

Download the white paper “Navigating the future: Maximizing the top 7 trends in
customer experience” here!

To help companies address these CX trends and rising customer expectations,
CoreMedia extended its CMS and DXP offerings with a Cloud Contact Center to
facilitate automated personalized conversations with a human touch, from one
single platform. Get a demo to learn more.


ABOUT THE AUTHOR

Sören has over 20 years of experience as a CEO in the software business. He
co-founded CoreMedia with his college professors, and has led the company
through startup phase, growth and global expansion. Connect with Sören Stamer:

Main image: Unsplash/Mario Dobelmann


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For over two decades CMSWire, produced by Simpler Media Group, has been the
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Today the CMSWire community consists of over 5 million influential customer
experience, customer service and digital experience leaders, the majority of
whom are based in North America and employed by medium to large organizations.
Our sister community, Reworked, gathers the world's leading employee experience
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