Connecting customers with the right product
How can Artificial Intelligence be used to improve the customer experience around products like washing machines, dryers, and kitchen appliances? This is a fundamental question because these are devices that a) are not purchased frequently; and b) have (very technical) specifications of which it may not be clear whether these are aligned with what a consumer really needs. The overarching goal of the (white goods) manufacturer is to guide consumers to the right product – directly on the manufacturer's website. In short, ensure that consumers get the right product and have a meaningful customer experience.
Clarifying complex information
The solution: an active AI-driven 'humanized shopping assistant', a development that offers many advantages. Where regular chatbots often feel impersonal to the consumer and in addition often do not guide the consumer there right solution, the ‘humanized shopping asisstent’ is a more advanced and personalized alternative. The chat assistant asks personal questions, about the consumer himself, the product needs and the (living) situation and filters the products on this basis. Thus, non-relevant search results are filtered out, and the consumer is shown the products that fit his or her personal needs. For the white goods manufacturer itself, there are also benefits. The interactions with consumers provide data that can be used to 1) better understand those consumers; and 2) adjust the overarching strategy. Moreover, such an assistant provides insight into market trends and gaps in the offering.
Technology and brand value
The entire e-commerce of the manufacturer is redesigned with the 'humanized shopping assistant'. This assistant answers questions like "I have two cats and three floors, which vacuum cleaner do I need?", or "I have dry, long hair with a slight wave, which curling iron is best for me?". In this regard, it is important that this new, interactive AI technology becomes an 'employee' that fits well with the brand value and image of the manufacturer in terms of tone and advice. All departments must be involved in this, from HR to Marketing and IT. Only by tackling this broadly with a clear data policy and involving all internal stakeholders, can the endeavor be realized successfully. In this respect, working out scenarios is also important: if we automate process x, what consequences will this have further down the chain, for example regarding spare parts or repairs? The result: higher customer satisfaction, more conversion, ánd an automated online experience that feels personal.
Maria Gourov, Manager Customer and Brand Strategy, focuses on brand strategy, customer experience (CX), and front-office setup. Her unique combination of deep IT knowledge and a sharp understanding of customer needs enables her to creatively and effectively solve complex problems.
