Retail has undergone a radical evolution over the past few decades. When Amazon first appeared online, it was little more than an online bookstore which then piggy-backed toys for now extinct Toys-R-Us.
As e-Commerce began to gain ground, sites like Amazon were a good place to shop for a wide assortment of things you might need around your house. As the e-Commerce disruption to the brick and mortar store continued, you could launch Amazon from your phone, to shop or compare prices on the go. Now, e-Commerce goes a step further with voice-driven shopping, otherwise known as conversational commerce.
“The past year has been a decisive year for voice-driven Conversational Commerce – consumer purchase of products and services via voice assistants such as Google Assistant, Amazon’s Alexa and Apple’s Siri. While earlier restricted to chatbots accessed via messaging apps for shopping, the definition of Conversational Commerce has significantly expanded with the arrival of voice-based personal assistants, presenting brands with an opportunity to build greater intimacy with their customers,” according to an article from Capgemini.
The Growth of Conversational Commerce
Being able to shop from the comfort of your home on a computer or a smartphone is certainly a convenience. Being able to build a shopping list just by talking is even easier. That’s probably why Capgemini’s survey concluded that 40 percent of consumers would likely be using a voice shopping method over visiting a website or using an app within the next three years. Additionally, 31 percent will likely choose to use a voice assistant over physically visiting a shop or a bank branch.
When you consider the wide array of functionality, it makes sense that we’ll be seeing an uptick in voice assistant.
As the system is fairly intuitive, simply speaking what you want added to your shopping list. Given the ease of use, it’s no surprise that 51 percent of consumers are also voice assistant users for things such as purchasing. A voice assistant can also perform a wide array of other functions such as calling for a ride on Uber, making payments or sending money, or even ordering takeout for dinner. When you consider the wide array of functionality, it makes sense that we’ll be seeing an uptick in voice assistant.
A Personalized Customer Service
Typically, having to interact with a robot when you’re calling customer support can be an irritating process at the best of times. Interestingly enough, 1 in 3 respondents of the Capgemini survey said they’d be willing to replace customer support or in-store shop sales support with a personalized voice assistant to enhance their in-store shopping experience. While that might seem like a negative aspect for retail stores, it’s shown to actually increase brand loyalty as well as average spending by an additional 8 percent per order.
With this new wave of technology, retail stores are being presented with a truly unique means of increasing both their customer service and customer satisfaction. Companies that can create a dynamic and positive voice shopping assistant experience will be better able to serve their customers while increasing business at the same time. That’s not to say that human-based customer service will be completely phased out in the near future.
While a personalized voice assistant might be great for helping a customer look for specific items, they will perpetually fall short of the mark when empathy is required, specifically when things go wrong.
While a voice assistant is nice, it’s human empathy that can really make a person feel at ease when they have a problem. Many retailers are focusing on customer service as a means of increasing their business. This becomes increasingly important as many industries are turning towards automation to boost efficiency. While a personalized voice assistant might be great for helping a customer look for specific items, they will perpetually fall short of the mark when empathy is required, specifically when things go wrong.
This will certainly be something to keep an eye on as time and technology progress.
Logistics is a perfect example of this. When a shipper is having an issue trying to find a shipment, an automated call menu might be the last thing they want to hear. Having a human operator or customer service representative close at hand to help troubleshoot issues has always been vital, perhaps even more so now with the abundance of new technology. Because of this, retailers will have to learn to navigate the line between multi-platform digital solutions and good-old-fashioned human interaction. Voice assistants will be able to bring a lot to the table, connecting both companies to other companies and consumers to everything in new and exciting ways. This will certainly be something to keep an eye on as time and technology progress.
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