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Consumption in the post-pandemic: 70% of companies change their strategy to reach the customer

2021-08-31T10:59:37.946Z


A study by Accenture reveals that these services are growing, although they do not solve all the problems.


Annabella quiroga

08/31/2021 6:01 AM

  • Clarín.com

  • Economy

Updated 08/31/2021 7:23 AM

More than 70% of Argentine companies say that they are currently

changing their strategy to "conquer" the new consumer

that emerged with the pandemic.

One of the advances with which firms seek to build new bridges with their clients

is the use of chatbots

, although the experience is not always good: half of users said they would not use them again.

The data comes from a study by the consulting firm Accenture.

"More than 70% of Argentine companies are turning to conversational artificial intelligence (AI) to satisfy communication demands," they state.

According to this report, while interactions of this type represented 15% in 2018, next year they will reach 70%.

They also estimate that by 2025, the conversational AI market will reach

US $ 13.9 billion globally.

While it is a booming segment, companies recognize that conversational AI solutions often

"fall short"

in meeting customer expectations.

In the Accenture study, a third of customers who started chatting (either live or with AI-based virtual agents) needed or

wanted to go elsewhere to complete their inquiry or transaction

.

Additionally, of customers who exclusively used online chat,

less than half (48%) said they would want to use it again

.

"These experiences have left many people wary of chatbots for anything but basic tasks. At best, low-quality conversational AI represents lost opportunities. At worst, it

can expose businesses to reputational damage

, "says Accenture.

Juan Pablo Rodríguez Varela, Applied Intelligence Leader at Accenture Argentina, explained that “a large part of the companies are just understanding the complexity of the conversation and the various mechanisms that intervene even in the most basic interactions.” The expert added that “to begin with ,

we must distinguish between AI that mimics human conversation and AI that enhances and augments it

. "

"A well-trained AI should be able to answer an infrequent and complex question as easily as a simple one. Furthermore, AI assistants are not limited to basic information that customers need, they also feed human agents. with data and analytics to

deliver better results without customers noticing

. "

The study highlights that objectivity is a point in favor of chatbot.

"The machines have an absence of emotion and moral judgment that provides a clear advantage in some situations. In scenarios where the subject is sensitive, interactions with AI can allow

a degree of anonymity that some customers appreciate

."

Bots seem to be more efficient at dealing with difficult issues.

"

Debtors may prefer to interact with bots

for a number of reasons, including the neutralization of tense situations."

Trial and error

For Marcelino de Miguel, Senior Customer Success at Zendesk, a global consultancy in customer service, "the implementation of chatbots with AI technology, for example, helps filter the simplest calls so that the agent can focus on the customers who really want talk to a human assistant. " 

"If the company also invests in creating a good self-service channel, such as help centers and FAQs, many of the simpler problems can be solved by the customer themselves. Our survey shows that

61% of consumers he prefers to do it to find answers,

"says de Miguel.

At Familia Bercomat, a national company of products and services for construction, they created an exclusive management to make digital acceleration more efficient.

Florencia Carbajal, manager of Digital Transformation of the company, says that they implemented a chatbot to be able to attend a greater flow of customer inquiries.

To accelerate innovation, they installed digital totems in the branches that allow

personalized attention from a distance.

In turn, they adopted a shift allocation system via the web and a QR code payment system.

“Changing that mindset is not easy, implementing something not perfect has its risks.

Thinking in trial and error raises doubts as to whether the investment is really not being wasted.

But it really ends up giving good results,

and if it fails, the key is that we ended up investing little to solve that mistake,

”Carbajal concludes.


AQ

Look also

Mercado Libre incorporates 1,200 employees before the end of the year: what they are looking for and how to apply

Daron Acemoglu: "excessive digitization puts quality jobs at risk"

Source: clarin

All business articles on 2021-08-31

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