MAY 2019CIOAPPLICATIONS.COM 19products. Sephora's innovative chatbot gives makeup tips, shares beauty routines, and provides personalized product recommendations. One of the reasons it's so successful is because the bot engages the customer in an actual conversation. It learns about each customer's preferences so it can make accurate recommendations and remember their choices in the future. Sephora is constantly updating its chatbot with new features to keep the experience fresh. The chatbot is definitely working--engagement levels have risen, and the first-to-market strategy has cemented Sephora as a digital leader. Chatbots are also incredibly cost effective. Instead of hiring agents to sit in contact centers, brands can now build chatbots to do much of their jobs. Although there is some initial cost, a chatbot can save money over time. The future is bright for chatbots, especially as the technology improves for better understanding and interaction. As chatbots get better at listening and providing relevant information, their value will continue to improve. Self-Service TechnologyAnother trend for the service industry has been improved customer interaction technology. According to a recent survey, customers say the most important attribute of a good experience is a fast response time. Many digital-first companies offer customers online self-service so they don't have to contact the company as often. It's a win-win: customers get the answers they need quickly, and companies can save on contact center costs with a lower call volume.Self-service can be as simple as an FAQ page or as involved as an online chat feature. Improved technology has made it easier for customers to find the answers they need without having to wade through irrelevant information. Amazon is a leader in the self-service revolution with robust customer answer forums and it innovative cashier-less grocery store. The company also makes it easy for customers to search the site for answers to their problems and also has the Amazon Co-Pilot feature that allows customer service representatives to see the Amazon screen of the customer to answer questions via real-time chat. Using design thinking helps brands create plans that improve customers' lives. Instead of the traditional way of creating products to drive profits, design thinking puts customers first. Companies that focus on design thinking have outperformed the S&P 500 index by 228 percent over the last decade. Design thinking has led to the rise of self-service technology as brands realize what customers want and make that a key aspect of new products and services. Changing technology definitely has a huge impact on the business environment and customer experience. Companies that can stay on top of changing trends and technology will be the leaders of customer experience and the brands with loyal customers who keep coming back for more. As chatbots get better at listening and providing relevant information, their value will continue to improveBlake Morgan
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