Being a consumer yourself, you know how artificial intelligence (AI) is now an integral part of everyday life ” those smart replies in Gmail, music recommendations on Spotify, your intelligent voice assistant (Alexa or what have you), and so on.
In other words, AI as a technology has never been more accessible, with the vast majority of industries leveraging it to further their market dominance and innovation. Even small-scale businesses and startups are using AI in some or other way to further improve their products and customer experience.
Customer experience, simply put, constitutes every single experience ” positive and negative ” between your business and its customers. It directly impacts your odds of converting people into customers and keeping them loyal to your brand.
Now, your website is a crucial customer experience touchpoint, and AI can greatly contribute to enhancing your customer’s on-site experience, as it:
Paves the way for seamless site navigation with semantic search
Intuitive navigation is a must-have for any modern business website and a search bar goes a long way in ensuring that. Many visitors have a specific intent in mind and would use your site’s search bar to quickly navigate to that particular piece of content or product.
Obviously, a successful search experience will gratify those visitors and lead to a better customer experience, forming a positive impression on the minds of those visitors.
But traditional search ” aka lexical search ” does not go beyond literal matches of the query terms (or at most, its variants) and does not understand the meaning of the query. And visitors, being human, often make typos or may not know the exact words for what they want, which means they won’t get relevant results.
With AI-powered semantic search, your search engine can determine the searcher’s intent and contextual meaning behind the query, improving the relevancy of the results delivered and thus, improving the customer experience.
Enables quick and convenient self-service for your visitors
Your modern customer hates waiting and demands near-instant answers to their questions, be it a general product related query or post-purchase support related concern.
While having live chat on your website helps, your customer-facing team can’t be online 24/7. That’s where AI enabled chatbot comes in, when you have an AI-powered customer-service agent that simulates pleasant human conversations and provides immediate, personalized responses to all FAQs – 24/7.
As you are aware, chatbots are pretty mainstream these days, with 35% of consumers wanting to see more businesses incorporating chatbots on their websites.
A chatbot can also help guide visitors to different parts of your website, and instead of having visitors fill out a form and await a response from you over email, they can get real-time answers to commonly asked questions.
So, just as a knowledge management ” the centralized repository of information with FAQs, how-to articles, and product guides meant for instant self-help ” allows your audience to learn anything they want about your company and its products/services on their own terms, an AI chatbot enables quick self-service for your visitors, which is key to a great customer experience.
Helps provide next-level on-site personalization
Everyone loves personal attention from businesses and the modern customer (both B2b and B2C) actually expects businesses to personalize their offerings.
An Infosys study found that 31% of consumers wish their shopping experience was more personalized than it currently is. With machine learning, AI enables predictive personalization with which you can automatically deliver dynamic experiences (content and products) on your site that are most likely to appeal to each individual visitor.
Take Amazon, for example. Its AI-powered product recommendation engine utilizes data from past purchases, browsing history, and items that are related and regularly bought together to create a personalized list of products that customers are far more likely to buy.
It’s so effective that it is supposedly responsible for 35% of the company’s revenue.
On-site personalization applies to content as well. With AI, you can display different content to different visitors, tailored to their personal preferences and behaviors. This will enhance their experience on your website and improve engagement.
Closing thoughts
75% of organizations using AI have enhanced their customer satisfaction by more than 10%, according to Capgemini.
So, enable instant self-service from knowledge management software to provide tailored on-site recommendations, AI can clearly boost your website’s customer experience and conversion rate to a whole new level.
