In today's fast-paced retail landscape, customers are increasingly discerning in their expectations. They seek personalised experiences that speak directly to their needs, preferences, and behaviours, and will readily explore alternatives if these expectations are not met.
In fact, more than 60% of customers will now defect after one bad experience. This means retail contact centres are under intense pressure to deliver personalised experiences that meet customer expectations and secure retention.
To achieve this, retailers must rethink the way they approach customer interactions. Gone are the days of one-size-fits-all solutions; instead, contact centres must be equipped with the technology and expertise to deliver tailored experiences that resonate with each customer. But what does personalisation mean in the context of retail contact centres, and how can AI-powered technologies help to bridge the gap between customer expectations and reality?
Why Customers Demand Personalisation
Personalisation is driven by a fundamental desire for control, as customers seek to feel understood and valued by their interactions with a brand. When a brand delivers tailored experiences, it demonstrates recognition of the customer's individual needs, fostering a sense of agency and setting the stage for loyalty and satisfaction.
Aside from simply control; personalisation offers the chance for connection. When a brand demonstrates a genuine understanding of a customer's unique needs and preferences, it can establish a sense of belonging and community, particularly in today's digital landscape where customers are increasingly bombarded with various messages and advertisements. By offering tailored experiences, retailers can differentiate themselves and build meaningful relationships with their customers.
Personalisation is more than just a sales and marketing tactic – it is a fundamental human need. As humans we are wired to respond to personalised interactions, be it a friend remembering our favourite coffee order or a family member recalling an inside joke. When brands deliver personalised experiences, they tap into the deep-seated desire for connection and understanding. By speaking directly to our individuality, brands can build trust, loyalty, and a sense of belonging that drives customer loyalty.
Unlocking the Power of AI-Driven Personalisation
Artificial intelligence (AI) and machine learning (ML) are revolutionising how retail contact centres deliver personalised experiences. By leveraging and analysing vast amounts of customer data in real-time, AI-powered systems can quickly identify patterns and trends that inform personalised product recommendations and customer support. By doing so businesses can yield significant boosts in customer satisfaction, loyalty, and revenue. In fact, 75% of consumers are more likely to purchase from a retailer that offers personalised experiences.
Moreover, AI-powered systems utilise speech and text analytics which improves agent productivity and helps them deliver enhanced and more personalised customer experiences by summarising the content of calls, uncovering intent, and suggesting topic outcomes and next steps. This enables retailers to quickly troubleshoot the underlying cause of problems and provide quick solutions. Speech analytics alone could drive cost savings of up to 30% and customer satisfaction score improvements of over 10%.
For instance, when a customer calls a contact centre with a query about their recent purchase, an AI-powered system can quickly analyse their purchase history to provide a personalised solution. Whether it’s recommending related products or offering assistance with returns or exchanges, AI-driven personalisation can help retailers deliver tailored experiences that drive customer satisfaction and loyalty.
Finding the Right Solution for Your Contact Centre
Zendesk's AI-powered contact centre solution is a prime example of how this type of technology can be employed to deliver personalised experiences. By leveraging generative AI, Zendesk’s advanced AI capabilities can expand agent responses, adjust tone, and measure call sentiment, all while identifying customer intent for more streamlined and productive interactions.
Five9's Intelligent CX Platform is another excellent example of how AI-powered technology can deliver personalised experiences. By analysing real-time customer feedback, Five9's Intelligent CX Platform can identify areas where customers are experiencing friction or dissatisfaction, and proactively offer solutions to address these issues.
Experience the Power of Personalisation
Personalisation is no longer a nice-to-have; it is a must-have for retailers. As the retail landscape continues to evolve, personalisation will become even more critical in differentiating brands and building long-term relationships with customers. By harnessing the power of AI technologies retailers can deliver personalised experiences that drive customer satisfaction, loyalty, and revenue.
At Onecom, we're committed to delivering innovative solutions that help to deliver simply brilliant customer experiences. With over 20 years of experience in providing industry-leading business telephony and cloud communication solutions, we have carefully selected strategic partners like Five9 and Zendesk to ensure our customers receive the best possible solutions. By combining our expertise with theirs, we can provide a comprehensive, all-in-one solution that meets your business needs.
Book a free discovery call today to find out how your contact centre could benefit.