With the move to online purchasing in the last decade, the need for customers to be able to quickly engage with products and have any queries answered almost immediately has become paramount. Customers do not want to have to call a customer service agent or wait for an emailed response regarding a question. If they have the ability to purchase a product now, then they also want any questions they might have answered just as quickly. Due to this, customer experience analytics have become one of the primary tools in a business’s arsenal when it comes to developing strategies to engage with customers and improve their overall experience. Being able to analyze, understand, and utilize online session data in conversational UX platforms allows developers and organizations to better understand their clients and their needs. One of the primary ways that the user experience is being improved upon is through the use of artificial intelligence, specifically through chatbots. So how can chatbot data analytics assist in the overall improvement of the customer experience?
The Rise of the Virtual Customer Assistant
Customer experience analytics tell you how your consumer is behaving online, where they are clicking, what they are reading, and ultimately what leads them to make a purchase. If a piece of information is missing from an FAQ section, then the customer will typically want an answer to this prior to purchase. The right conversational UX platform, such as a chatbot, can help make the difference between a sale and an abandoned cart.
If you have technology that allows for deep learning, then a chatbot can function as a virtual customer assistant who can answer almost any general question a customer may have, and in any language. This can drastically cut down on the need for live customer agents to field queries regarding basic information such as shipping times, or costs to ship to certain locations.
Essentially, chatbots are a multifaceted tool that are part of a conversational UX platform and can aid in a customer’s conversational experience with your site without having to contact a live representative who may be needed to address specific issues. As well, a chatbot with embedded deep learning algorithms can sift through information and provide concise answers from previous questions that are of a similar nature. All the questions and conversations that customers have with a chatbot are then recorded and stored within a cloud-based technology for further data analysis. Chatbots can also direct customers to similar products, or promotions that are on to further increase the chances of a sale rather than abandonment.
Big Data Synthesis
Big data solution providers become necessary in this process as the customer experience analytics that are constantly uploaded are impossible for a live analytic team to explore on an in-depth level. With the right software, companies can help feed conversational UX platforms with a single and complete source of digital truth. They are then able to organize, manage, and analyze the data obtained from your users’ site experience and interpret that into viable information which will give your business unique, real time insights that can make all the difference between a conversion or a loss. This can also allow your team to use the data obtained via user conversations with your chatbot to look at common themes and trends as well as ensuring that they are being used effectively. In essence, the analytics provided show how a customer is interacting with your site and whether or not they are experiencing a positive UX with the platform. Customer analytics are designed to increase sales and avoid customer abandonment, and repeat customers are the key to big business.