The latest Capgemini research says that consumers increasingly prefer to interact with bots rather than humans, especially when it comes to researching products, learning about new services or following up on post-purchase customer service queries.
While 76% of companies having realized quantifiable benefits from voice or chat assistants and 58% said that those benefits had met or exceeded their expectations. Benefits included a more than 20% reduction in customer service cost, and a more than 20% increase of consumers using digital assistants. And the same time nearly 70% say they will progressively replace visits to a store or bank with their voice assistant within three years’ time.
The new study demonstrates the pace of change over the last 12-24 months: 40% of those now using voice assistants have started doing so in the last year.According to the study’s findings, fewer than 50% of the top 100 players in automotive, consumer products and retail, and banking and insurance have voice assistants, and the same is true of chat.
Convenience and personalization will drive conversational assistants into the mainstream
Over two-thirds (68%) of consumers said a voice assistant allows for multi-tasking and accomplishing tasks hands-free, and 59% say that chat assistants keep improving personalization over time. The study also found that people now want more human-like engagement with their assistants: 58% want to personalize their voice assistant, 55% want to give it a name and 53% want to define its personality.
“This research establishes that conversational assistants are the future of customer interactions, valued by consumers for their convenience and by companies for the operational efficiencies they enable said Mark Taylor, Head of Customer Engagement at Capgemini Invent.
“Privacy and security also remain paramount. Since our last research, it seems there has been little change in consumer concerns about how voice assistants affect privacy and data security. Companies must do more to address both these concerns and consumers’ increasing expectations, as conversational commerce increasingly move into the mainstream.”
The report identified four critical success factors for organizations to leverage from conversational interfaces:
Find the right balance between human and robotic interactions to drive greater engagement.
Equip conversational assistants with additional features, such as images/videos.
Focus on gaining consumer trust by solving pain points, being contextually relevant and when selecting use cases for conversational assistants.
Develop talent in three key areas: experience design, architecture/technology and legal/compliance – along with culture, the standout challenge for organizations is digital skills.
(Image Courtesy: www.insights.dice.com)