Apple reseller Amac wants to do more for customers with data. “It would be helpful if we knew if someone calling on an iPhone also has other Apple devices in their home or what they viewed on the site,” Laurens Kerseboom, chief customer service officer, told Emerce E-Commerce Live! In the Beurs van Berlage.
Kerseboom talked about improving customer service by integrating systems and making collected feedback relevant. You can also use side stories to improve logistics processes, ‘so that we can predict what will happen’.
Kerseboom switched from Ahold to Amac in 2019. The rapid growth of the retailer, which now has 50 physical stores, saw Kerseboom as a potential problem. “The larger your organization becomes, the greater the number of questions or complaints.”
Amac decided to analyze customer stories and share them with the entire organization. “The warehouse employees rarely get feedback, they don’t know if they are doing it right. Now they often respond proactively, for example when the customer has ordered the wrong cover with his new iPhone.”
A Chinese wall between the customer and the organization, that’s how Jeroen Das of ABN described many of the current generation of chatbots that, for example, use web shops to relieve customer service. Those bots are not really popular with customers who get the feeling that they are being sent with a bunch of reeds. Conversational AI should take these bots to the next level. ABN’s chatbot Anna processes one and a half million questions every year, 70 percent of which end up with the right flesh and blood employee. “Cost reduction should not be the starting point.”
Generative AI was the buzzword in Amsterdam. Jurjen Jongejan of valantic, author of the book ‘More turnover with your webshop, in 4 steps to a higher conversion’, started his presentation with a lifelike avatar that spoke with an equally lifelike voice. Jongejan is convinced that fashion models will no longer be needed within five years.
It is certain that artificial intelligence will play a greater role in e-commerce, although there are still few concrete examples of this. An obvious application is a co-pilot who advises the customer about his purchases, and perhaps looks for the best deals, one of the speakers suggested.
Today starts in the Beurs van Berlage Digital Marketing Live!
Photos Peter Boer, see for all photos Flickr.
Source: Nieuws – Emerce by www.emerce.nl.
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