Technology has revolutionised customer service in recent years while imposing new ways of conducting and managing business. Focus on customer experience is one of the main trends and is already, nowadays, a differentiating agent to ensure the success of brands and increase their notoriety in the market.

According to SalesForce, 80% of customers agree that a company’s experience is as important as its products or services. Therefore, it is crucial that companies understand the expectations and needs of their customers. To this end, it is essential to accompany the interaction with the brand at all stages to provide the best and most impactful experience possible.

Today’s consumers are more digital and informed and demand speed when interacting with brands. Whether through a call centre, social networks or website, consumers want to be treated uniquely and have their doubts, questions or complaints addressed properly and immediately. Thus, the waiting time must be as short as possible, and treatment should be personalised, agile and efficient.

Chatbots arise to provide immediate, effective and automated responses and are now part of many organisations’ customer service strategies. In addition, they also save costs for companies, create a more pleasant experience with the public and positively impact consumers, helping to increase brand awareness.

Gartner’s studies predict that, already this year, about 70% of brand interactions with customers will be connected to solutions such as chatbots. Chatbots are becoming increasingly intelligent and capable of using Artificial Intelligence, Machine Learning and Natural Language Processing, especially with fewer interaction failures.

Without any human involvement, these virtual assistants powered by artificial intelligence help customers schedule services, find a particular product or service, make reservations, or evaluate their experience, for example, making service closer and more efficient. They can also answer ambiguous questions, make recommendations, learn from conversation history and perform predictive analytics based on real-time conversations. In addition, they free up human resources for more complex tasks, facilitate the purchase process, ensure 24/7 personalised service and greater interactivity, and are now, in many cases, responsible for the first interactions with website visitors.

Consumers are increasingly used to interacting with brands through these intelligent solutions, so the trend will continue to evolve in the field of customer experience. Treating each customer individually and engagingly creates truly impactful experiences, translating into more loyal customers and brand ambassadors.