Customer service has a big influence on the overall shopping experience – not just at the time of purchase, but before and after as well. Great customer service starts when the customer first visits a website or store, and continues until they receive and start using their product. ChatGPT can help retailers to provide a responsive, accurate and attentive online customer service throughout that journey. It could be via an AI bot on the website, an app or on a kiosk in the store.
The AI customer service bot can provide the information the customer needs before they purchase – and which helps to drive and increase sales. This includes:
- Stock information – where they can purchase and/or collect which items
- Styling information – styles they might like, based on their previous purchases or what similar customers have bought. For example, H&M have introduced an AI style** assistant which helps customers pick fashion items to suit their own personal style and budget. The app creates a personalised profile for the user, and can suggest items based on build, colouring and personal preferences. It can even answer questions such as ‘What should I wear for a job interview?’. The user can view the suggestions and immediately click to order.
- Product information – such as provenance, materials, sustainability profile
The AI bot can also help customers with the queries that they might have after they have made their purchase, such as:
- Order tracking
- Delivery dates
- Returns information
Many retailers already have a chat facility built into their websites, but with chatGPT they can go to the next step in efficiency and service, by using an AI service that provides the answers in natural language, in a way that is indistinguishable from a human for the customer, yet more cost-efficient for the retailer.