Delivering effective customer experience online

Tom Cox at 15gifts describes the benefits of incorporating the human element in online shopping experiences

 

The in-store retail experience has always combined professionalism with a personal touch. Skilled salespeople actively listen to customers, understand their needs, and confidently guide them to the ideal product. This personalised approach creates a seamless journey, leaving shoppers feeling satisfied and confident in their choice. 

 

On the other hand, while online shopping offers unparalleled convenience, it often falls short on delivering the same human connection. Generic responses and automated interactions can frustrate buyers, making it harder for them to fully trust or embrace the digital shopping experience.

 

In fact, new research by 15gifts shows that two-thirds (67%) of consumers still prefer to disregard online tools and rely on in-store staff for answering specific product or service queries. For retailers and ecommerce businesses, it highlights the urgent requirement for the unique customer experience offered by the physical store to be replicated in digital form. 

 

So what are organisations doing to replicate this level of human expertise and guidance that consumers still desire?

 

Building trust in AI

To transform the online shopping experience, more companies are increasing their investment in AI to optimise their online sales. In the telecoms sector for example, findings by 15gifts reveal that 86% of providers are raising their budgets for AI. 

 

But for numerous consumers, there is a lack of trust in AI, particularly as more companies adopt it for use in the online sales journey. Almost 70% of consumers want retailers to do more to build trust when using this technology in their shopping experiences, and there is existing unease around bias and the impact this has on the service offered.

 

With mistrust often comes a lack of confidence in online purchases, with consumers then resorting to the familiarity of bricks-and-mortar stores, or abandoning the transaction altogether. But organisations have an opportunity to leverage AI differently by exploring how the behaviours and traits seen in human sales journeys can be incorporated into AI model training. 

 

By not hiding the fact that shoppers are engaging with AI-driven support, businesses will uncover benefits that are actually lost in the human selling journey, such as a willingness from customers to be more direct and honest with their enquiries.

 

An impactful combination

With mistrust in AI remaining rampant, it’s vital for organisations to ensure that the tools they use are able to connect with users on a personal level. Incorporating consumer psychology into the online buyer journey can empower organisations to harness the expertise of human sales advisors, moving beyond basic digital interactions to significantly boost customer purchasing confidence.

 

The most skilled human sales advisors possess unique qualities that drive in-store sales. They know exactly when and how to engage with customers, building rapport and trust effortlessly. By actively listening, they encourage customers to share all relevant details before making thoughtful recommendations. Their deep product knowledge enables them to suggest the right items and communicate benefits in a way that resonates personally with each customer.

 

For businesses, the key is leveraging AI-driven solutions trained by top-performing sales professionals. These advanced tools replicate the effectiveness of in-store conversations in an online setting. By applying proven sales strategies rooted in sales psychology, AI virtual sales agents elevate the digital shopping experience, guiding customers through the sales journey. They adapt dynamically to feedback, address objections, and assist customers seamlessly—hallmarks of any successful sales interaction.

 

Great salespeople don’t leave customers at a dead end; they guide them toward meaningful solutions. Similarly, advanced AI sales agents mirror this approach. These intelligent tools can pivot effortlessly, offering alternative product suggestions when the first option falls short. By adapting in real-time and addressing concerns, they help close deals with the same finesse as a skilled human advisor.

 

By incorporating key principles of sales psychology, virtual sales agents can foster trust and build consumer confidence in the online shopping experience, much like an in-store expert. The result? Enhanced customer satisfaction and exceptional digital sales performance.

 

Transforming online customer experiences

Consumers expect more from their online shopping experiences, and organisations are beginning to deliver. By integrating cutting-edge AI, rooted in the principles of human psychology, businesses have the chance to completely reimagine how they connect with shoppers. 

 

Replicating the empathy, adaptability, and expertise of in-store sales teams online shifts the paradigm, paving the way for a future where digital sales feel every bit as personal and rewarding as face-to-face interactions.

 

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Tom Cox is CEO and Founder of 15gifts

 

Main image courtesy of iStockPhoto.com and AnnaStills