These days’ enterprises started to realize the importance of the user experience, and now it became a boardroom conversation.
The reason is, the enterprises offering outstanding customer experience service are reaching new heights with high ROI.
Based on research, 86% of customers have clogged reaching out to other enterprises due to bad user experience.
As we are living in an on-demand world, customers’ expectations are reaching the sky level.
The reason is that modern customers have more choices to pick up.
When a company disappoints a customer with friction, the user immediately moves on to another enterprise.
“Only 49% of customer queries are solved on the first interaction” [Source: ITNext]
These days friction in the user experience became one of the bottlenecks for the enterprises. It is causing a lot for businesses in terms of revenue as well as brand value.
Plummeting friction in a customer journey life cycle is one of the primary objectives for companies now, and that is not an easy task.
Fortunately, emerging technologies like Conversational AI, Machine learning, Natural language processing, and Natural language understanding help companies not only to perk up the internal process but also to improve customer service satisfaction.
In this blog, we give you brief information on how Conversational AI is reducing friction in the user experience.
First, let’s understand what is meant by friction in user experience and how to spot resistance in the user journey?
Understanding Friction in user experience
I think most of you heard about the word ‘Friction’ while studying physics in school.
In Mechanics, friction is a force resisting two objects’ motion, which is sliding against each other.
The friction in user experience is defined as anything that prevents a user from completing his goal within a digital interface and provides unexpected results.
The mismatch between the expected result and outcomes of action causes frustration for the user, affecting the customer experience.
Most of the companies worry about the friction because it causes bouncing, a decline in conversations, and frustration leading to abounding their ongoing tasks.
Nowadays, frictionless user experience has become a new standard in the industry. The reason for moving on to frictionless experience/conversational interface is to simplify the user life cycle.
It is important to remember that there are two types of friction:
How to identify friction?
It is good to find out friction points before we remove them.
You can find friction in various stages of the user journey on a website. We summarized some of them as:
- Long waiting times
- Poor navigation
- Inconsistent experience across multiple channels
- Cluttered or distracting interfaces
- Unnecessary actions
- Slow resolution of customer queries
Whatever it may be, friction will drag down your user at every micro-moment.
You may get a doubt that, how can I find out whether there is friction in my user experience or not?
If you are finding below three things in your conversational platforms, make sure there is friction.
- Continual rapid clicks.
- Prolonged inactivity between two actions
- Drop-in conversational rate
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How Conversational AI reduces friction in user experience?
Each interruption in the customer’s experience, trying to fetch information or make a purchase creates friction.
Conversational AI helps resolve these issues by offering customers to ask for precisely what they require using their natural language.
“80% of customers feel the user experience provided by a business is as crucial as its goods/services.”
Conversational AI capabilities allow these applications to do more than filling up forms, book appointments, or any similar task.
With Conversational Chatbots, customers can now complete their complex digital tasks easier and faster with ease than before.
Now, let’s see different ways a Chatbot increases the customer experience.
Minimizes the number of steps required to finish a task
A customer feels frustrated when he/she goes through a series of steps while purchasing a product. Because of this, the enterprise may lose its valuable customer.
This issue can be resolved by opting for Conversational AI, and we can decrease the number of steps involved in the process, thus reducing friction.
Currently, Amazon offers a ‘Buy now with 1-click’ solution to its users to decrease the friction while purchasing their products. It is a game-changer for the company and in the eCommerce industry.
Zero waiting time
Customers get aggravated when they have to wait for hours to resolve their simple queries.
With the use of automated Live Chat Assistants, Voice Assistants, and Virtual Assistants, the customer can resolve their issues without waiting for a customer support person in the contact center.
With the evolution of Conversational AI, the assistants can analyze the customer issue and deliver a response that meets customer needs.
If you observe, many companies are integrating AI Chatbots for websites to offer an excellent human conversational experience with no friction.
A smoother navigation
A lot can happen with navigation, and it can be a source of friction. With the use of traditional methods, it is impossible to offer a one size fit for all solution.
But, with the help of Conversational AI, we can remove friction in the user experience. The automated assistants will learn from previous user navigations.
It also helps in knowing how users categorize and access the content in your site, mobile app, and social media channels.
By offering smooth navigation for the customer, there will be sharp drop-in shopping cart abandonment rates.
Delivering personalized customer experience
Currently, customers are expecting more personalized service rather than generalized, and they are hoping you to learn more about them to provide offers that are required.
Now, AI Conversational Assistants became part of enterprises marketing strategies to provide a personalized experience and offers to the customers.
Personalization helps to bring customers back to the site and to re-engage them with the brand.
Conversational AI is creating new waves in the user experience and delivering frictionless user experience for the customers.
If we can use Conversational AI Applications properly, we can empower brands to provide immediacy, personal touch, and convenience that customers always expect.
So, enterprises facing issues with the friction in user experience need to wake up and respond as soon as possible to stay ahead in the competitive world.
If you are looking out for the best Conversational AI solution provider to eliminate friction from your user journey, contact us.
Our technical team will help you in providing the right solution.
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Conversational AI Reduces Friction In The User Experience was originally published in Chatbots Life on Medium, where people are continuing the conversation by highlighting and responding to this story.