Artificial intelligence (AI) had the ability to understand the language of customers, assess their demands, and route them to the most appropriate departments, making service more efficient and agile. This is how it became a cornerstone for retail organizations. Now, with the rise of Generative AI, the technology has taken a step further: it now provides more personalized interactions, capable of truly understanding consumer behavior. According to the BoF-McKinsey State of Fashion research, 79% of customers expect AI to understand their needs and provide more accurate recommendations.
“Imagine a scenario where the system detects that a significant portion of customers is dissatisfied with wait times in lines or with stockouts, for example. Or that a specific product or promotion causes more irritation in the tone of voice than average. With such specific information at hand, the tool can suggest a more empathetic approach by sellers or other improvements that retain that consumer. As a bonus, the store gains access to a valuable, well-organized database extracted from its own service interactions,” explains Carlos Sena, founder of AIDA, a Generative Artificial Intelligence (GenAI) platform focused on deciphering the Voice of the Customer.
This solution does not just interpret the words spoken, as chatbots do, but also analyzes regionalisms, emotions, and the context of that interaction. This allows for the identification of behavior patterns and critical improvement points, providing insights to enhance customer satisfaction and loyalty.
From the analysis of these interactions, it is possible to anticipate certain behaviors and needs of customers, enabling the development of more personalized sales strategies and more satisfying experiences to be used as reference. ‘It is not just about solving problems, but learning from them,’ Sena continues.
In other words: in addition to reducing response time in customer service, AI also contributes to the training of sales and support teams. Proof of the effectiveness of this method in the long term is a study by McKinsey, where companies using AI for employee training experienced an increase in operational efficiency. Thus, based on the data and insights collected about the strategic audience, the platform can be used as an aid in training the retail team.
‘With more efficient service, retention and satisfaction rates are likely to increase, while operational costs are reduced. AI does not replace the human salesperson or attendant, quite the opposite; we understand that they are extremely necessary. But it empowers these professionals with the tools they lacked to offer the best possible solutions,’ concludes Carlos Sena.
