Is GenAI The Missing Piece To A Connected Customer Experience?
Key Takeaways
⇨ Information findability, particularly through search, significantly influences customer perception of a brand.
⇨ Many users expect online experiences to match the quality of in-person interactions, highlighting a gap in current digital offerings.
⇨ Generative AI is seen as a critical tool for enhancing digital experiences and bridging the gap between online and in-person journeys.
Is a good digital experience a collection or convergence of channels? We explore this question in our fourth year of industry reports, shifting focus from singular solution areas to examining the entire end-to-end customer journey. When touchpoints are siloed, there’s no way to consistently uphold your brand’s reputation or — more importantly — provide a coherent, empathetic customer experience.
From first touchpoint, through purchase, support and renewal/repurchase, we look at the holistic, interconnected digital customer journey. We also ask, what will be the role of search in the new ChatGPT era? What if search was ‘hot’ again and actually at the center of the remarkable, unified experiences that people are looking for? What if AI search could stitch it all together?
From a survey of 4,000 adults across the U.S. and UK aged 18+ who use a computer as part of their work in companies with 5,000+ employees, we found some valuable insights:
- A Information findability – that is, search – has the biggest impact on customer perception of the brand.
- For the third consecutive year, almost all respondents expect online experiences to be as good as in-person, yet many continue to find digital lacking.
- Almost three-quarters of respondents across demographics see generative AI as the next step to blurring the line between in-person experiences and digital journeys.
- People still want to lean on human support, especially when the issue they’re facing is unique or complex.
- And while people remain wary of how brands are using their data, they’re more willing than ever to share it if doing so means they’ll receive a personalized digital experience.
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