{"id":10597,"date":"2024-06-19T12:02:05","date_gmt":"2024-06-19T12:02:05","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=10597"},"modified":"2024-06-19T12:02:06","modified_gmt":"2024-06-19T12:02:06","slug":"generative-ai-streamline-omnichannel-commerce","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/generative-ai-streamline-omnichannel-commerce\/","title":{"rendered":"How Will Generative AI Streamline Omnichannel Commerce?"},"content":{"rendered":"\n

The use of generative AI is growing, helping organisations revolutionise processes and enhance experiences. Find out how generative AI is transforming omnichannel commerce and driving productivity for the organisations using it.<\/em><\/p>\n\n\n\n

When you go to buy a new pair of shoes, how do you do it? Online, in-store, via an app? If there\u2019s an issue, how do you contact customer services? Do you call them, send an email, or use an online chat system?<\/p>\n\n\n\n

As customers today, we want to be able to shop how we want, when we want, and where we want, as part of an omnichannel journey. So much so that 74% of customers<\/a> globally expect to be able to do anything online that they can do in person or by phone. While a smooth omnichannel buyer journey was once a nice-to-have, it\u2019s now a prerequisite for success.<\/p>\n\n\n\n

But how do you ensure this smooth omnichannel buyer journey? With generative AI.<\/p>\n\n\n\n

\n\t
\n\n\t\t
\n\t\t\t

Take the Next Step with the World’s #1 CRM for AI<\/h2>\n\t\t\t\t\t\t\t

Deliver personalised and effective experiences while boosting agent productivity. <\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tLearn More<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t
<\/div>\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n\n\n\n

An omnichannel commerce experience<\/strong><\/h2>\n\n\n\n

Omnichannel commerce<\/a> is about customers interacting with your brand on any platform of their choice. Indeed, 79% of customers worldwide<\/a> expect consistent interactions across various departments. Consequently, it\u2019s crucial to establish a seamless experience and consolidate all your data into a single view.<\/p>\n\n\n\n

When implemented effectively, the benefits of omnichannel commerce can bring high returns on investment<\/a>. Some key benefits include:<\/p>\n\n\n\n

    \n
  1. Personalised Interactions:<\/strong> By analysing customer data<\/a>, you can enhance relevancy and engagement, creating a sense of understanding and fostering an emotional connection with consumers.<\/li>\n\n\n\n
  2. Seamless On-the-Go Purchases:<\/strong> Customers can make purchases via multiple touchpoints, facilitating spontaneous buying decisions and accommodating busy lifestyles, thus increasing convenience and accessibility.<\/li>\n\n\n\n
  3. Consistent Brand Experience:<\/strong> With omnichannel commerce<\/a>, customers receive a cohesive brand journey across all touchpoints, fostering trust and recognition. This strengthens brand loyalty and identity, contributing to a positive buyer journey and repeat business.<\/li>\n<\/ol>\n\n\n\n

    That said, effective omnichannel commerce is not without its challenges \u2014 it can require a significant influx of talent and capital expense (CapEx) investment to implement.<\/p>\n\n\n\n

    One of the most common challenges comes in collating and analysing vast amounts of data along the buyer journey. Without this knowledge, you don\u2019t have a clear view of your customer and many aspects of omnichannel become impossible. How can you recommend products and services if you don\u2019t know their preferences? How can you anticipate needs if you don\u2019t know their history?<\/p>\n\n\n\n

    Alongside this is the challenge of time. Completing processes manually takes up much of your sales and customer service reps\u2019 workloads, meaning they don\u2019t have the time to dedicate support to customers or sell products as quickly. We all know how painstakingly slow manually inputting data from spreadsheets can be, and it\u2019s undoubtedly an error-prone process.<\/p>\n\n\n\n

    \n\t
    \n\n\t\t
    \n\t\t\t

    The 2023 Gartner\u00ae Magic Quadrant\u2122 for Digital Commerce<\/h2>\n\t\t\t\t\t\t\t

    Discover why Gartner\u00ae named Salesforce a leader in digital commerce \u2014 eight years running.
    <\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

    \n\t\t\t\t\tRead the Report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
    \n\t\t\t\"B2B\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n

    To overcome these challenges and for omnichannel commerce to work effectively, all points across the customer journey<\/a> (social media, e-commerce, and in-store) and supply chain (warehousing, delivery, and returns) must be integrated and connected. This requires the right digital technology to connect, process, and analyse large amounts of data.<\/p>\n\n\n\n

    And here\u2019s where generative AI comes in \u2014 giving fresh insights to power new omnichannel strategies and generating content to drive engagement and facilitate purchases.<\/p>\n\n\n\n

    How generative AI drives productivity within omnichannel experiences<\/strong><\/h2>\n\n\n\n

    Generative AI is driving significant change within the current commerce landscape. In fact, 84% of salespeople<\/a> using generative AI say it increases sales at their organisation by enhancing and speeding up customer interactions. How would you like to be capable of not just meeting, but predicting and exceeding customer needs with automated solutions and pre-generated content? Here are three ways generative AI omnichannel experiences allow you to do just that.<\/p>\n\n\n\n

    1. Automation<\/strong><\/h3>\n\n\n\n

    Salesforce research found e-commerce professionals using AI estimate an average saving of 6.4 hours per week<\/a>. By automatically unifying data across all platforms and providing a comprehensive view of the entire buyer journey, AI can quickly analyse customer and product data. This analysis can help predict the channels that customers are more likely to convert on, among other insights. Can you do that? Absolutely. AI workflow software makes it easy to automate repetitive, time-consuming processes \u2014 such as identifying contacts and adding them to your database<\/a>. This allows your team to allocate more time towards enhancing customer satisfaction.<\/p>\n\n\n\n

    2. Creating content<\/strong><\/h3>\n\n\n\n

    Think of generative AI as your content and editorial sidekick. Grounded by your CRM data, you can brainstorm and create on-brand copy to scale personalisation, while safeguarding trust. With the ability to understand and mimic human writing, generative AI can produce content that\u2019s not just keyword-rich but also contextually relevant and engaging for consumers. A Content Builder<\/a> consolidates images, documents, and content into a single location to auto-generate copy. It also takes an existing copy and creates new, tailored variations for your audiences.<\/p>\n\n\n\n

    3. Personalising content<\/strong><\/h3>\n\n\n\n

    65% of customers<\/a> worldwide expect companies to adapt to their changing needs and preferences. By activating real-time data collected across every touchpoint, you can meet these expectations by providing deeper, more impactful personalisation. For example, AI chatbots<\/a> provide 24\/7 communication and generate tailored responses grounded in CRM data, enabling instant replies.<\/p>\n\n\n\n

    \n\t
    \n\n\t\t
    \n\t\t\t

    Unlock Revenue at Every Touchpoint on the #1 AI CRM<\/h2>\n\t\t\t\t\t\t\t

    Want to save time and sell more with trusted e-commerce AI tools?<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

    \n\t\t\t\t\tExplore More<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
    \n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t
    <\/div>\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n\n\n\n

    The AI tools transforming omnichannel commerce<\/strong><\/h2>\n\n\n\n

    From personalisation to productivity, generative AI is changing the game of omnichannel commerce. Yet, shockingly, 77% of business leaders globally<\/a> worry their company is missing out on the benefits of generative AI.\u00a0<\/p>\n\n\n\n

    But you needn\u2019t worry. With so many user-friendly AI solutions available, everyone can elevate their omnichannel commerce.<\/p>\n\n\n\n

    Tools such as Commerce Cloud<\/a> make it easy to personalise and improve the shopper journey with AI-infused e-commerce software. Headless commerce<\/a> with AI adapts to changing shopper needs, while seamless integrations fit your business so you can optimise order management<\/a>, active social commerce, or develop self-service options \u2014 superior e-commerce for all.<\/p>\n\n\n\n

    Or if you want to supercharge your customer service, tools like Service Cloud<\/a> allow you to personalise support and build loyalty with each customer at every interaction. With AI customer service software automating and streamlining support, you can scale productivity from your call centre to field service. These AI tools are becoming increasingly easy to use and are often integrated into the platforms you already use \u2014 so every business can start delivering better omnichannel experiences.<\/p>\n\n\n\n

    Ready to take the next step with generative AI in omnichannel commerce?<\/strong>For more information on how Salesforce can help you get the most from your AI, see here<\/a>.<\/p>\n\n\n\n

    \n