61% of the 4,000 U.S. and U.K. adults surveyed reported that
finding both what they sought in just a few clicks and supporting
content would have the strongest impact on what they thought of a
company
MONTREAL, LONDON and SAN
FRANCISCO, July 10, 2024 /PRNewswire/ -
Coveo (TSX: CVO), the leading enterprise AI platform that
brings AI search and generative AI (GenAI) to every
point-of-experience, enabling remarkable personalized digital
experiences that drive business outcomes, today released its fourth
annual Coveo CX Industry Report. The report, "Is GenAI
the Missing Piece to a Connected Customer Experience?" is
based on a survey of 4,000 U.S. and U.K. adults aged 18+ who
use a computer in their work for companies with 5,000+ employees.
Conducted in partnership with Arlington Research, the research
examines the holistic, interconnected digital customer journey
asking the question "what will be the role of search in the new
ChatGPT era for customer experiences?".
Findings reveal that search remains the gold standard when
people need information with 42% going straight to a company's
website or help center while a lower percentage go straight to
Google. While only 5% pointed to GenAI tools like ChatGPT as their
first choice for search, more than 72% expect their digital
experience to evolve with trends like GenAI.
The future of AI Search and Generative Answering has never
played a more important role for companies looking to deliver the
best customer experience. 56% of respondents reported that not
being able to easily search for and find the information that
they're looking for on their own negatively impacts their
perception of a brand and 61% said that finding both what they
sought in just a few clicks and supporting content would have the
strongest impact on what they thought of a company. These results
showcase that organizations interested in GenAI should seek a
unified AI search experience that offers smart search,
recommendations, and generative answering to deliver the most
relevant search results for customers.
"Search is the throughline for the entire digital
experience," said Patrick
Martin, EVP of Global Customer Experience at Coveo. "As the
findings show, people see brand sites as more authoritative than
Google search, and embedding AI search and generative answering
into sites has never been more important. The search bar is
transforming into an intent bar or advisory bar providing a window
for brands to interact directly with their customers in different
ways to deliver better experiences."
Findings in the latest installment of Coveo's 2024 Customer
Experience Industry Report include:
- Customers expect online experiences to be as good as
in-person, yet many continue to find digital lacking. For the
third consecutive year, 91% of respondents expected their online
experience to match or surpass the traditional in-store experience.
Unfortunately, 50% said that website navigation was complex and
slow, and that search often surfaced irrelevant results.
- Relevant, tailored results are key to a less frustrating
search experience. 35% reported that the biggest issue they
encountered when searching online was "too many choices, difficult
to filter or irrelevant filtering options." Despite this being a
well-researched area, overwhelming choice continues to be a serious
issue.
- While social intrigues buyers, sites are still critical for
conversion. 39% of respondents often or always discover
something new when browsing social media, but only 14% of
respondents would convert directly through the social media site.
Surprisingly, 45% said they navigate to and convert via the brand's
website. Even if they first seek the opinions of their peers or
influencers on social platforms, consumers prefer to go directly to
the trusted source.
- Shoppers expect virtual assistants to help guide and
troubleshoot. 49% of respondents expect a virtual shopping
assistant to help with guidance on product selection or
troubleshooting issues.
- Customers want to leverage GenAI for education before
shopping. 37% said that they expect ChatGPT/generative
answering to evolve their online shopping experience by helping
educate them on products and their attributes before they start
shopping for a specific project.
- Humans preferred, especially for complex issues. When
asked whether issue complexity made a difference in preferring
self-service or assisted support, more (35%) preferred humans
regardless. But 31% chose sides — for easy issues (such as
resetting a password) self-service was preferred, and for complex
issues (such as an invoicing issue) a live agent was
preferred.
- CSRs needs GenAI to meet customer expectations – especially
for older U.S. customers. Even though most customers prefer
self-service, almost two-thirds said having access to a customer
service representative (CSR) to assist them would improve their
self-service experience (64%). When asked how personalized
customers felt an interaction with a CSR should be, expectations
increase in the U.S. (62% vs 56% U.K.), and with age (56% Gen Z,
57% Millennials, 61% Gen X, 69% Baby Boomers).
- Customers are willing to provide data, but the results
better be relevant. 65% said that they were happy to share data
when searching online if it meant they get better deals and offers
— and 65% said they were happy to share with brands they trust (+17
points YoY).
To download the full report, please visit the Coveo
website.
About Coveo
We strongly believe that the future is
business-to-person. That experiences are today's
competitive front line, a make or break for every business. We also
believe that remarkable experiences not only enhance user
satisfaction but also yield significant gains for enterprises. That
is what we call the AI-experience advantage – the degree to which
the content, products, recommendations, and advice presented to a
person online aligns easily with their needs, intent, preferences,
context, and behavior, resulting in superior business outcomes.
To realize this AI-experience advantage at scale, enterprises
require a robust, spinal and composable infrastructure capable of
unifying content securely and delivering AI search, AI
recommendations, true personalization, and a trusted generative
experience at every touchpoint with each individual customer,
partner and employee.
Coveo is dedicated to bringing this advantage to every
point-of-experience, using powerful data and AI models to transform
the enterprise in commerce, customer service, website and
workplace.
The Coveo platform is ISO 27001 and ISO 27018 certified, SOC2
compliant, HIPAA compatible, with a 99.999% SLA available. We are a
Salesforce ISV Partner, an SAP EndorsedⓇ App, an
Adobe Gold Partner, MACH Alliance member and a Genesys AppFoundry
ISV Partner.
Coveo is a trademark of Coveo Solutions Inc.
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SOURCE Coveo Solutions Inc.