Human-Computer Interactions And How They Impact Customer Experience

by Customer Service Published on: 29 November 2023 Last Updated on: 26 June 2024

Human-Computer Interactions And How They Impact Customer Experience

A survey conducted before ChatGPT and reported by Forbes showed that 86% of consumers prefer humans to chatbots.

However, as the capabilities of these systems grow, they’ll become increasingly convenient and may substantially improve customer satisfaction. Not sure if you want to be an early adopter of this new technology or artificial systems in general?

Here are a few ways in which human-computer interactions (HCI) can change customer experience that might help you make a decision.

1. Increase In The User-Friendliness Of Computer Interfaces

Perhaps the most obvious application of HCI is in improving the usability of computer interfaces and, consequently, client satisfaction. More specifically, those researching this area focus on creating and evaluating interfaces that people find easy to use and sufficient in terms of the needs they satisfy.

Imagine that an e-commerce company is receiving many complaints related to the checkout process, with many customers finding it confusing and slow. By implementing human-computer interaction principles, the company can improve customer satisfaction and, as a result, its revenue. Specific examples include redesigning the checkout page or even using a chatbot that can assist clients during the checkout process.

2. Improved Adaptability To Users With Disabilities

Computers can help humans with disabilities interact better with their environments. Thus, websites can benefit from adaptive user interfaces that adjust their layout and functionality based on the user’s specific needs.

Larger fonts and voice control technology, for example, are designed for those who are visually impaired. Another technology, referred to as haptic feedback, provides tactile signals like vibration to users with visual impairments. Artificial intelligence (AI) systems can be applied to personalize these interactions by predicting the needs of specific users and adapting the platform’s interface accordingly.

3. Better Use Of Computer Systems In Financial Technology (Fintech)

HCI can simplify complex financial systems and, as such, improve user experience and customer satisfaction. With HCI, financial transactions and services are becoming more accessible to users, in particular those who struggle with information technology.

By obtaining financial data in a more digestible format, users may be more likely to make informed decisions that will ultimately lead to their satisfaction.

There are apps such as Mint that are used to help individuals manage their personal finances. By presenting financial information in a manner that is clear and visually appealing, apps of this type make it easy for users to track their spending and set budget goals.

4. More Personalized Marketing Messages

Perhaps one of the reasons why many people dislike ads is that they don’t resonate with their preferences. With human-computer interactions, it’s easier to design marketing tools and platforms that provide a more personalized experience, where content and interactions are determined based on individuals’ preferences and behaviors.

This approach typically improves the effectiveness of marketing campaigns but also improves user satisfaction with marketing messages.

For example, e-commerce companies can take advantage of digital systems to personalize users’ shopping interactions. Amazon is a good example of such a practice, where users receive purchase recommendations based on their past purchases and other data. Similarly, Netflix recommends movies and TV shows based on users’ behavior.

5. Better Retail Experience

We’ve said earlier that most consumers prefer humans over chatbots. While AI systems may not replace humans in some fundamental areas of social interactions, they’re likely getting close to the point where they’ll be as helpful as humans in solving user concerns. 

Virtual assistants and chatbots can significantly improve the shopping experience in real-time by answering queries, providing recommendations, and assisting with transactions faster than humans. In addition, AI systems can analyze a large amount of user data which may allow them to interact with users in a language that is likely to resonate with them.

AI bots are useful not only in the online environment. Physical stores can integrate them into interactive kiosks, where their role will be to guide customers to specific products and provide them with detailed information about a particular product.

6. More Entertainment  

It’s been several decades since computers have made the entertainment industry more exciting. Not only have computers created much better video games, but they’ve also provided the capabilities for creating special effects in movies that would have been unthinkable decades ago.

Now, new information technology capabilities can allow humans to interact with other humans and with AI systems in real-time, creating increasingly realistic virtual worlds.

The emergence of virtual simulations arguably marks a new era in the entertainment industry. While still limited in their capabilities, these simulations can help users experience concerts, sports events, or specific landmarks.

Companies can apply these tools to improve user satisfaction in a variety of ways. Travel agencies, for example, can seek to convince potential clients to visit a location by providing them with a virtual tour of the location in question. Real estate agents can use the technology to help clients decide which houses to visit when there are many options on the table.

Examples Of Human-computer Interactions In Department Stores

Human-computer Interactions In Department Stores

Of multiple industries, HCI is most evident in the department store sector. It is profusely used in this domain. The likes of which are auto check-out kiosks and AI-powered virtual assistants.  

These AI-powered computers make the roles of cashiers redundant.   

At the same time, there are multipurpose interactive displays in many department stores. For instance, we may consider the popular window displays of Macy’s.  

Use Of Interactive Screens  

The displays have Snap AR. The primary use of the windows is flaunting daily wear styles with Macy’s products. So, the readers can match the styles with their lifestyles.   

Target also uses similar displays. Their goal behind using such displays is identical, too.   

However, the 42-inch touchscreen kiosks of JC Penny serve more purposes. They are mini kiosks for your help.  

Often, we loiter in the stores, unable to find a section. I have gone through such issues many times. Usually, there are no store helpers to assist me, either.   

But these kiosks at JC Pennys are a one-stop solution to that problem.   

You can now scan and search any product category and check where you can find it.   

Use Of AI-Powered Virtual Assistants

You visit a store. 

When looking for a new collection, you are now confused about what to pick.   

We often face such issues. But now, it is easier than ever to make choices.   

Many department stores now have AI-powered virtual assistants. Nordstrom uses such assistants profusely.   

These AI bots can not only share product suggestions. You may also ask them about apparel trends. Then, it may also track your cart.   

As a result, you may learn which styles would suit you better. You can scan the store better with such HCI.   

However, Walmart uses AI virtual assistants to make internal operations easier.   

Firstly, the AI-powered UI can list work roles and keep a real-time roster. It can keep tabs on each store employee. At the same time, it helps establish real-time communication with any employee.   

Costco is another popular department store in the US. They have their virtual assistant.   

However, CostCo’s virtual assistant answers basic queries about the store, products, and brand.   

You may think of enquiring whether the store has a new jeans collection. Such questions may be answered quickly by the virtual assistant.   

Self Checkout Kiosks

Self-checkout kiosks are standard across many department stores. On one hand, you will find these kiosks at big stores like Target or Walmart. On the other hand, small stores also use it to some extent.   

There are 154606 small specialty stores in the US. Most of them have at least one self-checkout kiosk. These kiosks are computer interfaces.   

However, the algorithms of these computers can only help with billing, payment, and issuing invoices.   

Bottom Line: Learn How To Leverage The Power Of HCI

It’s becoming more and more obvious that AI systems are the next big thing and most companies will use them one way or the other. Early adopters can win many clients on their side, for which you may want to consider learning how to leverage digital technology as soon as possible.

Implementing HCI can be challenging and you may need support from third-party experts. You can find reputable agencies and freelancers on Google or specialized platforms such as LinkedIn. In addition, you can utilize search websites like Leadar to find additional information about those who will work for you. 

Whether you’re eager to improve your customers’ experience with the latest AI capabilities or prefer waiting for others to test the water, it’s probably best that you prepare yourself for what’s next to come. One way to do so is by learning early on what clients expect from their favorite brands and what they’re getting instead.


Ankita Tripathy loves to write about food and the Hallyu Wave in particular. During her free time, she enjoys looking at the sky or reading books while sipping a cup of hot coffee. Her favourite niches are food, music, lifestyle, travel, and Korean Pop music and drama.

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