Human-Computer Interactions And How They Impact Customer Experience
by Ankita Tripathy Customer Service 29 November 2023
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.
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.