- By Mike Caspers
- May 01, 2023
- Emerson Automation Solutions
- Feature
Summary
Industrial automation providers have the experts you need, but getting in touch with the right person can be a challenge. Here’s how one vendor is addressing this issue with real-time communications, facilitated by intelligent AI-based chat.
As with many other products and services, the industrial automation marketplace is seeing a much higher volume of online engagements and transactions. In the past, most automation products were purchased through local distributors that also provided some level of technical support, along with access to experts at the companies they represented.
But now, many products are purchased directly from automation vendors, often online. Support for these products, and related services, is therefore also increasing the demand for online engagement, driven by user preference. Self-serve and remote interactions have made it easier for many buyers to get information, place orders, and arrange service—all with improved speed and convenience.
In fact, research indicates that only about 20% of business-to-business buyers say they want to return to in-person sales, while 80% enjoy the speed and convenience of being able to engage digitally. That includes people working at businesses that normally are heavily reliant on in-person and on-site sales rep visits.
This shift from in-person to online is creating challenges and opportunities for both end users and vendors.
AI-based chat fosters collaboration
One of the first ways to improve the user digital experience is by starting with a well-designed automated communication system that can adapt according to user needs and intents. This type of functionality increases efficiency and improves the user experience.
With this type of system, rapid responses are automatically crafted in response to user needs, providing simple self-service options for answers to common questions. These same types of responses can also quickly connect users with an available expert, or automatically schedule a call with an expert based on real-time availability and scheduled conversations, all at no cost to the user.
This capability satisfies user needs for quick resolution to their issues, and the tools provided by the vendor can be continually tweaked to improve the quality of responses. It also greatly increases the efficiency of vendor experts, whose time is always in high demand.
Rapid interaction
AI-based chat provides quick access to experts, often in just a few minutes. Conversations are facilitated by buttons customized based on user responses, each of which can be quickly selected to expedite the interaction (Figure 1).
Using these online tools, users can select from self-service options, or they can be connected to experts in short order. Emerson responses switch from automatic to those provided by an expert as needed to optimize the user experience. For example, an automated response is provided when it is the best option, typically for simple or straightforward questions. When questions are more complex, an expert is engaged to provide solutions tailored to the user’s unique application or product needs
The conversation illustrated in Figure 1 shows how AI-based chat can be utilized to quickly gather the required information, and then immediately respond to provide answers or connect a user with an expert.
Some common interactions include showing users where they can find resources available online, or providing them with assistance to specify the right product for their application. In the latter case, many users know exactly what type of product they want, but they need help determining a complete model number.
Some users know the full model number and need to place an order or get a quote, and some have questions about how a product works, or installation/setup questions. New users often need contact information for their salesperson, or they would like to schedule a meeting with him or her.
Other situations that arise are when users ask if a product will work in their specific application, or if it has a certain rating, such as for use in hazardous area. Other users want to know exact dimensions, download a drawing, or get other detailed product information.
In all these cases and more, the AI-based chat system provides quick resolution to issues, either automatically or via experts.
Those of us who have been trapped in an endless loop with a poorly programmed chat system can be comforted by knowing advancements in AI are rapidly evolving to improve the digital experience at scale. The benefit and power of such tools and communication strategies is evolving daily, and users can now select self-service options regarding measurement technologies and applications for immediate answers.
All figures courtesy of Emerson
About The Author
Mike Caspers is a digital sales enablement manager at Emerson, based out of Minnesota. He has held various roles in sales, marketing, and operations over his 20+ years with Emerson. Caspers holds a BS degree in Mechanical Engineering from North Dakota State University, and an MBA from the University of St. Thomas.
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