The mention of Artificial Intelligence can have a polarizing effect . Some people are obsessed with the possibilities of it , while others fear it . The truth is , you ’ ve probably been using AI and haven ’ t even realized it . If you use Siri , Alexa or just search the internet , you ’ ve used AI .
All AI can fall under two types : narrow and general . Narrow AI is used to create specific tasks . General AI possesses human intellect without the need for a human , basically it is the stuff of sci-fi . The only type of AI in existence today is narrow , which means we can all breathe a collective sigh of relief right now .
One of the ways many small businesses are using AI is with generative text programs or content creation . If you need a script for a product video , compelling copy for a promotional email or a tagline for a Facebook post , by providing some simple parameters , generative text can create that for you .
There are various AI platforms that can generate text , but ChatGPT is the most popular . According to Catherine Erdly in her article “ Four Major Trends that Will Shape Retail in 2024 ” on forbes . com , “ In 2023 , ChatGPT became the fastest growing internet app of all time , with an estimated 100 million monthly users in just two months .” 1 She explains that it took Facebook four and a half years to reach those numbers .
With programs like these becoming more accessible , AI can be another small business tool that saves time and money for those with a limited staff or budget . And in addition to increased productivity , AI is inadvertently helping small businesses one other way — by increasing the value of personalized customer service .
As more businesses adopt AI technology , shoppers will also place a premium on having human interaction
One thing AI cannot do is empathize . As AI advances , in-person interactions will become a novelty . “ As more businesses adopt AI technology , shoppers will also place a premium on having human interaction — an area many small businesses excel in ,” Erdly writes . Instead of interacting with a program , especially when resolving customer service issues , shoppers will want to talk with a person . Because instead of treating customers like an algorithm , you can treat them as a person .
“ Small retailers should also consider where they offer a human touch as a premium , and highlight that ,” Erdly suggests . Here are some ways your fellow retailers are making customer service more personalized in their store : customer service
Greet Customers
It all starts with a simple , “ Hello !” Greet customers as they walk in the door and ask how they are doing or if you can help them find anything . Mike Huffstuttler of Believer ’ s Christian Gifts in Rio Rancho , NM , says , “ We make eye contact with and greet everyone who walks in the door .” By acknowledging your customers , rather than ignoring them , you are demonstrating that they are personally seen and valued .
Karen Welch from New Life Christian Bookstore in Murray , KY , says that if a customer wanders around her store for a while , a staff member will go back and ask helpful questions , such as , “ Can I point you toward anything in particular ?” For new customers , Karen simply asks , “ What brought you in today ?” Karen recommends making as many conversational ‘ touch points ’ as possible .
Use Your Customer ’ s Name
Treat your customer as a person by getting to know his or her name . Joel Evans of JC ’ s Christian Book Store in Middletown , NY , says , “ We work on trying to remember customers ’ names and greet them by their names when they enter the store .” And when a new customer comes in , Joel and his staff will introduce themselves so that the customer knows their names as well .
Owner Donna Baker says they also greet their customers by name at Dightman ’ s Bible Book Center in Tacoma , WA . And if Donna can ’ t remember a customer ’ s name , she uses the Bookstore Manager POS system to look up their name after entering their phone number at check out .
After greeting customers by name , she follows up with a compliment like , “ It ’ s good to see you again .” If she knows their personal details , she may ask about something that pertains to them , like their spouse or grandkids . “ We try to take the time to really listen to our customers and demonstrate care and concern for each one ,” Donna shares . “ You get to know customers by simply being friendly and talking to them .” Maybe that ’ s why Dightman ’ s has been in business for over 60 years . continued on page 38 >>
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