To better understand consumers’ comfort needs and how artificial intelligence (AI) impacts people making important purchases, artificial intelligence-powered call tracking and analytics platform Invoca surveyed 1,000 consumers in the United States. The findings were compiled into a report alongside data from Adobe’s Experience Index. At a high level, the survey results reveal the most important aspect of consumers’ brand experiences to be the emotional quotient (EQ), or brand’s ability to recognize and respond to the customer’s emotional state — especially in instances of high-value purchases. Respondents were polled about different brands’ use of AI (machines, chatbots, smart personal assistants, etc.), with survey results showing that Generation Z is most receptive to AI but all age groups still gravitate toward personal service and prefer it come from a human instead of a machine.
Those surveyed do believe AI is growing in importance, and some respondents — especially those younger in age — prefer a chatbot, for example, over waiting a lengthy period of time on the phone to speak with a person. However, Invoca’s survey findings highlight AI’s technological limitations regarding its inability to meet EQ consumers’ demand in order to convert them. But this will likely change over the next five years as technology advances and machines become equipped to better replicate human emotions, read people’s faces, and interpret expressions and exhalations such as sighs. Experts believe the ability of machines to integrate EQ portends rapid expansion of AI throughout all sectors.\n\nThe more immediate future of AI, as this report illuminates, is a combination of human and automated support. In terms of the mortgage shopper or potential homebuyer, experts believe it essential to connect offline conversations such as phone calls to the online conversations that drive them. If a mortgage shopper has been talking with a chatbot and decides to call the loan officer, the loan officer must have all the chatbot background info to ensure a seamless experience. Or, when consumers book appointments over the phone, marketers could use that data to suppress digital retargeting campaigns.
Longer term, it is conceivable that a customer starts and ends the homebuying process with AI playing a central role. Invoca and Adobe offer a platform that brings call attribution and analytics into their Adobe Experience Cloud to measure total marketing ROI, lower acquisition costs, and drive more revenue. With their call analytics platform, marketers can connect phone calls and conversations to the online journey and use that view to create fully customized experiences.