In the past year, generative artificial intelligence (AI) entered the mainstream — and no industry has been left untouched. Advertising and marketing, media and art/design, even law, health care and financial services — have all seen both challenges and opportunities with AI advancements.
For example, the retail industry has spent the past decade embracing all kinds of digital transformation as e-commerce has become more central to consumers’ shopping patterns and preferences. But the leaps in AI demand that skills for retail customer service make a similar leap beyond the steady progress the industry has pioneered over the past decade.
As director of training at Match Retail, my focus has been to align our training programs with the realities of modern retail, which includes not only the rise of retail media and commerce media networks but also the integration of digital tools to enhance consumer engagement and loyalty. Here are some of the areas where customer service training needs an upgrade.
Navigating the AI Revolution in Customer Service
The first quarter of this year is already shaping up to be a significant period for testing the growth of e-commerce and the application of AI in retail contexts. In this environment, the challenge lies not just in adopting new technologies but in ensuring that our call center and retail staff are adequately trained to handle these changes.
Training programs need to be redesigned to prepare retail clients for this acceleration of change within e-commerce, ensuring they’re equipped to handle the evolving landscape. One of the most critical aspects of modern retail training is understanding the role of AI in customer service. While AI is enhancing the capabilities of retail chatbots, it’s important to remember that AI is not close to replacing human interaction. Instead, our focus should be on how AI can complement and augment human-led customer service in retail environments. The key is to find the balance where technology enhances human capabilities without attempting to replace them.
Tackling Front-Line Staff Turnover Through Training and Engagement
One pressing issue in retail is the nature of seasonal peaks, which typically leads to high front-line staff turnover. This challenge is further compromised by reduced hiring budgets and fewer employee hours.
In addressing those matters, retailers need to focus on creating training programs that not only equip employees with the updated skills, particularly in AI and managing other software advancements, but also engage them in a way that fosters a positive workplace culture. This approach can mitigate turnover and build a more committed, engaged and ultimately, knowledgeable workforce.
Keeping a human touch in an AI-driven world.
Despite the advancements in AI, the human element remains a crucial component of retail. Consumers, whether shopping in store or online, still show a preference for human interaction. And customer service requires a higher degree of empathy and understanding. So despite the advances in online chatbots and automated customer service reps, no retailer can simply farm out these roles to the machines. Training programs must emphasize the importance of human interaction in conjunction with AI tools. This dual approach ensures that while AI chatbots play a significant role in the customer experience, they don’t replace the irreplaceable human connection.
Enhancing product knowledge and upselling skills.
An emerging focus in retail training programs involves enhancing product knowledge among employees. In today’s retail environment, it’s not enough for staff to be familiar with only the products on sale. They need to be experts across the product range to effectively upsell and guide customers, especially when faced with inventory limitations. This comprehensive product knowledge is essential for providing customers with alternatives and maintaining sales momentum.
The Future of Retail Training: Balancing Technology and Humanity
Looking ahead, the future of customer service in retail will be shaped by a balance between technology and human expertise. Our training programs are geared towards this balance, ensuring that while we embrace the efficiencies and capabilities brought by AI and digital tools, we also prioritize the human aspects of retail service. This balanced approach is instrumental in preparing retail professionals for a future where technology complements rather than overshadows the human element at the heart of retail.
