Coveo, a leader in enterprise AI platforms, recently released its fourth annual Coveo CX Industry Report, titled “Is GenAI the Missing Piece to a Connected Customer Experience?” This comprehensive study, conducted in partnership with Arlington Research, surveyed 4,000 U.S. and U.K. adults working in companies with over 5,000 employees. It explores the role of AI search and generative AI (GenAI) in enhancing digital customer experiences, especially in the ChatGPT era.
Key Findings and Insights
1. Search as the Preferred Tool for Information
- 42% of respondents prefer searching directly on a company’s website or help center.
- Only 5% use GenAI tools like ChatGPT as their first choice.
- 72% expect digital experiences to evolve with trends like GenAI.
2. Importance of AI Search and Generative Answering
- 56% of respondents are negatively impacted by poor search experiences.
- 61% value quick and relevant search results for a positive brand perception.
- Organizations should adopt unified AI search experiences with smart search, recommendations, and generative answering.
3. Authority of Brand Sites over Google Search
- Brand sites are seen as more authoritative than Google.
- Embedding AI search and generative answering into websites enhances customer interactions and experiences.
4. Digital vs. In-Person Experiences
- 91% expect online experiences to match or surpass in-store experiences.
- 50% find website navigation complex and search results irrelevant.
5. Relevance and Tailored Search Results
- 35% struggle with too many choices and poor filtering options.
- Overwhelming choice remains a significant issue despite extensive research.
6. Role of Social Media in Discovery and Conversion
- 39% discover new products on social media.
- Only 14% convert directly on social media, while 45% prefer brand websites for final purchases.
7. Expectation from Virtual Assistants
- 49% expect virtual assistants for product selection guidance and troubleshooting.
8. Educational Role of GenAI
- 37% want ChatGPT/generative answering to educate them on products before shopping.
9. Preference for Human Assistance
- 35% prefer human assistance for all issues.
- 31% prefer self-service for simple issues and live agents for complex issues.
10. Importance of Personalized Customer Service
- 64% believe CSRs with GenAI improve self-service experiences.
- Higher personalization expectations in the U.S. and among older customers.
11. Willingness to Share Data for Better Experiences
- 65% are willing to share data for better deals and offers.
- Trust in brands increases willingness to share data.
Coveo’s 2024 Customer Experience Industry Report highlights the critical role of AI search and generative answering in shaping modern digital customer experiences. As companies strive to meet evolving customer expectations, adopting advanced AI tools and strategies will be essential for delivering personalized, efficient, and engaging digital interactions.
