Getting rid of the menu – making conversations intelligent

By:Avijit Biswas

05 April, 2021

As customers spend increasingly more time on mobile apps, curating an effortless mobile experience that seamlessly blends into overall channel mix has become critical to winning greater share in the market.

While companies are rushing to create and onload their services onto their mobile apps, the customer is often left at crossroads without signboards - hunting through menus hidden within menus. In the process of discovering a service, how many times are we left decoding basis of categorization that is at play in design of the app.

Maybe sales and revenue analytics took statistics driven decision making too far, and masked usability under the umbrella of an add-on service.

How many times have we walked the support menu top to bottom and then back to top again – searching for the elusive reason that got us there in the first place.

Dismal app experience has led new gen users hunting for neobanks that sell a seamless digital experience in many countries. Banking isn’t in spotlight alone – there are close contenders from telecom too, where appification has caused users to spend significant time in figuring out options hidden inside complicated multi-menus. Calls to live agents therefore continue unabated. Online retail experience deserves a mention too.

Surely there could be more intelligent responses than ‘Couldn’t find what you were looking for’’. Netflix never accepts that they do not have what we are looking for and instead recommends what Netflix believes are ‘similar’ ones.

Perhaps the menus aren’t as big a problem as the category-decoding that forms the precursor to successfully finding that damned option on mobile app! Menus are here to stay, and if your business is thriving, they tend to get longer.

What’s needed therefore, is that help-desk that effortlessly directed you to fine dining outlet outside the food court in that shopping mall. What’s needed is free text (and free speech) space where voice of the customer can be captured verbatim. She knows her requirements best. Menus are good for us to process internally but may not be very friendly to her after all.

Imagine a voice-powered intelligent search that could capture what we say as we frantically look for the elusive charger in our bag, or keying the pin at the ATM, or frantically unpacking dinner after a busy day!

If there 39 menu options then all that’s needed is a powerful AI capability that can decode free text even with mixed language expressions and route the user to one of those and beyond. Plugging in the right machine learning technology could do the trick already

And Sainapse® is native designed to that.



 

Based on ‘Getting rid of the menu, making conversations better with technology’ by the same Author and published in Business Standard on April 1, 2021

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