Guest post by Paul Turley, Senior Director, ServiceNow Ireland

Retailers today face a unique blend of challenges and opportunities. Customers are more demanding than ever, expecting seamless, personalised shopping experiences across every channel. Securing buyer loyalty is tougher, and with the commercial landscape constantly evolving, it's crucial for retailers to unlock the true value of the customer data at their fingertips. Retailers have long sat on a goldmine of data, but artificial intelligence is the key to unlocking its full potential - helping them transition from 'analogue to digital,' and enabling retailers to both survive and thrive.

The data generated by customers forms the foundation for improved customer service. AI - particularly generative AI - holds enormous potential, from resolving in-store issues to personalising the customer journey. The appetite for AI is growing, with spending outside traditional IT set to rise by 52% this year, according to global research by IBM. AI in customer service, particularly for personalised responses, is projected to grow by 236%

Forward-thinking retailers are already harnessing this technology to derive value from their data and future-proof their business. While last year saw cautious experimentation, today's leading retailers are leveraging AI not just for efficiency, but to reimagine the entire retail experience, delivering better outcomes for customers

Towards seamless growth

Currently, retailers spend a significant amount of time dealing with inefficient, siloed systems rather than actively serving customers. These inefficiencies make resolving issues - from HR challenges to IT issues - a lengthy and frustrating process. Tackling these challenges will significantly enhance customer satisfaction and drive long-term success, ensuring employees have the right technology to deliver optimum experiences for customers. By equipping teams with effective tools, businesses can create a customer-first culture that fosters loyalty and long-term growth.

Take Carrefour, for example. Operating 12,000 stores in 30 countries and serving 104 million households, Carrefour faced recurring refrigeration failures that left customers facing empty chiller cabinets. By adopting a computerised maintenance management system (CMMS) called 'Click & Repair,' Carrefour automated repair requests, routing key details like serial numbers directly to technicians and significantly accelerating resolutions. Staff can now request repairs via a mobile app, saving time, keeping shelves stocked, and ensuring maintenance is more effectively overseen for customers.

Similarly, British supermarket giant Asda - operating 1,200 sites and 18 million customers - faced the challenge of creating a unified system for handling HR, IT, and a wide range of operations. Separating more than 2,500 systems from former owner Walmart, the transition dubbed 'Project Future' also enabled new workflows in Customer Service Management which saved time, freeing up employees to focus much more on delivering for customers both face-to-face and online. The company is now looking to the future with a platform built for further innovation.

These cases highlight how integrated systems enable sharper customer focus and long-term growth. Going forward, AI innovations are set to have an even more dramatic impact on customer service, which will be explored in ServiceNow's Consumer Voice Report later this year.

The AI difference

In e-commerce, AI operates behind-the-scenes to provide smoother customer experiences, leveraging natural language processing to understand queries about warranties, accessories, and more. AI-driven product recommendations and targeted offers also help to build customer loyalty and encourage repeat visits.

For agents dealing directly with customer complaints, generative AI can be so powerful. With agents often overburdened, generative AI can help them deliver rapid, effective responses by enhancing search capabilities...