By European Press

The consulting firm Boston Consulting Group has reached this conclusion in terms of user experience after conducting a survey in which 6,000 consumers participated.

After this survey, it was determined that for the new generation, autonomy in their buying process is more important. For this reason, if they need help, they opt for support from a virtual assistant or ‘chatbot’.

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A ‘chatbot’ is an assistant that communicates with users via automated text messages and is integrated into a website or app to offer support and assistance.

For this generation, where technology is a part of many of their fields (study, work, etc.) it is more important to stay in control while searching for a product when buying physically or ‘online’, needing help from others.

“This trend can be seen in supermarkets. The younger generation prefers to use self-service cash registers and fast scanning kiosks rather than standing in line and being served by people”, comments GUS CEO, Jaime Navarro, in a press release sent to Europa Press.

In particular, Navarro considers that these people “prefer to try to resolve their doubts and problems independently” or via WhatsApp rather than having to consult someone over the phone.

For its part, a report by Mordor Intelligence determined that, due to the increasing use of messaging apps, the integration of ‘chatbots’ in them resulted in a greater return on investment.

This is because this system not only improves the user experience, but also saves chat history, which can be very useful for future purposes.

Because of this need, several companies in Latin America have integrated these assistants into their marketing and customer service strategies, solutions that can be connected to various data bridges to provide them with information and services.

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Meanwhile, in Europe and the UK, more and more companies are investing in automation technology. This allows them, on the one hand, to offer more efficient services to consumers and, on the other hand, allocate resources for training their employees to enable them to solve more complex problems.