H&M Extends Virtual Assistant to Google's Business Messages

Jamie Grill-Goodman
Editor in Chief
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Shoppers can now engage with apparel retailer H&M’s virtual assistant and live chat agents directly from services like Google Maps or Google Search.

The new integration of Nuance Communications’ virtual assistant and live chat deployment is the first-of-its-kind and allows H&M to leverage prior investments in AI-powered Intelligent Engagement to give customers more choice and flexibility when shopping online.

H&M implemented the Nuance Intelligent Engagement Platform for virtual and live chat in 2018 to manage increasing contact volumes, improve customer experience, and automate self-service options 24 hours a day across 13 major online countries including the U.S., U.K., Sweden, and Germany. The solution assists H&M customers through their shopping experience and provides real-time answers to inquiries such as item availability, online order tracking status, and store locations and hours.

Nuance's latest integration with Google's Business Messages allows H&M to take advantage of new messaging channels while leveraging the same AI-engine core to its virtual assistant and live chat deployment – to enable more cross-channel customer experiences, reducing contact center call volumes, and increasing digital interactions. Online shoppers can engage with H&M through Google's Business Messages initially in the U.S. market.

"We are delighted to work with H&M and Nuance to help H&M customers get answers to their questions, directly from Google Search using Business Messages," said Rob Lawson, head of partnerships, Business Messaging at Google.

Every year contact centers receive billions of calls originating from Google applications. Adding an easily discoverable messaging option that integrates with the existing virtual assistant and live chat deployments gives customers the ability to select their preferred channel, which can significantly reduce an organization's overall call volume.