In this episode of Xtendo Group BPO’s “Voices of Change” podcast, Raúl Cornejo, Director of Digital Transformation E-commerce at Electra, gives us an in-depth look at how artificial intelligence is redefining the customer experience and optimizing logistics in the world of e-commerce. Together with Matias de Zan, Senior Customer Manager Operations at Xtendo, they explore the challenges and opportunities of digital transformation in retail.
Raúl has a vast experience in the sector, having worked in companies such as El Palacio de Hierro, Walmart and Liverpool. In this conversation, he shares how the implementation of best practices and technological tools has been key to improving the customer experience in each of these companies.
Artificial intelligence: the new ally of e-commerce
One of the central points of the episode is the role of artificial intelligence (AI) in the personalization and automation of the customer experience. Raul highlights how chatbots have advanced from being basic interaction tools to intelligent systems that anticipate user needs. These chatbots can now automatically identify customer data, respond to customer order queries and offer immediate solutions, improving user satisfaction and loyalty.
The conversation also touches on AI-based product recommenders, which not only facilitate the buying process, but also account for a significant portion of daily sales on platforms such as Electra. Raul emphasizes that the goal is to continue optimizing these tools to make recommendations even more accurate and generate more conversions.
Logistics and speed: record-time deliveries
Raul also talks about the advances in logistics that Electra has implemented, managing to drastically reduce delivery times of large products, such as household appliances, to less than four hours. These advances have been made possible by optimizing distribution processes, using AI to predict demand and strategically place inventories close to customers.
This approach has not only improved efficiency, but has elevated the customer experience, offering fast and effective solutions that exceed market expectations.
Investing in internal talent: the true driver of innovation
Raul stresses the importance of investing in the internal team to develop the necessary capabilities to drive the use of artificial intelligence in retail. For him, companies should focus on educating and training their own staff, rather than relying on external agencies. This investment in human talent allows organizations to better understand their processes and products, resulting in a more effective implementation of technology.
In addition, he mentions that technical profiles, such as data scientists, are essential to get the most out of AI. These teams are in charge of creating the rules and predictive models that make it possible to offer a complete and personalized commercial offer to the customer, adapting to their preferences and shopping behaviors.
The future of retail: the convergence of technology and humanity
The episode closes with a look into the future, where Raul predicts that artificial intelligence and technology will continue to transform retail. Real-time inventory automation and AI integration in physical stores will be key to delivering a more seamless and effective shopping experience. Raul also highlights the importance of maintaining a balance between technology and the human factor, ensuring that customer service does not lose the personal touch that generates long-term loyalty.
Don’t miss all the details of the conversation and download the episode to listen when you can. We’re on Spotify, Apple Podcasts and YouTube.
