Wednesday, January 26, 2022

The Impact of AI on Customer Journey: Lessons for Marketers

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Preferring to shy away from using AI for your business simply because you do not understand its true potential probably isn’t a good idea.

It’s not the 1990’s anymore – AI is around you everywhere. It’s what helps you enjoy that game of cards on your smartphone. Or helps you get that recommended video on your YouTube page that made you happy. And it is what makes Siri answer your ‘how is the weather outside?’ query.

The Impact of AI on Customer Journey: Lessons for Marketers 1

Using A.I. To Better Your Customer Journey

AI can meet and surpass consumer expectations by making relevant product recommendations and bringing personalization. WorkFusion’s Forecasting the Future of Enterprise AI webinar is one of the resources you definitely need to take a look at if you’re looking to use A.I solutions to power your business.

Many of WorkFusion’s solutions are aimed at helping your organization take a competitive lead by focusing on making the best of available technologies as well as making you aware of what you could potentially do in the near future.

For one, here are a few things you could do as a marketer today.

  1. Easier Identification of Target Audience

Customer interaction begins with choosing the target audience. Yet, 72% of marketers have difficulty finding the right target audience online.

Traditionally, it depended on segmentation criteria to approximately determine the right audience based on marketing goals.

Now, you can use AI and predictive analysis on each customer automatically to track their behaviour and get an overall score. For example, you can track customers based on website conversion scores and determine whether they are your right customer or not.

It creates endless possibilities of creating a marketing campaign or a customer journey in unique ways.

  1. Personalized Product Recommendations

You could increase your eCommerce site revenue by as much as 31% by investing on personalized product recommendations, according to a new study.

Organizations keep sending product recommendations to their customers on a mass basis without knowing whether the item is relevant to them.

AI uses machine learning and deep learning technologies to learn about the customer preferences and behaviour and delivers relevant product recommendations.

For example, use AI to pick up customer interests by identifying his online behaviour. Then, send a product recommendation based on his search and preferences – taking into considerations like budget worked out from his past purchases.

Expect better conversion ratio with a tailored recommendation, automatically, without the need of any human intervention.

  1. Reach Customers at the Right Time on the Right Channel

Users generate huge amounts of data ,which AI uses to find patterns resulting in meaningful insights for the marketers. It can show the patterns of engagement on a one to one basis giving powerful tools to marketing.

Traditionally automated solutions have been used for sending time optimized messages based on click and open rates and times of customers. But the problem was that the result was derived for overall customers ignoring individual needs.

AI can track customer interactions to accurately predict when a specific customer is likely to access the ads sent to his mobile. Based on it, the system automatically sends a message to the customer at the correct time – increasing the conversion ratio.

The same is the case with choosing the right channel; AI tracks the customer engagement journey to decide his preferred channel and automatically routes customers down the line.

  1. Assist Customers with Smarter Chatbots

Chat bots are nothing new- they had been used for many years but never proved to be a worthy solution because they lacked the human touch. And more than 35% of consumers want it too – solely because it gets the problem addressed faster.

However, AI-powered chatbots are getting smarter, and it’s hard to tell the difference between a real person and bots, especially for simple to medium complex tasks. It learns from the numerous customer conversations and uses contextual background driven from the data for coming up with accurate answers and relevant recommendations.

Modern AI chatbots can also use text-to-speech translator, which lets the customer speak his needs as he would to a human representative making it a hassle-free process.

AI is no longer foreign to businesses, enabling small to medium sized companies to offer customer services. It doesn’t matter whether you like Amazon or Walmart – most major companies have already hopped onto the bandwagon here.

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