In this article, we’re getting to check out a small sliver of the AI world, and the way you’ll use AI today to reinforce your customer experience through personalization.
Artificial intelligence (AI) permeates everything we do. And customer experience is not any exception. Whether it’s a chatbot which will automatically recognize what questions are being asked to in-home assistants, one thing is needless to say — this is often just the start .
Healthcare, manufacturing, sales and marketing, financial services, commodities — there’s few products or services that won’t be impacted by AI within the next ten years.
Today, we’re getting to check out a small sliver of the AI world, and the way you’ll use AI today to reinforce your customer experience through personalization.
- Shift data to ever-smaller increments
The trifecta of massive data lakes, data scientists, and dynamic content and automation has made it possible to customize and tailor the messaging to the audience more effectively than ever before.
Of course, this idea isn’t new. People have been doing things like putting umbrellas outside their store on rainy days for eons. The tracking cookie was invented in 1996. So this is often nothing new.
However, the granularity of segmentation has become finer and finer, to the purpose that a private is often targeted now across a broad spectrum of channels. As an example, the complexity of how segmentation and targeting work has become ever-finer, to the purpose that a “segment” is really just one person.
And AI makes this evermore dynamic and profitable. One tool, Magnetic, consistent with Mar Tech Series:
… gives advertisers custom campaign audiences that are continuously refreshed, supported, new data, campaign performance, and machine learning.
Basically, it’s constantly optimizing supported new data at a speed and responsiveness that humans just can’t match. And since this type of targeting means a 500-800% uplift in marketing spend efficiency, we will expect to ascertain the extent of segmentation will only intensify.
- Chatbots. Get one.
We mentioned Chatbots at the highest of the piece, but it’s worth diving a touch more into how they will personalize the customer experience.
Here’s how.
First, let’s check out an age-old problem: the homepage. Every website needs one. It’s sort of a front entrance — everyone’s need to knock. The matter is, everyone involves your website for a special reason.
So, how does one create a customized experience for your users, as soon as they get within the door?
One possible answer is chatbots. Chatbots are often pre-programmed with a variety of responses (not very “A” of the “AI”). However, they will then recall the proper content or response supporting what people type.
And that’s very AI. It’s like having an usher at your front entrance , to urge people where they have to travel , instead of leaving them to wander around on their own.
When it involves voice chatbots, it’s an identical story. By having phone bots that triage customer service cases to the proper person, customers can get a customized experience to unravel their problem, without endlessly waiting on hold as they’re transferred to the proper department.
And in fact , there’s an economic argument here also. By directing people quickly and getting them processed faster, organizations can lower their phone and call-center costs — something they have been trying to do ever since the primary offshoring all those years ago.
- Drive products with data additionally to insight
Qualitative insight is the bedrock of latest development . It’s an instinct (backed by some data) that yes, someone can pay for this.
This is an especially large leap for startups. But one area where companies can improve their product roadmap with AI is with new product features or lines. For software companies especially and IoT enabled devices generally , there’s a wealth of how the user actually uses the merchandise .
With some simple data collection/analysis tools, organizations can get a deep understanding of who is using their product and what they’re doing with it to drill into what people like and what they don’t. The natural extension of this is often to serve a customized product to a selected person, A level of detail not currently widely seen within the market — but definitely where things are going.
AI can augment qualitative research and market/product knowledge and knowledge to ultimately drive product-market fit faster.
Summary
It’s easy to get lost within the weeds of AI and assume that it’s all about self-driving cars and robots taking up the planet, a la Black Mirror.
However, you don’t need to be Google to require the advantage of AI to personalize your customer experience. Using some basic tools like chatbots, data segmentation tools, and merchandise usage tools, you’ll automatically build and inform the personalized experience your customers want.
And with personalization rapidly moving from a differentiator to table stakes, now’s the time to leverage AI and see what it can do.
