With many customers purchasing products and services online, the customer journey has become an important part of the sales and retention process. But how does a company keep this fundamental experience from becoming monotonous and cold? Fortunately, as marketing AI and automation become more attainable, companies can now take their customer journey to a new and more effective level with a personalized experience.
The importance of personalization
44% of consumers are more likely to be repeat buyers after a personalized shopping experience.
As the world becomes increasingly digital, the human connection is getting diluted. Think about the last time you tried to contact a customer service department, only to run into long hold times. Or spent the afternoon cleaning out your inbox of email offers that don’t really apply to your current needs or wants.
It is often the little things that make all the difference for a customer – whether it is a tailored offer or a more personalized message. This especially rings true as your customer makes his or her way through their journey to purchase. Imagine the impact of offering upgrades or add-on packages that make sense to his or her specific situation, or being able to offer around the clock support, should a question arise during or post purchase. I am sure you can already envision the difference these simple suggestions would make to a sale or to a long-term customer relationship.
How AI and automation can help
Creating a personalized experience starts with being able to not only collect, but analyze and act on customer data in real-time, and that is where AI comes into play. Many companies are already collecting the data, but it is often either not being used or the analysis takes too long to be helpful. But, by capitalizing on the right programs and processes, your customers can have a better experience.
Nandini Rathi, CMO of Betaout, gives her spot-on analysis of how marketers can use AI to really drive the customer journey in her recent article, 4 Ways You Can Use AI to Enhance Every Step of the Customer Journey:
“With artificial intelligence, marketers can get deep and powerful insights to identify key moments in the customer journey to automatically send the right message to the right person on the right channel, making the customer most likely to convert.”
A practical application of AI and automation
And while the above sounds good in theory, a conventional use of this technology is always helpful to drive the point home. Enter chatbots. This once, semi-annoying technology which used to be glitchy and obviously a machine has now become so advanced, it is hard to tell the difference between the bot and the human. More advanced chatbots use natural language processing, creating human dialogue-like interaction.
If you have ever thought about, but turned down chatbots in the past, it may be time to give them a second look. Also, keep in mind this does not mean you should be replacing all humans with machines. Your customers are humans after all, so there is an element of human interaction required, it just may not be as intense as it was say 10 or 15 years ago.
Thoughtful incorporation is key
Upgrading your customer journey with AI and automation doesn’t mean you should run out and start buying the latest and greatest available technology. In the Forbes article, How To Use Artificial Intelligence, Personalization And Automation In The Customer Journey, author Greg Kihlstrom recommends first giving your current program a thorough review, see what is currently working and where updates are needed. From there, you can buy the software and systems that will make the most sense:
“Don’t pick tools first and then try to find a way to use them. Instead, first identify the problems you want to solve, and then find the best and most appropriate software and solutions to make your customers’ lives easier.”
Begin today, not tomorrow
As AI and automation becomes more mainstream, the “wait and see” approach is no longer valid. Take the opportunity now to review your budget, your current processes, your customer’s needs and wants, and begin implementing the tools that will help you build your company for the future.