The focus on AI use should be where it can enhance the customer experience. But, how specifically, do we use AI to improve customer experience?
From established vendors to innovative start-ups, specific applications are emerging that are simplifying tasks, enhancing analytics, freeing up resource and creating new and exciting opportunities for customer engagement. Customer experience can feel disjointed and irrelevant when the content is the same for everyone.
So where can AI be used to enhance the customer experience?
Personalising the engagement
An AI can ensure we present the right content to the right customer at the right time.
Breaking that down further:
- The ‘right content’ means having contextually relevant content that meets the needs of the customer.
- The ‘right customer’ means learning about the customer as they consume the content and understanding which persona applies to that customer.
- Finally, ‘right time’ means that the content is being presented that meets that customer’s need within their own personal buying journey.
Connecting the experience
With content that is mapped to fulfil the end-to-end customer journey, the AI can create and manage the experience with each customer individually.
Making impossible tasks possible
The capabilities of AI go far beyond simple automation of tasks. An AI can manage multiple tasks that achieve what any human could achieve if there were enough of them thrown at the task… relentlessly all day and all night. That means that engagement with customers can be constantly managed.
This creates the possibility of 24/7 real-time engagement.
AI is not a kill or cure
At the time of writing, we do not live in a world of true machine intelligence. AIs are not about to request their own ‘Bill of Rights’ soon. They are little more than smart algorithms that, from a customer engagement perspective, have to be fed with the content.
The planning function remains vital within any marketing team. An AI gives marketing the power to action a live plan continuously.
Customer experience is considerably enhanced with an AI. Marketing is empowered with real-time data on how the content is performing in the one way it really matters—creating attributable sales and value for the business.