Customer Experience and Artificial Intelligence in the service of customer loyalty: how is the relationship between brands and consumers evolving? Let’s delve into it together.
More data and information as long as they are used respectfully and transparently by brands to create even more engaging and relevant shopping experiences: nearly 73 percent of consumers, 83 percent if we look at the Italian context, are willing to share more personal information in order to enjoy valuable shopping experiences. This is the picture that emerges from the “Consumer Pulse Survey 2019: See People, Not Patterns” research conducted by Accenture among 8,000 consumers worldwide, which offers marketers and strategists valuable insights into strategies to make use of a wealth, data and consumer information.While, in fact, consumers say they are ready to share data on habits and interests, they also expect brands to collect and treat such information with full respect for privacy.Consumers ultimately want to be recognized and understood by brands, but as it happens, in a social context, only by those with whom they have chosen to “relate.”
Overly invasive, generalist advertising is no longer what motivates consumers to approach a brand: hyper personalization and customer experience are the new challenges for effective customer retention strategies.
Artificial intelligence and personalization: how it improves brand-consumer interaction
From eCommerce to the point of sale, not forgetting other relevant touch points such as ADS campaigns, social, newsletters, and more: the consumer’s customer journey increasingly unravels between online channels and offline realities, and every interaction between brand and consumer becomes relevant to improve the customer experience.In such a complex context, personalization, supported by artificial intelligence becomes crucial: information on browsing behaviors, online and offline purchasing, biographical data, interests and preferences is centralized; AI and Machine Learning algorithms process data, analyze information from users with similar interests.The result? You offer the potential customer, both online and offline, the right product at the right time, while fully respecting privacy. Real-time personalization of messages, content, recommended one-to-one products, but not only that: knowing users’ behaviors is also the first step in developing strategies for predictive marketing.
Customer service and retail: the customer experience is omnichannel
Research, insight, comparison with similar products: what in a consumer’s customer journey begins online ends, most often, off-line.
The point of sale, together with the customer care service, thus become two relevant touch-points, for which, the contribution of artificial intelligence and big data become crucial.
If for online shopping data and information about customers and potential consumers become crucial to personalize their shopping experience, off-line becomes a valuable tool for salespeople, thanks to marketing automation platforms for retail such as Blendee, to get to know the user: to know whether, perhaps online, he or she has already seen products or added some to the shopping cart, whether he or she has shopped in other stores of the brand or what might be the most interesting products to show him or her based on the shopping behavior of similar users.All this is also confirmed in the area of customer service: here the artificial intelligence (call center intelligence) , in addition to making some operational aspects more efficient, can offer much more to operators: the possibility of proposing personalized promotions and offers, as well as that of promoting initiatives that put the customer at the center and offer a more responsive and level-headed service.A study conducted by theHarvard Business Review shows how omnichannel consumers spend 4 percent more each time they visit a store and 10 percent more online than those who shop using only one platform: omnichanneling and customer experience are the challenges that B2C and B2B companies can no longer escape.
