Businesses are embracing the use of and investing in the latest technologies to manage customer care. A good example would be AI chatbots. The bots use machine learning technologies that allow them to simulate human intelligence. They can respond to customer queries.
Over time they learn human behavior by looking at past patterns. The chatbots can then make product recommendations. This helps companies personalize their services. The result is better engagement and higher conversions.
But there is more. Natural language processing (NLP) software provides tons of functionalities to digital marketers. Let’s take the example of content marketing. It is a popular strategy that provides an opportunity for the organization to showcase its products and expertise.
Content marketing is also a powerful SEO tool. Proper implementation can result in excellent rankings on the search engines. Higher visibility for the company means more traffic to the website.
NLP technologies interpret text or human speech for purposes of content generation. They also identify words or phrases that increase interest amongst different target segments.
Our article delves into the topic of AI-driven customer engagement for better conversions. There are, indeed, some interesting insights worth noting.
1. AI-Driven Product Recommendations
AI technologies are improving customer service in significant ways. One of the most outstanding is in product recommendations. Think about it; you must have received a product recommendation or news about an upcoming product. Yet, you did not ask for it. You read the information because it is of interest to you. Once or twice you may have even ended up buying the item.
AI-driven website personalization with ML allows for the use of data insights. The tools use real-time data like browsing history, social media, purchasing history and location.
Such insights provide the best tool to understand customer behavior better. And, it does not occur in a holistic or blanket manner. Rather, it narrows it down to a single view of each customer. In this way, the teams can personalize individual customer experiences.
Machine learning technologies can create personal journeys within the website. Let’s go back to the example of streaming services providers like Netflix. Every customer who signs up gets personalized recommendations. The software makes the information you receive relevant to you and not everyone else.
AI driven product recommendations make it easy for customers to find products. The brand also gets the opportunity to introduce and push products, specific to the individual customer’s preferences.
2. AI and Fraud Detection
Customers who share sensitive information do this on one premise. That you will do all you can to protect the data. Yet, hackers never fail to find ways to get at the information. Data breaches are a major, ongoing concern for many companies.
Reliance on legacy security systems does not provide an effective solution. This is because cybercriminals are using the latest technologies to improve their craft.
Unfortunately, the same technologies available to security experts are also fair game to cybercriminals. That is why it pays to invest in the right AI-powered fraud detection system, especially for financial transactions.
The AI technologies will provide security against identity theft. Like in the case above, the software looks at past purchasing patterns. If it detects an anomaly, it can block the transaction. Yet the tools are sophisticated enough not to block out legitimate customers.
So what does this mean for the customer? Fraud detection using AI technologies will improve customer engagement because they know their data is safe. As a customer, don’t you feel better knowing the brand is doing all it can to protect your information. Proof of the use of such technologies can build trust and loyalty.
For the business, there is an additional benefit. Yes, you get to keep customers safe. And, you also enjoy freedom from fraud incidences like refund schemes or chargebacks.
3. Better Customer Experience with AI
Let’s use the example of AI chatbots to see how they can impact customer experience. You visit an online store and have a virtual assistant at your beck and call.
The software communicates with you much like a human would. The bots pre-empt your questions or make recommendations by understanding past purchasing patterns.
Further, the technologies reduce the time it takes to respond to your queries. And the benefits do not even stop there. You have 24/7, round-the-clock customer support.
The same happens on social media, emails, and even mobile communication. Such solutions drive up customer engagement, resulting in higher conversions.
4. AI-Driven Email Personalization
Marketers will agree that emails remain one of the best customer engagement tools. They are fantastic because of the targeting abilities. With proper segmentation, the marketing team can ensure the brand messages reach the right years.
Yet, improper implementation of email marketing strategies can yield very low returns. It is not uncommon for emails to land in junk or spam folders. A big challenge in email marketing is the lack of proper targeting. If the information is not relevant to the recipient, they will not open it.
AI-powered tools are helping digital marketers improve their email marketing techniques. The use of data insights on customer interests helps generate better subject lines. They also highlight contacts that would be of interest to specific recipients.
The American Marketing Association has seen better newsletter engagement by using rasa.io. The AI-powered tool helps with creating individualized newsletter formats and subject lines. It increases interest, thus higher click-rates and engagement.
The association has realized a 42% increase in readership. There has also been a significant increase in site traffic.
By analyzing customer behavior, AI can help optimize email outreach. The tools can, for instance, give insights on when customers read emails. The teams can then schedule send-outs at these specific times, thus ensuring higher open rates. The same applies to product targeting or promotions.
The best way to achieve conversions is to improve your customer engagement techniques. Artificial intelligence is empowering marketers with the right tools to accomplish that. Data-driven insights allow for the personalization of messaging.
AI tools like chatbots increase engagement through customer interaction. By enhancing the customer experience, the company can achieve higher conversions. Talk about marketing at a whole new level!
Dan has hands-on experience in digital marketing since 2007. He has been building teams and coaching others to foster innovation and solve real-time problems. Dan also enjoys photography and traveling.