As the analyzes of recent months reveal, artificial intelligence has penetrated daily activities to an extraordinary degree, where this is also the case with companies and industries. The process of the digitization of services indeed started some years ago, but there has been a significant acceleration following Covid-19.
Customers are increasingly oriented to use “non-touch” systems based on artificial intelligence, such as facial recognition and voice assistants. Of course, we must also consider the great advances made by technology, which have strengthened users’ confidence in artificial intelligence, based on high-precision tools capable of simulating human interactions and behaviors.
Today, customer service is a key factor that determines the success or failure of companies. Even before the quality of the products offered, users pay close attention to customer service, intended as support before, during and after a purchase. If you’re wondering how to implement customer service with intelligent automation solutions, we at Humable are by your side. Smartbot, AIR (Advanced Image Recognition) and Avabot are just some of the solutions we have at your disposal.
Customer experience and artificial intelligence: a critical combination
Why is artificial intelligence an indispensable technology for the customer experience? Before answering this question, we need to take a step back and understand how the customer buying journey has changed.
Until a few years ago, before the advent of online, sales were fairly straightforward for companies. It was enough to use the traditional means of mass communication to promote a product, almost imposing its purchase without the possibility of contradiction.
Today, the customer journey, that is the path that leads the user to purchase a product, has been disrupted and become unpredictable. There are a variety of factors and variables that can affect the final choice of the buyer. Modern consumers know almost everything about a product, from pricing to features to basic usage patterns.
The customer experience, understood as the level of attention paid to a customer, thus becomes the issue that tips the scales to one side or the other. The modern challenge for companies is therefore to create a personalized path for each customer, providing immediate answers to their questions and anticipating possible critical issues during the purchase phases.
Artificial intelligence is not a passing phenomenon
Although the automation and digitization of processes has received a significant boost from the Covid-19 pandemic, artificial intelligence is by no means a passing phenomenon. For AI, a crisis has, in fact, been turned into an opportunity.
For companies, artificial intelligence must be exploited to its full potential, therefore it is necessary to invest more and more into cutting-edge and sophisticated technologies capable of replicating human actions and experiences, so empathizing with customers. This process leads to an improvement in customer satisfaction, which translates into strong customer loyalty and a greater propensity for customers to use AI.
It costs a great deal more to acquire new customers than to retain them. A loyal customer trusts a brand and is willing to spend more where he or she has received efficient and professional customer service. With AI, costs for companies are also significantly reduced, as they can better allocate their internal resources, provide increasingly customized services according to individual customer needs, and focus more on their core business.
From chatbots to data-driven marketing to marketing automation
One of the main tools derived from artificial intelligence is the chatbot, perfectly capable of replacing a human being during an online conversation. Thanks to machine learning, chatbots automatically learn new concepts and information, so as to be trained to carry out a conversation as if they were human.
Another advanced technology to design new personalized and engaging experiences is data-driven marketing, closely linked to big data. Every day, companies and e-commerce businesses record an enormous flow of information and data, known as big data, which should be analyzed and compared to establish future strategies. It is here that data-driven marketing comes into play, a technology capable of relating all the data available to the company, to extrapolate useful and otherwise invisible information at a glance.
Marketing automation is also closely linked to the study of big data, which helps both in customer profiling and in the management of marketing processes. With appropriate tools, such as app notifications, chatbots or IoT sensors in stores, companies are able to understand exactly when a customer needs support.
Do you want to know more and modernize your company with new artificial intelligence technologies? Contact us! Together, we will find the right solution for your specific needs.