The world of AI has been bubbling away for a decade, and while marketers might feel they’re starting to get to grips with it, this is just the beginning.
We’ve already witnessed the game-changing application of Generative AI in marketing – one of the most exciting developments for content creation in years. But if marketers are looking for a truly transformative application of AI, it needs to involve taking a walk down the hall to their CX department.
AI is fundamentally changing how we connect with our customers; how deeply we understand them, and how we can support them before they even know they need our help. That’s why marketing should be looking to their customer service operations if they want to market more effectively.
CX teams that are embracing AI and infusing it into their operations can develop a much clearer picture of their customers thanks to the data that AI is able to mine. And that is as much of a goldmine for marketing as it is for their CX colleagues.
The customer data that AI can unlock will help marketers achieve the hyper-personalisation of their dreams.
We know that 80% of consumers would be more likely to buy from a brand if it offered a tailored experience, and the customer service data that AI can unlock will help marketers achieve the kind of hyper-personalisation that they’ve been dreaming of, today. So how has AI helped CX teams take such a giant leap forward, and what does this mean for marketing?
Using AI-driven customer insights for hyper-personalised marketing
Creating hyper-targeted and personalised marketing campaigns means considering a myriad of consumer preferences and interests. And let’s face it, data on customers is not in short supply.
The amount of data organisations have on their customers is overwhelming – and only growing in volume and complexity as customer interactions increase across many different channels. The challenge is how to mine this mountain of information.
Enter AI, which is helping CX teams to get on top of and, most importantly, gather actionable insight from customer data.
AI can measure things like customer sentiment – creating a personalised profile of each customer, their intent and their needs. And AI doesn’t just analyse a few calls; it analyses every interaction, so this profile is more holistic and complete than ever before.
When marketers are able to get their hands on the powerful data insights lying at the heart of the contact centre and use them to interact with customers in a targeted and personalised way, it can transform brand and business strategy.
