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Enhanced Business Communications with Artificial Intelligence

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Title: Enhanced Business Communications with Artificial Intelligence


1
Enhanced Business Communications with Artificial
Intelligence
2
  • Todays consumers inhabit an omnichannel world.
    Unfortunately, many companies fail to realize
    this and force people who consider themselves
    evolved onto paths of customer engagement that
    fail to meet their needs and feel antiquated.
    These businesses must move to the next level if
    they hope to attract people to their brand and
    then build a sense of loyalty to keep them there.

3
  • Artificial intelligence (AI) could be just the
    solution for companies looking for a convenient,
    informed, and intelligent way to connect with
    customers during any part of their buying
    journey. The result of implementing AI in this
    manner is an improved journey for customers that
    feels more personal and integrated. The entire
    experience will feel more natural and less forced
    for them.

4
  • AI is nothing short of a game-changer for the
    entire customer experience (CX). Its important
    for businesses to understand how AI applies to
    the CX as well as research companies already
    benefiting from implementing AI into their CX.

5
Why Businesses Need to Include AI as Part of the
Customer Experience
  • No business can afford to overlook the
    importance of CX. It is what drives growth during
    successful periods as well as the greatest risk
    when things arent going as well. To enhance the
    CX, companies should consider incorporating data
    insights as a primary marketing tool.

6
  • However, businesses must also realize that
    customers often exhibit chaotic behavior and that
    datasets are often scattered and incomplete.
    Undefined rules makes for ambiguous criteria to
    measure success. Datasets for the CX can truly be
    a nightmare for developers of AI.

7
  • Despite the complexity of customer data sets, AI
    can provide critical insights into the CX. Call
    center professionals and other sales personnel
    who serve customers directly currently have no
    way to understand the entire history of a
    customer and to glean the most important insights
    all while speaking to the customer in real time.

8
  • Its not possible to manually program automated
    systems with every potential rule relating to the
    history of every customer. That means that
    providing a streamlined CX across every
    touchpoint requires AI developers to uncover
    patterns from numerous points of data. This is
    how AI thrives.

9
How to Implement AI Successfully to Improve the CX
  • The ability to implement and apply AI into the
    CX requires the use of all three of the
    following
  • Unification of Data
  • This concept is essential for any brand that
    wishes to analyze customer behavior effectively.
    The more information provided to AI, the richer
    the insights it can provide.

10
  • What was once an overwhelming task is now
    possible to complete quickly and with minimal
    expense.
  • Customer journey software programs that offer a
    platform for analytics makes it possible to
    complete the data unification task for a small
    percentage of what it would have cost to obtain
    services from dedicated data providers before AI
    came on the scene.

11
  • Some data integration even comes to companies at
    no cost. The simpler sources enables companies to
    put sets of data together within one to three
    days. Its no longer the dreaded and tedious
    chore that it once was.

12
  • Delivery of Insights in Real Time
  • Before AI can impact the CX, the insights it
    provides need to be available to customers at
    every touchpoint of their journey. The ability to
    integrate all touchpoints is crucial to engaging
    customers in real time.

13
  • The typical platform offering SaaS includes APIs
    as well at the ability to integrate data from
    several third parties. In fact, they consider an
    essential aspect of proposing value to their
    clients. It would make things easier on marketing
    teams if all data from touchpoints was available
    directly from APIs, but that is not reality yet.

14
  • Besides extensive data streams available through
    SaaS, most companies depend on several sources of
    touchpoint data. This includes things like
    customer care, payment platforms, product
    interfaces, and point-of-sale systems. The
    patchwork of sources makes it challenging to
    provide actionable insights in real time.

15
  • Analytics platforms for tracking customer
    journeys now include multiple API options to help
    pull all of this data together. Integrated
    touchpoint data in real time is highly valuable
    and doesnt cost as much as businesses might
    assume.

16
  • Business Context
  • AI delivers results for isolated and simple
    interactions by understanding the basic functions
    of campaigns and emails. CallSumos CRM platforms
    and web analytics use this reality to their
    advantage. However, customer journeys across
    multiple channels would be an outdated notion
    when relying on touchpoints from similar product
    categories.

17
  • The journey of each customer is as unique as
    fingerprints. Companies need to understand their
    own touchpoint sets as well as the method they
    use for implementing these types of engagement
    for the CX.
  • AI requires context before it can deliver any
    type of value. Context in this sense refers to
    more than labeling interactions such as order
    fulfillment and inbound customer calls.

18
  • AI needs to know why these events are
    significant and how they shape the behavior of
    the customer. To achieve this, it needs to know
    the touchpoints and journey that shaped KPIs and
    the impact of behavior by the customer. The
    behavior could be related to customer
    satisfaction, profitability, lifetime value of a
    customer, revenue, or similar factors.

19
  • After obtaining this data, AI goes beyond simply
    finding the best action to take next or the
    preferred customer audience. Appropriate business
    context means that AI locates tactics and
    touchpoints that help to determine customer
    behavior as is relates to the way that the
    business primarily measures its performance.

20
  • The Application of AI to Improve the Customer
    Experience
  • Once you understand what it requires to apply AI
    successfully to the CX, its time to learn more
    about specific applications and how AI uses them
    to disrupt a variety of aspects of CX by bringing
    together real-time insights, unifying all data,
    and incorporating context in business.

21
  • A Big Change to Customer Service
  • The biggest effect of AI will likely be the
    transformation of customer service to a
    hassle-free and automated experience. As
    mentioned above, call center professionals, sales
    personnel, and others who serve customers
    directly have no way of knowing, much less
    understanding, the entire previous history of a
    customer before the current conversation. The
    good news is that AI makes it entirely possible.
    Heres how

22
  • Chat Bots
  • Powered by AI, a chat bot is an automated
    customer service agent used in a variety of
    settings.

23
  • Chat bots mimic interactions between humans and
    offer immediate and personalized responses to
    customers 24 hours a day. This capability
    eliminates the inevitable and frustrating delay
    as well as potential errors when handling
    customer concerns and complaints.

24
  • Virtual Assistants
  • Virtual assistants operated by AI can answer
    questions as well as obey commands. It can even
    offer personal shopping assistance to online
    customers. It does this by asking simple
    questions and directing customer to the right
    location.

25
  • Eliminate Clicks with Predictive Personalization
  • Thanks to AI, businesses can create naturally
    integrative experiences that coincide with the
    everyday lives of customers. It wont be
    necessary for consumers to change the way they
    normally communicate when speaking with a brand
    representative. Intelligent customization and
    prediction will give customers the impression
    that the company tailored every experience solely
    for them.

26
  • Thanks to AI, businesses can create naturally
    integrative experiences that coincide with the
    everyday lives of customers. It wont be
    necessary for consumers to change the way they
    normally communicate when speaking with a brand
    representative. Intelligent customization and
    prediction will give customers the impression
    that the company tailored every experience solely
    for them.

27
  • Customer Analytics Powered by AI Offer Rich
    Insights
  • Its an optimal experience for the customer when
    a company remembers him or her and provides
    individualized attention, consideration, and
    respect from the start to the end of the journey.
    This is possible thanks to the ability to mine
    insights from more than a billion individual
    customer journeys quickly and efficiently. This
    task was previously overwhelming due to its
    tedious nature.

28
  • The beauty of customer analytics enabled by AI
    is that it can comb through vast and complex sets
    of data to uncover new opportunities for business
    you didnt know existed. This gives you the
    chance to prioritize the most useful insights
    without having to sift though large volumes of
    data yourself.

29
  • AI in this situation can uncover every
    relationship that exists within the data without
    anyone needing to program it to do so. That means
    it can predict how a customer might act in the
    future with a high degree of accuracy as well as
    find the inhibitors and drivers behind
    performance metrics.
  • Implementing AI to analyze the customer journey
    provides answers to CX questions such as

30
  • What behavior by customers indicate a churn or a
    similar future outcome?
  • What actions has your team taken to improve the
    CX that have most successful or most unsuccessful
    outcomes?
  • Who are the ideal customers to spend your time
    interacting with to ensure your outreach sees
    maximum impact?

31
  • B2B Companies and AI Implementation
  • B2B businesses can benefit just as much as B2C
    by introducing the concept of AI into the CX.
    Tools enabled by AI automate customer-facing
    tasks to enhance CX and boost productivity to
    unprecedented levels.

32
  • AI can create new data where none previously
    existed and predict future behavior of customers
    based on this data. A good example of this is
    Einstein, the AI technology used by Salesforce.
    Einstein analyzes conversations with customers as
    they occur and applies algorithms from machine
    learning to better understand the customer
    perspective. The AI technology alerts sales
    managers when an opportunity arises in real time
    to improve the CX, upsell or cross-sell, or solve
    a problem for a customer.

33
  • Bringing All the Parts Together
  • AI gives marketers the opportunity to convert
    multi-channel and multi-siloed enterprises into
    one persona that understands, remembers, and
    responds to achievements and challenges of the
    customer in personalized ways. Using the tool
    called One Voice allows for a meaningful, rather
    than a purely mechanical, interaction.

34
  • However, it can present a challenge in deciding
    the right way to start development and processes
    to collect the most useful customer data. It also
    requires the building of AI models and
    algorithms. Many businesses find it nearly
    impossible to accomplish such a task without the
    benefit of outside help. This is due to the need
    to create new apps, capabilities, and systems
    because some disparate systems are not ready for
    AI implementation.

35
  • Many business owners are just now realizing that
    AI can dramatically improve the CX. The problem
    is that they have no idea how to get started.
  • Thankfully, our AI-based platform analytics for
    the customer journey deliver customer experiences
    that will make a quick and memorable impact.

36
  • The time has passed to move customer engagement
    out of the cost center and realize that its a
    smart investment in customer loyalty and
    behavior. AI can enhance customer engagement
    significantly for those who are willing to invest
    in it.
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