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Marketing Solutions Technology

Marketing in the ‘New-Normal’ Era with AI and CX Tactics

11/26/2020

We may deny it as much as I can but the business landscape has changed dramatically with the onset of the pandemic. This change is not just limited to businesses but spreads to customer experience (CX). 

In 2019, when businesses were preparing a new marketing plan for the coming year, they didn’t anticipate that CX will rapidly change. Today, as businesses are trying to cope with the changes, others have realized that the needs of customers have changed.   

For instance, in October, with people at home, footfall in U.K. Retail businesses drops by 31.5% and is predicted to worsen for November lockdown, a report says. So, brick-and-mortar businesses change with customers. They quickly adopt new digital strategies to fulfill their customer’s needs.

Brands have the best strategies that they continuously develop to deliver customer expectations and build on customer relationships. Strategies are developed through a series of interactions backed by artificial intelligence (AI), resulting in increased hyper-personalized experience across the customer journey.  

In our world’s collective new normal, businesses that are using AI along with their CX efforts need to adjust their strategies. Today, AI must be emotionally intelligent as customers’ experiences are underscored by anxiety, stress, fatigue, concern, and confusion.  

In this new and shifting landscape, marketers and customer experience leaders must follow the shift in these areas accordingly.  

Digital Ecosystem  

During this quarantine period, the most essential for meeting CX demands is being able to collect, decode, and leverage complex data sets.  

Businesses need to consider new ways to connect the data to continually refine CX profiles for accuracy as personalization is core to a dynamic CX.   

Across the customer journey, customer data should be drawn from and influenced by marketing and sales to product management and customer support.  

Besides, the businesses should ensure that the entire digital ecosystem of data is a collaborative touchpoint between marketing, support, and product development.

Hyper-Personalization with AI and CX  

Hyper-personalization is just a word for CX, but its root means is empathy. For customer loyalty, businesses need to make customers feel known by creating trust and comfort.  

With digital experiences, every business should make customers feel not just known but valued. AI makes these possible across huge swaths of customers in a digital landscape.  

Today, business personalization tactics have grown beyond using name or location in email campaigns.   

Businesses are constantly developing a mix of both profile data (such as name, age, and references) and behavioral data (such as what the customer does at different touchpoints). With the help of such data, companies can create unique experiences that are specific to each customer such as send timely personalized newsletters.  

For example, Spotify, a music streaming app with a userbase of millions, automates personalized song suggestions and creates playlists with the help of data. This means that while other streaming platforms suggest songs based on your listening preferences, Spotify predicts what you will like or won’t.  

The streaming platform also suggests playlists based on world events to humanizing the experience. For example, they released a COVID-19 quarantine playlist during the lockdown period.   

This ability of Spotify to deliver personalized customers experience and continuously nurture the relationship with them is based on the progressive use of AI and data.  

Customer’s Personal Preference and Security  

As I discussed earlier, trust is an essential component of CX, especially in this uncertain time. With customers becoming more comfortable with personalization benefits, they shy away if they think that a company isn’t being responsible for their data.   

It is paramount to build an AI solution that allows users to provide information in exchange for real value.  

The promise of AI automation and personalization is exciting, but the narrative that a company wants to build around AI and CX strategies need to align with customer expectations and needs.  

How to leverage AI and CX strategies for hyper-personalization?  

Today, customers are both excited and skeptical about hyper-personalization. They want and expect companies to personalize all their products for them but they don’t want to think about what it took for a company to get there.   

In our new reality, our reliance on the digital world is enormous. So, a business must stay transparent and good stewards of customers’ data.  

Besides, AI needs to adapt to unprecedented circumstances and override personalization settings during crises. More specifically, CX needs to be more aware of news events so the customers aren’t being served with inappropriate ads.  

For example, GrubHub and Postmates, takeout and delivery, have pop-up notifications during the lockdown which informed users about COVID-19 and its impact on the restaurant industry. Some examples of these popups are your order might take longer than usual due to a shortage of staff, and certain restaurants that are not open.  

The old-fashioned face-to-face customer service experience can’t be replicated online. But for businesses who want to grow in times like this, they need to set themselves apart from others.  

They need to use AI primarily as a tool for analyzing and automating customer data so the CX can be relevant and emotionally aware.  

In recent times, businesses should leverage this marriage of AI and CX to develop strategies for leveraging hyper-personalized data for their customers to fulfill their needs.  

Author Bio

Shreeya Chourasia is an experienced B2B marketing/tech content writer, who is diligently committed to growing your online presence. Her writing doesn’t merely direct the audience to take action, rather it explains how to take action for promising outcomes. She is currently working with a growing tech site, Tech Research Online. 

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