A quick reflection on how AI can help companies to improve their Customer Experience.
Jair Ribeiro
Analytics and Insights Leader | Data-Driven Innovation, AI Excellence
The road goes through sentiment analysis, machine learning, and team diversity.?
Some weeks ago, during a conference I had the opportunity to attend as a speaker, a director of a very important Energy company in Poland asked me the following question: How can artificial intelligence be used to improve our customer experience?
During the last years, I’ve been following the main marketing trends and the most powerful enabling AI technologies, evaluating parameters such as citations in articles by industry experts, media services, and patents and scientific publications worldwide, trying to answer this question.
I have made it part of my professional mission: to understand where the research is heading, what is popular, and what consumers and organizations are doing.
Among the trends of the first front, supported by artificial intelligence systems, I have identified Sentiment Analysis, i.e., the analysis of the customer’s journey in the field of assistance in real-time, as one of the most promising business opportunities today.
But on the marketing strategy side, Machine Learning and NLP language recognition techniques can help companies to optimize their content and test it on specific target audiences, completing one of the most important marketing tasks: segmenting the market and the target of users. — potential customers.
And also, AI represents a great tool for Marketing Effectiveness Modeling, the ability to understand how an advertising campaign is progressing in real-time, which results it provides, and how to modify it to make it more effective (and, of course, waste less money).
And in terms of marketing efforts, AI can improve chatbots and virtual assistants, which are already widely used, by understanding the mechanisms that lead a user to become loyal to a brand and offering them products and services that are always unique and personalized, avoiding overlapping with goods previously purchased.
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My experience over these years tells me that companies that successfully use AI have precise and remarkable insight into whom the customers are, creating reliable forecasts of their user experience.
In my view, successful AI implementations also depend on how business leaders manage the biases of their algorithms, working with their data experts to correct them where necessary and increasing the creativity and diversity of their data science teams, allowing them to experiment and fail fast on the constant trends that new AI technologies present to their business.
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This article was originally published on Medium on July, 7th, 2022