Unlocking the Power of AI: Improving Customer Engagement through Personalized Content

Hyper-personalization is playing an increasingly important role in transforming the customer experience. To effectively engage customers and build trust, companies must delve deeper into understanding them beyond just their basic demographic information. This involves gathering and analyzing a range of customer data, including behavioral, psychographic, geographic, and demographic data, to create a more personalized and relevant communication strategy.?

Salesforce’s 5th Edition State of the Connected Consumer report found that “88% of customers say the experience a company provides is as important as its product or services — up from 80% in 2020.” However, when it comes to personalized and buyer-centric sales interactions, improvements are required as "89% of business buyers are more likely to buy if companies demonstrate an understanding of their goals but 71% say most sales interactions feel transactional.”?

Artificial Intelligence (AI) offers a unique advantage in providing personalized content to customers. By combining customer data with AI technology, companies can deliver content that is specifically tailored to each individual customer, such as videos, images, or discussion forums. Furthermore, AI-powered tools can be used to deliver specific offers to the right customer segments to improve conversion rates.?

As companies increasingly rely on written content, such as social posts, website pages, and blogs, to reach their target audience, customizing this content can be challenging without significant investments. However, AI-based tools are available now to help. ?

In the B2B environment, AI is helping improve customer engagement by providing customized content in channels that engage potential clients. AI can analyze the number of messages sent to clients and compare it to the number of active clients, to better understand customer communication preferences. AI can also be used to?predict preferred channels for different customer groups and when they are most likely to engage with a message, allowing companies to optimize their messaging campaigns.?

Additionally, AI is working to enhance the content discovery experience. For example:??

1. Personalized Recommendations: Algorithms?analyze a user's reading history, preferences, and interests to provide personalized recommendations for new content that may be of interest to them.?
2. Search Optimization: AI can help to optimize search functionality on the platform, making it easier for users to find the content they are looking for. This can include natural language processing (NLP) technology, which allows users to search for content using conversational language.?
3. Content Categorization: Blog posts are automatically categorized and tagged, making it easier for users to find content on specific topics. This also allows for improved navigation and a better user experience.?
4. Content Summarization: Blog posts are analyzed and a summary of key points is provided, through AI algorithms. This makes it easier for users to quickly understand the main ideas presented in a piece of content.?
5. Trending Topics: AI can track the popularity of specific topics and highlight trending content, allowing users to stay up-to-date with the latest developments in their area of interest.?

To achieve successful personalization strategies, companies must have the right data, technology, and architecture in place. This includes gathering customer data through tracking, purchasing third-party data, or capturing data throughout the customer journey, as well as utilizing data platforms such as CRMs and CDPs to collect and analyze the data effectively.?

Personalization not only delivers great customer experiences but also builds trust and loyalty. In today's volatile world, customers demand transparency and a commitment from businesses to meet their specific needs. In fact, the Salesforce survey found that “88% of customers believe trust becomes more important in times of change.” As companies focus on retaining customers, communicating effectively, and deepening long-term client relationships, personalization is the future of business.??

About the author: As a program lead for ITFO Inc. , Andrea Pow has a passion for helping companies create communication solutions. From connecting with employees remotely to creating opportunities for B2B sales with ABM and digital marketing solutions, she’s excited to connect people with ideas, clients, and audiences.?

She's always ready to chat about creative, data-driven approaches to technical and digital enterprise-scale collaboration solutions along with skiing trips, her love/hate relationship with running, and sharing her autistic son's quirky sayings about the world. Connect with Andrea?https://www.dhirubhai.net/in/andrea-pow/.?