According to research conducted by Forbes in 2020,

‘‘In the coming years, customer experience is expected to overtake price and product as the key brand differentiator.’’

‘‘By 2025, an estimated 95% of customer interactions will be supported by AI Technology’’

These two statements are more than enough reasons for anyone to pay attention to the experiences customers are having in their businesses.

  • In this post, you will read about:
  1. The Buyer’s Journey; the first part of the Customer Experience.
    
  2. A Key Part of CX; Brand Touch-point.
    
  3. Environment, The 3rd Factor in Good Customer Experience
    
  4. Why do you need to make your customers feel important and special?
    
  5. 4 Ways Artificial Intelligence Improves Customer Experience
    
  6. How To Select the best AI Solution to improve Customer Experience

I will be showing you how to use AI to improve and personalise your customer’s experience and eventually get them to become loyal to your brand. I’ll start with a short story, it is one you’re familiar with.

The year was 2015 and everyone wanted to buy a bottle of Coke.

AI for customer experience

And it wasn't because it was the only Cola drink around. It was because, amongst other things, the company understood something….

They realised each customer, each buyer, deserved a personalised experience.

In this post, you will discover the 3 parts of Customer Experience (CX) you must know, as well as how to select the best AI solution to improve CX for your customers and get similar results as Coca-Cola did that year.

But before we go on, what exactly is customer experience? It is simply the impression your customers have of your brand as a whole throughout all aspects of the buyer's journey.

Customer experience consists of three main aspects; the customer journey, brand touch-points (the way the customer interacts with the product), and the environment that a customer experiences.

Watch this webinar on using AI for improving customer experience

Now that we’ve defined what CX is, it is important you know that the buyer’s journey is a very important aspect of the customer’s experience. This includes the interactions a customer has at various points with the organisation. For this purpose, organisations also create customer journey maps.

This map is what will show the journey of a customer, at key interactions with the organisation. From a spectating passerby to a satisfied and loyal customer inviting others to come to experience the same.

The Buyer’s Journey; the first part of the Customer Experience.  

Don’t forget, the goal of this post is to teach you how to use AI to give your customers a personalised experience. But because we said the buyer’s journey is an important part of CX, we will need to see the different stages of this journey.

The buyer's journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service. There are different ways to establish contact with customers within each stage of their journey as seen in the picture below.

Stages of the buyer's journey- AI for customer experience
The Buyer's journey

Another Key Part of CX; Brand Touch-point.

You see, your customers interact with your business at various touch-points. Touch-points should be personalised to suit an individual as against using the one-size fit all method.

For example, Google creates a personalised experience for each user base on their profile information (Google will not serve you content from Belgium if you are in Nigeria).

Netflix is another good example. Their movies are tailored to each country, if you are watching Netflix in the US, the chances are slim that a Yoruba or Nollywood movie will be suggested to you. All this customisation is powered by AI. The good news is, it is not for big companies alone.  Budding businesses can now take advantage of companies democratising access to data science.

Environment, The last Factor in Good Customer Experience

In the wake of digital technology, the environment is no longer limited to a physical store or office. Many products are now sold online, and home shopping has become a norm across various countries.

The environment a customer experiences does not only entail the way the brand is presented but the ease of shopping and the quality of service delivered. How can you improve the environment your customer buys in? For starters, you can make your website more user-friendly.

Why do you need to make your customers feel important and special?

  1. Customers are delighted when they witness personalised experiences. Brands that focus on customer experience across all touch-points have a higher number of loyal customers.
  2. The cost of acquiring a new customer is more than retaining an existing one. A satisfied customer stays with the brand and is unlikely to leave for factors like product price.
  3. A memorable customer experience results in happy customers. Loyal customers are the best brand ambassadors or brand advocates for a company.
  4. Satisfied customers add to the revenue with incremental sales and positive word of mouth helps the organisation to add more value in terms of new business sales.

4 Ways Artificial Intelligence Improves Customer Experience

  1. Better service and lead generation

AI-powered chatbots are fairly common these days. You can use the opportunity this brings to enhance your customer chats with personalised content marketing.

2. Increase in productivity

AI can proactively start conversations with customers, providing them with the information they need or help with the purchasing process. Chatbots solve common queries and transfer any queries they cannot deal with to the customer agent team

3. Provide AI-driven customer insights

Artificial Intelligence enables you to display the most relevant content, or products, based on how users previously interacted with you on your website or via the shipping department.

4. Uninterrupted work at no extra cost

As technology advances, AI is becoming more productive and even cheaper. It needs no sleep, doesn’t take breaks, and never gets sick. It can work round the clock in a way no human could ever hope. Also, AI can easily learn new skills and it doesn’t make mistakes. Machines work tirelessly with consistent efficiency, resulting in greater productivity.

Concluding The Story- How To Select the best AI Solution to improve Customer Experience

A lot of people wanted to find the bottle that had their name on it. Finding a bottle with your name was a huge deal, and the chances you’d buy that bottle was high. A good understanding of customers is the first step toward an excellent customer experience, and leveraging Artificial Intelligence (AI) can help accelerate this understanding.

Coca Cola leveraged AI to select popular names across each region, increasing the chance that most people will find bottles with their names, and buy a bottle.

Better Customer Experience (CX), which leads to improved customer satisfaction, loyalty and advocacy, is a goal across many organisations. Here are some tips to select the best AI tool to improve CX for your business.

  1. Create a Customer Experience Strategy

Before looking into what AI can do, you must have a CX vision and strategy in place. If there isn’t one already, take an active part in crafting one.

Map and analyse current customer journeys to understand the touch-points and experiences that customers have with your brand — from discovery, pre-sales, sales, customer service and beyond.

2. Research AI Solutions Suitable for your needs

By using AI-powered digital solutions, it is possible to categorise, organise and analyse customer data in real-time. But first, you need to do your research. Speak to data experts, most AI companies offer free consultation calls. You can start by booking a session to understand their offerings better and how it fits your situation.

3. Decide whether to build or buy

Application leaders must decide whether to build or buy an AI solution. Decide if there are enough skills and budget to create it in-house or if your organisation is better off buying a CX/AI solution.

4. Track and Measure Success

Measurement is the only way to answer the question “Is it working?” Find the metrics and key performance indicators to track the success of an AI/CX initiative.

Happy customers are the ones who will stay and bring other people. No matter what stage your customers are at right now, you can bring them closer to being your brand ambassadors by investing in tools that will make their journey even more special.

Now that you’ve learnt the various parts of CX, and seen reasons why you should invest in the experiences your customers have with your brand, it is time to get on with it. Research what your options are, speak to experts in the AI space, and finally decide on which platform you’d want to use.