AI Helped for Better Customer Experience

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When was the last time you had a great customer experience? Was it during a sales call, or came out of an extraordinary direct mail?

HubSpot defines the customer experience as "The impression you leave with your customer, resulting in the way they think about your brand, at all stages of the customer journey".

Customer experience has a direct impact on revenue. A positive customer experience promises satisfaction and opens up opportunities for sales and indirect sales. Nowadays, prospects have become smart enough to feel a sales pitch from a mile away. The challenge is to slowly and creatively plant the seed of your product quality and brand value in their mind so that when they seek to buy, they think of you. Thus, it becomes imperative to provide customers with an impressive shopping experience. And traders realized this a long time ago, which is why ABM came into existence.

Account-based marketing is enabling B2B marketers to conduct personalized marketing campaigns for prospects. An ITSMA study reveals, 85% of traders measuring ROI said their ABM initiatives surpassed some of their other marketing initiatives. ABM focuses on running personalized campaigns on a range of targeted accounts within an industry based on the attributes and needs of those accounts. With the help of ABM, merchants are trying to personalize the customer experience at every stage of the sales period. But in the Big Data era and with the advent of Artificial Intelligence, we can say with confidence that we can further enhance the customer experience.

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So how can AI and ABM be combined to create a great customer experience? Let's dig into it:

ABM Prerequisite - Data Segmentation
Segmented data is a prerequisite for account-based marketing. Unrefined customer data is the first hurdle for an ABM strategy. The traditional marketing approach is set to reach as many people as possible, but not ABM. A great marketing effort is wasted if you are not aiming for the right account. ABM requires a nuclear level segmentation based on various factors to direct efforts and resources to a defined set of target accounts.
Regardless of the amount of data you are hosting, AI tools identify your most ideal directions based on several factors determined by you accurately. AI tools work on refining, combining, and structuring customer data as needed to start ABM, without having to spend a lot of time or resources on segmentation.

Switch from client data to personalized data
Big data has been a breakthrough for businesses in recent years, especially for those in the marketing industry. Almost every trader has a volumetric amount of structured or unstructured datasets, produced by clients ’day-to-day activities, which must be, in some way, refined and defined to derive patterns and knowledge.

The use of artificial intelligence makes this laborious economic task easy and fast. AI tools analyze data from different channels to establish models, predict the future, and provide valuable insights into the data. With customer data converted to personalized data, merchants will be more than ready for ABM success.

Personalize Buyer Travel
Creating a positive experience throughout the customer journey through different channels is a challenge for B2B marketers. AI-based templates can be used on profile accounts that are most likely to be converted, following which merchants can create a personalized channel shopping experience to attract the right prospects at the right time with content targeting precise. Artificial intelligence also helps marketers see the shortcomings and where customers are falling into the marketing funnel.

Adapting email marketing
Artificial Intelligence is taking email marketing to the next level. Marketers are now better equipped to target prospects with an accuracy of time and content to create a better chance of turning them into customers. The AI has enabled merchants to conduct personalized campaigns for their customers based on their behavioral analysis. It is now possible to determine the best time to target prospects with personalized emails to get maximum clicks.

AI and machine learning techniques are enhancing customer service with enhanced AI messaging and email tagging. Customer service people have a big task cut from the added messages with AI by handling questions through chat-robots. Similarly, AI tagging added by AI eliminates the need to read any client mail. AI tools can scan, tag and forward the client's email to the relevant department, saving time and focusing efforts on tasks that require human intervention.