Power of tailor-made customer experiences: AI at the forefront of personalization

Blog: NASSCOM Official Blog

91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them.

Customers today have very low attention span and it is critical to show them exactly what they are looking for. This is where making the experience tailored to their requirements becomes extremely crucial. The success of personalised experiences is dependent on showing the right content to the right customer. The power of AI can make marketing campaigns much more streamlined and targeted to the needs of the customers.

Source: CoFoundersTown

89% of digital businesses are investing in personalization

AI plays a key role in the entire process of knowing the customer, identifying the right message/content and lastly communicating the same at the right time.

Identifying the audience, creating customer segments and personas
Creating hyper-personalised content based on customer personas
Communicating the content via relevant channels at the right time

AI-powered personalization helps businesses create a pool of loyal, engaged customers who have much higher chances of returning. Our article on Understanding your customers: Customer personas and the role of AI, covers the first part of the process, while the focus of this article is personalization and how businesses can leverage AI to ensure customer-centricity.

Here are some of the ways in which businesses can leverage AI for personalization

Embedding intelligent AI-powered chat bots to gather real-time context

The first step towards customer-centric personalization is to gather comprehensive and accurate data points pertaining to your customers. An AI-powered chat bot is an interesting solution to address this in by delivering a customizable conversation flow, tailored to meet the needs of individual customers, by enabling personalised experience.

Leveraging AI for curating content/products on web and apps tailored to customer’s liking

AI-powered curation solutions can help businesses identify the content that different customers engage with the most and proactively serve only the most relevant one. This makes the homepage, which is often the landing page of the customer completely personalised. Netflix, Amazon, Medium are some examples from different domains where AI powered curation is successfully implemented.

Dynamic content/product cross-selling via AI-powered recommendation engines

AI-powered recommendation engines can automatically track purchase and browsing behaviour, customer preferences, and online activity to create personalized product/content recommendations for cross selling. The system can understand user intent and provide dynamic experiences, helping businesses increase engagement and conversion.

Re-targeting customers using browsing history and tailor-made advertisements

Browsing history or the products viewed by customers plays a critical role in re-targeting them via advertisements across platforms. A website visitor typically spends time browsing products, pages and clicking links. The AI personalization engine uses this data to analyse user behaviour and re-targets ads accordingly.

Personalised outreach based on real-time events and/or previous history and actions

Successful email/message marketing campaigns or notifications focus on creating messages that seem more human and less machine-generated, that give the customer a very personal experience. AI helps create customer personas to generate data-driven insights that make it possible to create tailored outreach messages for each individual customer. The system can also determine the best time for outreach, ensuring it does not goes by unnoticed.

What businesses need today is an effective blueprint for how, when, and where to target their customers and AI can successfully provide these answers.

Do let us know your personalised experiences while shopping or reading content online, and watch out for more interesting articles.

References

[1] https://www.salesforce.com/blog/2018/07/ai-email-marketing-personalization.html

[2] https://aws.amazon.com/personalize/

[3] https://www.accenture.com/_acnmedia/PDF-77/Accenture-Pulse-Survey.pdf

[4] https://go.forrester.com/blogs/transform-your-personalization-strategy-at-forresters-consumer-marking-forum/

[5] https://yourstory.com/2018/03/ai-driven-personalised-marketing-future-brand-communications?utm_pageloadtype=scroll

[6] https://www.martechadvisor.com/articles/machine-learning-ai/ai-marketing-personalization/

[7] https://www.campaignindia.in/article/opinion-driving-personalised-marketing-using-ai/458442

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