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Posted by Matt Osborn - 28 June, 2019

Why AI Should Play A Role In Your Customer Experience Strategy

The growing footprints of Artificial Intelligence (AI) is evident by the fact that it is being utilized industry wide across the world.

From facial and voice recognition systems to machine learning to Internet of Things (IoT), AI has covered a lot of ground.

The trend clearly suggests AI has really far reaching implications in the future, and it is here to stay.

The way continuous innovations are taking place in AI technology, its applications are growing at an exponential rate from customer acquisition to customer loyalty.

Virtual assistants like Siri and Alexa have already entered into people’s lives, while autonomous cars are no more a distant dream now.

In the meantime, businesses are analyzing and processing Big Data using AI algorithms to streamline their processes.

In light of this, artificial intelligence has an immense potential to transform customer experience (CX) to the next level.

According to a Gartner study, by 2020, 85% of customer interactions will be managed without a human.


How AI Improves Customer Experience

In today’s digital landscape, when competition is tough and entrepreneurship has taken the world by storm, creating seamless and personalized customer experience is one of the topmost priorities for businesses.

In other words, to remain ahead of their competition, businesses need to implement convenient and informed CX at any point along their customers’ journey.

It turns out AI can provide them with amazing solutions.

Big data analytics can be used to understand customers’ behaviors and preferences so that companies can come up with customer-oriented solutions.

Speech recognition software can be used to properly handle incoming customer calls, while predictive technology intelligently processes past experiences and information to predict what customers will need in the future.

AI can be greatly helpful for e-commerce companies. For example, AI-enabled algorithms can help create personalized marketing messages; geo-location software can help employees know where customers are shopping, so they can help them find what they are looking for.

So if you want to implement a great customer experience strategy, here is how you can use AI to do so:

1. Use Chatbots and Virtual Assistants to Enhance CX

Chatbots and virtual assistants (VA) are very important AI tools that are capable to boost customer experience drastically.

These devices can perform a range of functions, including scheduling appointments, creating shopping lists, and forecast the weather.

Chatbots for customer experience strategySource

You can incorporate VA and chatbots and create tasks so that users can streamline their interactions with your brand.

Though these technologies are commonly being addressed interchangeably, there is a subtle difference between chatbots are VA. 

  • Chatbots help customers complete tasks through simulated conversation. They determine the intent of the users and respond via voice, text, photos, web content, etc. In other words, chatbots are basically a conversational interface.
  • Virtual assistants, on the other hand, perform certain tasks for customers, or orchestrate third party services on behalf of consumers. For example, smart home speakers like Amazon Echo and Google have already become popular. The noteworthy thing to understand here is – as VAs start better leveraging machine learning and AI-based technologies, the smarter they will get and the more streamline the experience will be.


2. Enter visual search

One of the latest breakthroughs in e-commerce domain is the application of visual search.

When Pinterest incorporated a visual discovery tool, a surge in visual search was being noticed.

It also grabbed the attention of retailers and when they introduced it in their business, the number of visitors to their websites was increased.

With deep learning technologies on their smartphones, customers can send pictures of their required products to e-commerce companies.

How visual search helps customer experienceSource

So with the help of visual search, these sites can interpret the pictures and make the product recommendations.

It’s a fact that many consumers have difficulty finding the exact products they are seeking online. So AI can be of great help for customers to discover new brands.

Visual search instantly gives many options to viewers regarding the products they are seeking, thus saving their time.

It also spares them from having to scroll through pages of products.


3. Augmented reality can change the game

Augmented reality (AR) has a huge potential to transform CX as it offers many practical applications for businesses.

According to Global Market Insights, the global market for AR products will surge 80% to $165 billion by 2024.

With fast processors and increasing innovation, there are already some AR applications in commercial use.

Augmented reality for eCommerce experience

For example, IKEA, a furniture company, has created an AR app that allows users to see how furniture will look in their home setting.

E-commerce companies have a good opportunity to harness the potential of augmented reality. If you are running an online retail store, AR can help you give your users a live shopping experience while they are sitting at home.

They can try clothes, makeup, jewelry, and other accessories from the comfort of their homes without actually being present at the store. It will give a good value to their time and money.


4. Enhance the user experience through AI-based web applications 

Many successful companies are making remarkable strides in pushing the customer engagement to the newer heights.

The interaction between businesses and consumers has shifted almost entirely on the digital space, and this web presence should be secure, seamless, and easy-to-access for customers.

Artificial intelligence is leveraging advanced technologies in web development with tools such as neural networks, genetic algorithms, etc. With the help of AI websites can have enhanced user interface, which is one of the highest prerequisites of winning the trusts of users.

With innovative website designs, and an increased data security through a reliable Node.js web hosting, you can easily assess their moods, and know their requirements in an easy way.

Node.js is also used in building AI chatbots that are serving as a crucial tool for boosting customer experience.


5. Predictive analytics for seamless experience

Predictive analytics can go a long way in improving customer journey and experience.

It includes the use of data, statistical algorithms, and machine learning techniques to determine future outcomes.

predictive analytics to help customer experienceSource

It helps you reach out to your prospects at various stages of the sales funnel so that the probability of conversion and retention is increased.

Predictive analytics provides a deep insight regarding customers’ past experiences so that proper actions should be taken to lay down effective marketing strategies.

As a result, there is a positive result for both your customers as well as your business.

Different customers engage with businesses in different ways. Predictive analytics analyzes different variables to generate the desired engagement on the part of customers.

It helps you in segmentation and targeting by correlating data from multiple sources, which in turn is important in determining personal promotions for different customer segments.

The advancements in AI have impacted every aspect of businesses. Customer experience is the area that is well-poised to pluck low-hanging fruits because of implementation of AI-based applications.

It is time to enhance your CX strategies using artificial intelligence.



How does Artificial Intelligence (AI) help customer experience?

  1. Use Chatbots and Virtual Assistants to Enhance CX
  2. Enter visual search
  3. Augmented reality can change the game
  4. Enhance the user experience through AI-based web applications
  5. Predictive analytics for seamless experience

B2B eCommerce Marketing

Topics: B2B eCommerce, Sales & Marketing