by AI: way to know the consumer
The communication of companies with the customer must be focused on helping them to fulfill their needs in every moment of their lives. And Artificial Intelligence , or AI, can be extremely useful in this regard.
For example, a person who takes out rental insurance with a company may, with the changes that happen in life, come to need car or health insurance. Artificial Intelligence helps to offer it content that helps in the perception of this need and in the decision about hiring the services.
AI today already brings a digital transformation in the communication of companies in contacts by emails, payments via mobile and chatbots , which appear on websites or instant messaging applications.
Olivia is open 24/7 and can serve thousands of people at the same time. And, if you still don’t have knowledge about a particular subject, it warns and asks the user to make another attempt.
It is worth noting that the investment in communication with consumers is not for nothing. According to research by the intelligence company IDC , for example, service quality is placed as the second most important item for customers in buying and selling relationships. It is only behind the price of products or services.
The rise of voice: new digital transformation
A study by Gartner, a consultancy with a global reach and expressive works in the technology field, points to interesting data on the use of voice by people when browsing the internet.
According to this company, by 2020, 30% of web browsing should happen without touching the screen of devices such as smartphones or tablets. It is expected that, among these interactions, some will be with companies.
This trend highlights yet another digital transformation in customer service, with less and less conventional use of common devices in the daily lives of users.
Segmentation and personalization
Microsegmentation and hyper-personalization are strategies that emerge as ways to approach the consumer in a very precise way, knowing their needs in depth.
This trend will allow companies to better identify what the consumer will still need. Even before he realizes it.
Now, for this novelty to be implemented, it is essential that it be supplied in real time with data. Thus, it will be possible to provide relevant services and content to each client.
The more information about the consumer your company has, the better the result in the specific approach to him.
However, a point of attention is that this work should focus on the use of data released with consent by the client himself. Professionals and organizations working in the technology area need to be cautious about this detail.
Taking into account people
Leaving preconceived generalist parameters aside to put people back at the center of communication demands that the development of actions to address them take into account their own decisions.
Knowing if the individual wants to be approached, how and in which situations this should happen is essential for all the planning and execution of your company’s work to achieve the expected results.
In addition, after the approach reaches the proposed objectives, it is necessary to follow up with the client. The company culture must be permeated by this habit.
This goes for the entire process that culminates in the after-sales. And it doesn’t stop there. This is the culture of customer success, or customer success. Keep in mind that consumer satisfaction needs to be considered from the first contacts with the organization to the decision on the next purchases after the first one.
By uniting the human side with available technologies, organizations can be more successful in providing consumers with the information they really need and want.
change is essential
More and more new technologies increase the possibilities of approaching customers in a positive way. Trends such as chatbots, the use of artificial intelligence and hyper-segmentation, in addition to many others, are already moving the market and are differentiating milestones in the day to day with the consumer.
