Spotify’s spiralling global user base demonstrates that intelligent, personalised engagement can have an unparalleled positive effect on brand loyalty. Even Amazon Music recently collaborated with generative AI music company Endel to produce wellness playlists using its AI tech for listeners.
While customer loyalty has never been blindsided, it has also never been the top most priority. A recent report revealed that 76% of consumers say personalisation directly influences their decision to purchase from a brand, and 78% say it impacts their likelihood of making repeat purchases and being loyal to the brand.
Meanwhile, a Gartner study revealed that 63% of digital marketing leaders continue to struggle with personalisation. Even McKinsey states that the value of getting personalisation right is multiplying in today’s digitally connected and always-on world.
Causing sleepless nights, business leaders are reimagining customer engagement supported by deep intelligence, algorithmic communications and personalisation.
Calculating customer purchase likelihood
Comviva, a customer experience and data monetisation solutions provider and Tunisia’s mobile communication services provider Ooredoo recently partnered to strengthen customers’ loyalty and engagement.
The partnership helps enhance customers’ loyalty through more personalised offers. Telecom player uses the solution to segment customers across various categories, provide an interactive best-fit offer and increase revenue. In addition, Comviva provides its data science services with pre-built AI/ML models for faster time-to-market and accelerated adoption of AI technologies.
By analysing customer data, AI can calculate the likelihood of a shopper to make a purchase, offer real-time suggestions, check in post-purchase, and follow up for customer feedback. With a rich data foundation, marketers become creative storytellers for individual customers and strengthen their loyalty.
Navigating omnichannel complexity
As customer journeys become more complex across multiple channels, AI-powered decisioning offers the next best engagement for each individual customer, provides the best possible strategy for cross-channel analytics and delivers personalised engagement. For instance, Amdocs, a provider of software and services partnered with Microsoft to launch an intelligent customer engagement platform.
Medallia, a customer and employee experience provider also recently announced a platform to help companies use omnichannel customer insights and provide the best engagement with personalisation offerings.
While AI chatbots are pivotal in revolutionising customer interactions today, let’s dig deeper into how they can facilitate intelligent engagement. Blue-chip companies use them to streamline customer engagements to drive higher levels of customer happiness.
Adding context to the conversation
Recently, Conversica, a provider of conversation automation solutions for revenue teams, introduced Conversica Chat, a GPT-powered chat solution. With the AI tool, users engage in ongoing, personalised interactions that provide relevant information and resources to support them through their buying processes.
Jim Kaskade, CEO of Conversica said, “Our aim has always been to disrupt the industry by combining GPT technologies with the enterprise-scale features that customers demand. Conversica Chat is only the beginning of the customer journey.” The intelligent AI technology helps create human-like engagement throughout the buyer lifecycle, across all communication channels, and ultimately strengthens customer experience and loyalty.
Brands have been using past interactions to personalise content better, and understand behaviour and key moments in the purchasing cycle. While these actionable insights are becoming increasingly important to inform creative strategy growth, is it enough?
To connect with customers emotionally, brands are also creating intelligent content and investing in contextual personalisation. For instance, Sephora’s Beauty Insider programme demonstrates a truly personalised omnichannel customer experience. Sephora links online and in-store interactions through their mobile app, and consumers book in-store makeovers and consultations through the app.
The app provides recommendations and allows consumers to try products virtually. With recommended products tied to an individual consumer’s profile, they can purchase it whenever they want and have that information stored in their profile for future reference.
The loyalty programme at Aster DM Healthcare is powered by cutting-edge technological tools for gathering customer data, providing behavioural insights, and running cross-channel engagement for hyper-personalised experience using extensive marketing automation.
Ryan Fernandes, Head – Marketing & Brand Communications at Aster DM Healthcare said, “To provide a personalised experience, it is essential that the customer data is collated and mapped into a single place to create a 360-degree view of the customer. With the help of state-of-the-art AI and ML models, the collected data is processed and enriched to get meaningful insights. Customers are then targeted with hyper-personalised marketing campaigns and real-time rewards using built-in system automation, across channels.”
Intelligent engagement and personalisation has never been more relevant as a marketer’s tech stack is only considered basic without AI. Kunal Badiani, Regional Head of MEA at MoEngage, said: “As digital touchpoints evolve and physical touchpoints rejuvenate, personalisation will become mainstream. Brands will need to look at the data and focus towards insights-led personalised engagement to stay relevant during these times.” After all, we don’t need an automated reply system based on few data points to steer the show.