Artificial Intelligence is designed to listen to and respond to the needs of the consumer, contributing to the creation of personalized purchasing experiences.

 

 

Artificial Intelligence has been designed to facilitate the adoption of a marketing one-to-one (or customer-centered), allowing companies to take care of the needs of their consumers.

 

The use of chat-bot, or recommendation systems, allows companies to define engaging and structured shopping routes on consumer needs.

 

Overall this facilitates the construction of a positive Customer Experience, generating a positive feeling in the consumer, which can lead (in the long run) with loyalty to the company.

 

What Is Artificial Intelligence

 

Artificial Intelligence is part of Computer Science and concerns the creation of systems intelligent persons capable of carrying out one or more tasks in a timely and efficient manner.

 

Through Artificial Intelligence it is possible to give full attention to all the different needs of the consumer, building a satisfying purchasing experience.

 

This result is achieved because through intelligent machines it is possible automate repetitive tasks related to customer management, reducing costs without but reduce the quality of its service.

 

How Artificial Intelligence can be applied to marketing: intervene in the phases customer journey

 

Listening to the consumer does not only involve considering his complaints about the functioning of a product.

 

On the contrary, it means taking into account all its needs, starting from when the consumer perceives a deficiency and endeavors to satisfy this need to.

 

Specifically, in marketing, this path, accomplished by the consumer, when it purchase a specific product or service (starting from a need), it takes the name of, Customer Journey.

 

The Customer Journey consists of 5 phases:

 

1) Awareness of a lack, which results in a need and therefore in the research for a product or service capable of filling this state of dissatisfaction;

 

2) Construction of the consideration set, or the different products available on the market are capable to satisfy the lack perceived by the consumer;

 

3) Evaluation of alternatives by seeking further information on products or services taken into account;

 

4) Purchase of the product, or service;

 

5) Post-purchase experience, which involves the use of the product or service and evaluation of the capacity of the good to meet the consumer’s expectations and needs.

 

Artificial Intelligence is designed to optimize some of these phases.

 

Frequently the user, during the information search phase (to build the own consideration set, or evaluate more schematically several alternatives) finds himself at managing a large amount of information.

 

The use of a chat-bot could, therefore, facilitate the search for information, giving to the consumer a chance to find out quickly what he is looking for.

 

Chat-bots are a useful interlocutor for the customer even after the purchase of the product, getting an immediate response to any doubts or complaints.

 

What is the Customer Experience

 

The Customer Journey concept is linked to the Customer Experience one.

 

The Customer Experience is the set of experiences and emotions experienced by the consumers in the different stages of Customer Journey.

 

These experiences are structured in the consumer through direct and indirect interactive ones that he has with the company during the purchase path.

 

Direct interaction means all real contacts with the company, for example with the staff inside the point of sale.

 

For indirect interactions, reference is made to those contracts with the company without was a real dialogue with the company, for example, seeing an advertisement, or through the word of mouth (or through third party recommendations).

 

How to build a positive purchasing experience

 

According to marketing literature, a positive Customer Experience is the result of some

elements:

 

– The ability of the company to satisfy the customer through a product or service capable of filling the consumer’s need;

 

– The willingness of the company to interact with the consumer by resolving any doubts or questions;

 

– Building an engaging experience using all the different contact points (from point of sale to the online site).

 

A research conducted by KPMG highlighted the six pillars of an excellent Customer Experience:

 

1) Personalization, demonstrating to the consumer that he has understood his needs and that he has structured the whole experience based on these shortcomings;

 

2) Integrity, thus showing the client to be worthy of his trust;

 

3) Meet and even exceed consumer expectations;

 

4) Troubleshooting which may have arisen in the course of experience;

 

5) Empathy, or showing the consumer that he has understood his experiences and needs;

 

6) Removing obstacles between the consumer and his objective (in this case, satisfy a deficiency).

 

How to improve Customer Experience with Artificial Intelligence

 

In its different forms, Artificial Intelligence is designed to help companies in listening to their customers, getting to create in the consumer positive experiences during the buying process.

To achieve this, a company can:

Implement a chat-bot, or an autoresponder, capable of simulating a real conversation with your interlocutor. The use of a chat-bot also allows the company to build an efficient Customer Service, assisting the customer 24/7, resolving any doubts or questions;

 

Define a virtual assistant, which can simplify the purchasing process, allowing the consumer to identify more quickly the product or service appropriate to his needs;

 

– To construct a recommendation system which, by compiling data on habits and consumer buying behavior can advise products or services related to previous purchases.

 

Why Optimize Purchasing Experiences with Artificial Intelligence

 

The implementation of Artificial Intelligence allows companies to build experiences of Customized purchase based on the needs and needs of the consumer.

 

In this way, the company adopts a consumer-centered marketing approach, not treated as a mere source of profit, but actively listened to in all its necessities, which can be answered quickly and efficiently.

 

Listening to your customers, engaging them and answering their questions allows you to build in the consumer of positive emotions, which will increase the possibilities of buying, of reiteration of the purchase and loyalty towards the company.

 

The use of Artificial Intelligence defines a win-win situation (or reciprocal advantage):

 

– The company can reduce the costs incurred for the assistance and support services, without affecting their quality;

 

– The consumer will be heard and will find a quick solution to his problems.

 

 

Sources:

Sharma A., How marketers are using chatbots to increase sales, “Chatbots Life”.

Thiel W., The role of AI in Customer Experience, “Pointillist”.