How To Use Artificial Intelligence, Personalization And Automation In The Customer Journey Posted on : Jun 19 - 2018

There are many tangible benefits of mapping your customer’s journey, including improved efficiency within your internal operations and better end results for sales. Increasingly, marketers are turning to automation, personalization and artificial intelligence (AI) to enhance the customer experience within that journey.

Through these efforts, I am seeing marketers experience great results, as customers are more likely to purchase more from a brand due to a great customer experience. Furthermore, 44% of consumers say they are more likely to buy a product if their experience is personalized.

At my agency, we work with our clients to map out their customer journeys as part of any marketing engagement. Throughout this process, we look for ways AI and personalization can contribute meaningfully. Many factors lead to our recommendations, including the availability of information that can be personalized, the ability of the client to create content variations for customization and the types of connections available between systems using application programming interfaces (APIs) or other methods.

Whether you’ve already defined your customer journey or you are just getting started, here are some tips on how to improve your return on investment (ROI) by incorporating AI and automation.

Define your customer journey.

The first step is to create an outline or map of your customer journey. In most cases, you will have more than one, just as you have more than one type of customer, though they may share similar steps in the process.

While the individual details may vary, the process follows the same overarching steps:

• Awareness: Your customers are starting to discover the problem they are trying to solve and need help to define it.

• Consideration: Your customers are trying to decide which company or product to use to solve their problem.

• Decision: A conversion is made in the form of a purchase, subscription or another type of “sale.”

• Advocacy: A customer is now in a position to serve as a referral or a reviewer in the form of word-of-mouth marketing.

Once you’ve defined your customer journey, you will undoubtedly have several points in it that require solutions that need to be tailored to the individual consumer or company. Remember that your customers are more responsive when you have identified a need that directly relates to them and you provide a solution to their challenge. View More