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Ways to Develop Better Customer Experience Using Content Intelligence

Ways to Develop Better Customer Experience Using Content Intelligence

by Epsilon India September 1, 2020

For most businesses as well as customers there are three things which matter the most:

  • The price of a product/service,
  • Its quality, and
  • The customer experience

According to a number of reliable studies, by 2020, customer experience has been projected to trump both product quality and price and emerge as the key brand differentiator.

A study by Walker informs us that as many as 86 percent of the customers are willing to shell out more money for a better class of experience and marketers have been trying continuously to offer it to them.

However, there is only so much that can be done in the emerging trends of providing customers a truly personalized experience that is custom-tailored to satisfy their every need when brands continue to use dated technology and manual resources.

In such a scenario, content intelligence works like a godsend.

What is customer intelligence?

In simple terms, customer intelligence is what happens when the capabilities of artificial-intelligence are applied in customer behavior data analysis and related operations.

Content intelligence tools provide brands with a definite edge by augmenting the traditional questions of “who,” “what,” “when” and “where” in customer analysis with the addition of “why”, i.e. it adds an element of intent to customer behavior.

Research by Gartner has revealed that Enterprise use of AI grew 270% over the past 4 years and “in a few years from now, 89% of businesses will compete mostly on customer experience”.

So, far from being a passing fad or gimmick, the field of content intelligence is where most brands and businesses will fight it out for marketing dominance in the next few years.

It becomes useful, therefore, to look at 6 most crucial ways in which you can improve customer experience by using content intelligence.

1. Delivering a super-personalized experience

While trying to understand how AI can improve customer experience, one of the areas in which biggest impacts can be seen is personalization.

According to a recent report by Forrester, 63 percent of customers in India prefer brands which provide content that’s relevant for them.

In order to do that for individual customers or customer groups, any brand will need to have processes in place which can gather and analyze customer data on a granular level.

AI-enabled content intelligence is able to do this in a faster, quicker, and more efficient manner.

Artificial intelligence algorithms can gather user browsing information and brand website interactions in real time to understand exactly how an individual customer engages with your brand.

This insight enables you to craft a super-personalized experience even through traditional communication channels like e-mails by adding dynamic content based on information sets such as previously read blog posts, previous interactions with a website, most popular blog post at the time, initial interactions with branded emails, and total time spent on a web page.

2. Fine-tuning customer personas

Delivering super-personalized customer experiences depends directly on fine-tuning customer personas by using content intelligence.

It can also help you reassess your understanding of which segment among your customers is most important to your brand and help you recognise entirely new sets of target audience who may have been overlooked in previous iterations of customer data analysis.

Customer personas developed using the latest intelligence tools are more comprehensive and nuanced. Therefore, they contribute better to conversion through the funnel leading to revenue growth and greater lifetime value.

3. Acting on AI-driven actionable insights

Traditional processes used to gather customer data are constrained by linear-timeline models and the number of personnel who need to be dedicated for manually sorting through useful and useless information.

At the same time, you need insights to develop effective content strategies for engaging more with customers.

This needs an ability to observe things like seasonal patterns in the shopping history of specific customer groups—something which AI-based content intelligence continually improves at by updating itself and its analysis parameters— unlike regular softwares which generally have the parameters used to analyze customer behavior hardcoded in their algorithms.

Artificial intelligence solutions also go beyond simple analytic tools to pull in more sources of customer data that can give your business actionable insights to fuel overall content strategy.

They provide holistic analysis of what customers are responding to, whether positively or negatively and many of them go the extra mile by providing actionable insights on developing a marketing strategy which can increase customer engagement at different stages.

Data points used by AI algorithms to develop customer personas include previous communication with the brands, geo-specific events, purchase behaviors, on-site interactions, travelers’ survey image source, psychographic factors, source of referral etc.

4. Increasing marketing reach by targeting the right platforms

As useful as it is for brands to adopt an omnichannel approach and reach out to customers across platforms, it is equally important to understand which are the right platforms to target at the right time for maximizing your reach and achieving engaging communication between customers and the brand.

Read more about omnichannel marketing.

Content intelligence provides the necessary insights about when and where to place, distribute and promote your content by analyzing the internet habits of your audience and evolving continuously to develop a more and more nuanced understanding of customer behaviour.

Acting on these insights helps marketers ensure that they are reaching people at the right time, at the right place.

5. Achieving continuous improvement

AI-based systems like content intelligence work on the principle of incremental improvement which means that the longer they work, and the more data they work on, the better they perform.

Needless to say, this is a win-win situation for any business from the standpoint of return on investment.

Moreover, the fact that processes get more streamlined and comprehensive with time ensures that customer experience keeps getting better with less glitches and better support systems.

For example, take AI-based chatbots. They can potentially have the data from all previous interactions with an individual customer as well as the collected data from every other customers every other interaction with the brand to arrive at the correct response to a customer query or complaint.

Moreover, unlike human customer support personnel, intelligent chatbots can be available 24/7 at the customers beck and call.

In cases of sophisticated AI solutions which are becoming more and more common, they can mimic human interaction well enough to make the customer feel as if they are indeed talking to a real person on the other end, albeit one that has all the required information at their fingertips.

By adopting these strategies in a way that best suits your brand and the budget you dedicate towards improving your customer experience there is no denying that using content intelligence can definitely give you an edge over competitors who are less willing to adapt to the changing times.

In a world where customer experience can make or break your brand, be sure to invest in becoming the gold standard for it.


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