How AI Drives Targeted Customer Engagement

Artificial intelligence is transforming business practices across many industries. From retail to finance to entertainment, the technology can be used to target key customers with great accuracy—suggesting the right products and services to exactly the right people at optimal times. Indeed, many brands are turning to chatbots that are capable of deep learning, becoming smarter as they interact with customers and offering personalized solutions adapted to individual needs. Here are five ways in which AI can be used to drive targeted customer engagement and sales for your business.

Understand customers’ web browsing habits

Artificial intelligence engines may initiate the customer engagement process by collecting data on web browsing habits. For example, if a person uses a search engine to look for athletic shoes or asks a friend for a product recommendation on a social media channel, AI can capture this data. This information then informs sales and marketing teams, enabling them to create targeted ads for such a customer. By understanding customers’ expectations and preferences, companies are able to identify the strongest leads and better understand what consumers are looking for.

Make targeted offers on preferred channels

Using the data collected, companies may then offer targeted ads on customers’ preferred websites and channels. For example, an active Facebook user may spend considerable time looking for shoe recommendations on this social channel. Based on his behavior, a shoe manufacturer may target this person with a Facebook ad that meets his needs. If the customer has specified key terms such as colors, sizes, or models, the ads may specifically feature those characteristics.

Offer personalized assistance during the purchase process

Once the customer is motivated to engage with the brand, AI can step in and offer personalized assistance during the purchase process. Chatbots may answer simple questions and help the customer understand the different products available before making a decision. For example, footwear retailer Zappos uses AI to predict the best shoe sizes for customers, helping them choose the exact products that fit their needs.

Create upselling and cross-selling opportunities

The moment of sale is also a prime time to act upon upselling and cross-selling opportunities. The Gaumont Pathé cinemas, for example, use AI to propose many options to customers when they are making a movie ticket purchase. In addition to helping them choose showtimes and seats, a chatbot invites them to order snacks in advance, creating a cross-selling opportunity that also provides convenience and satisfaction.

Follow up with an invitation for further engagement

Once a customer has made a purchase, AI can use the data collected for further engagement. If a customer has completed a one-day trial at a gym, for example, AI can follow up with him to learn more about his experience. The customer may then be offered a special discount for a gym membership, prompting him to engage more with the company and enjoy additional products. In many ways, AI has removed the guesswork that sales prospecting once entailed. Companies no longer have to waste time contacting potential customers outside of their target audience. With artificial intelligence, it is now possible to engage the strongest leads with great precision, driving sales and customer satisfaction. 

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