Interactive
How AI can galvanize UX transformation
Interactive technology solutions can help firms build on their knowledge of customer preferences.
Interactive technology solutions combined with omnichannel marketing can help to spur initial and repeated customer interactions. With omnichannel marketing, brand owners aim to increase the number of encounters they can have with customers. The more the touch points, or interactions with a brand, the greater are the chances of a purchase. The proper deployment of artificial intelligence (AI) — across point-of-sale, in-store, online and other channels — can enhance an omnichannel marketing program.
AI can do this by first identifying a customer’s interest in products or services, based on an analysis of their digital and other touch points over a period of time. Then, when they interact with a client brand, the customer is targeted with ads for products or services for which they’ve already indicated a preference or interest. Businesses that use AI to efficiently map customers' touch points and track their interactions can provide the subtle nudge that influences a customer’s purchase decisions.
A large, global bank in North America, for example, deployed an AI-powered solution to process petabytes of data, map it to customer portfolios, and provide insights and guidance on future trades. Charts, data, and search functions were simplified, and switching between desktop and mobile apps was also made seamless. Creating these valuable tools involved persona mapping, tech integrations, and testing and fixing. The deliverable won industry awards and drove customer loyalty.
Bring context and relevance
The quality of customer experience is particularly relevant now, when so many potential purchasers are hard-pressed for time. When they search for something on a website or an app, they want quality suggestions, and if they leave a website before completing a transaction they want to be able to pick up right from where they left off. This is great user experience. But what happens after they are done with the app or website?
This is where great customer experience can make a big difference. Driving customer loyalty means supporting them beyond the financial transaction. This approach builds trust, which evolves into loyalty and then advocacy. It’s no secret, for example, that Amazon is so far ahead of the pack in large part because of the leading customer experience the company creates and maintains.
Leverage personas to design success
But customer experience has to be tailored to the individual's needs. Consider a family of four exploring a vacation to Honolulu. For them, ticket price and the amount of time spent on the plane are important factors. But for a business traveler, ambience and comfort are critical, since he or she may want to do some work while traveling.
In order to create great experiences, the interactions of these and other individuals must be considered at the design stage. Customers who start off with a great user experience during their initial interactions are already on the way towards great customer experience. Those who have a poor user experience will look for alternatives.
The final word
New-age customers are always-on, and demand the same from their interactions. They appreciate technology if it helps them make their decisions, and they value providers and other businesses that invest in enhancing their experience. In an age where competitive advantages seem blurry, old-fashioned customer experience is making a big comeback.
Key takeaways
- Differentiated customer offerings are critical in hyper competitive markets.
- Businesses that use AI to map each customer’s touch points and track their interactions can provide the subtle nudge that influences purchase decisions.
- Driving customer loyalty means supporting them beyond the financial transaction.
- To create great experiences, the interactions must be considered at the design stage.
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