Hema Thanki, EMEA Senior Product Marketing Manager for Twilio Segment, was interviewed by AI News to talk about how the business is utilizing AI to transform customer interaction and personalization.
By enabling organizations to provide individualized experiences and reactions to specific client preferences on a massive scale, AI is profoundly changing customer engagement and personalization.
During our chat, we addressed the stark discrepancy between businesses’ claims of personalization and customers’ real experiences as well as how Twilio is leading this change.
Hema Thanki: Ninety one percent of businesses claim to always or frequently personalize engagement with customers, according to Twilio’s most recent State of Customer Engagement survey. Consumers, though, disagree. Only 56% of consumers said that individualized interactions with brands happen frequently or constantly.
Most businesses have switched from being “customer-centric” to being “system-centric.” Fragmented data, a limited understanding of the client, and ultimately inconsistent experiences are the results of exploding tech stacks and patchwork solutions.
The truth is that each client is a complex individual with particular demands and wants that fluctuate constantly. In order to genuinely put your customers at the center of your organization, you must be able to identify them, understand how to best satisfy their requirements and surpass their expectations, and then use these insights to engage them in ways that are most appropriate for them at the times and places that are most important to them.
These components combine to form the engagement flywheel, which is essential for sustaining dynamic client interaction that scales to accommodate each particular consumer.
Twilio Customer AI, which we recently unveiled, will help hundreds of thousands of organizations harness the power of AI and accelerate the engagement flywheel. With Customer AI, brands can better understand their customers, activate customer data more broadly, and broaden their perspective of it.
HT: Companies may develop powerful, individualized campaigns that connect with and motivate their customers when they rely on managing data in a customer data platform (CDP) in conjunction with AI. The following list of four AI personalization trends.
customized product suggestions:
One approach to make sure your clients are receiving optimum content is to use AI to deliver personalized product recommendations. Additionally, it can increase brand loyalty and encourage repeat business. Consider the Scandinavian outdoor gear company Norrna. In just six months, they created a whole recommendation platform, from data collecting to machine learning forecasts. For the gathering and management of client-side and server-side customer data, Norrna depended on Segment. Segment gave each consumer a unique ID and made sure the information gathered about them was clean, thanks to the schema.
Email campaigns depending on user behavior:
AI is helping to create behavior-based email marketing and is getting us as close as it can to finding patterns in user interactions. An AI-powered system might send a customer an email with content relevant to what they are clicking on if they frequently open a particular type of email. You may send emails directly from the Segment app using Twilio Engage, following the guidance of your first-party customer data.
Website material that is dynamic:
The days of static landing pages are over thanks to systems that track user behavior and produce real-time, individualized website content. Due to integration with Mutiny, Segment’s website actually shows clients dynamic information depending on their personal preferences.
Customer segmentation that is predictive:
Businesses can target users who are more likely to carry out an action using predictive audiences. It functions with pre-built audience templates that come with predictions. They contain templates such as “ready to buy” or “potential VIPs.” The profiles can then be analyzed by AI to produce prediction segments. For instance, based on their behavior, AI could be able to identify a set of consumers who are more likely to leave. As a result, you may actively interact with these clients with customized retention efforts.