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Using AI to improve customer experience and customer journey orchestration

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Using AI to improve customer experience and customer journey orchestration

Customer-centric messaging and experiences require smart responses managed by AI. If customers aren’t receiving relevant emails or other communications, they’ll simply opt out.

“Right now, marketing is failing more than it works,” said Matthew Camuso, product marketing manager for CRM software company Pegasystems, at The MarTech Conference. “And if you think about why this fails, it’s because most of what we push, and when we push it, has no real relevance to the consumers.”

He cited an internal study of over 5,000 consumers that found that 68% of them don’t believe brands care about their needs.

If brands aren’t responding to customers’ needs intelligently with an AI tool, they are usually depending on prepackaged messages sent to clusters of customers, broken down into segments. The risk is that many customers within these segments will find the messaging irrelevant and get turned off to the brand.

Read next: Why we care about AI in marketing

Risks in traditional segmentation

In a traditional campaign, a customer base is divided by demographics, geographies and other categories to create segments, and even finer-tuned microsegments. Marketers can then add rules based on what is known about the customer, like their financial means or the interest they expressed on a particular webpage. Predetermined messages are then sent to this fixed group of customers.

“At the end of the day, you’re really just trying to find the best list of people that can buy your product, and then once you get that list, it’s a little smaller, but you target all those people across channels,” said Camuso.

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This strategy generates a low percentage of sales, typically in the 1%-2% range, he said.

“That may hit your short-term campaign goals, which is great, but over the long term we’re so product-focused and sales-focused that it actually takes a toll on our customer relationships,” Camuso explained.

AI-driven customer-centric experiences

To drive customer-centric messaging and experiences, AI can be used to ingest customer signals from all channels, update the customer profile, and then propose next best actions that are relevant to those customers.

“What you need is a brain, a centralized decisioning authority, that can power all of your engagements and bring them together,” said Camuso. “What that brain will do is collect data about the customer from your channels, like email or web or mobile, and then combine that with historical data you have from a customer’s profile or interaction history, as well as anything that may be streamed in, in real time.”

Instead of a cookie-cutter campaign targeting a segmented list of customers, the communications managed and authorized by AI deliver personally relevant offers or suggestions.

Marketers also play a part in the AI decisioning by establishing criteria that are specific to their industry or product. For instance, if the brand is a bank, they can only sell a credit card to a customer that is 18 or older, and that rule should be added to the set of conditions for contacting a customer.

Within these narrower conditions, the AI can then arrive at next best actions, based on the desirability of the action to customer – designated in the algorithm as a “P” value (propensity) – and also based on the value (“V”) of the action or sale to the company.

Additionally, the AI will use internal business factors to reach its decision on the action. For instance, if a product has low inventory, the AI might determine that it’s better to put another product in front of the customer where there is higher inventory, so that the company can fulfill the sale.

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AI-driven customer journey orchestration

Every new piece of data that comes in about a customer triggers the AI to recalculate the score, keeping all messages current and relevant. A credit card purchase, for instance, could trigger a timely text, or even a helpful phone call from a live rep.

These message-based next best actions are an important part of the customer experience. But, the AI decisioning can also be used to build web pages and mobile experiences tailored to the customer based on the updated information in the customer’s profile.

Additionally, a customer-centric approach powered by AI can enable customer journey orchestration that is also more relevant and effective.

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Traditional customer journeys are mapped out in straight lines using rules to push customers from one action or stage to the next. When a customer – any customer – does a specific action “X”, then they are moved forward in the process to another action, “Y,” based on the basic rules of the journey.

The difference with an AI-driven customer journey orchestration is that it can remain customer-centric and choose from a larger number of options that make sense to a specific customer based on the customer profile.

When the AI is guiding the journey, it can manage more complicated journeys that include many variables, which are all scored according to propensity. A good example for financial companies is a mortgage, which is a complicated process with a number of stages that are based on many personal data points.

“Ultimately it’s just trying to help customers achieve whatever they’re doing in that stage,” said Comuso. “And when they get to that step, we never try to force them to the next one. Instead, we look across all those journeys [from previous customers] and see where she is in the bigger picture, and then use real time decisioning and propensity modeling.”

Taking advantage of the scale provided by AI modeling, the goal is for every journey or message to be fresh and relevant to the current customer. If this goal is met, customers will have the impression that the brand really does care about their individual needs.

From ignored to engaged: Deliver better customer experiences with always-on marketing from Third Door Media on Vimeo.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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MARKETING

20 Best Tools To Help You Scale

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To grow and succeed in the digital marketplace and increase your team’s content marketing effectiveness, you must build a dependable tech stack that will allow you to grow without placing too much pressure on you or your team.

In this article, we’ll provide ways to boost the efficiency of content marketing strategies and a list of tools to aid you in achieving your objectives together with higher performance.

Strategies for scaling your content marketing efforts

Before we get into the technology you can use to improve your content marketing, let’s look at how you can get better results from developing a successful content team to help improve your performance.

Every team member will have a different job. They will use their respective skills to help the team reach its goals:

Managing editor

This is the person in charge of your content team. They ensure that all the material published is high quality and consistent with the brand’s messaging. Often, their responsibilities include hiring content writers and then collaborating with them to ensure everything is correct and on track.

SEO analyst

This team member is in charge of ensuring that your website meets SEO standards. They also select the best keywords for each article. SEO analysts help ensure that your material is indexed properly and written with search intent in mind.

Content writer

Most content marketing teams employ in-house writers, outsource the work to independent contractors, or a mixture of both. Because “content” is at the center of all content marketing operations, these individuals are essential for generating high-quality and research-driven material for your blog and other content assets.

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Outreach manager

This individual is in charge of sending your material to the appropriate forums on sites where your leads and influencers congregate and creating backlinks so that you receive the most value from each piece of content.

Top tools to grow content marketing and automate workflow

Inefficient workflows can result in delays in the creation of content as well as low-quality content because team members may struggle to work together and communicate effectively. Here are five tools that allow you to take control over the content creation process.

1. Google Docs

Google Docs is a free writing program that permits you to create, edit, and share documents online wherever you are. It is an excellent tool for collaboration and helps your team work together by giving them editing access. Features like “comments,” “suggestions,” and “mentions” let you add relevant information and people to your Docs.

2. GatherContent

GatherContent can be described as a central platform for content creation and collaboration that allows rapid and effective content production.

The tool offers a medium that lets your team edit and create content, monitor its progress, and publish it when it’s ready. Your team can also create structured content on a large scale in a split second.

3. Narrato

Narrato is a team management system that lets you streamline and control your content creation process, aiding cooperation. The tool has many useful features, including AI assistance, image search, content idea generators, and employee management options. You can organize content using boards, folders, and calendars.

4. Monday.com

It is an “everything you need” platform with collaboration campaign planning and content management tools. The fully customizable templates help your team collaborate, plan, and manage content production more efficiently.

5. Wordable

Wordable allows you to upload Google Docs drafts into WordPress in just minutes and in a designated format. The tool helps keep your documents clean, removing unnecessary spaces and line breaks as well as removing font and span tags.

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It also performs other functions such as generating tables automatically, simulating featured images, helping to choose alt text for images, etc.

The best tools for scaling the writing process and optimizing content

Your efforts to market your content depend on your writing skills or search engine optimization strategies. Here are tools that help you improve the writing process and SEO.

1. WriterAccess

WriterAccess is a platform that connects you with freelancers to create content and streamline your workflow. The Partner AI tools let you research trending topics, find new keywords, optimize content, and track SERPs.

2. Frase

Frase is a tool powered by AI that detects your audience’s questions and assists you in responding to them. It helps your team identify the questions your site visitors would like answered using Google Search. It also creates detailed briefs that allow you to modify your content to meet users’ preferences.

3. MarketMuse

This artificial intelligence-based keyword and content planner allows you to speed up the research process and identify what’s missing from your content compared to your competitors. The tool also helps with content optimization for Google search.

4. Clearscope.io

Clearscope.io makes it possible to discover potential keywords and determine terms you can integrate into your content to optimize it for search engines. The tool is also great for researching content and developing freelancer content briefs.

5. Writesonic

Through Writesonic’s artificial intelligence-powered Writer and Editor, you can write blog posts, articles, essays, e-books, and other types of content at the touch of an icon. Furthermore, you can use our editing tools powered by AI, such as paraphrasers, expanders, and shorteners, to enhance your content.

The most effective methods to increase the reach of content and establish collaborations

Content promotion is an excellent way to connect with the people you want to reach. The following tools will help you connect with your audience and establish collaborations.

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1. Evaboot.com

The most trusted place to find colleagues is LinkedIn. You can pull and search for emails in LinkedIn Sales Navigator with one click using Evaboot.

Evaboot can help you find suitable contacts by scouring the most extensive business network. It achieves this through an extremely effective filter that provides accurate and high-quality results that enable you to connect to skilled people who could help you reach your goals.

2. Respona.com

Respona.com is a link-building software that automates outreach, designs personalized email campaigns, locates emails of individuals you want to contact, and then sends customized pitches to these contacts. Using this tool, it is also possible to build automated sequences of emails you can use to mail personalized proposals to your email list.

3. Mailshake.com

Make your cold outreach fully automated with Mailshake to reach more potential customers and set up more meetings. Mailshake’s email tool utilizes AI and information from thousands of cold email campaigns to create constant, high-quality emails you can send to your leads.

Furthermore, you can use an integrated screen to contact prospects via phone or social media.

4. Hyperise

Hyperise lets you personalize images in your emails, Facebook messaging, chatbots, and LinkedIn. You can customize layers on existing images using Hyperise’s online editor and adjust them instantly on your website.

5. Icereach

Icereach can reach potential clients through LinkedIn by using intelligent automated sequences. The tool makes it easy to import leads and customize the outreach to a grander scale by adding distinct elements to create an original and customized message. The program will then create an automated drip program with automatic follow-ups.

The most practical tools to improve content distribution

Without an appropriate distribution system that allows you to reach your target audience and display your content quickly, all your efforts will go to the trash even after you’ve created some amazing content. Here are five tools that let you easily publish, share and promote your content.

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1. IFTTT

IFTTT is a program that lets you connect to, incorporate, and automate the use of your favorite applications. In integrating with more than 250 personal and business applications, IFTTT is one of the most effective ways to automate your content promotion efforts.

2. Moosend

With its easy-to-use interface, this newsletter tool not just assists you with the design of email drives but also helps you target your list of contacts with specialized content.

3. Planable

You can easily organize your social media posts, collaborate with other users, and plan it from anywhere with Planable. The tool also helps you streamline your social media publishing process by letting you schedule your posts.

4. Quuu

Quuu is software that can help you get top-quality suggestions according to your target audience’s interests. Quuu’s proprietary artificial intelligence algorithm will identify high-quality content and send it to your third-party scheduling tool. It is one of the best tools to automate your social media marketing!

5. Outbrain.com

Outbrain provides marketers with customized recommendations for the top magazines in the world to reach their targeted audience. Its proprietary algorithms help capture your audience’s attention and guide them into taking action.

Wrapping up

Content marketing is the best way to establish the credibility of your brand and expand your enterprise. The tools listed in this guide can be utilized to create a distribution plan, measure your marketing effectiveness, and even make your customers feel more involved, assisting you in improving your company’s performance.

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