Customer and brand loyalty is what any business strives to achieve, but just how do you do this in the digital age? In the past people visiting your place of business could be pampered by personal attention, but how does one do this in the world of the internet?
What is customer loyalty? Customer loyalty entails certain behavior patterns that will benefit a business, and there are three main groups. Keeping customers, advocacy, and buying.
These three different behaviours are affected by different things, but the experience a customer achieves when visiting your site is the most important factor. The advancement of Al, which is optimizing customer experience, has taken on a whole new level of importance.
Artificial Intelligence is becoming the most important tool to generate and harness customer and brand loyalty, and in this blog we look at the reasons why this is so.
Predicting Customer Behaviour
Digital marketers today have a big advantage when it comes to trying to predict what customers like and what will make them come back to a site, and this is directly because of AI and machine learning.
When you use machine learning or AI it makes it easier for systems to collate and analyze data, so certain things are easier to predict, such as:
- What types of goods and services are existing customers likely to buy next.
- The chosen channels to get onto a brand’s website.
- What offers are certain customers likely to respond to.
These three points are just the tip of the iceberg, but they do illustrate how AI is vital to the prediction of customers behavioural habits.
Personalising Customer Experience
There is no point having a website if it does not address customer needs, and AI can step in to offer a far more personalised experience for the user. This enables easy navigation of the site and drives engagement.
AI learns in real-time and can evaluate customer’s moods so that it can gain valuable insight into current preferences, then modify the website to provide exactly what the customer wants.
These are called micro-moments and they optimize the customer’s overall experience by determining what they exactly want. Also by highlighting personalised ads, AI will structure an experience which is different for every user.
This finely tuned experience gives users a highly individual experience that foster stronger bonds between your brand and the consumers, and definitely gives a pleasing and rewarding experience to the user.
Companies that possesses the ability to harness and utilise AI will have a distinct advantage of those that do not. This is why if you do not have sufficient expertise to implement AI on your site you should contact Voova Digital to assist.
Only till quite recently AI was frowned upon as a genuine way to cement and grow customer interest on a website. And that artificial intelligence could replace human interface as a way of growing a business.
But in 2018 it is a completely different world, chatbots are regularly seen both on e-commerce stores and websites. And the way that they are configured has shown that people actually like engaging with them.
It is a sort of paradox that AI and machine learning has actually improved interaction with users and made their experience highly personal. This experience has proven to be key in enticing attachment and keeping customers loyal to a brand.