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In the age of digital connectivity, businesses have an unprecedented opportunity to engage with their customers on a personalized level. With the abundance of data available, businesses can have meaningful conversations that can leave a lasting impression. 

Listed below are eight powerful ways to use data effectively and personalize customer conversations.

Key Takeaways

  • 69% of consumers want personalized experiences across different channels. However, more than 63% of digital marketing executives still find it difficult to give clients experiences that are suited to their needs. 
  • Data is collected at each point of the customer journey. This data, when analyzed, can help businesses personalize customer conversations. 62% of merchants say data analytics and insights give them a competitive advantage.
  • Data analytics facilitate customer segmentation, omnichannel communication, sentiment and feedback analysis, and contextual messaging, among others. Customer insights can also help drive behavioral marketing, offer dynamic content, and guide contextual messaging. 
  • With AI-compatible solutions from Exotel, businesses can further boost their personalization efforts and better satisfy customer needs. This also translates to improved retention, as 52% of consumers report they will switch brands if a business doesn’t customize communications with them.

Personalize customer conversations

1. Customer Segmentation

Analyze data to identify customer segments based on demographics, preferences, behavior, and purchase history. This will enable you to create targeted offers according to each segment’s unique needs and interests. 

Businesses that implement customer segmentation are 60% more likely to understand their customers’ problems. This improves revenue and lead generation rates. Remember to study the target audience constantly and update your services based on any changes.

2. Omnichannel Communication

Brands with data-driven omnichannel engagement see a yearly revenue increase of 9.5% rather than 3% compared to brands with inferior omnichannel strategy. Study customer activity to know about their preferred mode of communication, and check which communication channel is primarily being used by your customers- email, WhatsApp, SMS, chatbots, or contact centers.

You must strive to build a presence on every platform used by customers and plan the communication strategy accordingly. For instance, using the customer’s first name will increase the email open rate and make the customers feel connected to your business.

3. Behavioral Triggers

You can use data-driven triggers to send targeted messages to users based on their behavior. This comprises sending automatic messages to the right person at the right time. For example, sending a message after a customer completes a purchase or abandons a cart can re-engage them and drive further interaction. You can also provide social media links, discount coupons, or other relevant content while sending out thank-you notes after sales.

90% of consumers are ready to share behavioural information if it results in cheaper or simpler shopping experiences. This information must be used to initiate conversations at key moments in the customer journey.

4. Real-Time Personalization

You can also leverage live data to personalize conversations at the moment. By understanding a customer’s current sentiments, you can provide solutions that address their immediate needs. Support can also be scaled after studying the issue’s complexity. AI chatbots that learn from customer behavior can help answer specific concerns in real-time. Real-time personalization helps deliver more relevant support and to maintain a consistent relationship with the customers.

5. Sentiment Analysis and Personalized Recommendations

Among various consumer insights tools, using technologies, such as sentiment analysis, that help businesses sense their customers’ emotions has the strongest link with corporate revenue growth. The insights obtained from sentiment analysis can be utilized to anticipate customer needs and preferences.

Businesses can then proactively suggest products or services, saving customers time and effort. For instance, Amazon sends personalized product recommendations based on customer data and view history. Customers are more likely to shop from businesses that acknowledge and provide relevant recommendations.

6. Dynamic Content

Another way to deliver a personalized experience is to customize content based on customer profiles. Whether it’s an email, chatbot conversation, or website visit, dynamically adapting content ensures relevance and captures the customer’s attention. For instance, Netflix’s homepage is individualized based on the customers’ past viewing history. Automatically adjusting content based on the current context adds to customer satisfaction.

7. Contextual Messaging

After just one negative experience, 1 in 3 customers will stop supporting a brand they adore. Thus, businesses must strive to reduce frustration, such as that resulting from having to repeat queries at each touchpoint. Contextual conversations must thus be adopted. 

A unified view of data can enable you to deliver contextual messages by having a repository of recent interactions. Both customers and support teams have the full context of the conversation. This will allow you to offer timely support as detailed information is readily available on the problem being experienced by customers.

8. Feedback Analysis

You must also analyze customer feedback data to gain insights into their preferences, pain points, and expectations. By actively listening to your customers, you can personalize customer conversations and offerings to meet their needs more effectively. This will help reduce the churn rate and increase customer satisfaction levels. You can also use Exotel’s services to set up automated surveys and feedback through IVR calls, SMS, missed calls, etc., for your business. 

Data is the fuel that powers conversations, allowing you to truly understand and engage with your customers on a one-to-one level. With the help of experienced partners like Exotel, you can further boost your personalization efforts.

Exotel’s connected customer conversations platform integrates Contact Center as a Service (CCaaS), Communications Platform as a Service (CPaaS), and Conversational AI Platform (CAIP) for a seamless experience. You can gather, process, and store data with Exotel’s AI-compatible solutions and customize customer interactions.

Other benefits include:

i) Optimized Customer Engagement: Make use of real-time analytics and reporting features of the cloud contact center solution

ii) Convenience of a Single Platform: Integrate Exotel’s platform with existing CRM, helpdesk, and other business applications.

iii) Improved Efficiency: Process large volumes of customer data quickly and respond to customer inquiries more efficiently.

Connect with Exotel to harness the power of data and personalize your connected customer conversations.

Manisha Mishra

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