6 Ways AI & Machine Learning Are Revolutionizing Omnichannel Experience

2020-12-16 by Lauren Wiseman

Today's average customer has grown accustomed to swift, abundant service. There's no doubt about it. Technological advances have expanded shopping experiences from brick and mortar establishments to cyberspace. We can now shop everywhere, at any time, and still, get to experience exceptional customer service. So, how is it that time and place have become irrelevant when it comes to making a purchase? By utilizing the omnichannel shopping experience, of course. It combines the physical and digital aspects of the customer's contact with you and enables a quality customer journey towards the end of a sales funnel.

It's all about keeping the customers happy. Should you fail to recognize and meet your target audience's needs, they will turn to your competition without giving it a second thought. Nothing personal; you just weren't there when they needed you to. But, how can you be equally available at all times and to all customers? The answer is simple – by offloading much of our customer service responsibilities to the trusty AIs. Let's take a closer look at how machine learning has brought customer experience to a whole new level.

1. Get to know your customers

Machine learning means that your AI will genuinely try and learn as much as it can about your customer personas. By gathering information about their preferences, viewed content, and location, to name a few, it can create an accurate buyer persona to whom it can provide the best service available. Once you know what your target group wants and likes, you can personalize the AI experience through the channel of communication best suited to your customers. For instance, AI chatbots can address your visitor by name, which they have pulled from their social media profiles, and therefore create a rapport worthy of any human sales professional.

2. Provide timely deliveries

Product delivery is where the physical and the digital really come together in business. Digitized supply chains enable much faster performance, which inevitably leads to revenue growth. Those who are trying to excel at their omnichannel strategy focus mainly on two things – one is the customer experience, and the other is greater speed to market. In both cases, AI and machine learning are there to ease the process and get the customers their desired items in record time.

3. The right price

Setting the price is a sensitive matter for every entrepreneur since it is the thing that can make or break the deal even after a flawless customer journey up to that point. Fortunately, with the help of AI and machine learning, prices can now be optimized by considering purchase history, brand and channel preferences, and price sensitivity. The newly-developed algorithms and big data tools make cloud-based price optimization considerably more powerful when it comes to omnichannel pricing.

4. Harmonious IT infrastructure

The infrastructure of the IT greatly relies on the information AI possesses. This helps improve the customer experience, especially in the sense of flexibility. Since it is imperative to keep pace with the customers' desires, machine learning via omnichannel enables a company to quickly adapt to their ever-changing preferences. This focal point pretty much defines the success of a brand, and all business aspects need to be synchronized for the sake of healthy growth.

5. AI and decision making

Constantly changing business dynamics requires timely decision making. The brand's reputation is often based on give-and-take. You may need to offer a refund or a discount or delegate customer-related activities to your employees. Decisions such as these might accumulate to hundreds a day and overwhelm both you and your staff with brainstorming and constant communication. Or – you can leave it to your AI. By gathering information from multiple channels, it can not only support this process but make the decisions itself. With the help of machine learning, the systems can adapt to the marketplace characteristics at any given time and optimize their performance towards omnichannel decisions, which lead to profit.

6. Why certain personas make the purchase, and others don't

Knowing why some purchases didn't happen is immensely valuable. This way, you can detect what your potential customers wanted but failed to find within your offer. With AI and machine learning, you are able to track buying decisions right back to campaigns by channel. This kind of process has the potential to detect why some of your omnichannel strategies are either a success or a failure. While gathering relevant web data, AI forms predictive models that can anticipate your ideal customer profile. This can be defined for each part of the omnichannel customer experience, so it becomes a better predictor of upcoming sales. This way, you can prioritize sales time and efforts as well as the best strategic approach.

With omnichannel marketing, you leave no stone unturned. And with the help of artificial intelligence and machine learning, you can provide the best experience through your customers' favorite channels. While providing exceptional service, you are able to gather new information your AI can use to build on and improve existing strategies. Both the market and customer behaviors change and adapt, and with AI you are able to create enjoyable customer journeys that convert.

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Lauren Wiseman

Lauren Wiseman

Bizzmark Blog

Lauren Wiseman is a marketing specialist, business writer, and entrepreneur, currently based in Melbourne. She helps clients grow their personal and professional brands in a fast-changing and demanding market environment. Covering finance and investment topics, Lauren strongly believes in a holistic approach to business.

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