How to improve the experience of your customers through CRM and AI

How to improve the experience of your customers through CRM and AI

On 2nd and 3rd of September 2020, Mapadore participated at the London Summit on Artificial Intelligence as a guest.

The event was held entirely in digital form and it was an opportunity to meet with leading companies that are taking advantage of technology in order to face the market challenges.

This annual summit aims to provide guidelines for all those companies that want to implement artificial intelligence in their processes in order to optimize costs and increase revenues.

In this month’s newsletter we will begin to make a recap of the main topics that were discussed during the event and that can be useful for you.

Specifically this month we will talk about:

  • Understanding your customer base: CRM as a starting point
  • Digital Experience Management: what it is and how it can be useful to yo

Understanding your customer base: the CRM as a starting point

Obviously, everything starts with the CRM and this topic was addressed during the speech held by Diana Comsa, Head of Customer Data for Condè Nast International:

“Creating a CRM system to improve understanding of customer bases”.

Nowadays, having a deep understanding of the customer base allows companies to be customer-centric and thus gain a competitive advantage.

The user experience, in fact, is today more than ever a decisive element that greatly influences consumer choices. Companies that sell commodities are obliged to improve it in order to avoid being put out of the market.

If you want to learn more about how Mapadore can help you avoid being perceived as a commodity, read the practical case study of one of our clients.

Regarding the customer-centricity topic, the CRM enhanced with artificial intelligence is a powerful and effective tool that allows you to provide your customers with high-level experience.

But how exactly?

By automating all those routine activities that do not add value and allowing the whole team to focus more on customers and prospects.

Before implementing the CRM, however, the event speaker recommended asking yourself the following questions:

  • What are the mission, vision and objectives of your company?
  • Who is your typical customer?
  • What is the path that the typical user takes to become your customer?

These questions are fundamental in order to better understand your customers and their needs. After that, you can design a correct CRM strategy that can help you to offer a good UX.

In many cases, unfortunately, companies are unable to have a complete view of user behavior because data is fragmented and contained in “silos” that do not communicate with each other.

The result is that the activities are uncoordinated, workloads are unbalanced and the team is busy carrying out routine activities that do not bring added value.

All this prevents the company from having visibility on the status of the commercial network which results in loss of efficiency and turnover.

On this issue, we suggest a playlist on Youtube, created by us, where you will find some practical examples on how Mapadore can help you.

Artificial intelligence comes into play at exactly this point: once the CRM has been implemented, it allows you to extract value from corporate data assets and automate routine activities.

Digital experience management: what it is and how it can be useful to you

Some practical examples of the application of artificial intelligence were discussed at the event “Digital Experience Management: what is it?” by Geng Lin, CTO of F5 Network.

The event began with a very strong premise:

After the industrial revolutions and that of the internet, we are now experiencing that of artificial intelligence which will have a huge impact on all aspects of our life

As for companies, the practical applications can be summarized in the following points:

  • Customer engagement. Here the AI ​​can help you improve the user experience through chatbot support and through personalized product suggestions;
  • Business operations. AI can help you automate all those processes that do not bring added value and that, if entrusted to technology, can allow your team to dedicate more time to customers. If you want to learn more about it, watch our free webinar.
  • Cybersecurity. On this issue, AI can help you in the behavior analysis against BOT attacks and in anti-fraud activities.

During the event, the speaker gave an emblematic example of how artificial intelligence can help a business and improve the user experience.

Years ago he bought an airplane ticket but the flight was canceled on the day of departure. The airline began a series of complex processes to board all passengers on other flights as soon as possible.

Unfortunately, the whole process took an entire afternoon because they didn’t have the right tool and the situation made many passengers unhappy.

The proper implementation of artificial intelligence within the airline could have saved the team and customers hours of time by suggesting in real time the best flight to take to each customer.

This would have meant a reduction in the company’s operating costs and greater customer satisfaction.

Another example of practical application is Mapadore, which among other features allows you to reduce the inefficiencies of the recall process of potential customers.

Once integrated with your site, in fact, it allows users to book an appointment directly in the agenda by suggesting the best time slot and choosing the most suitable sales rep.

This application was developed for our customer Abitare In and has resulted in an increase in the number of appointments and in company turnover.

Having a quick and optimized process to acquire and manage your online contacts is extremely important and if you are interested in learning more about the topic, please read the complete case study by clicking here.

In next month’s newsletter we will continue to address the issue of artificial intelligence applied to companies and we will deal with the following points:

  • Chatbot: another practical application example. 5 steps to maximize the potential of chatbots in the new normal
  • Your action plan: how to leverage artificial intelligence in sales, marketing and CX