Today’s consumers respond quickly when they find what they want. They also leave quickly when they don’t. Consumers are pros at viewing content and are extremely aware of how brands interact with them. All it takes is one irrelevant ad or premature message and they’re gone. General communication is no longer enough.
According to Twilio 2023 State of Customer Engagement Report91% of brands say they often or always personalize contact with consumers, but only 56% of consumers agree. Where is the disconnect? Companies have been collecting data about their customers since the beginning of direct marketing. However, in the digital age, gathering information is only the first step. True customer knowledge requires all existing tools, including CRM, marketing suite and contact center, to capture and integrate customer insights. This way you can create an accurate picture of who they are and what they want.
This is the power of CustomerAI from Twilio. It enables enterprises to gain a clear, reliable and unprecedented understanding of each individual customer at scale, all in real time. It will not only report on what customers want, but also how and why they engage, so you can proactively deliver timely, tailored experiences they’ll love. Here are four ways to personalize engagement to achieve meaningful business results.
Navigating deeper into customer data
Data without knowledge is useless. Insight without action is the target burden. Instead of floundering in an endless sea of data, companies can leverage CustomerAI to power customer journeys that deliver better experiences and ultimately convert.
With CustomerAI, companies can combine current customer data and real-time engagement insights with cutting-edge intelligence. Together, they enable personalized experiences that enable marketers to increase customer trust, optimize every interaction, and achieve significant business results.
Personalization builds trust, and the numbers prove it – 86% of consumers say that personalized experiences increase their loyalty to specific brands. Unlocking the potential of every customer in real time starts not with better campaigns, better agents or better tools, but with better data. CustomerAI’s unique ability to combine structured data with valuable, unstructured context of conversations and interactions provides deeper understanding that drives customer engagement.
Creating the perfect data and communication circle
Combined customer and engagement data provides significantly better intelligence models and ROI than pure customer data alone. In fact, 60% of brands say investing in a digital customer engagement service like Twilio has improved their ability to meet changing customer needs, and 90% say it has increased revenue.
CustomerAI accelerates the flywheel created by connecting data and communication. While tools like CRM allow you to track and store customer relationship details, they don’t provide the real-time context needed to truly understand customer intent.
Every interaction with a customer fuels a deeper, more intimate understanding of who they are and what they need. This flywheel generates better engagement, increases loyalty, and consistently delivers better business results.
Generating effective marketing using artificial intelligence
CustomerAI works by combining the power of large language models (LLM) with customer data and real-time communication to unlock the potential of every customer. Increases operational efficiency and productivity by leveraging predictive and generative AI to help marketers quickly create content, campaigns and customer journeys.
Thanks to CustomerAI, creating content becomes faster and easier. It can autonomously generate text, images and even videos based on predefined guidelines and entered data. Marketing and creative teams can stop spending hours on tedious tasks and focus on more strategic and creative endeavors.
CustomerAI can also quickly develop personalized and highly targeted campaigns that increase engagement and conversion rates. It streamlines customer journeys, leading to greater customer satisfaction and loyalty, by automating decision-making processes, analyzing customer interactions and preferences in real time, and providing seamless and highly personalized experiences.
Ensuring consumer data privacy and transparency
Twilio’s report found that 98% of consumers want brands to do more to ensure the privacy of their data as well as provide greater transparency around how it is used. But how can consumers trust companies with artificial intelligence capabilities?
Twilio’s approach to CustomerAI supports the compliant and responsible use of customer data. The company has adopted CustomerAI’s three trust principles that guide its use of AI capabilities. The first is transparency, full transparency of the use of artificial intelligence and enabling customers to control their data. The second is responsibility, selecting responsible AI providers and helping customers use AI in a way that respects privacy, ensures data security and minimizes the risk of bias. The third and final principle is accountability, monitoring AI performance for harm and fitness for purpose in collaboration with AI providers and customers.
By helping companies deeply understand their customers, CustomerAI deepens customer interactions and helps develop real relationships. Ultimately, this approach is good for business, good for marketers, and good for customers.
This post was created by Twilio z Insider studios.