Derived from the pandemic, companies have focused their efforts on selling more and saving costs to get out of the bad streak that confinement has represented for many of them. The new normal poses the challenge of being more efficient, processing orders faster, and responding to customer requests in the shortest possible time. To achieve this, a great ally is Artificial Intelligence (AI), since it has proven to be very effective in enhancing leads and converting them into sales.
AI-based solutions are increasingly matching the needs of companies and customer expectations; While for the former they generate savings in time, money and improve the effectiveness of strategies, it provides consumers with faster and more pleasant shopping experiences.
According to a DemandBase study, companies using AI-based tools reported a 59% increase in their close rates, 58% increase in revenue, 54% more traffic, and 52% more interactions with their customers.
In addition, businesses that implement automated strategies in the marketing area for lead generation and development increase their sales productivity by 14.5%, according to the software company Act-On.
That is why many companies, whether B2C or B2B, are adopting AI as a potentializer of leads, since thanks to advanced analytics it is possible to use information from customers to understand their tastes, preferences and purchasing needs to offer personalized options that match with the profile of each consumer.
Chatbots are at the forefront of this technology, as they have proven to be extremely effective in turning such data into findings, that is, they make a potential client become a real client. But how do they do it? the answer is simple: they give you the information you need when you need it.
Before deciding to make a purchase, an average potential customer visits the website and reviews the product they want to purchase several times, and if at that moment the company approaches it and shows its offer of recommendations, discounts or promotions, the visitor you can become a customer.
According to The State of Chatbot report, at least 59% of Americans want to receive coupons or discount offers through a chatbot, because this tool is considered friendly, simple and effective.
The function of the chatbot to improve leads is that they connect with the customer through a channel that is familiar to them and that they use regularly in their daily life: messaging. The chatbot has the ability to process data from both the customer and the company to recognize what information is required by each particular user. This ability to personalize your responses is what makes a chatbot maximize the potential of each piece of data to generate sales.
What else can a chatbot do to generate leads?
Communication with the customer. AI chatbots can easily reach the customer to obtain valuable information for the company, without the user feeling that the approach is invasive. State-of-the-art assistants are enabled to communicate through natural language so that the interaction is like a conversation with a human agent.
Segmentation. Segmenting customers is essential to know what kind of information they require or who may be potential customers. This action determines the success of any marketing campaign, and this requires analyzing a large amount of data and converting it into messages. Based on the information of each consumer such as products viewed, average browsing time or previous purchases, chatbots are able to analyze this amount of data and do the segmentation almost instantly.
Personalized messages that connect with the customer. Customer satisfaction largely determines whether a new buyer becomes a repeat customer. Websites and online stores must prioritize the shopping experience to build trust with users. This is achieved by knowing him, knowing what he likes and what he does not like, what his interests are, even personalized information such as birthdays and anniversaries.
Artificial Intelligence significantly improves the customer experience by sending personalized messages, in this way the customer feels closer to the company and their shopping experience is more pleasant.
Saving time and automating repetitive tasks. Tools based on Artificial Intelligence can perform a high number of tasks at the same time in a short period of time. Automation can mean significant savings for companies.
According to IBM, chatbots can reduce customer service and support operations by 30%, as well as their costs by 30%, and handle up to 80% of inquiries themselves, and each day their level of answer is better because they learn from each new interaction to improve their performance.
There is no doubt that Artificial Intelligence will continue to change the interaction of customers with companies. A few years ago the benefits that we have today with AI seemed to be in the very distant future, but that future is today and it is here.
Today’s companies require technology that helps them be more efficient and competitive, since the customer has more and more purchase options, and the fact that they perform more searches on the web does not necessarily translate into more sales . Consumers are aware of the range of products and services on the market and will always look for the one that best suits their needs, the brand that understands them best and offers them what they want will be the one who comes out ahead.
The gradual economic reactivation makes even more evident the need for companies to meet customer expectations, but in this context there is no room for errors, the outlook becomes more challenging and each company must bet on the use of technologies efficient like analytics and chatbots, which not only drive sales, but also help generate more loyal customers, and that can mean success or failure for any business today.