Cost decrease and personalised experience with AI - how engagement leaders do it
Imagine this scenario
A customer buys an item from a targeted ad but receives the wrong size. After contacting support, a virtual agent anticipates the issue, guides them through the return process, suggests a better size, and promptly ships a replacement. After delivery, the customer receives a follow-up message on their preferred channel, asking if the new item fits better and providing personalised product recommendations.
This is the future of customer engagement—the age of individualisation.
Despite many brands believing they deliver what customers want, there’s a disconnect. While 84% of businesses say they provide good or excellent customer engagement, only 54% of consumers agree. AI is helping bridge this gap, with seven out of ten companies using AI to personalise content and marketing.
Find out the strategies from top-performing brands that we gathered for you after analysis of Twilio’s 2024 State of Customer Engagement Report.
Actionable checklist for you business
Reducing Costs with AI-Assisted Risk Management
AI-powered fraud detection tools prevent account compromises and safeguards user accounts. These tools help brands avoid financial losses from fake accounts and account takeovers, protecting both assets and customer trust.
Maximising Data Efficiency with AI
AI can combine data from multiple sources, standardise formats, fill in missing values, and deduplicate information. This helps in understanding customer needs and preferences. It also leads to more effective marketing strategies and higher customer lifetime value (CLTV).
Once profiles are created, AI can:
Summarise contact centre interactions.
Predict future behaviours like purchase or churn.
Define lookalike audiences.
AI helps to enrich customer profiles and deliver the right message at the right time. It allows moving prospects and customers down the funnel more efficiently. At the same time it reduces marketing costs.
Incorporating AI into Existing Tools
Despite paying for tools like CDPs and CEPs, only half of companies have integrated AI into them. AI helps fully use the potential of these tools, makes operations more cost-effective and enhances customer engagement.
The future of customer engagement lies in individualisation. Leveraging AI helps using the full potential of first-party data to personalise interactions. By investing in AI for fraud detection, customer profiling, and existing tools, businesses can address rising costs, enhance customer experiences, and stay competitive.