With inputs from Vikrant Deshmukh, Senior Solution Engineer
Even if the first impression is not the last one, there is no denying that it creates an impact. Personalisation, from the very beginning, can be a differentiator between winning a loyal customer and losing a lead.
However, a lot goes behind delivering personalised experiences, such as connecting different touchpoints and functions or building a comprehensive and complete customer view. From marketing to service, businesses are constantly innovating and strategising to improve multi-channel engagement, customer profiling, and personalised service.
The most frequently asked question is — what can be done to personalise interactions that can take customers further on their brand journey?
Ask marketers what the most important aspect of a successful campaign is, and you’ll get various answers. What goes behind a successful campaign is knowing the right time and channels to reach your customers with the right messaging. When designing a marketing campaign or customer journey, Einstein can suggest the ideal channels and instances to interact with customers at different stages of their journey.
With Einstein Marketing Cloud, recommendations based on customer preferences or intent can help you create personalised messages and content. This helps you understand your customers better to implement contextual marketing campaigns.
Once the customer is convinced they want to engage with your brand, closing the deal presents a new set of challenges. A salesperson should know the offers or products that have attracted the customer. For instance, customers are unlikely to be interested in a previously purchased product. Instead,a recommendation based on supporting products can help with upselling.
Salesforce Einstein allows users to fetch information regarding purchase history from the customer profile with just a click. This makes upselling and cross-selling much easier.
Imagine this scenario — a customer has seen a certain product and added it to their cart. However, they don’t checkout and the cart is abandoned. An AI-enabled recommendation pops up on the salesperson’s dashboard. These recommendations could look like:
Once a customer has purchased from a business, the best way to ensure loyalty is by providing services that stand out. This can be done by letting your customer know you care and providing them with a seamless service. Instilling a feeling of familiarity by using their name, not making them repeat grievances they have already shared, and following up on feedback they’ve given show you value their association with the brand. All of this can be greatly improved with a 360-degree view of the customer.
AI recommendations with a holistic view of the customer can enable service agents to:
Now, if we revisit the question posed earlier — What action will be most effective in moving a customer ahead in their journey with the brand?
Einstein can tell you exactly that. It can tell users if:
Then, it makes recommendations that can help any team take the next best steps to deliver more relevant and consistent customer experiences across channels.
To learn more about creating connected customer experiences, download our The Secret to Seamless Service: Connected Channels ebook.
This post originally appeared on the Salesforce India blog.