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Machine Learning and a powerful Customer-Service
Every business-customer couple is looking for a certain harmony. But like any other private couple, it cannot exist without first having a strong knowledge of one another.
Monday, is your birthday. You open your emails and, wow surprise, your favorite shoe brand address their vows with a discount code. But before you go further to use this delicate attention, you note that the recipient is not good, means the mail and promo code might not be for you. And what’s more annoying than receiving a mailing from one’s favorite brand with such error? Unfortunately, this kind of mistake is not so rare in the context of written exchanges between a customer and a business. And although regrettable, this is sometimes the tip of the iceberg in terms of cutting edge of customer relationship.
Actually such errors in the commercial couple not only irritate, but they can also be the cause of branch of the company-client marriage contract. All loyal customers may fly away if their trusted brand is not even able to store essential information about them. Because Customers expect to be heard and acknowledged, to be treated with the utmost care and personalization, and to receive responses promptly.
As any other couple, the business couples thus have its ups and downs. However, with a little effort we can make this relation stable. And for a business, knowing a customer on the fingertips is a must.
Machine learning is based on algorithms that can learn from data without relying on rules-based programming. To be able to work on its commercial couple and ensure its present and future, every company therefore needs to know how to collect and operate effectively its customer data.
Development of data gathering tools, databases, behavioral segmentation techniques, connected data feedback from the field, are just as many opportunities on which it is necessary to invest in order to create a certain connection with the customer. Only by knowing the “who”, “what”, “when”, “how” and “why” about the act of buying, companies will be able to provide personalized service.
But so far, the collection of data alone is not the happy ending of the story. Like any old couple who knows each other by heart, if one doesn’t anticipate the desires, expectations and limits of others and does not act according, misunderstandings and conflicts takes birth. For a long term harmonious relationship, companies must therefore capitalize on these new gathered data and to do this machine learning is the best option. By describing the ability of a computer to not only calculate but to learn without being explicitly programmed, machine learning analyzes the raw data, synthesizes and then leaves it to companies to operate according to the relevance of their “data driven strategy”.
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Duo of anticipation and empathy, a win-win for commercial couple:
Today, the customer data volumes is exploding, more data has been created in the past two years than in the entire previous history of the human race thanks to the advent of digital channels and connected communication tool for customer interactions and business have thus become very complex. Machine learning makes it possible not only to sort and keep only the essentials, but also helps to learn about what are needs, expectations and requirements of customers, so companies can anticipate their actions and harmonize the client relationship.
A well-synthesized insight, driven by approaches such as machine learning, can provide opportunity for any company to predict. In particular, I would say that customer-profiling based on data from touch-points can allow companies to not only determine the stage of a customer within the sales funnel, but to predict their actions and reactions in the future. While only the biggest players have access to the technological know-how to do this well right now, it’s only a matter of time before SMEs can replicate it and take advantage of the computing power already at their disposal.
Customer service teams are expected not only to react to requests and questions coming their way, but to also proactively anticipate customer needs. Machine learning is also anticipation. It’s a powerful tool to analyze the actions of customers and sales assistant, but also to identify some keywords used throughout their conversations to recognize problems and find within the company’s knowledge base information a solution to the problem. Companies can identify urgent request of customers and respond quickly. A bit like when it comes to detect in the long conversations THE topic which should not be overlooked and which fully deserves our attention.
Beyond anticipation, machine learning also increases the empathy of any business capacity. By learning from their exchanges, companies eventually learn a lot about their customers and can offer personalized services. The challenge is then to provide new goods and services by knowing from customer purchase history, to give free shipping or reductions when it comes to a loyal customer or his birthday. A professional error can happen, in that case a company must admit their mistake and do everything to compensate the client at the right time, but also must learn from their errors and take extra precautions to reduce the risk of problem in the future.
So Machine learning is a predictive (and increasingly prescriptive) analytics approach that teaches computers to think and solve problems like a human, continuously adapting to new information. With machine learning, you can monitor the entire customer experience to not only gain new perspective but actual guidance on the best next steps to take, because it’s virtually impossible to grow your business over time without putting the customer first. While there are plenty of tools and services that allow you to streamline aspects of marketing and customer service, be wary of letting these resources overtake your entire business model. The only way to build a profitable business is by humanizing your brand and developing lasting connections with your customer base.