Brands need a multi-channel approach to improve their online consumer experience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 02, 2019, 2:41 PM UTC

Predictive intelligence can help identify customers who might be thinking of switching

The rapid advances in marketing technologies have given customers nearly complete control of how they interact with a brand. The author argues that by meeting the consumer on their preferred online platforms, brands can improve their customer experience massively.

Using different digital channels like social media networks, video chats and chat-bots can help brands serve a diverse group of customers. AI can be used by brands to be more efficient by allowing to switch seamlessly from chat-bots to human respondents depending on the complexity of the customer query.

The piece says that focusing on the brand’s virtual tone to convey empathy during interactions can help brands in understanding the customer better. Video chat and multichannel interaction can also give consumers a fulfilling experience as they are able to physically demonstrate the nature of support required.

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[12 minute read]