There is mounting pressure on business leaders to deliver above-market growth, but achieving a consistent upward curve needs a top-performing commercial engine underpinned by a new wave of digital, AI, and analytics capabilities.
The coronavirus pandemic has changed B2B Digital experience in the last few months. Given the transition to online-only commerce for millions of businesses, it is more important than ever for the digital presence and customer experience to be seamless.
This is where web analytics and AI comes into play. Implementing AI-powered tools into the customer service strategy and online operations can be the difference between inefficient processes, unhappy clients, and a thriving business in the face of the crisis.
Today, most business leaders are well aware that digital and analytics have dramatically reshaped B2B buying and selling environment. Customer expectations and wants are constantly evolving. The excitement around digital has masked a much more complex and nuanced view of how to deliver a successful growth strategy. Radically reshaping the traditional selling channels and the customer experience across the touch points are core requirements today.
Businesses need to focus on accelerating analytics and AI to provide their B2B customers with a seamless digital experience.
Customer Empowerment
AI-powered chatbots allow organizations to serve their customers with relevant and accurate information, 24/7. AI-powered chatbots enhanced with natural language processing can instantaneously provide the information requested by the customers without the need for a human representative. This is crucial in times like now, as the added uncertainty around the pandemic means customers are seeking reliable answers and ways to adapt and fast.
Semantic search is another powerful way to ensure businesses meet customer needs with necessary information. Empowering the website search engine with semantic search capabilities ensures that customers receive the responses to their query, even when using conversational language.
The Power of Big Data
Big data offers the possibility to create highly personalized and high impact marketing campaigns by providing deep insights into both the customer and the market. It allows businesses to create highly accurate and responsive marketing campaigns. It helps you target the right person at the right time with the right message and at the right price.
Read More: Voice Technology – More Marketers Are Investing in Digital Voices Now
The marketing and sales departments in an organization have always been divided. Big data analytics helps overcome the silo approach when it comes to data and turns all the different systems into a unified framework with a collective set of goals.
With big data, enterprises can achieve more with lead generation, precise targeting, and increasing sales. Integrated with AI methods and predictive analytics, big data can help with better demand generation, create new markets, and optimize both omni-channel and multi-channel marketing experiences.
Search engine optimization (SEO), Customer analytics, search engine marketing (SEM), Push/SMS/mobile app marketing, email marketing, and digital ad platforms are just some of the areas where big data brings a competitive advantage.
Harnessing the Power of Web Analytics
The past few months have seen a significant trend of preference for self-service channels across every stage of the customer decision journey. The majority of the buyers and sellers now prefer remote human engagement and digital self-serve over face-to-face interactions. This sentiment has steadily and significantly intensified post lockdowns as well.
Businesses now need to make urgent changes to their digital channels. They need to start addressing the most pressing pain points and concerns, which can improve efficiency and also help cut sales cost.
Read More: Will COVID-19 have a positive impact on the CMOs playbook?
Web analytics has the power to help businesses quickly identify the potential barriers and opportunities and then test ideas to improve user experience.
In today’s fast-paced, always-connected world, businesses are forced to seriously consider implementing the right digital transformation strategy, if they haven’t already. Companies that want to remain competitive in today’s hostile market must explore the possibilities of AI to enhance their digital commerce strategy.
