Marketers have come to realize that every customer journey is unique. A touch that is ideal for one customer is ignored by another. The challenge for the marketer is to find the right set of actions for an individual that will move them to the next step in a more complex process or induce them to purchase, if they are ready.
Selecting the next action to take for each customer is an ideal use case for AI models. AI can be used to find patterns in customer data based on browsing behavior, prior purchases, demographics, household data and more to determine customer interests and intent. One such pattern is the next best action or touchpoint that is likely to produce the desired outcome based on successful outcomes from interactions with other customers combined with the individual’s data. For example, at a certain point in their journey some customers will prefer an email over a phone call. Knowing this and picking the right way to connect is critical to increasing conversions and increasing revenues.