Artificial Intelligence (AI) is changing the way the companies are doing marketing and communication. Thanks to its large data processing capabilities and predictive analytics, AI can help companies to better understand their customers and reach them in a more effective way. But how can AI help the marketing and communication in a simple way, with a lean approach? Here are some different examples about how the companies are already using this technology and the different applications with practical demonstrations
Data analysis and market trends
Through artificial intelligence, every company is able to monitor the market progress and, moreover, to forecast the future trends. This means that the companies can use the AI to collect data for research, social media, and online customer behaviours, processing them, and make decisions based on them. E-commerce websites can customize the user experience by suggesting products based on the customers’ previous research and purchase, but AI can help the companies to create personalized content or generate customized welcome messages based on customer information. We can then use this data to develop more efficient marketing strategies.
But what can we practically do with AI?
a. Sales data analysis: AI can be a real help in re-processing previous and current sales data and then identifying the market trends and opportunities in the industrial laundry industry. It might be the perfect tool for predicting the future sales, products or services on high demand, problems to be solved, and suggesting successful marketing strategies to maximize the profits. By analysing the conversations with the customers, you can identify their needs and preferences. For example, Chat Open AI can detect which terms are using the customers to describe their problems in cleaning delicate fabrics, then use these analyses to design and develop new products especially tailored to solve this kind of problems.
b. Competition analysis: with the artificial intelligence we can analyse the activities of the industry competitors, at a click of a mouse. Knowing their position on the market, products, perceived quality, availability, unique product features, the communication frequency, style, contents, ideas, innovations, feelings, and their customers’ feedback, intercepting any possible weaknesses. There can be used web scraping techniques (the extraction of information from websites) and social media analysis. Customer reviews and the competitors’ feedback to the customers’ needs are important information that allows us to track the competitors’ activities, their branding strategies, by developing targeted marketing strategies. By making a thorough price analysis, promotions, and special offers, it is possible to formulate targeted pricing strategies and remain competitive on the market.
c. Customizing communication: by exploiting the data acquired from the customers through artificial intelligence, like their previous purchases and product preferences, the communication can be improved with customized advertising activities that meet their needs. For example, the customers who regularly buy detergents for treating delicate fabrics can be targeted with advertising about detergents specifically designed for this type of fabrics. AI can help companies to create more effective advertising campaigns. For example, it can analyse customer demographics and interests to suggest the most suitable advertising platforms and optimize the expenses, reducing waste and maximizing ROI.
d. Improving customer experience: with AI, customer feedback and purchasing experiences can be revised to identify the areas for service improvement. It can be used to provide customized and timely customer support. For example, with the help of the AI chatbots, you can provide automated solutions to the customers’ questions, improving the customer service efficiency, require feedback on products or delivery, or to fix any problems regarding the purchase. The AI can help in monitoring the customers’ comments and reviews on social media, helping the companies to better manage their online reputations. You can make specific questions to the customers after the purchase, find out and gather their opinion about the products or the quality of the service offered, if the purchase they have made had the right price, which could be the perfect delivery times or days, or if they were preferring some other additional services. These information and data are extremely useful for starting a low-cost improvement action, by following directly the voice of the customer.
e. Social media monitoring: with the artificial intelligence you can monitor the social media and analyse the customers’ feedback, in real time. For example, any negative comments regarding a particular product or service, or any negative event, can be noted, taking quick corrective action to solve the problem and improve the quality provided to the customer and the company’s brand reputation.
After defining the field where we intend to operate and the useful information to be analysed, let’s have a closer look on how to carry out an analysis of customer conversations using AI.
Here are the steps to be followed:
1. Collect conversations: select different sources, as social media, emails, website chats, forum comments and websites reviews and other sources, collecting all communication between the company and its customers.
2. Prepare the data: enter the collected data into a worksheet or database, organizing the conversations into a structured format, identifying the source, subject, and feed-back.
3. Create an analysis model: using Chat Open AI, we can ask for a model to be able to extract relevant information from the customers’ conversations. For example, the model might look for specific keywords or phrases that indicate a problem with a product or service.
4. Carry out the analysis: using the model we have previously created; we can identify trends and the frequency of the customers’ conversations. The analysis might find out that many customers complain about issues they have with a specific detergent for delicate fabrics, or they are talking about its high efficiency on white textiles.
5. Exploiting the results: after the thorough analysis, it creates a final report that enables you to make well-informed decisions on marketing strategies, and the changes to be made on products or services. If the analysis has identified that there were many customers having problems with a specific detergent, the company might decide to develop a new detergent specifically designed for delicate fabrics or to modify the existing formula.
The industrial laundry sector needs to adapt to a new, more analytical and precise marketing approach based on large data volumes, and this capability lies in a successful interpretation with the goal of customizing the customer experience. •
di by
ALESSANDRO MARTEMUCCI
Lean Marketing Manager
OFFICINAE LEAN & DIGITAL MARKETING
Via Passarelli 99, Matera (I) – Tel. +39 0835 333321
info@officinae.com www.officinae.com
DETERGO Magazine # April 2023
