How to use AI to improve customer interaction

AI (artificial intelligence) is a very useful tool to improve customer interaction. The main features and advantages of the Artificial Intelligence in sales to make it the key to success.

What is a sale?

Basically, it is the ability to turn a product into the best solution to the problem a customer may have. Advances in technology have meant that marketers have to:

• Responsible for writing follow-up messages to confirm customer satisfaction.
• Complete data for the company’s CRM.
• Manage the information of each sale for subsequent processing.
• Check everything related to emails, notifications and meetings to specify what the sales policy is.

How does artificial intelligence help sales?

As effective as it is essential. The use of variants such as generative AI contributes to:

• Sales opportunities are identified and prioritized.
• Specific content is generated to maintain contact with each client.
• Be used to make the company a more modern, useful and adapted to the needs of those who rely on its offer.

The standard of customer interaction as a synonym for lack of performance

We review some statistical data to confirm how what is meant by customer interaction is a waste of time. Any marketer at the start of the day has to send dozens of emails or messages. He spends 66% of his working day accessing the system, composing the personalised text and sending the messages. The remaining 34% can be used for sales.

If a company launches an SEM campaign on the Internet, it is logical that enquiries about the offer will increase. From there, you enter a cycle of researching potential customers, maintaining their interest and generating conversions. What should be done in this case?

Prioritise potential customers

It would be best to identify those customers who will actually end up buying the product. Giving them the priority they deserve is the best option to avoid wasting time and this is possible thanks to artificial intelligence, as:

• They will review the person’s purchase history and whether they are really interested in the proposal.
• It will predictively score each potential customer between zero and 100. This possibility of Microsoft Dynamics 365 saves a lot of time;
• Decide when and how to send emails to customers.
• It will extract key points from a chain of messages to identify the most important ones. This is the case of Microsoft Sales Copilot.

Sorting through a large amount of information and selecting the most desirable among hundreds of emails helps to design each working day in a better way;

Who is the buyer and what do they need?

From all the above information it is possible to extract who the potential customer is and how to interact with him/her. However, it is important to promote the features you are looking for in the product and to speed up the purchase. What is the reality for marketers? 60% admit that they spend more time doing repetitive tasks than selling.

It is therefore recommended that they have a tool to help them have a different point of view. We refer to:

• Discover aspects related to the product that may have been overlooked.
• Remember the most important points to get a sale.
• Use the virtual conversations to talk exclusively to the customer who wants to buy. In this way, the salesperson will know how the customer is doing and what the most important KPIs are;

Until 69% of salespeople, according to Microsoft’s Workplace Trends Index, are willing to delegate to artificial intelligence to gain adaptability. The possibility to summarise the most important points of e-mails and conversations with customers is of enormous importance. Sending a thank you email as soon as possible generates engagement with the company and invites conversion.

Follow-up and its impact on the level of sales

However, the person who sells is the person who has to get in front of the screen to send an email to each customer. AI provides an automatic overview of the customer journey, making it easier to follow up. However, it should not be forgotten that:

• A salesperson does not have the material time to send a different email to thousands of customers.
• Repetition is impersonal. Reviewing the data collected by artificial intelligence conveys concern about the process.
• Artificial intelligence proposes a draft of each message taking into account the conversation history.
• The templates have given up their space to a message that contains elements of a previous conversation. In a few minutes it is possible to send a personalised message that will generate the necessary interest.

The proposed purchase

The standard salesperson must remember which proposals have been made to each customer before proposing a purchase. The one using artificial intelligence can have a complete report on each person concerned. This allows you to:

• Make a specific and personalized offer.
• Assess each buyer’s historydepending on both the data and the product characteristics themselves. Several customers would fit different offers, but only with a detailed analysis of their characteristics is it possible to send a proposal that could lead to a sale.
• Generate automatic proposals tailored to each client. There is no need to check individually who opened an email or who participated in a webinar. Artificial intelligence is in charge of classifying customers into groups and also of writing personalised messages.

To achieve all of the above, there is nothing better than having the support of a technology consultancy that offers related services. The objective is none other than to convert the Artificial Intelligence in sales on the axis around which customer interaction revolves. Starting a new commercial phase is the first step to progressively increase sales and profits.