How To Keep Your Brand Fighting Fit With AI

How To Keep Your Brand Fighting Fit With AI
SHARE
THIS



Finding it hard to keep your brand in good shape? Is your current marketing regime failing to deliver the gains you anticipated? Perhaps a bit of AI is just what you need…

It has long been considered that customer churn is a painful reality of doing business. That used to be true, but nowadays it can be avoided.

A lot of brands out there are obsessed with measuring their performance by way of customer surveys.

Quick question: do you suffer from ‘survey fatigue’? If your answer is ‘yes’, you can guarantee your consumers do too.

It’s just plain lazy to ask the customer about their experience when the brand already has that information buried deep within its own systems – and frankly, a little insulting. Is the customer’s time somehow less valuable?

Customer feedback definitely has a role to play, but it should be part of a bigger picture.

Wouldn’t it be better to combine it with actual operational and behavioural signals to get an objective reading on customer health, and know when customers are going to churn before they do?

Artificial intelligence is capable of doing just that – and so much more.

Brands have the information and data needed to be able to tell how they are treating individual customers, to measure customer health and predict whether they are about to leave.

However, to date it has been difficult for large brands in particular to break the data out of the departmental silos and use it at the individual customer level.

Modern AI platforms address this. They combine data and action frameworks to accurately predict if customers are on the verge of leaving (or are thinking about leaving) and then automatically act before an irritation becomes a full-blown problem.

At the other end of the spectrum, these platforms provide valuable insights into which customers are happiest and most likely to respond to campaigns.

These platforms are built from the ground up to acknowledge a few basic truths: every brand’s data is incomplete, a little dirty and scattered. The goal is not to achieve perfect data, but rather to gain practical insights from what data is available.

It’s important to note, however, that an AI that only provides predictions isn’t going to realise the benefits – it doesn’t help the brand determine when to act or not act on the prediction.

There will always be a business goal to be achieved like maximising campaign ROI or minimising the cost to save customers. Look for a platform that includes an action framework that feeds the results back into the AI to optimise the outcome.

One example is SmartMeasures. It’s worth your time to check out the article B&T wrote about this platform back in March, as well as its website.

At the end of the day, the key to a healthy brand is healthy customers, so if you want to stop putting them through survey fatigue and work out what really makes them happy, put AI to work on the data you already have to achieve the gains you’ve always wanted.

Please login with linkedin to comment

AI artificial intelligence SmartMeasures

Latest News

Burger King Reveals Drunk & Unruly Customers Behaving Badly In Riotous Ad For Its Home Delivery
  • Campaigns

Burger King Reveals Drunk & Unruly Customers Behaving Badly In Riotous Ad For Its Home Delivery

The drunk antics of customers in a fast-food restaurant at 11pm would probably give most burger chain marketers more heart palpitations than one of the greasy triple cheese burgers. But not so Burger King Brazil, who has cobbled together iPhone footage of customers behaving very badly and turned it into a wonderful new spot spruiking […]

by B&T Magazine

B&T Magazine
AANA: 68% Of Aussie SMBs & 87% Of Large Businesses Still Have Marketing Dollars To Spend In 2020
  • Marketing
  • Media

AANA: 68% Of Aussie SMBs & 87% Of Large Businesses Still Have Marketing Dollars To Spend In 2020

Half of Aussie marketers are waiting for better times before committing budget and shift to online set to accelerate, a new study by the AANA has found. Some 68 per cent SMBs and 87 per cent of large businesses still have marketing related spending budgeted for the next six months according to new research commissioned by […]

by B&T Magazine

B&T Magazine
Nine Goes Virtual & Brings 2021 Upfronts Forward
  • Media

Nine Goes Virtual & Brings 2021 Upfronts Forward

Nine’s annual Upfront presentation is going virtual for the first time, with the 2021 event showcasing Nine’s television, radio, digital and publishing slate for the year ahead. Nine will use its virtual 2021 Upfront showcase to illustrate the way it works with partners in the short, medium and long term as society and business finds […]

Action-Packed Police Recruitment Ad Pulled For Looking Nothing Like Actual Police Work
  • Campaigns

Action-Packed Police Recruitment Ad Pulled For Looking Nothing Like Actual Police Work

A police recruitment ad has been pulled – and subsequently lampooned – for looking too much like an action movie and nothing at all like the day-to-day duties of the average police officer. The recruitment video for Guernsey Police has been taken down after being mocked on social media for the way it portrayed a […]

by B&T Magazine

B&T Magazine
Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.