How To Keep Your Brand Fighting Fit With AI

How To Keep Your Brand Fighting Fit With AI
B&T Magazine
By B&T Magazine
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

Leadership, Humanity, Technology – The Sweet Spot
  • Media
  • Technology

Leadership, Humanity, Technology – The Sweet Spot

The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new  technologies that streamline and beautify business operations. They simplify life by providing basic […]

Recommended

by B&T Magazine

B&T Magazine
OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital
  • Marketing

OMD Alumnus Launches Specialist Media Agency For The Franchise Sector; TFM Digital

Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]

FutureFeed Appoints Five By Five For Global Launch
  • Media

FutureFeed Appoints Five By Five For Global Launch

Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR
  • Marketing

SKMG’s Andrew Knowles Snares B&T’s 30 Under 30 For PR

Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]

MELBOURNE, AUSTRALIA - APRIL 14: Jack Viney of the Demons and Mitch Wallis of the Bulldogs pose for a photo during the Theragun & AFL Partnership announcement at AFL House on April 14, 2021 in Melbourne, Australia. (Photo by Dylan Burns/AFL Photos)
  • Marketing

AFL Names Therabody As Its Official Recovery Partner

The AFL is delighted to welcome Therabody as its Official Recovery Partner of the 2021 Toyota AFL Premiership Season. Therabody’s industry-leading devices and research will be integrated into pre-match training and post-match recovery routines to help prevent injuries and help improve overall athletic performance. Therabody will also become the naming partner for the end-of-season AFL […]