Fumanisa indlela i-AI kunye nedatha enokuguqula ngayo uhambo lwabathengi, ikhulise ulwaneliseko kunye nokukhula kweshishini.
Ukusuka ekugcineni incwadi yethala leencwadi kwi-intanethi kwaye uyichole ngokobuqu, ukuya kwikliniki yezempilo kunye nokufumana iziphumo zovavanyo ngomyalezo obhaliweyo, ukusebenzisana kwe-omnichannel kwenze amava omthengi abe ngcono phantse kuzo zonke iindlela zobomi. Akumangalisi ke ngoko, ukuba ithathwe kakhulu kwi-e-commerce, nayo.
Ingxelo entsha ye-Infobip ifumanisa ukuba i-68% 'yabathengi bentlalontle', elona candelo likhulu labathengi banamhlanje abachazwe kwingxelo, balindele unxibelelwano olungenamthungo phakathi kwamajelo njengomgangatho.
Ngeli xesha, uphando lweshishini ngoku lubonisa ukuba unxibelelwano lwe-brand olusebenzisa ubuncinci amajelo amathathu, xa kuthelekiswa nalawo aqaliswe kwitshaneli enye, anezinga eliphezulu lama-494%.
Ngenxa yoko, iibrendi zisanda kwamkela zonke itshaneli ezinokubakho - ukusuka kwii-imeyile ukuya kwii-chatbots, iifowuni zelizwi ukuya kwinkomfa yevidiyo - ukunxibelelana nabathengi, ukuphuhlisa uhambo oluya ekupheleni, kunye nokuhambisa amava atyebisayo.
Kodwa ukwaneliseka kwabathengi kwangoko ayisiyiyo yodwa inzuzo yokuthengisa i-omnichannel. Indlela enobuchule ngakumbi, yexesha elide ibona amashishini esebenzisa idatha kolu nxibelelwano ukuze aphuhlise amava angakumbi kubathengi bawo, eshenxa kwi-automation ukuya kubuntu.
Ke, ungayiqhubela njani ibhrendi yakho ukusuka kwi-omnichannel ukuya kokwazi konke? Makhe sijonge.
Ukubamba ingqalelo yabathengi
Nokuba lunxibelelwano lwasevenkileni, ii-chatbots ze-AI, ii-arhente ezibukhoma, amaziko onxibelelwano lwedijithali okanye ngaphaya, imfuno yabathengi iyafana. Bafuna amava obuqu kunye nomyalezo ongaguqukiyo, kwaye ukuhambisa oku kuye kwaba yimfuneko kwiimpawu zokuthengisa.
Uphawu lunokuba neyona mveliso igqwesileyo kwimarike kodwa ukuba amava omthengi kwiwebhusayithi abhebhethekisa ukukhohlisa, abayi kuyithenga.
Abathengi banokhetho oluninzi ezandleni zabo kwindawo yentengiso yanamhlanje kangangokuba umda wempazamo awuzange ube mncinci, kwaye ke amashishini kufuneka abeke phambili ukuhambelana kwelizwi kuwo onke amajelo.
Ngokwenza njalo, amashishini anokwakha ubudlelwane obuqinileyo kunye nabathengi babo, ukwandisa ukwaneliseka kwabathengi, kwaye ekugqibeleni aqhube ukukhula kweshishini ngokudibanisa idatha kunye nokusebenzisa amajelo amaninzi okunxibelelana. Makhe siphonononge amandla ale nto yokwenziwa kwe-omnichannel.
Ukusebenzisa izixhobo ezifanelekileyo kunye neteknoloji
Nangona iibhrendi zenze umtsi omkhulu ekusebenziseni idatha ukwenza amava alungele abathengi babo, i-56% yabathengi basavakalelwa kukuba i-CX yabo iyinto eqhelekileyo kakhulu - ishiya umsantsa omkhulu phakathi kwama-71% abalindele imiyalezo ebhengezwayo. Namhlanje, phantse bonke (92%) abarhwebi bayavuma ukuba ukwenziwa kobuntu yinto efunekayo kwaye ukuba awuyilungelelanisi intengiso yakho, unokuphulukana nengqalelo exabisekileyo yabathengi.
Nangona izimilo kunye nokhetho lwesitishi luhlala luvela, siyazi ukuba abathengi banqwenela uvelwano, ubuntu, unxibelelwano lobuqu kwindawo nganye yokuchukumisa. Ke, ukuhlangabezana nolindelo lwangoku, iibrendi kufuneka zihambise uhambo olulungelelanisiweyo, olulungelelanisiweyo lomthengi kuzo zonke izitishi, ukusuka kwiwebhu kunye nezentlalo, ukuya kwi-imeyile kunye neselfowuni, ukulindela iimfuno zabathengi kunye nokuhlangabezana nazo nokuba yeyiphi indawo yokuchukumisa. Kodwa oku kusetyenzwa komgangatho akunakwenzeka ukuba abasebenzi basebenze ngesandla. Endaweni yoko, ii-brand kufuneka zinyuse i-automation kunye nezixhobo ze-AI zokwandisa ukuzibandakanya ngelixa unciphisa izixhobo.
Kutheni le nto ukwenza umntu kube kubaluleke kangaka
Ukuphumelela ukwenziwa komntu kwe-omnichannel kufuna uhlalutyo lwedatha yabathengi ukufumanisa iimfuno kunye neemfuno zabo, ukuze ukwazi ukulungisa imiyalezo yakho ngokufanelekileyo. I-AI inokudlala indima enkulu apha, kwaye kukho iintlobo ezahlukeneyo ezinokuthi zisebenzise ii-brand, ukusuka kwi-intelligence yokufakelwa ukuya kumatshini wokufunda (ML) ukuya kwi-natural language processing (NLP).
Kodwa ekugqibeleni, ezi zixhobo zonke zinegalelo kwinjongo enye - ukuqokelela kunye nokuhlalutya i-swathes yedatha yabathengi, ukusuka kunxibelelwano lwe-touchpoint ukuya kwimbali yokuthenga, ngoko ke ii-brand zinokwenza imiyalezo yazo ibe yeyakho kwaye yongeze inqanaba ngalinye lohambo lomthengi. Le nkqubo inceda ukonyusa ukuzibandakanya kwabathengi kunye nokunyusa ixabiso lobomi bomthengi, kodwa ayisiyiyo kuphela inzuzo yokwenza umntu. Iinzuzo ezinefuthe elilinganayo ziquka:
- Izinga eliphezulu loguqulo: Abathengi abaziva beqondwa kwaye bexatyiswa kunokwenzeka ukuba bathenge. I-Omnichannel ye-personalization iyabakhuthaza ukuba bathenge kuba banxibelelana nomthengi ngamnye ngendlela ehambelana kakhulu nabo, nokuba yi-intanethi, ngokobuqu, ngefowuni, ngencoko ebukhoma, nokunye.
- Iindleko zokusebenza eziphantsi: Endaweni yokujolisa kubathengi abatsha ngeqhinga lokuthengisa i-scattergun ebiza imali eninzi, ukwenziwa komntu nge-AI kwenza ukuba iibrendi zijolise kubathengi abalungileyo kwiphulo ngalinye. Le ndlela iza kunciphisa iindleko zoguqulo ngalunye, ivumela amaqela okanye ukutyala imali kwakhona kwintengiso eyandisiweyo.
- Ukwahlulahlula ngamandla kwedatha: I-AI inokuchonga kunye nokwakha amacandelo edatha yabathengi ngokusekelwe kwiimpawu ekwabelwana ngazo ukunceda iimpawu ziqonde, kwaye zibhenele kwiimfuno zabo kunye nexabiso. Ikwanceda ukuthintelwa ucalucalulo lwabantu, njengee-generalizations kunye neestereotypes, ukukhanyisa ukukhanya okucacileyo malunga nokuba ngoobani abathengi bakho ngokwenyani.
Indlela yokuphumeza i-AI-powered omnichannel personalization
Zininzi iindlela onokuthi usebenzise ngazo i-AI ukwenza ixabiso kubathengi bakho.
Eyona nto icacileyo inokuba kukuhlalutya ukuziphatha komsebenzisi kunye nedatha yetrafikhi ukwenza izindululo ze-bespoke kubathengi bakho, umzekelo ukucebisa iimveliso ezifanelekileyo ngokusekwe kunxibelelwano lomsebenzisi kunye namaphepha ajongwe ngaphambili. Kodwa ukwenza ubuqu kunokubakho kulo lonke uhambo lwabathengi.
Umzekelo, ukuba i-algorithm ye-AI yakho iqaphela ukuba umthengi uhlala endwendwela iphepha lemveliso ngaphandle kokuthenga, inokubathumela nge-imeyile ikhowudi ethile yesaphulelo ukubakhuthaza ukuba bathenge into. Inokuhlalutya ukusebenza kwee-imeyile zangaphambili zabathengi, ukuchonga ezona ntlobo zisebenzayo zokuthumela imiyalezo kunye nexesha elifanelekileyo losuku lokuthumela.
Ngeli xesha, umxholo oguqukayo ikuvumela ukuba ulungelelanise amaphepha akho ewebhu kumthengi ngamnye-cinga iAmazon kunye 'nento yokwenza nezinto ozijongileyo' amacandelo - ukwenza ngcono umdla wabo. Kwaye i-AI/NLP chatbots eqhubela phambili inokufikelela ngokuqhubekayo kubathengi bakho, ngokungathi bachithe ixesha elide kwiphepha elinye, ukunika inkxaso yencoko okanye iingcebiso. Akumangalisi ukuba uphando lubonisa ukuba ii-chatbots zodwa zinokunyusa intengiso nge-67%.
Ekugqibeleni, akukho ndlela inye okanye bullet yesilivere yokubandakanya ubuntu obubanzi. Ngoncedo lwezixhobo ezifana ne-AI, iibrendi kufuneka ziqhubeke zivavanya, zilinganise, kwaye zicokise ukuthengisa kwazo ukuze zihlale ziphucula amava abathengi bazo. Ngaloo ndlela, unokuhambisa imiyalezo efanelekileyo, ngexesha elifanelekileyo, kunye nobuqu ngeendlela kunye namajelo adibana nabaphulaphuli bakho kakhulu.
Malunga Umbhali: UJames Stokes uyiNtloko ye-UK yeShishini kwi-Infobip, iqonga elikhethekileyo kwizixhobo zokubandakanya abathengi eziqhutywa yi-AI.
Umthombo ovela Inethiwekhi yeInsight yokuthengisa
Ukuziphendulela: Ulwazi oluchazwe ngasentla lunikezelwa yi-retail-insight-network.com ngokuzimeleyo kwe-Cooig.com. I-Cooig.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso. I-Cooig.com ikhupha ngokucacileyo naliphi na ityala lokwaphulwa kwelungelo lokushicilela umxholo.
