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Too much AI
A whopping 70% of consumers feel brands send too many messages, and have given up trying to understand what these companies are trying to say.
Customers feel overwhelmed by the slew of emails they receive, and some opt to unsubscribe to clear their inboxes and headspace. The flood of emails and social media content has confused consumers. The study also found that 59% have deleted important messages after mistaking them for marketing outreach.
Businesses have been too enamored with artificial intelligence (AI), especially with its ability to trim costs and automate workflows. They have given in to the temptation of sending marketing and reactivation emails and social media posts en masse, given how quick and easy the brand communication process has become with AI tools.
Leaning more towards AI is understandable. But this rapid, seemingly thoughtless shift to new-age technology has adversely affected customer loyalty. While AI will continue to change how firms conduct business, they must harness the tool to improve the customer experience.
Customer loyalty
The logic is pretty simple. The more loyal customers a business has, the more revenue it rakes in. In any industry, ensuring customers make repeat purchases is imperative to business success.
Among all the marketing techniques that have risen over the years, nothing beats word of mouth. Loyal customers are likely to recommend your brand to friends and colleagues. These so-called “mini-marketers” are your best brand ambassadors because they share their experiences straight from the heart.
Building loyalty is a holistic process. There are times when having a strong product or service is not enough. Businesses must continually nurture relationships by communicating with their customers.
Continually does not mean blasting them with marketing messages, promotions, new offerings, and the like. Some businesses have become content mills that ruthlessly churn out inauthentic messages and spiels. Any form of communication must be given some thought, especially those addressed to customers. For something as delicate as building loyalty, the human touch is still the top option.
The outsourced solution
The world’s top companies, with legions of loyal customers, have outsourced much of their marketing and messaging to third-party providers. Trimming costs is just one of the key benefits. Outsourcing gives businesses access to top-notch expertise, as these firms comprise employees with very specialized skills.
Their core functions are email marketing, advertising, and social media management. They are updated with the current market trends and consumer behavior. They are experts in crafting messages that would strengthen customer relationships. Rather than spam customers with inauthentic AI-generated messages, it’s best to let an outsourced firm create that one spiel that would hit home.
The question for your business
How do you build customer loyalty?
