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Among the technological innovations that transformed the dynamics of relationships between brands and customers, those promoted by AI (Artificial Intelligence) and by the DXPs (Digital Experience Platforms) stand out for their capability of positive results regarding customer experience.
Given the consensus on the importance of customer experience, especially in digital environments, it is clear that the use of technological tools to plan and improve marketing, sales, retention, and engagement will be irreplaceable in companies that aim to stand out and grow with scalability.
In this context, besides informing about the role of AI and DXPs in the customer experience, we consider it important to present how the combination of these two technologies can generate results that take a company to the next level.
So, hereafter are the most important topics for you to learn about and understand why and how you can use AI and DXPs as allies.
Continue reading and checking out throughout the content how a DXP allied to AI can contribute to the acquisition of leads and customer loyalty!
What is the role of a DXP in customer experience?
A Digital Experience Platform (DXP) is basically a system developed with the goal of bringing together several tools that help in the management and development of solutions for a company's digital channels.
Therefore, a DXP can be used for a variety of routine digital channel management activities, such as:
- layouts definition and website creation, web apps and landing pages;
- mapping of buying journey;
- collection, processing, integration, and analysis of behavior data;
- mapping and monitoring of real-time interactions;
- experience customization;
- leads segmentation;
- integration of information between different sectors.
Thus, by adopting a DXP the company can reduce the manual workload and, simultaneously, raise the quality of management in different areas that relate to the experience of customers.
As a result, customers have the journey optimized also gaining an improvement in the experience.
On the other hand, employee teams with clearer and easier access to information and insights can create more personalized approaches for customers, making the most of the potential and particularities of each platform and audience segment.
That is, the managers and teams responsible for the work done start to have a wider view of the produced and published content, as well as the behavior of visitors when interacting with these contents.
Hence, the adoption of a DXP platform creates some advantages that we have summed up below:
- Customer experience improvement – Customers have more autonomy to use integrations between digital channels and enjoy an omnichannel experience;
- Integrated communication between sectors ― Different sectors developing specific activities start to access the same information centrally and in real-time, avoiding communication noises;
- Data extraction, reports and insights ― Information related to digital channels' visitor behavior are now collected and processed in an automated manner. The DXPs also have native reports tools with essential insights to adjust and improve the strategies that relate to the customer experiences;
- Performance increasing and cost reduction – With the new resources and tools, the team of collaborators will not only experience an increase in their performance and accuracy but will also experience a significant reduction in costs related to the demands for service and problem-solving;
- AI use expansion – DXP platforms already have AI-based resources for producing insights and predictions about consumer behavior.
Finally, the AI-based resources present in the DXPs can be extended to develop even further the personalization of the customer experience.
To better understand the role of DXP platforms, we recommend a visit to the Lumis blog, a pioneer company in the development of this type of platform in Brazil!
What about AI's role in customer service and experience?
In general, when people think of Artificial Intelligence, the most immediate easy association is with chatbots, tools used for self-service and solving common problems and questions via chat hosted on websites, apps, or even WhatsApp.
Today, however, it is already possible to use AI for several other functions, such as credit analysis and approval, segmentation of offers for certain leads, card issuance, prediction of behavior trends, integration with marketing, acceleration of insights, etc.
The use of Artificial Intelligence is also extremely useful for targeting leads and their proper insertion into the sales funnel, increasing important rates such as conversion rate, loyalty, and client retention.
New features have still been developed to increase AI's ability to assist in the management of experiences. Aivo, for example, has been specializing in the development of Conversational AI, a tool that allows automated service via chat and scaling the service capacity without affecting the quality.
The technology developed by Aivo focuses on customizing the experience, surpassing traditional chatbots that only interact from pre-defined multiple-choice responses.
Therefore, the innovation of conversational AI takes place in the ability to understand the expressions and language chosen by customers from their ability to continuously learn.
Thus, no matter if customers use emojis, slang, or less common expressions to express themselves, conversational AI can catch the expressed desire and provide appropriate answers for every placement.
New features even more powerful have been developed by Aivo, such as Voice Chatbots, which reproduce call center service with Artificial Intelligence features.
Voice Chatbots have aroused the interest of many companies willing to invest in customer experience due to the fact that phone calls are still one of the preferred ways for customers to communicate for problems solving.
Therefore, it is necessary to find ways to scale this type of service, combining them with the capacity for evolution and machine learning and thus increasing its quality and efficiency step by step.
How does combining AI and DXP work?
To finish this content, let's understand how the combination of Artificial Intelligence and Digital Experience Platforms works.
We already understand that DXPs effectively contribute to the improvement of management strategies and practices by gathering and integrating essential tools and information of a company's digital channels, easing the workload and the communication between teams.
On the other hand, AI contributes to improving and customizing the customer experience, working as an alternative to human service and automation for many tasks.
Thus, when combined appropriately, these two technologies complement each other.
Artificial Intelligence, with its ability to analyze and interpret data, sets new approaches and methods for experience customization, while DXPs provide the resources necessary to apply the suggested approaches, aiming at the particular needs of each customer segment.
Finally, it is important to highlight the capacity of DXPs to identify, by monitoring customer behavior and mapping buying journeys, the best opportunities for lead capture and customer loyalty.
So, to complete this content and present definitive solutions in DXP combined with AI, we recommend that you check out the LumisXP system!
Find out the details of the company that is the national reference in solutions development of digital experience management systems and understand what are LumisXP's innovative features and how they work!