How to turn every customer interaction into a unique customer experience

October 13, 2023
Written by
Lyssa Test
Reviewed by

Today’s businesses collect immense quantities of customer data. From online channels like website, social media, and email interactions to offline interactions like direct mail, in-person shopping, and events, your business has its work cut out for it when it comes to analyzing this data and turning it into actionable insights.

That’s why many companies are fervently exploring ways in which artificial intelligence (AI) can help understand, predict, generate, and engage each individual customer in real-time and at scale. But in order to unlock the full potential of customer data and AI, many marketing teams have to lean on their data and engineering teams for support.

To make AI more than a buzzword within your organization, marketers need a scalable way to:

  • Gain a deeper understanding of customers with trusted data
  • Use accessible and actionable AI tools
  • Create, activate, and iterate faster for better results

Luckily, the right AI tools can help your marketers leverage AI and trusted user data to build unique and personalized customer experiences. Here are four steps your marketing team can take to turn every customer interaction into a unique customer experience. Plus, learn how Twilio’s CustomerAI technology can help your marketing team leverage AI to better serve your customers.

1. Contextualize your data

Your AI is only as good as your data. To start, your business needs a way to consolidate customer data across your many online and offline touch points.

By seamlessly connecting all of your data sources in one place, your team can begin to understand the nuances and complexities of every customer’s relationship to your brand in real-time. These "unified customer profiles” allow your business to understand every user’s complete journey, so you can send them targeted offers, messaging, content, and more.

Check out our guide, 10 essential steps to build an AI-ready organization, for tips on how to ensure your data is clean, accurate, complete, compliant, and (most importantly!) ready to help you get the most out of AI.

2. Predict user behavior for better personalization

Next, you’ll need to make the switch from reactive to proactive data usage. With customer profiles updated in real-time, your business can unlock newfound visibility into your customers and their journeys. This information can help you predict which user groups will be more likely to convert, allowing you to send them the right message at the right time and push them further down the funnel.

While marketing teams usually need the support of data and engineering teams to pull actionable customer predictions from data sets, Twilio’s CustomerAI empowers marketers to self-serve and draw these powerful conclusions on their own. With Predictive Traits and Audiences, marketers can:

  • Create more precise, predictive audiences out-of-the-box
  • Trigger timely customer journeys
  • Personalize experiences based on a customer’s predictive lifetime value (LTV) or likelihood to purchase, churn, or perform any tracked event

Your team can use the tool to identify users with, for example, a high propensity to purchase, refer a friend, or use a promo code. By saving these predictions to a user’s profiles, you can then build your own audiences, trigger journeys, and send data to downstream destinations.

3. Create relevant customer experiences in minutes

When you’re ready to build personalized campaigns, don’t start from scratch. The beauty of AI is that it can help your team generate ideas, copy, and ultimately campaigns in a fraction of the time it takes a human.

In just minutes, with CustomerAI Generative Journeys and Emails, you can use customer-aware generative AI to automate who to target, how to build the journey, and what messages will resonate best with real-time insights for better results. Not only can you expedite your idea-to-execution timeline for your email campaigns, you can use AI to drive better engagement with the click of a button.

Plus, take advantage of AI-powered email headlines, images, and calls-to-action to build your emails in a fraction of the time. This allows you to spend less time building emails and more time honing your marketing strategy.

Looking for even more ways AI can help improve your campaigns? Read 7 ways to use AI to superpower your marketing strategy for ideas on how to automate manual tasks and build better customer experiences using AI.

4. Personalize LLMs with your customer data

It’s important to get your customer data AI ready. Twilio’s AI Personalization Engine infuses greater customer understanding and personalization into every customer interaction with a seamless API connection between your customer data and ChatGPT or other large language models (LLMs).

Take all of your scattered, disjointed data and unify it so it’s clean, consistent, compliant, and instantly actionable. Also, your AI assistants, agents, and campaigns get even smarter with a seamless API that pulls the most relevant information into chat conversations, emails, and SMS messages.

Unlocking the true power of AI with Twilio

Finding actionable customer insights is no longer like finding a needle in a haystack. It’s like finding a needle in a stack of needles. In order to keep up with the ever-growing amount of customer touchpoints and user data, marketers need to make use of AI without burdening their technical teams.

With Twilio’s CustomerAI, marketers can achieve a 360-degree view of their customers and use this information to build more targeted, personalized experiences. Learn more about Twilio’s CustomerAI technology and how it can help you combine real-time engagement data with AI to know your customers better.