Telecommunications operators are now more at risk than ever as the world changes rapidly. They must shift away from business-driven marketing and focus on customer-centric, data-driven marketing in order to delight and attract customers. This is where AI can be a huge help. Jerry Johnson, the founder, and president, of Data Science Associates, explains how.
Today’s telecom operators are more at risk than they were ten years ago. To survive the challenges ahead, they must be quick and decisive. Telecom operators are shifting away from business-driven marketing to retain and attract customers. Instead, they are focusing on customer-centric, data-driven, highly targeted efforts that are constantly developing and are always in development.
Artificial Intelligence is able to automate customer segmentation and churn prevention. It can also predict a customer’s lifetime value, product development, and margin expansion. It can also help with promotion mix across different ad platforms.
Telecom giants are reaping the benefits of AI in marketing. Here are some examples of how AI can help businesses.
Increase in Product Marketing
Telcos can collect data from millions of customers to help them create targeted marketing campaigns by text, email, and online ads. By leveraging AI, Telcos will have a better understanding of users’ experiences and critical marketing information, which will allow them to outperform competitors.
Businesses can adopt data-first marketing strategies by incorporating AI into product marketing. AI can be used to automate certain processes in a service-based company.
One can incorporate machine learning algorithms and apps into their product offerings to enhance customer experience and increase value. Through its post-launch feedback systems, AI technology has quickly become the preferred way to learn about customers.
The reliance on AI to provide sharper insights, suggestions, and trends is increasing, AI will become an integral part of product marketing.
Improved Campaign Performance
Companies like Bharti Airtel, an Indian Telecommunications Solutions provider, have entered the advertising market with the launch of Airtel Ads. This is a strong brand engagement solution. Airtel Ads leverages Airtel’s data science expertise in order to assist businesses with creating high-engagement, high-impact campaigns that target the most relevant client segments. This ensures that Airtel users only receive the most relevant brand offers and not spam.
Airtel Ads was able to run successful campaigns during the beta phase for companies in various industries including FMCG, BFSI, and digital startups. Among the first advertisers are PepsiCo, Zomato, CRED, Tata AIG, Lenskart, Apollo 247, Cars24, Gameskraft, Vahan, and Harley Davidson.
AI can increase campaign performance through ad targeting and personalization, as well as automating user journeys. With the help of AI, Telcos can now target ads to specific customers with ads based on their shopping history and preferences.
Personalization is a strategy that improves multiple types of marketing campaigns. It’s not new. AI has the potential to rapidly increase its capacity and scale. Automating user journeys can be used by marketers to reduce the time and cost of sales targets and conversions. This will increase campaign effectiveness.
Addressing Customer Service Issues Better
Pointillist is a customer-journey analysis solution that Comcast tracks each customer’s actions throughout the company’s ecosystem. This service tracks visitor interactions and generates travel maps. Comcast quickly responds to customer concerns. It gathers data and identifies where journeys are failing, such as through its mobile app.
It provides customer satisfaction on a much larger scale. Comcast’s XI Talking Guide service speaks the names of network times and shows titles to assist users in navigating their TV options. The company’s voice remote will be of benefit to people with disabilities and anyone who prefers “searching” with their voice, rather than using buttons on the remote.
This case study shows just one-way telcos, and other industries can solve customer service problems. AI training is another innovative use of AI in customer services. AI training is where the AI assumes the role of customers and helps front-end employees to become holistically educated on various issues. This could help businesses reduce their labor and time expenses.
Telcos can also make use of AI-powered software to analyze customer feedback so that customer service can respond and offer more relevant solutions. Sentiment analysis can improve customer-company relationships by enabling better empathy.
Improved Digital Marketing and Customer Engagement
Already introduced to the market are artificial intelligence (AI), and precision engagement solutions such as Deloitte ConvergeHEALTH CognitiveSparkTM. The AI-powered product offers healthcare technology solutions that connect all parties in the healthcare sector, from patients to regulators and create a more personalized system. They offer solutions that include using AI for deep learning, predictive analytics, and enhancing telehealth, among many more.
CognitiveSpark, another Deloitte product, allows life sciences companies to take AI-powered decisions at scale, and speed, and increase their digital marketing ROI (ROI), Cloud-based products provide well-integrated data insights, marketing intelligence, machine learning, and analytic technologies. These include recommendations, multi-dimensional visualizations, and user analysis, as well as free-form user analysis.
These products address problems by allowing users the ability to integrate disparate data sources. This breaks down silos and allows for insight-driven decision-making.
Notifications Sent at More Appropriate Times
Smart Notifications is an AI/ML solution that optimizes notification delivery for mobile apps. It employs AI marketing to help businesses send messages at the right time to users. This system increases push campaign engagement by finding the most appropriate time to notify consumers when they are most open for brand interactions.
Although telco operators face many challenges, artificial intelligence is able to help them overcome them. Service operations are a rapidly growing area. Machine learning and AI, for instance, enable a new era of innovation and change. Long-term, telcos who take advantage of this opportunity and continue their development on this path will be the undisputed winners.
Two major media are essential for companies to thrive in the data age. One focuses on AI and the other primarily depends on human capabilities. Human supervision is essential when dealing with huge amounts of data and the complexity of industries. There are always risks of errors and losses of money. To stay ahead of their competition, telcos need to use AI. It will make it easier to solve problems and automate them, run daily operations more efficiently, provide better customer service, and be more satisfied with customers.