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Customer-Centric AI: Comment l’IA peut améliorer les ventes incitatives et croisées

14 min read

Aujourd'hui, meeting customer expectations is no longer just enough. To thrive, businesses must exceed these expectations, and leveraging customer-centric AI is key to achieving this goal.

Integrating AI into customer relationship management (CRM) enhances upselling and cross-selling strategies, allowing businesses to analyze extensive customer data for personalized recommendations.

Keep reading to discover how customer-centric AI elevates CRM strategies, offers personalized insights and real-time decision-making, and ultimately delivers more satisfying customer journeys.

Leveraging AI for Customer Insights

AI can reveal invaluable patterns and trends by analyzing huge amounts of data. It enables you to understand customer tendencies, des habitudes, and preferences.

Before we discuss how AI can enhance customer relationship management, let’s dive into how AI algorithms analyze customer behavior and data.

How AI Algorithms Analyze Customer Behavior

AI is transforming how businesses analyze consumer behavior and changing how consumers engage with companies.

There are various tools business owners can use to process customer data with AI, mais en général, here’s how the process works:

  • Collecte de données: The ecommerce platform collects extensive data on customer interactions, including browsing history, purchase behavior, products viewed, product surveys, time spent on pages, and demographic information. Incorporating commentaires des clients into this data collection enriches AI’s understanding of customer satisfaction and service expectations.
  • AI algorithms implementation: AI algorithms process and analyze this wealth of data. Machine learning in sales, such as collaborative filtering or content-based recommendation systems, is used to identify patterns and correlations among customer behaviors.
  • Pattern recognition: The AI algorithms identify patterns, such as common product combinations frequently purchased together (cross-selling patterns) or products often viewed by customers before purchasing (indicative of preferences).
  • Personalized recommendations: AI-driven recommendation engines leverage these insights. When a customer visits the platform, personalized product recommendations are generated in real time based on browsing history, past purchases, and similar user behaviors.
  • Continuous learning and improvement: The AI algorithms continuously learn from new data inputs and customer interactions. As more data is collected, the models evolve and refine their recommendations, ensuring they remain relevant and accurate.

Sophisticated predictive analytics tools such as IBM’s SPSS Statistics, Alteryx, and Microsoft’s Azure Machine Learning process this data, identifying patterns, correlations, and trends that indicate potential future behaviors or needs.

Based on the analysis, predictive models are developed to forecast probable customer behaviors or needs. These models use statistical algorithms to predict outcomes, such as the likelihood of a customer making a certain purchase, churn probability, or preferred product categories.

AI-Infused Upselling & Cross-Selling Strategies

AI-infused upselling strategies leverage artificial intelligence to enhance sales by encouraging customers to purchase additional or upgraded products or services.

Here’s an overview of key AI-driven upselling tactics:

AI-Powered Product Recommendations and Customization

AI-driven customer profiling is a cornerstone of modern marketing strategies, using advanced algorithms to create detailed and dynamic profiles of individual customers.

By collecting and analyzing a wide range of customer data—such as purchase history, browsing behavior, démographie, and interactions with the business—AI pinpoints distinct behavioral patterns, préférences, and individual traits.

This enables sellers to offer tailored product recommendations based on individual customer behaviors and preferences to suggest complementary or upgraded products.

Par exemple, Amazon’s AI algorithms analyze extensive customer data, including browsing history, items viewed, items purchased, and search queries.

Customers Who Bought This Also Boughtrecommendations on Amazon

Based on this analysis, Amazon’s recommendation engine employs machine learning models to predict and suggest products that align with each customer’s interests and preferences.

When a customer explores a specific product, Amazon’s AI generatesFrequently Bought Together” ou “Customers Who Bought This Also Bought” recommandations, showcasing complementary or upgraded products. These suggestions encourage customers to consider additional purchases beyond their initial choice—and suggest items they may be interested in.

As customers interact with the platform, the AI continuously learns from their behaviors and refines its recommendations. The system adapts to individual preferences, ensuring increasingly accurate and relevant suggestions.

An example of how Amazon leverages user preferences data to create product recommendations. (Source: Rejoiner)

Amazon’s AI-driven product recommendations contribute significantly to the platform’s success in upselling. Customers are more inclined to explore and potentially purchase additional products, increasing sales and improving customer satisfaction.

Par la façon dont, si vous vendre en ligne with Ecwid by Lightspeed, vous pouvez show related products avec le “Tu pourrais aussi aimer” section that appears on a product details page and at checkout.

Dynamic Pricing Strategies and Offer Optimization

AI enables dynamic pricing strategies by analyzing market trends, competitor pricing, and customer behavior in real time. This allows businesses to optimize pricing strategies for upselling, offering personalized discounts, or bundled deals that resonate with individual customers.

Uber, the ride-hailing service, uses AI-driven dynamic pricing, known assurge pricing,” to optimize pricing strategies based on real-time demand, la fourniture, et d'autres facteurs.

Here’s how Uber implemented their dynamic pricing strategy with the help of AI.

Uber’s AI algorithms continuously analyze data in real-time, including factors like ride demand, traffic conditions, Météo, time of day, and historical rider behavior.

Based on this analysis, Uber’s AI adjusts fares dynamically. During peak times or high demand, surge pricing is activated, augmenter le tarif pour inciter davantage de conducteurs à être disponibles, garantir des ramassages plus rapides et répondre à la demande accrue.

En outre, Uber peut proposer des remises ou des promotions personnalisées à des passagers individuels en fonction de leur historique de courses., fréquence d'utilisation, ou des occasions spécifiques. Par exemple, des promotions ciblées peuvent être proposées aux utilisateurs fréquents ou pendant les périodes de faible demande pour encourager davantage de trajets.

Ces stratégies maximisent les revenus des conducteurs et encouragent les usagers à continuer à les utiliser..

Améliorer l'expérience client

En tirant parti de l’IA dans le CRM, les entreprises peuvent améliorer l'expérience client grâce à des services personnalisés.

Par exemple, Spotify utilise des algorithmes d'IA pour analyser les préférences des utilisateurs, habitudes d'écoute, et des données historiques pour créer des listes de lecture personnalisées, recommandations, et des mix quotidiens pour chaque utilisateur.

Un exemple de playlist personnalisée par Spotify

Cette approche personnalisée améliore l'expérience utilisateur globale en adaptant la musique aux préférences uniques de chaque auditeur., rendre plus agréable le temps passé à écouter et à découvrir de nouvelles musiques à leurs goûts.

Tactiques de vente croisée

Cross-selling tactics integrated into AI-enhanced CRM systems leverage artificial intelligence to identify and capitalize on opportunities to offer complementary products or services to customers aligned with customer buying behaviors.

Par exemple, Netflix effectively tailors its marketing campaigns for cross-selling by recommending TV series or movies to users based on their viewing history.

Netflix makes recommendations based on a user’s viewing history

If a user likes to watch science fiction shows, Netflix’s algorithm suggests similar content or promotes a newly released series within that genre, encouraging the user to explore and watch more content.

Further enhancing these personalized marketing efforts, AI chatbots provide immediate, personalized recommendations to customers. This not only improves the shopping experience but also significantly increases sales opportunities by making every customer interaction an opportunity for targeted marketing and upselling.

Examples of AI-Enhanced CRM Systems

Integrating upselling tactics into AI-enhanced CRM systems involves leveraging predictive analytics to identify ideal upselling opportunities. AI-driven CRM systems prompt sales representatives with relevant upselling suggestions during customer interactions, enhancing the chances of successful upsells.

Einstein Analytics by Salesforce

Salesforce, a leading CRM platform, incorporates AI-powered tools like Einstein Analytics to assist sales representatives in identifying and capitalizing on upselling opportunities during customer interactions.

Salesforce’s Einstein Analytics leverages predictive analytics to analyze vast datasets within the CRM. It evaluates customer data, achat histoire, interactions, and other relevant information to predict potential upselling opportunities.

Einstein Analytics spots patterns hinting at upselling opportunities. Par exemple, detecting increased product usage may signal interest in upgrades or add-ons.

Salesforce’s AI system also provides sales reps with actionable insights. It offers upselling suggestions and talking points based on opportunities identified.

Sales reps leverage AI-driven suggestions to customize conversations, addressing customersneeds with relevant upselling offers. Par exemple, they may suggest an upgraded subscription or additional features based on usage patterns.

Par la façon dont, if you sell online with Ecwid, vous pouvez connect your online store to Salesforce via Zapier. De cette façon, new customers will be created in Salesforce automatically from new Ecwid orders.

Amazon Personalize

Amazon Personalize, a machine learning service offered by Amazon, is designed to address challenges commonly encountered in creating personalized recommendations, including issues with new user data, popularity biases, and evolving user intent.

Unlike traditional recommendation engines, Amazon Personalize excels in scenarios with limited or evolving user data. This proves especially beneficial for identifying upselling opportunities, even with new users or when user preferences change over time.

Several well-known companies, such as Domino’s, Subway, and Yamaha, have recognized the significance of AI in understanding and catering to customer needs.

How to Tailor Marketing Campaigns for Upselling and Cross-Selling

You can tailor marketing campaigns for upselling and cross-selling with the help of strategic approaches even if you don’t use AI-powered tools.

For the best outcomes, you need customer data and targeted messaging. Here’s a breakdown of the process:

Perform Customer Segmentation

Use CRM data to segment customers based on their purchase history, préférences, et le comportement. Categorize them into groups with similar buying patterns or interests.

Si vous vendez en ligne avec Ecwid, vous pouvez voir, trouver, and edit all the customer information you need on the Les clients page. À partir de là, you can filter your customer base using various parameters and export the segment to work with it in a different service (par exemple, to send targeted emails via an email service of your choice.)

The Customers page in Ecwid also offers access to customer order history, facilitating the segmentation process. En comprenant vos clients’ buying habits and preferences, you can tailor your messaging to each segment more effectively.

The Customers page in Ecwid admin

Identify Opportunities

Analyze purchase histories and behavioral data to pinpoint opportunities for upselling and cross-selling. Determine which products or services complement previous purchases or align with customers’ intérêts.

Par exemple, when selling online through Ecwid, you have the option to configure e-mails marketing automatisés showcasing related products or top sellers.

Produits connexes dans des e-mails marketing automatisés

Related products in an order confirmation email

Make Personalized Recommendations

Create personalized recommendations based on customer segments. Use AI algorithms to suggest related or upgraded products in marketing materials, bulletins d'information par courriel, or on a website. Par exemple, d'Amazon “Frequently Bought Together” ou “Tu pourrais aussi aimer” sections.

Strive for Targeted Messaging

Craft targeted messaging that highlights the value of complementary products or services. Showcase how the additional offering enhances the customer experience or solves a specific problem.

For a truly optimized message, envisager translating content to resonate effectively with diverse audiences and languages.

Offer Incentives or Bundles

Provide incentives like discounts, bundled deals, or loyalty rewards to encourage customers to explore additional offerings. Make the value proposition attractive and clear.

Avec Ecwid par Lightspeed, you can sell product bundles with the help of the upsell & Cross-Sell Product Bundles, Ensembles de produits, et BOGO apps.

Apply Multichannel Approach

Implement a multichannel stratégie de marketing to reach customers through various touchpoints. Use emails, social media content, website pop-ups, and personalized platform recommendations.

Unveil the Power of Personalized Recommendations

In the dynamic landscape of customer relations, personalized recommendations and targeted marketing stand as pillars of success. By leveraging CRM data, you can unlock the potential for tailored upselling and cross-selling campaigns.

When finely tuned, ces stratégies trouvent un écho auprès des clients individuels, stimuler l'engagement, augmenter les ventes, et nurturing brand loyalty.

Profitez des informations de votre système CRM, créer des campagnes personnalisées, et voyez comment rencontrer vos clients’ des préférences et des besoins uniques peuvent faire des merveilles.

 

Table des matières

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A propos de l'auteur

Mark Quadros is a SaaS content marketer that helps brands create and distribute rad content. On a similar note, Mark loves content and contributes to several authoritative blogs like HubSpot, CoSchedule, Foundr, etc. Connect with him via LinkedIn ou Twitter.

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