Imagine a marketing magic which simultaneously drives sales, customer satisfaction, and back-end efficiency.
An all-at-once automated ability to understand customer buying habits, communication preferences, and engagement levels. Plus, the at-scale, AI-powered smarts to send customized messages to cleverly-segmented groups of recipients.
In an omnichannel, always-on world in which customer personalization is the key to messaging cut-through, it’s the latest technological trick that brands are understandably keen to pull off.
After all, when we receive communications that are relevant to us, we are much more inclined to be interested. Get the balance right between mass mail-out and intelligent targeting, and engagement levels soar.
“All brands should want to get as close to their customers as possible by communicating as often as possible and as appropriately as possible, but trust plays a huge part in the success of that endeavour – every interaction should have value to the customer or else there is a risk of communication fatigue which then has the opposite effect,” says Pavlos Ioannou Katidis, Senior Specialist Solutions Architect at AWS, whose Amazon Personalize fully-managed machine learning service integrates with its Amazon Pinpoint multi-channel enterprise messaging platform to enable intelligent, automated, and at-scale communication.
“Enterprises of a certain size have lots of different departments with their own goals and KPIs which depend upon customer communication. They all want to reach out to as many customers as possible and are often doing so at the same time with no orchestration. That can lead to fatigued customers unsubscribing from communications or, worse in the case of email, marking them as spam.
“Marketers of course have an important job to do, but enterprises must always be customer-centric and think about communication from the customer’s point of view. Machine learning technologies have the power to help them do that.”
Amazon Personalize is a fully-managed machine learning service that uses customer data to generate communication recommendations with which customers are likely to interact based on historical data, and creates customer segmentation groups based on their affinity with either a certain product attribute.
Amazon Pinpoint’s flexible APIs enable seamless integration with communication channels, including voice, email, SMS, in-app, push notifications and custom channels that can be used to integrate with third party applications such as WhatsApp and Meta’s Messenger.
