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FEATURE: SAAS
behaviour to better customise functionality
to their particular set of preferences. In turn,
this hyper-targeting can support customer
loyalty in the face of growing competition.
Predictive analytics
Predictive analytics may be the most vital
of all AI capabilities, as ML empowers an
enterprise to identify and analyse not just
what customers are doing now, but what
they will do in the future. The combination
of historical data working in tandem with
advanced analytics can track and form
patterns to identify what a consumer’s next
step will likely be: open an email, renew their
subscription, buy a new product, or disengage
from your brand altogether, for example.
As any SaaS company decision-maker knows,
it requires an immense amount of intel,
effort and manpower to keep customers
engaged with their product, especially over
time as their needs change. AI enables
companies to refine and automate many
of these customer experience processes,
such as training and onboarding, marketing
campaigns, upsells and most importantly,
ongoing customer service. Customer personalisation
Customer service AI platforms like chatbots,
which respond to and troubleshoot
customer inquiries automatically, enable
customer service departments to take on
between 30-40% of additional inquiries,
according to experts. In addition to more individualised
email campaigns and other customer
communication, AI supports such features
as voice control and natural language
processing and can acutely track user
That’s great news for revenue retention
and churn reduction, as some 42% of
customers show a heightened interest in
a purchase following a positive customer
service experience, according to a Zendesk
study. Likewise, 52% say even one
negative customer service experience will
send them packing.
Supplementing AI technology with your
customer service team can target the
seamless cross-section between convenience,
problem-solving and human experience.
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Consumers demand personal experiences
tailored to their unique needs. If they don’t
receive it from your business, they’ll go
elsewhere. And let’s face it, simply developing
and installing a more complex series of
features on your consumer app or interface
may do little else but muddle the customer
experience with extraneous options.
This depth of data can help you
better personalise your marketing
communications, segment and refine your
customer database and further customise
the user experience before they make their
next decision in the buying cycle. This
active-instead-of-reactive approach can
ostensibly help you identify customer needs
even before they do.
Pricing model disruption
The traditional B2B SaaS pricing model
operates on a per-seat basis, meaning
the more users you have registered on
the account, the more revenue you
ultimately accrue.
Investing in AI capabilities, however, is
designed to streamline and automate
much of the end-user’s experience with
the software, likely requiring fewer people
needing access to it. This may improve your
end-user experience and save your client
IF YOU READ ABOUT AI AND ROBOTICS,
THERE ARE HORROR STORIES THAT
THEY WILL DO AWAY WITH EVERYONE’S
JOBS. BUT WE DON’T BELIEVE THAT.
WE JUST BELIEVE IT DRAMATICALLY
IMPROVES PRODUCTIVITY.
INTELLIGENTCIO
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