As we know, the growth of an industry relies heavily on the management of its customers. A better understanding of customer priorities helps generate effective marketing strategies. Good communication is a priority for customers. Responding to customer questions and concerns, otherwise known as customer service, is important in the marketing process. Sectors like direct selling, which are fundamentally about acquiring and retaining customers, benefit greatly from effective customer support and communication systems.
Stimulate customer engagement in direct selling
Digital customer service platforms are powered by Natural Language Processing (NLP). NLP is a branch of artificial intelligence. It is used by software systems to understand human language and generate natural responses. These auto response systems have a higher level of understanding of customer behavior on trading platforms.
Humanity is increasingly comfortable with the use of digital systems to interact with fellow human beings and meet their daily needs and demands. The times have changed; key life events are announced on social media platforms. This connection between us humans and digital technology has raised the bar for natural language response systems.
Customers are easily bored with unnatural mechanical suggestions and responses. Machine learning technology can interact with customers on an empathic level. NLP is one of the oldest developed forms of artificial intelligence. Part of linguistics, the scientific study of language, then evolved into NLP with the rise of computers. Machine learning systems capable of generating responses on a more “human” level were developed later.
With the digitalization of commerce across the world, the need for intelligent natural language generation systems has also increased in the direct selling industry.
“We will take natural language processing – or NLP for short – broadly to cover any type of computer manipulation of natural language. At one extreme, it could be as simple as counting word frequencies to compare different styles of writing. At the other extreme, NLP involves ‘understanding’ complete human utterances, at least to the extent that they are able to give them useful answers ”- Natural Language Processing with Python, 2009.
NLP can perform various tasks such as:
- Speech recognition
- Text to speak
- Speech Recognition
- Optical character recognition (OCR)
- Sentiment analysis
- Word Meaning Disambiguation (WSD)
- Pattern recognition
Many of these tasks can be used by electronic direct selling platforms for better customer engagement. These tasks have their own importance at different levels of marketing.
The importance of NLP in the days to come
Corporate websites have chatbots that can guide users based on their queries or concerns. Chatbots can analyze user input and respond to it with relevant information or redirect it to human agents for advanced assistance. This enables faster resolution of simple queries and concerns, allowing the customer service team to focus on serious issues with products and services. Chatbots can track customer interactions to understand emerging issues. Knowledge of emerging issues is important for designing new features and updates on e-commerce platforms.
NLP is the future of the direct selling industry. This is much more crucial than it looks. Software systems that can interact on an empathic level can leave a lasting impression on the minds of customers. Sentiment analysis can assess the emotional state of customers to some extent and generate responses accordingly. We’ve all, at some point, encountered chatbots that literally didn’t make sense. You don’t want to chat with this bot anymore, do you? Users feel misunderstood by these underdeveloped systems and it is not a good feeling.
NLP helps industries like direct selling to make their marketing channels able to interact with their users in a more human way. Voice searches, translations, etc. are used more by users to browse electronic platforms. Search suggestion and autofill tools built into ecommerce platforms help reduce customer time and effort. A customer’s online shopping journey begins with finding the right product and ends with customer service. NLP tools help a comfortable transition between these stages.
Social networks are a great platform for interacting with customers and prospects. It is a window for direct sales companies to promote their products and services. Customers share product reviews and information on these public platforms. These activities can make or break the goodwill of a brand in the consumer base. We’re no strangers to the many social media influencers whose words have a direct impact on consumer decisions. Product returns through marketing channels can be tracked using artificial intelligence powered by NLP.
Current influence on the global market
Artificial intelligence (AI) has become one of the most important technological priorities for companies. Here are some of the statistics that show its relevance:
- 40% of companies rely on artificial intelligence because they consider the customer experience to be a priority.
- 71% of marketers find AI useful for personalizing the customer experience.
- In 2020, 80% of marketers have already included chatbots in their customer service loop.
- 48% of top marketers agreed on the positive impact of AI on customer and prospect interactions.
- 51% of e-commerce competitors aim for a customer experience by implementing AI systems on their sales, marketing and customer service platforms.
- 85% of customer service interactions were handled by chatbots in 2020.
Obviously, e-commerce is moving in a direction where interactions with customers will be mostly handled by automated systems. As a key part of artificial intelligence, NLP has a long way to go in helping industries like direct selling deliver the best user experience to their customers. The recent pandemic has prompted direct selling businesses to adapt to an e-commerce environment. Of course, this has given rise to many challenges; one of the most important of these being customer service.
NLP has proven its importance in maintaining customer relationships and will continue to be an integral part of the technological side of direct selling. As Jay Baer once said, “Customer service is the new marketing, it’s what makes one business different from another,” effective use of NLP will make a difference in customer experience management. in direct sales.
Dhanesh Haridas, CTA, Epixel MLM Software