With cookies losing ground, companies must learn to take care of and treat their data correctly, to get the most out of it and not have to rely on third-party data. If we cultivate, classify and qualify the data of our customers and users, this will translate into an improvement in the attention we can offer them. But how can we do this without devoting all our time to it? Artificial Intelligence is the key.
How to improve data processing
To process the data, we can do it in two ways: we can spend part of our day sorting by hand the information of each of our customers, deciding in which group they should go, when we should contact them, what they want from us… or we can let Artificial Intelligence (AI) do it for us.
The latter is what is known as “data automation”, and consists of an AI collecting, qualifying and classifying lead information for us. In addition, it also tracks their behavior with respect to our website, products and services, and compares it with customers who have already converted and had similar behavior. In this way, before the call center contacts the lead, by analyzing other similar users, we will already know what they may be interested in and which product may be more suitable for their profile. In this way, we can get straight to the point, give a totally personalized attention and without wasting the contact’s time. All this translates into a greater chance of conversion.
Likewise, if we receive a lot of leads and we manage them manually, it is very likely that some of them will slip through our fingers or that we take too long to call someone and they have already gone to the competition. The AI manages everything for us and will qualify the leads so that we know in which order to make the calls, so that we don’t miss any contact.
And as we mentioned at the beginning, an improvement in the processing of the data we hold will mean that we will no longer have to rely on third-party data provided to us by cookies. This will give us autonomy and generate customer confidence regarding their privacy and the processing of their data.
What if the lead does not convert after all?
Even with all of the above, it is quite unlikely that 100% of the leads translate into conversions, since they may turn back for reasons beyond our control, personal decisions, external influences, etc.
However, this does not mean that we have to let the lead go, but that we should “save them” to come back to them later. In that waiting time, the contact may have rethought his idea of buying or contracting, or they may have contacted the competition and are not convinced, or are still undecided… Therefore, we have to contact them again, so that they do not forget about us and have us as an option again. Thanks to AI, this type of leads will not fall into oblivion and will be classified in such a way that we can contact them again.
As we can see, Artificial Intelligence can help us save time, improve the management of our leads and offer better service and attention to potential customers. In addition, it will allow us to be more independent of third-party data in a future that aims to be increasingly cookieless.
