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  • Europa Communications

We’re only human after all

Recently there has been much more discussion about AI in so many aspects of our lives - so what about in demand generation? Especially, how does AI impact telesales and telemarketing?

First let’s consider the role AI currently plays in demand generation: whether we are aware of it or not, it has been there in the background for several years. AI powered applications already help businesses identify, engage, and convert potential customers. There is no doubt that its analytical capabilities can drive efficiencies in demand generation campaigns in many ways.

AI powered algorithms can analyse vast amounts of customer data like never before; whether to identify patterns and preferences to create highly targeted marketing campaigns, or to support lead scoring and qualification through the analysis of content interaction allowing sales teams to focus on those leads most likely to convert.

Now there is a trend to use predictive analytics to forecast future demand and identify trends that may impact customer behaviour. By analysing historical data and external factors such as market conditions and competitor activities, AI systems can generate insights that help businesses anticipate customer needs and adapt demand generation strategies accordingly.

You could say that as a customer, receiving relevant and timely information when considering a purchase can be useful!

Like them or not, we are also pretty much used to Chatbots and Virtual Assistants. These AI-powered solutions can enhance customer engagement by providing instant responses to enquiries, perhaps offering personalised recommendations. However, this does have its limitations - there are always more complex queries still requiring human interaction – even real discussion! It has to be accepted that brand damage can occur when there is negative customer service feedback for not being able to talk to a human being directly.

Marketing is now as much a science as an art. Of course, some AI technologies, such as natural language processing and generative models, can now generate content at scale Relatively easily. AI can also optimise content by analysing performance metrics and user feedback, driving more impactful messaging, and improving demand generation efforts. Do we know or care that content is AI generated providing it is accurate, as well as engaging? Nevertheless, many of us are now aware that depending on its source material, it can potentially be inaccurate, even misleading.

Back to powerful analysis: AI can analyse customer touchpoints across so many channels to gain quite far-reaching insights into the customer journey. By tracking interactions and identifying key moments of engagement or friction, AI can help businesses optimise their demand generation strategies. This analysis can uncover opportunities for improving conversion rates, identifying bottlenecks, and refining marketing tactics to enhance the overall customer experience and driving incremental sales.

So, what does this all mean for telesales and telemarketing?

It must be acknowledged that overall, AI brings automation, data-driven insights, and improved customer interactions to telemarketing. It helps streamline operations, optimise resource allocation, and enhance the effectiveness of lead generation and conversion efforts. However, it still cannot handle complex interactions, natural feedback or be able to fully interpret insights and feedback from real time conversations. Nor can it react to an irate customer in a way that calms the situation!

AI does have a role in telesales by automating routine tasks in the sales process and freeing up sales time to focus on building relationships with customers, closing deals and driving revenue. But human interaction continues to be critical - as ultimately, people want to buy from people, and currently there are no real substitutes to having a direct interaction for sales to engender longer term relationships.

AI, working alongside the humans in the machine, will bring efficiencies in the sales process and drive revenue for business and possibly generate greater customer satisfaction as needs are met in a timelier fashion.

However, the need for physical conversation still prevails - it’s a basic human need to want to communicate directly and we are not all ready to embrace talking only to machines! But what do you think?

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