Consumer Month: check out essential tips to increase the relationship with your customer through Artificial Intelligence

Consumer Day, celebrated annually on March 15, is marked by numerous promotional actions carried out by companies, but the actions are not limited to a single day, and may reach the end of the month.The period is even called Black Friday of the first half, since many stores offer discounts on products and services to consumers.

A survey conducted by Reclame HERE, a Brazilian complaints site against companies, pointed out that 51.2% of the surveyed customers prefer to pay more expensive for a product provided that the purchase process is satisfactory. The AI revolution combined with the role of the customer makes conversational commerce one of the pillars so that brands can capture customer attention. And, for this to happen, brands are raising their level of creativity and relevance to capture customer interest, integrating cutting-edge artificial intelligence into the engagement strategy and generating conversations that strengthen a deep connection between them.

According to the Business Messaging and the Future of Customer Experience in Brazil report, produced by Gupshup in 2024, more than half (52.7%) of Brazilian respondents identify “the ability of both parties to listen to” as the most important quality of a genuine conversation.This shows that the new era of AI seeks more real, empathetic and human online relationships, like those that consumers have with a trusted friend.

To deepen the knowledge about the adoption of Conversational AI in customer interactions, qualify leads and optimize operational costs, Renata Martins, Customer Success Manager at Gupshup, brings some tips.

1. Focus on the attention of your customer

Talking to the consumer in a more accurate and personalized way is gaining more and more strength and gaining customer attention is one of the main differentiators of a brand.For this, AI tools must understand the signs that make conversations more natural and engaging, since it is an essential way to strengthen a connection with the customer. Effective communication is one of the fundamental strategies to increase engagement.

With the high volume of information available, new technologies need to be used to understand the customer and personalize their experience. Companies can use machine learning algorithms to identify patterns of customer behavior and offer what is most relevant to them.

2. Know that every conversation matters

Conversations play a crucial role in business development as they build trust, break down barriers, inspire new ideas and drive innovation.To create a truly relevant conversation, content authenticity needs to become increasingly important to retain the customer.

Companies should focus on producing genuine, personalized content.This can help create a stronger emotional bond with customers. At Gupshup, there is the principle of transforming the customer experience through meaningful dialogues.After all, every conversation matters!

3. Use and abuse agentic AI

Agentic AI is essential for creating personalized conversations, as it allows artificial intelligence systems to make autonomous decisions and adapt their responses with more context, naturalness and relevance. One point that should be highlighted is that AI can learn through previous interactions and adjust the tone, language and themes presented based on the preferences of each one.

Unlike traditional AIs that only respond based on a single input, agentic AI can store relevant information and maintain context throughout the conversation, making dialogue more fluid and coherent.It can make proactive decisions, suggest relevant topics, adjust the style of conversation, or even anticipate user needs without having to explicitly request it. Custom conversations require dynamic and adaptable responses, something that agentic AI can do better by recognizing patterns and emotions in communication.

Gupshup customers already using agentic AI include Saudi automotive company Petromin, with a customer service solution via WhatsApp, Brazilian fashion retailer Reserva, with an agent for product discovery and customer engagement, and an Indian spice brand, which has created an agent that provides culinary recipes.

4. Avoid cart abandonment rate by WhatsApp

You need to understand how to convey security to the customer so that he feels safe and finalizes the purchase.Making e-commerce less impersonal through personalization is the great paradigm shift brought by agentic AI.

This escalation, capable of making the message channels more humanized, makes the cart abandonment process more humanized and closer to a real-time experience with a seller. This is only possible by answering the questions that consumers asked when they put a product in the cart, but did not buy it and, with the arrival of the agentic AI, it is easier to advance in this conversation until there is overflow, giving a “empurrozinho”.