Like it or not, generative AI is reshaping the landscape of marketing, sales, and support. The technology has unprecedented capabilities to solve inefficiencies across the customer lifecycle.
Those who embrace generative AI as a transformative opportunity will excel. This group understands you can personalize customer experiences at scale. They know generative AI automates and optimizes various operational tasks, from creating content to predicting market trends. Forward-looking companies see how AI can anticipate customer needs and provide timely, tailored interactions to enhance customer trust.
But why is it hard for companies to get started? We believe the answer likes in the lack of specificity necessary to get projects up and running like:
- What business problem are you really trying to solve?
- What exactly do you want to achieve?
- How can generative AI solve it quickly with compelling ROI but without risk?
If you focus on these questions, you are on your way to unlocking the enormous potential generative AI has for your team, your current and future customers, and your business. Let’s begin with the Awareness stage of the customer lifecycle.
Awareness – “I think I have a problem”
The awareness stage is where prospective customers first encounter a brand or product and begin to acquire information that builds recognition and interest.
#1: Email and LinkedIn outreach
I want to connect with leads in a personalized, meaningful manner while maximizing reach and engagement at the same time.
New AI tools use and analyze the digital footprints and interaction history of your leads to auto-create tailored content, messages, or responses that resonate with individual interests, needs, and communication styles. Besides improving the scale and efficacy of outreach campaigns, this strategy separates your message from the noise.
#2: Meeting and appointment confirmations
I want to ensure clients are reminded of their commitments, reducing the chances of missed or forgotten appointments.
Generative AI can create human-like text, email, or voice notifications automatically with personalized, context-aware reminders for clients’ upcoming commitments. Clients feel acknowledged and important. The rate of no-shows and forgotten meetings falls.
#3. Self-optimizing outreach sequences
I want sequences that adapt in real-time to recipient behavior and feedback for maximum engagement and conversion.
Did you know that generative AI can help you dynamically adjust messaging content, timing, and sequence in real time? Now your communications can evolve with the prospect’s evolving preferences and needs, which increases the likelihood of conversion. Say goodbye to rigid, static sequences.
Interest – “How can you fix my problem?”
The interest stage of the customer lifecycle is when prospective customers actively seek out more information and engage more deeply, signaling a curiosity that could lead to a purchase.
#4. Landing pages
I want to provide visitors with an experience that is both relevant and educational with clear messaging, intuitive layouts, and persuasive calls-to-action.
By analyzing visitor data and behavior, generative AI can create personalized landing pages that match precisely the interests or needs of the visitor. As a marketer, you deliver clear, targeted messaging, user-friendly layouts, and persuasive call-to-actions at scale automatically.
#5: Chatbot experience
I want to refine the chatbot experience on our website that “knows” our visitors, provides timely, accurate responses, and emulates the warmth and efficiency of human interaction.
You can use generative AI to power a chatbot that “knows” your visitors by analyzing their interaction history, behavior, and preferences, gathered from your website data and CRM systems. Visitors get instant and accurate responses, while natural language processing provides the warmth and empathy of a person.
#6: Product and feature demos
I want to showcase the full capabilities of our offerings but tailor them to the specific needs and challenges of each contact.
Imagine having the ability to dynamically create or alter presentations or demonstrations based on each prospect’s specific needs and challenges. Generative AI can do this using data insights to highlight relevant features, benefits, and use cases that speak directly to a particular individual.
Purchase – What do I need to buy?
This is the point at which the prospect becomes a customer by finalizing a purchase decision. They may negotiate terms, agree on contracts, or make a direct purchase.
#7: Purchase content
I want to dynamically present content that is relevant for each prospect, so that we can improve the win rate.
AI can generate output that speaks to the unique challenges, language, compliance standards, and interest areas of specific audiences. Whether it is blog posts, white papers, case studies, or product descriptions, you provide relevant content to those making the decision.
#8: Proposals and contracts
I want to tailor contracts and proposals to match each prospect’s requirements, preferences, and potential negotiations.
You can use AI to generate customized documents that align with the prospect’s specific terms, conditions, expectations, and market—plus anticipate and address potential areas of negotiation. It works by reviewing historical transaction data, interaction logs, and specific requests or concerns raised by the prospect.
#9: Order confirmation and payment receipt
I want to ensure the post-purchase documentation, like confirmations and receipts, are not just transactional but also tailored.
Enhance purchase documentation with generative AI to create confirmations, receipts, and follow-up communications that are personalized beyond the transaction details. This can include tailored product recommendations, rewards, and even personalized messages of gratitude.
Onboarding – “How do I start using it?”
After the purchase is made, onboarding takes place. This includes setting up the product or service, training the customer, and ensuring they are comfortable using the solution.
#10: Content delivery
I want to ensure customers receive individualized messaging for “static” content to reflect the fact that we know who they are and we value their business.
You can use generative AI to deliver individualized training content by understanding each participant’s professional background, learning style, performance data, and feedback, then dynamically creating or adapting training materials that cater to their needs, skill level, and learning objectives.
#11: Predictive assistance
I want to anticipate the usual challenges or areas of confusion my new customers might face based on their behavior and actions within the software.
Have you heard that generative AI can anticipate challenges or areas of confusion for new customers by analyzing behavioral data and user interactions within the software? AI can proactively generate targeted tips, guided walkthroughs, or intuitive FAQ responses that address these specific areas of concern.
#12: Optimal settings and configurations
I want to provide an intuitive experience by suggesting the most suitable settings or configurations tailored to each customer’s profile and unique needs.
By researching each customer’s profile, usage patterns, and specific requirements, then applying predictive analytics to suggest the most suitable settings or configurations, AI can streamline the setup or customization process. Now your product or service is immediately optimized for each user’s situation.
Adoption – “Can I get going fast?”
This stage sees the customer fully integrating and using the product or service regularly. It is essential to ensure the customer can achieve their desired outcome.
#13: Email-based tips and tricks
I want to share custom updates with customers on ways they can utilize the service or solution to increase the value they get.
Did you know with generative AI you can create and share personalized communications to highlight underused features, suggest new ways of using your product, or recommend specific actions to enhance the value? AI does this by continuously analyzing usage patterns, preferences, and feedback.
#14: Virtual assistant or chatbot
I want to provide instant, accurate support to our prospects and customers, enhancing our brand reputation and trust.
Generative AI can provide instant, accurate support to customers. It works by integrating with customer service platforms and analyzing incoming queries to generate precise responses, using natural language processing to ensure the replies are coherent and conversational.
#15: Usability optimization
I want to ensure that the service is intuitive and user-friendly to increase the depth and breadth of usage and drive higher loyalty from users.
You can enhance the intuitiveness and user-friendliness of a product or service by analyzing user interaction data and feedback with AI. Then you can automatically refine user interfaces, suggesting optimal navigation paths, or generating personalized usage tips for each user.
Retention – “I need more help to get value”
This stage involves maintaining a strong, ongoing relationship with the customer. Regular check-ins and updates play vital roles keeping the customer engaged and loyal.
#16: Customer service ticketing
I want to use automation to support and resolve customer service tickets faster than the current process without trading off accuracy.
Automate support and expedite the resolution of customer service tickets by using AI to analyze incoming requests, categorizing them, and generating accurate, contextually appropriate responses or solutions. Customers get immediate responses to common issues without compromising accuracy.
#17: Automated support chatbot
I want to provide answers to customer inquiries in a way that reflects who they are, their purchase history, and past issues they may have experienced.
You can integrate generative AI with automated chatbot systems to provide personalized responses to customer inquiries by analyzing the individual’s profile, including their purchase history and past interactions or issues. The result is a holistic understanding of the customer as an individual.
#18: Educational content and training
I want to offer my customers a curated list of educational content and training related to their specific needs or purchased service/solution.
Did you know AI can dynamically compile and recommend a personalized set of resources, such as articles, tutorial videos, webinars, or interactive lessons, that specifically address the needs of a customer? It works by analyzing purchase history, service usage, interaction patterns, and any identified gaps in knowledge or skill.
Expansion (or Upsell/Cross-sell) – “I want more” (or “Can you help over here?”)
Over time, existing customers may wonder if they can benefit from additional features or services you offer. In this stage, you expand, upsell or cross-sell related products or services.
#19: Predictive modeling
I want to run an automated report to uncover new cross-sell and upsell opportunities among existing customers and why there might be interest.
By analyzing purchase histories, product usage, and service interactions, AI can predict which additional products or services a customer is likely to find valuable. Now you can create, run, and share automated reports that uncover new cross-sell and upsell opportunities among existing customers.
#20: Personalized recommendations
I want to cross-sell and up-sell relevant services to our existing clients, maximizing lifetime value.
After analyzing customer transaction history, service usage data, and feedback to understand specific needs and preferences, harness generative AI to create personalized communications that highlight the benefits and relevance of these offerings.
#21: Interactive content
I want to gamify my content for customers to interact with and to help them grasp the value and elements of the service/solution.
Even gamification of content is possible with generative AI. After analyzing user engagement data and preferences, you can create interactive, game-like experiences tailored to their interests with challenges, quizzes, or interactive scenarios.
Advocacy – “I love this product and recommend it to others!”
Satisfied customers are your advocates. They can provide testimonials, refer other potential customers, or promote your product or service through word-of-mouth.
#22: Referral campaigns
I want to use our satisfied customers as a source of referrals to get meetings with new customers in a programmatic, cost-effective manner.
Generative AI can create a referral campaign by analyzing data from satisfied customers to identify those most likely to act as positive referrers, then generating personalized outreach messages that encourage them to share their experiences and invite referrals.
#23: Automated testimonial collection
I want to streamline the process of gathering, aggregating, and categorizing survey feedback from customers.
You can streamline the process of gathering, aggregating, and categorizing survey feedback by automatically distributing surveys to targeted customer segments, then using natural language processing to interpret the responses. The result is a fully automated method of collecting data and turning it into insight.
#24: Feedback loop integration
I want to enhance our product and service offerings by continuously capturing, prioritizing, and acting on product usage data and transactional survey results.
Enhance product and service offerings by using AI to continuously analyze product usage data and transactional survey results. The system can identify patterns, trends, and areas of improvement, then suggest actions such as product tweaks, new features, or service adjustments.
Reevaluation (or Renewal) – “I want to renew.”
Especially relevant for businesses with subscription models or have recurring contracts. Customers evaluate if they are receiving enough value before deciding to renew or cancel.
#25: Predictive renewal analytics
I want to anticipate retention trends and optimize engagement strategies for higher customer satisfaction.
Analyze a variety of data points like customer interactions, usage patterns, and satisfaction levels to identify signals correlated with churn or loyalty. AI can then suggest engagement strategies, such as personalized communications, targeted offers, or proactive support, designed to address specific pain points.
#26: Churn prediction
I want to proactively identify at-risk customers and tailor our retention efforts to reduce turnover.
Use AI to detect early signs of dissatisfaction or disengagement with behavioral data, usage patterns and support interactions. After proactively identifying at-risk customers, AI can tailor retention efforts by generating personalized outreach strategies, special offers, or targeted content.
#27: Performance reports
I want an automated report to clearly demonstrate the value and impact a solution has on sales, marketing, or business operations.
Would you like to regularly send customers a personalized report that shows the value and impact your solution has on their business? Using data, usage statistics, and other key performance indicators, AI can automatically generate reports that present this data in context and in clear, understandable terms.
Applications of generative AI solutions across the customer lifecycle is reshaping how businesses think about enabling growth, efficiency, and customer satisfaction.
The capacity to analyze vast datasets and generate content, predictions, and decisions makes it invaluable at every stage, from personalized marketing campaigns, to customized interactions and solutions during acquisition, all the way to providing tailored support and services post-purchase.
This holistic way of thinking facilitates a seamless, responsive, and memorable customer journey, laying the foundation for sustainable growth and competitive differentiation.