Using AI to Drive Engagement Across the Entire Customer Journey

AI has emerged as a game-changer in engaging customers effectively throughout their journey. Legal tech companies can leverage AI to optimize how they interact with customers, drawing insights from various sources to provide actionable strategies for marketers and executives. Here are some examples in the customer journey's Discover, Consider, Buy, and Use stages. 

Discover 

1. Optimize your content strategy with AI: AI can recommend topics and keywords, generate and personalize content, and identify high-performing distribution channels. You can also train your AI tools to focus on creating clear, concise, and conversational messaging that resonates with your audience. AI-powered content analysis tools can help identify areas for improvement.
2. Enhance your social presence: AI can assist in determining where your target audience spends their time online. By strategically showing up on these platforms, companies can enhance their social presence and engage with potential customers more effectively.
3. Collaborate with creators: Short-form videos are a powerful tool for engagement. Collaborate with content creators to develop engaging videos that convey your message succinctly. AI can assist in identifying trends and content styles that resonate with your audience.
4. Reevaluate your paid marketing: Balancing demand and brand marketing is crucial. AI can help you analyze marketing data to optimize your paid marketing strategies, ensuring you connect with potential customers effectively.  

Consider

1. AI bots: Implement AI-powered chatbots to enhance customer interactions. These bots can provide proactive assistance, answer common queries, and guide users through their journey, improving engagement.
2. Expand communication channels: Broaden your communication channels to include direct messaging (DM) and SMS. AI-driven personalization can make these interactions more relevant and effective in nurturing customer relationships. 

Buy

1. Elevate your sales toolkit with AI-driven customer information: Leverage AI to enhance your sales toolkit. Tools like HubSpot offer AI-driven customer insights that empower sales teams with valuable data for more meaningful interactions.
2. Simplify purchase pathways: Make the buying process user-friendly. HubSpot's user-friendly tools simplify purchase pathways, making it easier for customers to engage and convert. 
   

Use

1. Introduce smart onboarding strategies: Smart onboarding strategies – such as interactive tutorials, live training, and personalized recommendations – increase product usage and accelerate time-to-value for new customers, ensuring they get the most out of your legal tech solutions.
2. Deploy customer-facing bots: Interactive, on-demand AI bots can provide proactive assistance and faster issue resolution, enhancing the overall customer experience.
3. Enhance your contextual Knowledge Base: AI-powered insights can enrich your Knowledge Base and support portals by allowing users to find and understand the information they need faster. This resource becomes even more valuable as it provides customers with relevant insights and guidance at the right moments. 

AI is the new standard and is being adopted faster than expected. By optimizing content strategies, enhancing social presence, collaborating with creators, and reevaluating marketing approaches, legal tech companies can use AI to discover and attract customers. 

Furthermore, considering AI bots, expanding communication channels, and leveraging AI-driven customer insights make buying more efficient. Lastly, utilizing smart onboarding strategies, deploying customer-facing bots, and enhancing contextual Knowledge Bases ensure customers choose your legal tech solutions and remain engaged and satisfied throughout their journey. 

In this AI-driven era, embracing these strategies can set your company apart, driving customer engagement and loyalty essential for long-term success.