The era of generic service is diminishing . Customer now a days are more willing to get custom tailored offers as per their specific demand . In fact in recent studies it has been proven that almost 50 % of customers switch their brands if company is not able to meet their specific sets of needs and almost 57% shares their data with companies that send personalised offers .
It is because of digital transformation and technological advancement that has opened up many new doors for vendors which aids in attracting and retaining of customers . But there is a huge difference in fact and reality , in short you will never be able to fulfil needs of your targeted audience with mobile app that does not contain any advance technology . Machine Learning (ML) is one such cognitive technology that has ability to create algorithms and understand human in a way that can assist them in completion of tasks and even entertain them .
So Machine Learning (ML) is technology which can be implanted in mobile app to make it more user friendly , thereby giving more user experience , customer loyalty and thereby aids in building consistent omnichannel experience .
Let’s now look at how machine learning can enrich your experience :
Personalised Experience
With machine learning you can redirect machine to learn and adopt continuously . It has algorithms which redirects analysis of various sources of information which can either be acquired from social media , credit ratings and more which later on given pop recommendation to customers devices .
In addition to above Machine Learning can help you classify users interest , collect information of users and can also guide you how your app should look alike . Machine Learning can be used to learn :
- Who your customers are
- What they want
- What are their affordability power
- What are their hobbies , interest and pain points
- What they are specking about your products
On the basis of all the information collected above , machine learning can actually help you in structuring as well as classifying your customer into groups . As a result you can deliver content relevant to them on the basis of information collected and hence convey the impression that your app is really talking to them .
Advance Search
Machine learning helps you building search more intuitive and less burdensome for your customers as they will deliver results on the basis of their most recent searches . Machine learning algorithms helps learning from customers queries and thereby showcase the result which most matters to them . Due to its cognitive in nature , it helps grouping articles , videos , FAQs and documents to provider smarter result and immediate answers to their solutions .
Once the data is collected , machine learning utilised that data to helps customers perform searches , search histories and typical actions with ease . In addition to it , you can also upgrade your mobile app with voice search and spelling corrections .
Reddit is making use of ML which aids them in improving overall search performance for hundred of millions of community members .
User Behaviour Prediction
Marketers get detailed data about user behaviour by analysis of data collected on the basis of age , gender , location , search request , frequency of app usage and so on . Marketers then make use of data collected to facilitate customers as per their interest as well as increasing overall effectiveness of your app and your marketing efforts . For instance say on the basis of data collected , you have found that females under age of 30 are more using your app in comparison with male , then you may either find ways to attache male audience or move your target entirely on women audience .
Machine learning can also facilitate you with even creating of individual recommendation to boost customer engagement as well as time spent on your app . Have you even been browsing on Amazon ? If yes then you must have experience that Amazon suggest on the basis of machine learning algorithms about your likes and dislikes . In addition to it , almost 80 % of TV shows watched on Netflix are the result of their suggestion system based on machine learning algorithms .
Showing Advertisement On The Basis Of Interest
One of the hardest part to deal with when it comes to advertisement is showcasing right ads to right audience . Thanks to Machine Learning technology which aids advertisers to showcase advertisement to right people more accurately .
With Machine learning you can even avoid showcasing advertisement in respect to items that has just been brought by customer and thereby showcasing ads to customers who are more likely interest inn buying products or services . This technology will not only helps you saving your time and money , but will also help you with improving brand’s reputation .
Coca Cola is great example for making use of this technology on social media advertisement . Company make use of image recognition technology for identification of people who have posted their product images . This has helped Coca Cola know about the situation when customers talk about their product and what can be the best way to showcase them advertisement . Ads designed by way of machine learning algorithms has greater changes of getting clicks in respect to other targeted ads .
Security Improvement
Video , audio and voice recognition makes it easier for customers to add on extra layer of security to their mobile apps by secure app authentication . It is smart decision for any kind of mobile app .
Machine learning algorithms can also help you in detecting and banning suspicious activities . Traditional technology on one hand can only help you with knowing of threat , machine learning mythology can help you protect your customers with identification of previously unidentified malware attacks on real time basis .
Banking and financial companies are also making use of machine learning to inspect previous transactions of customers , borrowing history which helps in determining their credit rating .
Also Read : What Is Machine Learning & Its Applications ?
User Engagement
Machine learning has superpower which offers solid customer support and range of specific features and entertainment which given customer a reason to use your app on day to day basis .
Support
Both Amazon and Facebook is making use of Machine Learning technology for user engagement in a way to handle their request intelligently . Machine learning technology has capability of analysing large sets of data and make decision in real time .
Some people have habit of not making calls or writing long emails until and unless somebody responds . Many companies now a days are implementing machine learning to build conversational UX or Virtual assistant often known as AI chatbots .
Entertainment
Beyond AI chatbots which can handle customer request even at 3 am , thereby are various other machine learning entertainment tools for customers . Take for instance say , Erwin is bot that lives in Facebook messenger which helps users to solve complicated puzzle by sending them clue if they struck somewhere .
Snapchat is using AR and ML to let customers revamp their pictures using funny filters . Their face is detected by camera and AR helps adding filters on their face .
Valuable Features
Machine learning also supports real time speech translation . So if your target is on international customers as well , then ML can facilitate you with making successful communication within your app without any need of third party online translators .
We can take example of Airbnb wherein more than 60 % of their booking are done by users in different languages . They are making use of cloud translations API which helps them translating listing , reviews and even conversion between its users . Azar , a chat app is using Cloud Speech API as well as cloud Translation API to translate audio between matches .
Another great example of machine learning application is Realtor.com , which is real estate listing which use Vision API to facilitate people to take pictures for sales sign and get immediate information about property .
Conclusion
Machine learning has great super power to play with , which has ability transform your mobile app development with new technologies .