Healthcare Challenges Language Can Help Solve
| | | | | |

Healthcare Challenges Language Can Help Solve

ByEvan Blair

Long before the pandemic forced the healthcare industry into crisis mode, healthcare executives were navigating a wave of systemic change – from patients (better known now as “healthcare consumers”) shifting how and from whom they seek care, to payers driving providers to adopt value-based care models. The pandemic has further accelerated competitive challenges, as healthcare…

Your Guide to the Emotional Language of 2021 Super Bowl Ads
| | | | | | | | | | | |

Your Guide to the Emotional Language of 2021 Super Bowl Ads

ByEvan Blair

Despite some brands choosing to warm the bench for the 2021 Super Bowl ads, the big game still remains a major venue for creative teams to showcase creativity with ambitious ads that often set the tone for campaigns throughout the year. But which language elements were in play and why? How was this year different than past years…

How Banks Can Transform Chronic Callers into Self-Service Champions Using AI
| | | | | |

How Banks Can Transform Chronic Callers into Self-Service Champions Using AI

ByEvan Blair

This article details how a leading U.S. credit card company used machine learning and AI to encourage frequent users of the call center to instead set up automated account alerts to reduce call volume. More precise and engaging language encouraged 146% more customers to sign up for account alerts. Not all customer service calls require…

Unlock the Power of Personalized Content at Scale with Open-Time Email
| | | | | | | |

Unlock the Power of Personalized Content at Scale with Open-Time Email

ByEvan Blair

Artificial intelligence (AI) has been shown time and again to be an effective way to optimize email subject lines and increase opens–but more opens alone doesn’t drive email revenue. Businesses must also test, optimize, and experiment with email body copy at scale to increase engagements, conversions, and revenue. A multinational energy company ran countless tests…

3 Ways to Engage Retail Customers through Language in the Next Phase of COVID-19
| | | | | |

3 Ways to Engage Retail Customers through Language in the Next Phase of COVID-19

ByEvan Blair

During this time of uncertainty, there’s no room for error in messaging. Brands must be on-target and tone-aware to win back customers and retain the new ones who have migrated online. This article outlines three ways retailers can leverage language to engage customers as markets begin to open. While sales spiked a surprising 18% in…

The Vodafone Experience: How AI-Driven Personalization Creates Business Impact
| | | | | | |

The Vodafone Experience: How AI-Driven Personalization Creates Business Impact

ByEvan Blair

Telecom customers are deeply dissatisfied, craving digital experiences that are highly personal and friction-free. Personalization can satisfy those cravings and catapult conversions, as Vodafone Italy has found. In this piece, we recap our webcast discussion with Vodafone and Adobe, exploring how the telecom leader employs AI-powered personalization to serve the right message to the right…

Language Analysis Pinpoints How COVID-19 Is Changing Brand Communications
| | | | |

Language Analysis Pinpoints How COVID-19 Is Changing Brand Communications

ByEvan Blair

Just as certain words and phrases tend to resonate more in real life–think of the difference between “have the report ready by noon” and “please have the report ready by noon, thanks in advance!”–certain emotions consistently outperform others when it comes to engaging customers and encouraging them to take action. From 2018 to 2019, Attention…

Achievement-Focused Language Makes a Comeback
| | | | |

Achievement-Focused Language Makes a Comeback

ByEvan Blair

April saw a marked shift from the way brands communicated before COVID-19. Gone were the attention-grabbing all caps and clever plays on words (e.g. “Let the MADNESS BEGIN” for the NCAA basketball tournament). Language that evoked the Trust-based emotions of Safety, Intimacy, and Gratitude drove the highest engagement in April, when people seemed to be…

Drive More Completed Payments with AI-Guided IVR Prompts
| | | | | | | |

Drive More Completed Payments with AI-Guided IVR Prompts

ByEvan Blair

What if changing a few words or using the right emotion in an IVR prompt could increase payments and prevent delinquencies?  That’s exactly what happened for one of the largest US insurance companies. Small changes to the language in its IVR prompt convinced 10% more customers to “Press 1” to begin the process of making…

A Framework For the Communications Journey Ahead
| | | | | | | |

A Framework For the Communications Journey Ahead

ByEvan Blair

Five guiding principles and a framework to help companies thoughtfully navigate from crisis communications to the new normal. “We’re here for you.”  Of course, this is a critical message that by now most brands have communicated to their communities and one that we know to be effective and engaging based on running millions of language…