If You Are Not Openly Publishing The Capabilities Of Your Business Then You Are Invisible To AI

The latest episode of the CX Files podcast features Dave Rumble and myself talking about how easy it is to now use Generative AI tools to find and compare B2B suppliers.

It's worth making this point again. When Forrester Research recently commented on this change in B2B buyer behavior they said that this is all changing slowly, but then it will happen all at once - there will be no other buyer behavior. Their latest survey of B2B buyers concluded that 9/10 buyers are already starting their buyer journey by asking a generative AI tool for ideas of suppliers they might be interested in.

Let that settle in for a moment. This is now almost universal behavior, so have you adjusted how you present your business to the market?

Dave was talking about the detailed data that his company has put together over the past two decades, but you can get some meaningful analysis almost instantly from publicly available tools like ChatGPT.

Look at this exchange for just one example:

MH:

What are the most powerful voice analytic systems being sold into contact centers today - especially for capabilities such as sentiment analysis?

ChatGPT:

In the contact center industry, several advanced voice analytics systems are recognized for their robust sentiment analysis capabilities. Notable solutions include:

1. CallMiner Eureka: This platform captures and analyzes customer interactions across various channels, providing deep insights into customer attitudes through sentiment analysis. By evaluating vocal characteristics and conversation context, CallMiner helps organizations enhance customer experience and agent performance. ConvoIntelligence
2. Talkdesk Interaction Analytics: Leveraging AI-powered speech and text analytics, Talkdesk offers real-time insights into customer interactions. It identifies key conversational moments, topics, customer intents, and sentiments, aiding in improved decision-making and service quality. Sobot+1SentiSum+1
3. NICE CXone: A comprehensive customer experience platform, NICE CXone features advanced speech analytics, including sentiment analysis, keyword spotting, and trend detection. Its integration with CRM systems enables real-time insights to transform call center operations. Sobot+1SentiSum+1
4. Observe.AI: This solution surfaces intelligence from every interaction, providing accurate, actionable feedback through built-in coaching and evaluation workflows. Observe.AI assists in enhancing key business metrics across all customer touchpoints. Sobot
5. SentiSum: An AI-powered analytics engine, SentiSum extracts granular insights from customer conversations across all channels, including voice. It auto-analyzes and tags interactions, delivering detailed insights on topics, subtopics, and sentiment, which aids in identifying root causes of customer frustration and improving service delivery. SentiSum

These systems empower contact centers to analyze customer interactions effectively, understand sentiments, and implement strategies to enhance customer satisfaction and operational efficiency.

It doesn't matter if you agree with the analysis. It is a start. It gives links to all the publicly available data from media sources, so you can go away and start researching your options with a list of suggestions and a list of news articles and interviews. You can also continue the conversation, refining your questions and adding additional queries.

I can't remember a more sweeping change in the way that B2B buyers are searching for information on potential partners.

If your business has been cutting back on marketing materials - especially content that explains your capabilities, services, and thought leadership - then you need to think again. It might not be the buyer that is reading those blogs and white papers. It's Google Gemini, Amazon Claude, or ChatGPT...

If you are not publishing high quality information to public journals - easily findable by the engines feeding into these LLMs - then you will rapidly become invisible. It doesn't matter how great your website looks when nobody is looking at it.

Your marketing and sales team need to be thinking carefully about this. How do you show that you have an opinion about your industry? How do you show that you have ideas about the future? How do you demonstrate what you can do?

Resource centers filled with white papers and articles have often been seen as an area where budget can be cut quickly and easily in difficult times. But look back at that simple question to ChatGPT. Are you publishing the information needed to train these systems and if not then how are your potential buyers ever going to see your services listed when they ask a question like this?

CC Photo by Marten Newhall