KitchenAid Uses AI to Grow Social Engagement

One year after implementing artificial intelligence-based social media management tools, small appliance maker KitchenAid has experienced 85% growth in engagement across Facebook, Twitter and Instagram.

KitchenAid’s strategic plan to connect more closely with consumers involved the implementation of CX Social, a unified social media management and analytics solution from Clarabridge. The move resulted in 90% growth in KitchenAid’s social media fan base and 143% growth in social interactions over the past year, according to a media release.

"We were already using CRM and other tools, but they didn’t give us the visibility we needed across the entire operation and all social channels so we could respond quickly,” said David Moreno, KitchenAid's digital marketing specialist. “CX Social has given us a 360-degree view using dashboards that show us how we are responding, where questions need to be escalated and, crucially, trends in customer feedback that allow us to provide more informed service.”

For KitchenAid, it's vital that communications are supported across channels to deliver a consistent consumer experience across all touch points — despite the many challenges involved in digital transformation.

“We are still working through the process of making interactions very efficient,” said Moreno. “[But] we are learning so much more than we expected in terms of what consumers need, how they cook, how they think and feel about products and what they want from them. This is informing our product development pipeline. It will enhance relationships with customers and demonstrate that we are as serious about food as they are.”

The ongoing sophistication and popularity of social media adds significant value to AI-based social media management and analytics solutions and their ability to better track and interpret consumer behavior.

According to statista.com, there are more than 2.45 billion active social media users around the world. That number is expected to grow to 2.9 billion in 2020.