Natural Language Processing in tradeshow
I usually CRM software for trade show management. Especially CRM software for tradeshow management has functions for categorizing visitors and exhibitors based on their visit purpose, interested products or exhibit information, etc. As our main customers are trade show exhibitors and visitors, we should find our customer’s needs and connect buyers and sellers for their business purpose.
NLP(Natural Language Processing) in AI has capabilities in generating natural language such as text summarization, machine translation, spam detection, sentiment analysis, and information extraction.
It works like machine learning, which analyze a bunch of data and understand the pattern of activities, then predict and recommend appropriate way to do. I think NLP can support in the area of response to exhibitor and visitors’ requests. It means that more than 500 exhibitors join the show every year, so our tradeshow staffs in call center are very busy just because of very simple questions like booth location, booth price, buyer meeting schedule, etc. NLP can analyze words of customer’s email or SNS messages and sends reply for the requests automatically. Human staffs then support customers regarding high-valued information like booth design, marketing activities during the show.
I think NLP can enhance CRM’s functionality mainly for satisfying customer’s need regarding tradeshow service management. Mostly customers complain about organizer’s slow reaction and insufficient answer. It is not that the organizers are lazy, but because they are dealing with so many companies' requests, so exhibitors might feel the speed of reaction is slow. NLP can support these kinds of issues fast because the answers for that questions are predictable as of data-based information.
If customers complain about tradeshow service and express bad words, NLP can analyze the words based on sentiment analysis and react appropriately.
I know the experience marketing field like events, tradeshow, meeting industry is a human labor-intensive industry, so we need transformative decision to use NLP. But it will definitely show the new state of creative experience marketing world.