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Turning AI into your customer experience ally


It’s one thing to know whether an individual customer is interested in a new mattress or replacing the sofa cushions; Knowing how to mobilize those people and make the purchase is one thing. When deployed strategically, artificial intelligence (AI) can be a marketer’s trusted customer experience ally; transforms customer data into actionable insights and creates new opportunities for customization at scale. On the other hand, when AI is only seen as a quick fix, its haphazard deployment can at best mean a missed opportunity and worse, undermine an organization’s trust with its customers.

This phenomenon is not unique to artificial intelligence. In today’s fast-moving digital economy, it is not uncommon for performance and results to fall short of expectations. Despite the potential of modern technology to greatly improve the customer experience, business innovation and transformation can be challenging.

According to Gartner, 89% of companies now compete primarily for the experiences they offer. As marketers and other teams turn to these systems to automate decision making, personalize brand experiences, gain deeper insights into their customers and drive results, there is often a disconnect between technology’s potential and what it offers.

When it comes to AI, organizations often don’t realize the full benefits of AI investments, and this has real business repercussions. So how does the organization ensure that its investments deliver on the promise of fueling innovation, transformation, and even destruction? Achieving success requires the right approach to operationalize technology and investing in AI capabilities that can work together across the entire workflow to connect diverse thinking and processes.

Being realistic about AI. Understanding the value of AI starts with recognizing that seller claims and standout features only go so far. Without a comprehensive strategy and a clear focus on how to make technology operational, even the best AI solutions underperform and become disappointing.

There is no simple or seamless way to implement AI within an organization. Even with powerful customer modeling, scoring or segmentation tools, marketers can still miss out on important opportunities. Without ways to act on data, the AI ​​dream quickly fades. In other words, you may know that a certain customer loves hats and another customer loves wearing scarves, but how do you move those people into an actual purchase or present the right content based on where they are in the purchase lifecycle?

The winning approach is to start small and focused when it comes to implementing AI technology. Consider what types of data models you can create with AI and how they can be used to deliver engaging customer experiences and business results. Collecting and analyzing actionable customer data is just a starting point. There is also a need to develop content that matches people and market segments and present that content in a personal and contextually relevant way. Organizations that lack this holistic view and AI framework only increase speed and inefficiency. In fact, AI can cause more noise and sub-par experiences for customers and unrealized consequences for an organization.

Transition from action to conversion. A successful AI framework turns data and insights into business language and actions. It is not enough for the marketing team to know what a customer likes, for example, it is important to understand. How, When and where a person is busy with a job. Only then can a brand create and deliver a rich customer experience that matches the way its customers think and approach a brand. This includes an optimal mix of digital and physical assets and the ability to deliver dynamic web pages, emails and other campaigns that customers find useful and attractive. When a marketer understands the purpose and how a person travels through the customer journey, it becomes possible to deliver the most compelling customer experience.

With the implementation of this framework, marketers can read the right signals and ensure that content delivery is tailored to a person’s specific behaviors and preferences. It is possible to send emails, advertisements and postal brochures that reach consumers when they are open and ready to interact. Whether the customer is a hat, scarf or electric guitar enthusiast, the chances of successful marketing increase dramatically.

Putting AI to work. Only when an organization maps AI workflows and business processes and understands how to reach customers effectively is it possible to get the most out of AI solutions. These solutions can handle the entire spectrum of AI, including reading signals and collecting, storing and managing customer data; consolidating and managing content libraries; and marketing to customers in highly personalized and contextualized ways.

A good way to think of things is to imagine a person jumping into a car with the goal of crossing the United States. For example, if the trip is from Los Angeles to New York, it is tempting to think that the driver will use the most direct route available. But what if one loves nature and wants to visit the Grand Canyon or Yellowstone National Park along the way? This requires a change in routing. Similarly, an organization should have the tools to understand how and where a person travels in the product lifecycle, what ticks one’s boxes along the way, and what helps them achieve a desired goal with minimal friction and frustration.

AI can do this and offer promotions and incentives that really work. Still, to create the right customer experiences and the right journey, marketers must go beyond AI solutions that offer a basic customer score or snapshot and instead get a motion picture-like view of the customer’s thoughts, behaviors and actions. To that end, it’s not enough to build an AI capability or buy a point technology to address a single aspect of the customer experience. It’s about being able to connect a set of AI capabilities organized across the entire workflow to connect various thoughts and processes.

Only then is it possible to deliver an optimal marketing experience.

Fulfilling the promise of AI. To be sure, with the right strategy, processes and artificial intelligence solutions, it is possible to take marketing to a more successful level and deliver a winning customer experience. Harnessing the full power of AI is possible when marketers truly understand what a customer wants and how they think about a product and customer journey.

Moreover, this approach has repercussions that go far beyond attracting and retaining new customers. When organizations get the formula right, marketers can engage with their best customers in a more holistic and natural way. In the end everyone wins. The consumer is greeted with an engaging customer experience with relevant messages showing the products and services they are interested in at every step of their journey, and the business increases brand equity and loyalty.

At this point, the AI ​​finally delivers on its promise.

If you’d like to learn more about how AI can help your company deliver personalized content at scale, visit here.

This content was produced by Adobe. It was not written by the editorial staff of MIT Technology Review.



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