Published 07 July 2017 Category: Business, Insights, Digital, Marketing, IT

Creating Compelling Customer Experiences with AI

The world has more data than ever before. In fact, it’s estimated that by 2020, we’ll produce 44 zettabytes every day. That’s equal to 44 trillion gigabytes. One gigabyte can hold the contents of enough books to cover a 30-foot-long shelf. Multiply that by 44 trillion. That’s a lot of data - too much for most companies to process. And yet front-line employees are still often left operating with data that’s “too little, too late.”

Most organisations are challenged to extract meaningful insights from their customer data when they’re drowning in so many data feeds. Data is not always shared efficiently. Many of the world’s biggest companies operate in silos - for example, their customer service and sales departments do not share a customer relationship management (CRM) database, and employees don’t collaborate around the customer to ensure a powerful customer experience.

More often than not, employees in one department don’t even know the employees in other departments, let alone use data that spans the organisation. This often results in wildly inconsistent customer experiences that make companies look disconnected and unfocused. And when the business becomes a little more complicated - such as with a merger or acquisition - the situation gets even worse.

Data can provide huge insights for companies, but making the most of the big data being generated is no longer possible without the help of machine learning. Machine learning offers one solution, if organisations can overcome their silos enough to implement it correctly. Each new customer action feeds back into the analytics engine, which helps inform the next best steps for a positive customer experience.

For example, if a customer indicates through her online browsing habits that she’d prefer an Android phone instead of an iPhone, she’ll immediately start seeing an Android upgrade offer the next time she goes on Facebook. Granted, some customers find it a bit creepy that brands can make their way into personal social media feeds in this way, so it’s important to make it easy for customers to opt out of social media targeting. However, companies can earn customers’ trust simply by being relevant and providing value.

By leveraging automated analytics, customer interactions can fuel a continuous feedback loop that adapts in real time to add value at every touch point. Artificial intelligence tools can help companies make better data decisions that improve the customer experience in real-time. And using data to drive more personalised customer experiences benefits customers and businesses alike.