One thing to know is whether an individual customer is interested in a new pillow or considering replacing his sofa throw pillow; It’s another thing for these people to know how to move forward and move on to shopping. When used strategically, Artificial Intelligence (AI) can be a marketer’s trusted customer experience partner-transforming customer data into efficient insights and creating new opportunities for personalization on a scale. On the other hand, when AI is seen as just a quick fix, its haphazard deployment can lead to missed opportunities and worse, damage to the organization’s trust with customers.
This phenomenon is not unique to AI. In today’s fast-paced digital economy, it’s not uncommon for performance and results to fall short of expectations. Despite the enormous potential of modern technology to drastically improve the customer experience, business innovation and change can remain elusive.
According to Gartner, 89% of companies now compete primarily on the experiences they deliver. As marketers and other teams turn to these systems to automate the decision-making process, personalize brand experiences, gain deeper insights about their customers, and promote results, there is often a disconnect between the potential of technology and what it offers.
When it comes to AI, organizations often fail to realize the full benefits of their AI investments, and this has real business consequences. So how does the organization ensure that their investments fulfill their promise to promote innovation, change and disruption? To be successful, it needs the right approach to managing technology, and investing in AI capabilities that can work together throughout the workflow to bring different ideas and processes together.
Getting real about AI, The realization of the value of AI begins with the belief that the seller’s claims and significant features will only go so far. Without the best strategy, and without a clear focus on how to implement the technology, even the best AI solutions make poor performance and frustrating.
There is no easy or seamless way to implement AI in an organization. Even with powerful consumer modeling, scoring, or segmentation tools, marketers can end up still missing key opportunities. Without ways to work on data, the dream of AI quickly fades. In other words, you know that certain customers like hats, and other customers enjoy wearing scarves but how do you move these people into actual shopping, or deliver the right stuff for where they are in the shopping life cycle?
The winning approach is to start small and focused when it comes to applying AI technology. Be aware of what types of data models you can create with AI and how they can be used to deliver exciting experiences and business results to customers. Efficient customer data collection and analysis is just a starting point. There is also a need to develop content that is relevant to individuals and market segments and to deliver this content in a personal and contextual way. In the absence of this holistic approach and AI framework, organizations simply dial in speed and inefficiency. In fact, AI can lead to more noise and subpar experiences for customers and unrealistic results for the enterprise.
Moving from practice to change, Successful AI framework transforms data and insights into business language and actions. Knowing what the customer likes is not enough for the marketing team, for example, it must be understood how, When And Where A person engages in business. Only then, can build a brand and provide a rich customer experience that matches the way their customers think about the brand and approach it. This includes the best combination of digital and physical assets and the ability to deliver dynamic web pages, emails and other campaigns that customers find useful and attractive. When the marketer understands the intentions and how the person travels in the customer journey, it becomes possible to deliver the most compelling customer experience.
With this framework, marketers can read the appropriate signals and ensure that content delivery is tailored to a person’s specific behaviors and preferences. It is possible to send emails, advertisements and provide mail brochures that reach customers when they are receptive and ready to join. Whether the consumer is in hats, scarves or an electric guitar, the barriers to successful marketing increase dramatically.
Putting AI to work, It is only when an organization has mapped out AI workflows and business processes અને and understands how to effectively reach its customers-that it is possible to get the most out of AI solutions. These solutions can address the full spectrum of AI, including signal reading and the collection, storage and handling of customer data; To assemble and manage content libraries; And marketing to customers in a highly personal and contextual way.
A good way to think about things is to sit in a car with the intention of driving across the United States. For example, if traveling from Los Angeles to New York, it is tempting to think that motorists will take the most direct route available. But what if a person loves nature and wants to visit Grand Canyon or Yellowstone National Park along the way? This requires a change in routing. Similarly, one should have the tools to understand how and where a person is traveling in the product life cycle, what ticks the person’s box along the way, and what helps them reach the desired destination with the least friction and frustration.
AI can do this – and it can really give promotions and incentives that work. However, in order to create the right customer experiences and the right journey, marketers should move on to AI solutions that deliver basic customer scores or snapshots, and instead capture a motion picture-like view of the customer’s thoughts, behaviors and actions. For that, building an AI capability or purchasing a point technology to address an aspect of the customer experience is not enough. It’s about being able to connect a bunch of AI capabilities that are organized across the workflow to bring different ideas and processes together.
Only then is it possible to offer the best marketing experience.
Delivering on the promise of AITo be sure, with the right strategies, processes and AI solutions, it is possible to take marketing to a more successful level and deliver a winning customer experience. When marketers really understand what the customer wants and how they think about the product and their customer journey, it is possible to use the full power of AI.
What’s more, the impact of this approach goes far beyond attracting and retaining new customers. When organizations get the right formula, marketers can connect with their best customers more holistically and naturally. In the end, everyone wins. The customer is greeted with a relevant customer experience with relevant messages that showcase the products and services that interest them at every step of their journey and boost business brand value and loyalty.
At that point, AI finally fulfills its promise.
If you want to learn more about how AI can help your company deliver personalized content on a scale, visit here.
This content was created by Adobe. It was not written by the editorial staff of MIT Technology Review.