Integrated enterprises need to optimise the use of AI for better CX

To get the most out of AI and ML to better meet changing customer needs, enterprises need to start integrating their business units, operations and datasets into a more consolidated entity. This is according to Archana Arakkal, Machine Learning Engineer at Synthesis, who was speaking ahead of a webinar on the Customer Service of the Future, to be hosted by Synthesis, AWS and Salesforce next month. Every engagement between the customer and the brand is part of the overall customer experience, and customers expect a great deal more of this experience than they did 10 years ago, says Arakkal. "For example, traditional marketing and advertising has had to evolve beyond the old'spray and pray' approach, since customers now expect hyper-personalisation," she says. "Marketing is getting smarter about targeting customers based on their personal needs, their digital footprint, what platforms they use at what time of day. Customers aren't blind – they know brands have customer data on what they have bought before, their location and interests, so there is an inherent expectation that when they are targeted with a product, it will be a product that makes sense to them." While marketing and advertising are becoming better at personalising offers, there often remains a gap in their understanding of the customer – in the silos of data within the various brand business units, Arakkal says.