The role of machine learning in engaging your customers - Clickatell

As social media and mobile drive a shift from passive brand consumption to active brand engagement, the number of touch points between customers and brands continues to grow, as do customer expectations. Customers are growing increasingly cynical towards textbook campaigns and superficial personalization. Instead, they want to do business with brands that can deliver genuine customized experiences and facilitate meaningful interactions across every channel. We examine the role that machine learning and automated customer service plays in this trend and key factors in how brands can introduce automation into their omnichannel customer experience. Carlton Doty, an analyst at Forrester Research suggests that the customer experience is driven by context.