The new world of marketing is personalized, contextualized, and dynamic. Increasingly, this world is orchestrated not by outside parties but by chief marketing officers partnering with their technology organizations to bring control of the human experience back in-house. Together, CMOs and CIOs are building an arsenal of experience-focused marketing tools that are powered by emerging technology. Their goal is to transform marketing from a customer acquisition-focused activity to one that enables a superb human experience, grounded in data. In experiential marketing, companies treat each customer as an individual by understanding their preferences and behaviors. Analytics and cognitive capabilities illuminate the context of customers' needs and desires, and determine the optimal way to engage with them. Experience-management tools tailor content and identify the best method of delivery across physical and digital touchpoints, bringing us closer to truly unique engagement with each and every human. Imagine a world in which a brand knows who you are and what you want, and can deliver the product, service, or experience that best suits your needs seamlessly and in real time, across physical or digital channels. Marketing technology is undergoing a renaissance. Channel-focused solutions such as websites, social and mobile platforms, content management tools, and search engine optimization are fast becoming yesterday's news. As part of the growing beyond marketing trend, organizations are adopting a new generation of martech systems that deliver unprecedented levels of customer intimacy, targeted engagement, and precision impact.
Companies that create exceptional customer experiences can set themselves apart from their competitors. What do my customers want? The savviest executives are asking this question more frequently than ever, and rightly so. Leading companies understand that they are in the customer-experience business, and they understand that how an organization delivers for customers is beginning to be as important as what it delivers. This CEO guide taps the expertise of McKinsey and other experts to explore the fundamentals of customer interaction, as well as the steps necessary to redesign the business in a more customer-centric fashion and to organize it for optimal business outcomes.
Automation is everywhere these days enabling users to accomplish a wide range of tasks – from ordering pizza, checking luggage at the airport, booking a hotel room, right through to booking a doctor's appointment. And the customer service industry is no exception. Advancements in technology continue to transform customer service interactions. From improvements in loyalty and brand reputation to new revenue streams, the pathway to real-time self-service in customer service brings huge opportunities to forward-thinking businesses. This post outlines the 10 reasons why AI-enhanced customer service is the future of call centers.
Automation is everywhere these days enabling users to accomplish a wide range of tasks – from ordering pizza, checking luggage at the airport, booking a hotel room, right through to booking a doctor's appointment. And the customer service industry is no exception. Advancements in technology continue to transform customer service interactions. By 2020, a Gartner study projects more than 85% of all customer interactions will be handled without the need for a human agent. From improvements in loyalty and brand reputation to new revenue streams, the pathway to real-time self-service in customer service brings huge opportunities to forward-thinking businesses.
This article is part of CMO.com's March/April series about emerging technology. Rapid digital disruption has sparked a wave of innovation, forcing organizations to drastically rethink how they operate and interact with customers. Power, as we know, has officially shifted to the consumer, who expects seamless buying experiences across all platforms and devices. Pair that with the emergence of data-driven technologies, such as artificial intelligence (AI), and it's clear that improving your business' bottom line requires a data-centric approach--one that complements, augments, and ultimately drives consumer preference and decision-making. In fact, an estimated 95% of customer interactions will be supported by AI technology by 2025.