Big Data to Hyper-Personal: A Better Customer Experience

  2 m, 27 s

The 21st-century consumer doesn’t ask for an excellent customer experience, they demand it. People are informed, networked, and picky. Socially-connected consumers know they have the power.

Need proof? 89 percent of businesses will compete mainly on customer experience, according to Gartner research. 92 percent of senior sales executives believe customer experience is a key competitive differentiator, based on a survey by Salesforce.

The challenge

No doubt you’ve read dozens, even hundreds, of articles about “big data”. Every minute, consumers:

  • send 204 million emails
  • make 2 million Google searches
  • upload 48 hours of new YouTube videos
  • share 684,000 things on Facebook
  • write 100,000 tweets
  • spend $272,000 on e-Commerce

There’s a lot of interesting info to be found in those emails, tweets, and spending habits. But how do you access it? And what can you actually do with all that data?

Understand what you’re dealing with

Before you can use your data to deliver a personalized customer experience, you need to know what you’re dealing with. Compiling and analyzing consumer preferences and behavior data is becoming more difficult. Why?

Think about the scale. How long would it take you to read 1,000 comments? How about 10,000 tweets? The sheer amount of data and metadata out there is daunting. This information is critical to building a better customer experience. But the scale is way beyond anything humans can deal with alone.

Together, AI and humans can create the “just for me” experience that keeps consumers coming back for more.

What’s more, 75 percent of data is in unstructured formats such as text, voice and video. Deciphering the meaning of these conversations is hard enough. Turning them into hard insights you can act on is a gargantuan task.

Enter artificial intelligence, your new analyst friend.

AI and human, working together

Imagine what it would be like to communicate with each of the two million customers who visit your site each year. A smart analytics system, driven by artificial intelligence, is uniquely capable of making this dream become reality.

Building a better customer experience

A trained artificial intelligence can take a super-human view of your data mountain, offering both big-picture and ultra-granular views. Your marketing team can use that info to develop a deep understanding of customer behavior, preferences, and pain points. Use these insights to create dynamic advertisements, one-to-one emails, and customized website experiences for each visitor.

The 21st-century customer doesn’t ask for an excellent experience, she demands it.

That’s just the beginning. Working together, artificial intelligence and human can accomplish great things. For example, you can:

  • respond to complaints in the moment, reducing churn and bad press
  • deliver custom offers and promotions at the right times to drive sales
  • anticipate future purchases, and offer them the right deal

From Big Data to Hyper-Personal

An AI-driven analytics system is the perfect tool to carve personalized mole-hills out of your big data mountain. Together, AI and humans can create the “just for me” customer experience that keeps people coming back for more.

Categories: Artificial Intelligence, Customer Experience Management, Insights

One Response to “Big Data to Hyper-Personal: A Better Customer Experience”

  1. Reyna Zuno

    I read a similar article that talked about how companies are focusing on AI (specifically sentiment analysis) for customer acquisition in order to improve their sales and/or certain parts of a business and I was happy that I can add on to my knowledge about further improving and personalizing a customers experience to further develop more sales

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