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Theatre

09 Nov 2017

Why a collaborative, data-driven strategy can boost customer experience

Ahead of his keynote session at Big Data World, Frankfurt 2017, Ronald van Loon, Director at Adversitement, discusses the trends in customer experience which are driving demand for big data and artificial intelligence solutions

Due to the growing number of smartphones, tablets, laptops, IoT devices and sensors in today’s digital world, a point of sale is wherever a customer is located.

“Customers want responsive, seamless experiences. Therefore, there’s a corresponding widespread demand for responsive, intelligent artificial intelligence (AI) technologies,” says van Loon.

He points to technologies such as chatbots, face recognition and intelligent assistants as emerging systems which are able to provide fast, interactive virtual assistance and support to engage customers.

There’s an increase in the number of online customer interactions across multiple channels, says van Loon, which has made it critical for businesses to provide real-time, interactive, customised experiences across all channels and devices.

Improving CX strategy through AI

According to van Loon, AI and machine learning technologies can be utilised to support and improve critical business functions, allowing organisations to put customer experience (CX) at the forefront of their business strategies.

“Data is constantly changing, and the number of information from diverse sources like text, images, video and IoT devices, is generating real-time data.

“AI and machine learning capabilities enable businesses to gain unique insights into customer behaviours, preferences, and activities, enhancing their ability to provide an elevated customer experience.”

Van Loon highlights Natural Language Recognition as an example of a new innovation which can strengthen a business’s analytics foundation, and help organisations better understand the needs of their customers.

“It has applications in customer service industries, among others, and automates the process for clients calling in and requesting service and support,” he explains.

Roadblocks to deployment  

For van Loon, businesses need to create a real-time modern data and analytics infrastructure built on a foundation of digital capabilities, like AI and machine learning. However, he argues that certain hurdles hinder progress, such as not deploying the right teams, systems, and processes to support a data driven environment.

“Legacy systems and a silo approach to data and analytics are not optimal environments for supporting machine learning capabilities.

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