Share these talks and lectures with your colleaguesInvite colleagues
Engage with empathy: Improving customer experience with artificial intelligence
Change is inevitable, and sometimes transformation happens gradually. At other times, as the global pandemic showed us, it happens without warning. Either way, traditional marketing tactics have no place in modern customer experiences (CX). So how can brands build trust and develop deeper relationships through ever-changing sentiment or market conditions? They need to show customers that they understand their unique situation and can provide tangible value. Marketing and customer engagement practitioners can achieve true one-to-one engagement with artificial intelligence (AI)-powered, ‘always-on’ models that continuously engage customers during calculated ‘moments of need’. Legacy marketing techniques will no longer be sustainable in a rapidly evolving business landscape riddled with data constraints, regulatory challenges and labour shortages. Organisations need to move away from data silos and channel-specific strategies and instead rely on a single ‘brain’ that helps orchestrate engagement with each customer. Brands can survive only by moving beyond sales and mixing additional messages that support retention, service, nurture and resilience actions into their marketing framework; only then can they deliver truly personalised customer experiences across channels while always remaining sensitive to their circumstances.
The full article is available to institutions that have subscribed to the journal.
Tara Dezao , Director of Product Marketing, AdTech and MarTech at Pegasystems, has had a successful career in the marketing departments of both start-ups and Fortune 500 enterprise technology companies like Oracle and EMC. As a subject matter expert in the field of advertising and marketing, she is an experienced thought leader across written, audio and live mediums. She holds a BA from the University of California at Berkeley and an MBA from the University of Massachusetts at Amherst.