In MarTech Series, NGDATA’s CEO, Luc Burgelman, talks about Digital Transformation, GDPR, AI and his predictions for the rest of 2018.
In our industry, Digital Transformation means connected customer experiences across every single touch-point throughout the entire customer lifecycle. To fully succeed with this transformation, and to make the most out of customer interactions, brands need to centralize their data and insights and build a holistic picture of each individual customer. When adding layers of prescriptive analytics, machine learning, and artificial intelligence, brands can then anticipate the needs of every customer and proactively intervene to keep the customer loyal.
When it comes to specific Digital Innovation in customer experience, we can certainly point to AI-based virtual assistants and chatbots – what we call “cognitive services” at NGDATA. Companies—especially those in customer-facing industries like banks, media and retail—need to engage with and support customers through these conversational interfaces, so we’ll see these companies add even more AI and cognitive services that result in even more interactive experiences. Customers will have voice control over the chatbot, which will act as a client advisor via the computer, taking on the role of a real, human person. We’re already seeing companies like Google thrive with its Google Now virtual assistant, which is only getting smarter because of its ability to use available data from web interactions to provide a personal experience for users.
The most important part of creating technology like virtual assistants is having the data drive actions and decisions. This means considering all data—including real-time and behavioral data—and learning from all channels to create connected experiences. Leveraging AI to continuously learn from this omnichannel data and power customer interactions through the understanding of all this detail will be critical for companies moving forward.
View the full article in MarTech Series.
