There seems to be a consensus between marketing and technology in that artificial intelligence (AI) and Big Data, to a related extent, will be the biggest wave-makers in 2018. AI and Big Data will have significant impacts on consumer experiences, but not only in terms of new value generation; AI will fundamentally increase consumer’s expectations on the minimum service experience delivered by brands. This will have wider implications to businesses as they adapt their customer retention, customer satisfaction, and customer acquisition strategies to meet the increase in expectations. Given the enormity of the potential impact, it pays to plan ahead. Based on what we know presently, we’ve identified 3 customer experience areas that businesses should focus on in the year ahead.
3 customer experience areas to focus on in 2018.
- Convenience. Focus on raising the bar on convenience for customers. As search engines become smarter and more human-like, customers will naturally expect businesses to respond faster than before in solving their problems. In particular, focus on increasing (effective) self-help avenues; self help-seeking behaviour continues to trend, mirrored by how much chatbots have progressed over the last year.
- Personalization. Focus on personalizing customer touch-points. Customers have become increasingly more knowledgeable about how their personal data should be used by businesses to customize solutions that are tailored just for them, and have come to expect it.
- Experience-rich. Ultimately, as AI and Big Data become accessible to all businesses, consumer experience in general will be fundamentally enriched, much like how streaming technology has fundamentally enriched consumer’s entertainment experience. Keep an eye on developments of experience-rich technologies such as virtual and augmented reality as they inexplicably converge towards AI and Big Data in the near future.
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