Lec 24-Personalization: Going Beyond Segmentation-II

Summary

This NPTL online certification course module explores personalization in AI and marketing, focusing on the evolving customer journey. It discusses the global AI appetite, the impact on the retail sector, and customer journey orchestration. A case study on Ruum illustrates the application of AI for personalized customer service, emphasizing the importance of accurate resolution and efficiency in enhancing customer experience.

Takeaways

• 🌐 **Global Appetite for AI**: AI is increasingly being adopted by tech giants like Adobe, Verizon, Microsoft, Google, and Facebook to personalize user experiences without being intrusive.
• 🛒 **Retail Sector Transformation**: Companies like Ocado are leveraging AI to revolutionize the grocery shopping experience, using technology for personalized recommendations and efficient logistics.
• 🤖 **AI's Role in Marketing**: AI is not just for customer interaction but also critical in supply chain management, helping predict customer needs and optimizing operations.
• 🚀 **Innovation and Technology**: Ocado views AI as a central technology that enhances other technologies, much like the 'one ring to rule them all', driving innovation across various tech frontiers.
• 📈 **Customer Journey Orchestration**: This concept involves coordinating customer experiences in real-time across channels to better understand and serve customer needs.
• 💡 **AI for Personalization**: AI enables companies to deliver personalized content and messages to customers based on their profiles and preferences, enhancing the customer journey.
• 🔍 **Customer Data Analysis**: AI and machine learning are used to analyze customer behavior at scale, allowing businesses to make informed decisions and deliver personalized experiences.
• 💼 **Challenges in AI Adoption**: Despite the benefits, implementing AI solutions comes with challenges such as high startup costs, the need for cross-departmental collaboration, and defining clear goals.
• 📚 **Educational Shift Needed**: There's a call for a shift in education to focus on skills like collaboration, creativity, and problem-solving, preparing individuals for a future where lifelong learning is essential.
• 📈 **AI's Impact on Industries**: AI is seen as a force that will reshape industries, requiring businesses to embrace technological opportunities while balancing regulation and innovation.

Q & A

What is the main focus of module 24 in the NPTL online certification course on artificial intelligence and marketing?

Module 24 focuses on personalization and how to go beyond segmentation in the context of AI and marketing.

How does AI enable personalized experiences in marketing?

AI enables personalized experiences by optimizing websites and personalizing them for different users with tailored messages and designs that resonate with their profile and needs.

Which technology companies are driving the trend of AI in marketing?

Technology companies driving the AI trend in marketing include Adobe, Verizon, Microsoft, Google, and Facebook.

What is the role of AI in the PR and communication industry according to the script?

AI is making traditional PR approaches less effective and necessitating a shift towards content marketing, trends, innovation, and the use of social media tools.

How is Ocado using AI to transform the grocery shopping experience?

Ocado is using AI to predict customer needs, enable voice-based grocery shopping, and optimize delivery routes, among other things, to enhance the grocery shopping experience.

What is customer journey orchestration and why is it important?

Customer journey orchestration is the real-time coordination of customer experiences across omni-channel environments to better understand customer needs and encourage further interaction with a brand. It's important because it provides a more integrated and personalized customer experience, leading to increased customer lifetime value.

What are the benefits of implementing customer journey orchestration?

Benefits include closing customer service gaps, better communication across campaigns and channels, empowered customers with highly personalized experiences, increased cross-team efficiency, insightful data for better decision-making, and improved performance and customer lifetime value.

What challenges are associated with customer journey orchestration?

Challenges include high startup costs, difficulty in defining clear goals, and the need for cross-departmental collaboration and accurate customer journey mapping.

How does Ruum's AI-based customer journey orchestration differ from traditional customer service AI?

Ruum's AI focuses on issue resolution from the start, aiming to reduce resolution times and improve first-time right rates, rather than just identifying customer intent.

What is the significance of the case study of Ruum presented in the module?

The case study of Ruum demonstrates the application of AI in customer service to provide personalized and seamless issue resolution, highlighting the potential of AI to enhance customer experience in various sectors.

Outlines

00:00

🌟 Introduction to AI in Marketing and Personalization

The video introduces Module 24 of an online certification course on artificial intelligence and marketing, focusing on personalization and going beyond segmentation. It discusses the global appetite for AI in marketing, highlighting how AI enables personalized experiences without intrusion. The technology is being adopted by major companies like Adobe, Verizon, Microsoft, Google, and Facebook. The PR and communication industry is also changing, with AI and other technologies like virtual and augmented reality expected to bring significant shifts. The module will cover the changing customer journey, especially in retail, and feature a case study of Ruum, an AI-driven company in online grocery retailing.

05:01

🛒 AI's Role in Transforming the Retail Sector

This section delves into the retail sector's transformation through AI, using Ocado as a case study. Ocado's CTO, Paul Clark, explains how AI is pivotal in changing the way people shop for groceries. Ocado operates automated warehouses and uses AI for e-commerce, forecasting, routing, and real-time control. The company's approach to AI includes in-house expertise and cloud-based services, aiming to predict customer needs and personalize shopping experiences. Paul Clark also discusses the importance of digital literacy and lifelong learning, emphasizing the need for skills like collaboration, creativity, and problem-solving in the AI-driven future.

10:03

🤖 Customer Journey Orchestration and Its Impact

The video explains customer journey orchestration, which is about coordinating customer experiences in real-time across multiple channels. It contrasts the siloed customer experiences created by different teams within an organization with the integrated experience that customers now demand. The benefits of customer journey orchestration include closing service gaps, better communication across campaigns and channels, personalized experiences, increased cross-team efficiency, and improved performance. Challenges include high implementation costs, the need for cross-departmental collaboration, and the difficulty of defining clear goals and starting points.

15:04

📈 The Benefits and Challenges of Customer Journey Orchestration

This part of the video highlights the benefits of customer journey orchestration, such as improving first call resolution, enhancing communication across channels, personalizing customer experiences, and increasing cross-team efficiency. It also discusses the challenges, like the high cost of implementation, the need for clear goals, and the difficulty of mapping the customer journey accurately. The video emphasizes the importance of using AI and machine learning to analyze customer behavior and make data-driven decisions for better customer experiences.

20:06

💬 AI in Customer Service: The Ruum Case Study

The case study focuses on Ruum's application of AI in customer service, particularly in journey orchestration. Ruum's AI engines are designed to predict and resolve customer issues efficiently, aiming to meet the top customer service demand for accurate resolution. The platform is user-friendly for marketing and customer service teams, requiring no data scientist resources. Ruum's solution is relevant in the digital acceleration era, where self-service channels must be capable of resolving issues to reduce customer calls to contact centers. The video concludes by discussing the importance of personal AI engines in enhancing digital transformation and customer service excellence.

25:07

🔚 Conclusion and References

In conclusion, the video summarizes the key points discussed in Module 24, which include the global appetite for AI, the changing customer journey with a focus on the retail sector, and the importance of customer journey orchestration. It also introduces the Ruum case study, explaining their approach to personalization and seamless issue resolutions. The video ends by acknowledging the five references used for the module's material.

Keywords

💡Personalization

Personalization refers to the customization of an individual's experience with a product or service, often facilitated by AI technologies. In the context of the video, personalization is key to enhancing customer experiences without being intrusive. It involves tailoring messages and designs to resonate with individual customer profiles and needs, as exemplified by AI's role in optimizing websites and serving tailored content.

💡Customer Journey

The customer journey describes the entire process a customer goes through when interacting with a brand, from initial awareness to purchase and beyond. The video emphasizes the changing nature of this journey, driven by AI, which allows for more personalized and efficient interactions. It also discusses the importance of understanding and optimizing this journey for retail sectors and beyond.

💡Artificial Intelligence (AI)

AI is depicted as a transformative technology that enables marketing teams to provide personalized experiences and optimize various processes. The video highlights how AI is already being utilized to personalize websites, predict customer needs, and handle repetitive tasks, indicating a shift towards more sophisticated applications that will further reshape industries.

💡Ocado

Ocado is presented as a global leader in online grocery retailing, known for its innovative use of AI and technology. The video discusses how Ocado uses AI to predict customer needs, optimize its supply chain, and enhance the customer shopping experience through personalized recommendations and voice-based shopping interfaces.

💡Customer Journey Orchestration

This concept refers to the real-time coordination of customer experiences across multiple channels to better understand and meet customer needs. The video explains how orchestration helps in creating a seamless and consistent brand experience, providing a more focused approach to increasing customer lifetime value by ensuring positive interactions from the first touchpoint through post-sales support.

💡AI and Marketing

The video underscores the synergy between AI and marketing, where AI is used to optimize marketing strategies and campaigns. It mentions how AI can analyze customer data to deliver targeted messages and designs, thus personalizing the marketing approach and making it more effective.

💡PR and Communication Industry

The script discusses the impact of AI on the PR and communication industry, suggesting a shift from traditional approaches to more innovative and technology-driven strategies. AI and other technological advancements are expected to bring new opportunities and challenges, requiring PR experts to adapt and innovate.

💡Data Science

Data science is mentioned in the context of a talent shortage in the UK, highlighting its importance in the era of AI. The video suggests that data science skills are crucial for leveraging AI technologies and driving innovation across various sectors, including marketing and retail.

💡Digital Transformation

Digital transformation is a key theme in the video, referring to the process of integrating digital technologies into all aspects of business operations. It discusses how companies are expanding their digital footprints and using tools that enable better communication and personalization across various channels.

💡Ruum

Ruum is introduced as a case study in the video, showcasing its AI-based customer journey orchestration for customer service. Ruum's technology is highlighted for its ability to predict and resolve customer issues efficiently, emphasizing the importance of accurate resolution and personalization in customer service.

💡Cross-Team Efficiency

The video discusses the importance of cross-team efficiency in the context of customer journey orchestration. It explains how departments that can share customer information and insights can work more efficiently, leading to better customer experiences and outcomes.

Highlights

AI is transforming marketing by enabling personalized experiences without being intrusive.

Tech giants like Adobe, Verizon, Microsoft, Google, and Facebook are driving the AI trend in marketing.

PR and communication industries are experiencing a shift towards content marketing and social media tools.

AI is being adopted in marketing and advertising, with capabilities to reach individuals at scale.

AI Solutions are taking on repetitive tasks, allowing professionals to focus on creativity and strategy.

Ocado, a global leader in online grocery retailing, uses AI to revolutionize the grocery shopping experience.

AI at Ocado predicts customer needs, enabling a personalized shopping experience and voice-based shopping.

Ocado's CTO, Paul Clark, sees AI as a versatile tool that enhances other technologies, like the 'one ring to rule them all'.

Customer Journey Orchestration is the real-time coordination of customer experiences across channels.

Orchestration tools focus on increasing customer lifetime value by providing a positive experience throughout the journey.

Customer engagement today demands an integrated experience rather than siloed interactions with different departments.

AI and machine learning in orchestration platforms analyze customer behavior to make critical decisions.

Benefits of customer journey orchestration include closing service gaps, better communication, and personalized experiences.

Challenges in orchestration include high implementation costs, defining goals, and the need for cross-departmental collaboration.

Ruum, a case study example, applies AI to customer service journeys, focusing on issue resolution and personalization.

Ruum's AI engines predict the correct resolution for customer issues, improving first-time resolution rates.

Ruum's solution is designed for intuitive use by marketing and customer service teams without requiring data scientist resources.

The pandemic has highlighted the increasing importance of AI in customer service, with a focus on self-service channels.

Ruum's platform drives customer service journeys from issue to resolution, creating a cohesive single journey.

Transcripts

[Music]

[Music]

welcome to this nptl online

certification course on artificial

intelligence and marketing now we will

talk about module 24 so as you can see

from this slide that we are discussing

personalization and how to go beyond

segmentation so these two modules 23 and

24 are dedicated to understand

personalization so this is part two of

that and this is module 24 now let us

have a quick overview of this module so

in this module firstly we will discuss

the global appetite for AI and the

changing customer Journey secondly we

take a DE deep dive into the changing

customer Journey focusing length on the

retail sector thirdly we will understand

the customer journey orchester isation

and lastly then we will introduce a case

study of

ruum so we will start with the first

thing that is the global appetite for AI

and the changing customer Journey the

term AI is a misnomer AI enables the

marketing team to provide a personalized

experience to a user without being too

intrusive AI is already following the

marketing marketers to optimize websites

personalizing them for different users

for example serving them with tailored

messages and designs that resonates with

them based on their profile and needs

the technology beh mouths including

Adobe Verizon Microsoft Google and

Facebook are driving this trend one that

will prove very lucrative the

PR and communication industry is quickly

changing making it harder for PR leaders

to make an impact using traditional

approaches so now these traditional

approaches are going

out with content marketing Trends and

Innovation social media tools on the

rise PR experts should expect to see

some major shifts over the coming few

years Ai and other technological Advan

ments like virtual and augmented reality

mean that the pace of change will

increase dramatically bringing exciting

New Opportunities and

challenges marketing and advertising

have been quick to adopt AI into their

practices but we have only touched the

tip of a massive Iceberg as AI

technology develops reaching individuals

at a scale will be possible so we will

be able to reach

lots of

individuals and we are not talking

of embracing the fact that AI Solutions

will be taking on repetitive task like

coverage reports Distributing releases

and creating media lists AI will allow

Sav are Pros to actively focus on

creativity and strategy skills that

machines simply do not replicate and

this is yet it may happen in future now

we will look at the changing customer

Journey a perspective from Paul Clark

CTO of

okado Paul Clark who serves as the chief

technology officer at okado shared some

fascinating insights about how the

company is changing the way people shop

for groceries and how technology

particularly artificial intelligence

play a pivotal role in this

transformation okado is a global leader

in online grocery

retailing known for its massive

automated house warehouses what sets

them apart is their commitment to

developing most of their technology in

house to power their entire e-commerce

and logistic platform as the CTO Paul

leads okado technology a division with a

growing team of over 1300 engineers the

technology covers a wide range of areas

including e-commerce forecasting routing

systems robotics AI simulation and

real-time control of automated

warehouses okado operates at the

interaction okado operates at the

intersection of various Cutting Edge

Technologies such as Internet of Things

Big Data Cloud comp cloud computing

Robotics and AI they see Innovation as

the secret source that makes all these

Technologies work to together

seamlessly among these Technologies AI

stands out as the most crucial one it

acts as a versatile tool that enhances

other

Technologies Paul Likens AI to the one

ring to rule them all it can do exciting

things like predicting what groceries

customer want that is one personalized

shopping experience enabling voice based

grossery shopping through PL platforms

like Amazon Alexa the goal at the front

end of these operations is to predict

and deliver groceries that customer want

without them having to place

orders they achieve this by analyzing

customers past orders and using AI to

predict what they might need

next what they might need next

considering factors like shopping habits

and

preferences AI is also essential for

personalization but okado is exploring

other Frontiers like voice interface

is they Envision a future where

conversations with AI driven systems

happen not just in your kitchen but also

in your car smart appliances chat Bots

and more these conversations should

seamlessly connect across different

platforms ensuring a smooth shopping

experience so now you can talk to and

Shop across the platforms it can be your

your kitchen or it can be your car okado

approach to AI is a blend of In-House

expertise and cloudbased services they

partner with companies like Google and

Amazon web services while also nurturing

their own AI experts in various domains

Beyond customer interactions AI plays a

critical role in their supply chain

helping predict what customers will want

based on factors like weather promotions

and social media trends in their

automated warehouses thousands of robo

work together efficiently Guided by AI

powered control systems to maintain the

health of these Rob robot

swamps they rely on Aid driven

monitoring and maintenance sending data

to the cloud for

analysis in the final stages of their

operations AI helps optimize delivery

routs they use simulation techniques to

plan routs and even create digital

simulation of warehouses before they are

built okado isn't just a typical

retailer it is a unique blend of

retail plus technology and platform so

this retailer is now three in one retail

plus Tech Plus

platform their culture encourages taking

risks pursuing unconventional Solutions

and constantly striving for improvement

Paul also highlights a significant

challenge faced by the UK in terms of a

shortage of AI and data science Talent

he believes that digital literacy should

be instilled from a young age and

continue into the workplace emphasizing

the need for lifelong learning he

suggest a shift in education focusing on

enduring skills like collaboration now

these skills are becoming enduring

collaborations creativity problem

solving and

Entrepreneurship so these are the skills

that will be of help

now rather than just exam oriented

learning he envisions a future where

education prepares individual for

continuous learning and self

reinvention in conclusion Paul

emphasized the importance of embracing

Ai and navigating the transformation it

brings he sees AI as a revolutionary

force that will reshape Industries and

change how people interact with

technology it is not a matter of choice

but of making the best you use of these

technological opportunities while

maintaining a balance between regulation

and Innovation now we will try to

understand what is customer Journey

orchestration customer journey

orchestration is the coordination of

customer experience in real

time and in Omni Channel environment to

better understand customer needs and

encourage further interaction with a

brand companies can use that information

to trigger campaigns or communic

to deliver more value and more

personalized customer

experience a customer Journey

orchestration strategy and tool set

focus on a customer experience with a

brand rather than a view of how that

customer came to make a purchase this

ultimately provides more focus on

increasing a customers's lifetime value

ensuring a positive experience from the

first customer touch Point through post

sales and support so that is the overall

idea customers lifetime value now why

this concept is important in most

organizations customer engagement

involve a variety of teams such as

Marketing sales customer service and

support now that is a problem however

customer experience across those teams

is siloed and inconsistent because there

are these various kinds of Team involved

for example individual customer

experience are created by each team

with very little insight as to what

their interactions have historically

been this approach is losing favor with

customers today customers are demanding

an integrated experience with the brand

as a whole rather than siloed experience

with individual departments so now

customers are having experience with the

brand and not with each of these

individual departments a real world

example of businesses working in Lo

department is a customer who has been

identified by a company as an ideal

customer to purchase a software as a

service tool the customers marketing

experience involved engaging with

various content and researching how the

product might satisfy their needs from

there the marketing department hands off

this qualified lead to

sales so now this lead has gone to sales

the sales Department's engagement with

the prospect includes little insight

into the campaign or communication

they encountered during the marketing

phase so now marketing department sends

this to the sales department and the

sales department do not know what were

the promises made

by by the marketing

department after the prospects make a

purchase and uses the SAS tool they

submit a support ticket to address an

issue or request additional onboarding

support

at the same time the sales and marketing

teams may continue to contact the

customers with followup purchase

opportunities unaware that the customers

has encountered and

issue so now on the one hand this

customer is

being asked

to

purchase

more while on the other hand he is also

facing

and then this affects the

overall

experience a similar custom example that

includes the customer Journey

orchestration process may look more like

this multiple teams are aware of each

customers touch point and decisions made

by the internal marketing and sales

teams are more more app to trigger

automation based on this cross team

knowledge in this case marketing may

still have these customers enrolled in

campaign for upsell or cross sell

opportunities the sales may continue to

engage with their primary point of

contact for the same but they proceed

with greater awareness of the customer

if the customer opens a customer support

ticket sales and marketing would be

aware of it and potentially pause any

marketing and sales communication until

the time that problem is resolved this

way the customer doesn't receive

unwelcome communication while

experiencing a issue with the product

when a customer's cross Channel Behavior

are tracked logged and

analyzed businesses can better predict

the next steps the customer may take and

capitalize on those interactions in real

time to deliver a better user experience

through personalization now let us look

at how customer Journey orchestration

Works customer Journey orchestration

platforms use Ai and machine learning

Technologies a machine learning model

can analyze or listen to the customer

behavior on a larger scale than an

individual team or Department can so now

we are looking at the bigger

picture bigger and complete

picture the machine learning findings

help the businesses make critical

decision with confidence and speed the

predictive capabilities of AI serves of

the right content at the right time to

the right user based on the historical

pattern of unique users so here also

keep in mind that we are talking of

every user

being

different and that will lead to

personalization

customer journey orchestration is an

advanced form of customer Journey

management which is a process of

optimizing the customer experience using

technology to create unique interactions

with prospects to move them through the

marketing and sales funnel the process

is accomplished via a collection of

tools that monitor and deliver unique

interactions and is not usually done in

real time both customer Journey

processes provide insight into customer

Journey Analytics and customer Journey

mapping customer Journey analytics data

can be collected from a variety of tools

and interactions touch points but are

not always viewed in a single location

customer Journey mapping tools which

visualize a customer's Journey at every

touch point with a brand can track

across some but not all channels

customer Journey orchestration can

listen to and optimize every engagement

optimize every engagement on every

channel used by a company data can also

be viewed in one location now what are

the benefits of customer Journey

orchestration the customer Journey

orchestration process benefits

businesses and customers who get a

personalized and dynamic experience with

the brand and here are some examples the

first is closing customer service gaps

customers get frustrated when they make

multiple inquiries to customer service

teams to resolve issues using customer

Journey orchestration tool teams can

improve for first call resolution when

more information about the user is

available to internal teams it can be

used to help address their needs and

problems the second is better

communication across campaigns and

channels as companies move towards

digital transformation and expand their

digital Footprints they use more

customer facing channels using tools

that listen and track interactions

across Social Web mobile

live chat and support channels increases

the ability to think messaging and

experiences across platforms the third

is empowered customers with highly

personalized experiences and realtime

messaging customers receive the most

relevant information based on their

needs this type of customer engagement

Fosters strong and long-lasting

relationships and create a more human

experience the fourth is increased cross

team efficiency departments that can

share customer information

are able to work more efficiently and

know when to push or pull back certain

Communications or campaigns the fifth is

insightful data teams can more

confidently identify customer profiles

files or recognize strengths and

customer interactions when they have

access to full view of the customer

journey and the channel they engage

with so here we are talking of a 360°

view of the

customer

this data can also be used to

personalize the data experience at each

step of their Journey data also provides

information about which steps in the

process create friction or reduce

Customer Loyalty the sixth is improved

performance and increased customer

lifetime value improved customer

experience yields loyal fans and

increased retention and revenue rates

leading to higher customer lifetime

value but with the benefits also come

some challenges of customer Journey

orchestration despite the advantages of

customer Journey orchestration there are

challenges that businesses should keep

in mind the first is cost is startup

cost to implement a customer Journey

orchestration the strategy can be high

and include platform or service fees and

implementation clearly defined goals

articulating the outcome of implementing

a customer Journey or ation plan can be

difficult given that each Channel within

a company potentially supports a

different business goal layering an

orchestration platform on top of each

Department's individual goals requires

creating a new set of goals that tie

back to the revenue the bigger challenge

of defining goals is the need for cross

stream collaborations which requires

good project management the third is

knowing where to begin many companies

have an idea of an of the ideal flow a

customer would go through with their

brand but it is not always correct

sometimes it takes implementing the

orchestration platform to collect the

right data to an accurate picture of the

customer while many organizations have

numerous data and analytics toools at

their disposal they only see a piece of

that journey and it is often not tied

back to a specific user customer Journey

orchestration requires an accurate

Journey map to take advantage of the AI

machine learning and automation that

comes with journey orchestration now let

us look at a case study with ruum

applying AI based customer Journey

orchestration for customer service in

this case study the focus is on the

application of AI based customer journey

orchestration in the re of customer

service particularly with

rujum let us Begin by posing a question

to you all what do consumers prioritize

when they come to receive when it comes

to receiving customer services first is

accuracy of information resolution the

second is speed and efficiency the third

is empathy fourth is supporting the

customer where and when they want and

the fifth is personalization which would

you say most think speed and efficiency

is the most important factor to

customers when receiving customer

service after all no one likes waiting

on

hold being transferred from agent to

agent channel to channel or wasting time

navigating a frequently asked questions

page that never seems to answer your

questions however when we ask consumers

the above question accuracy of

information and resolution Takes the

Cake at 42% of consumers rating this the

number one priority of quality customer

service according to CCW digital

research followed by speed and

efficiency at 33% while the remaining

three categories totaling the remaining

25% and this makes sense when you think

about it if you were out to dinner would

you rather get poor tasting food

immediately after being seated or

quality food and weight longer quality

food of

course while the speed of service is

undoubtedly one of the most important

factors in customer service particularly

in Customer Support consumers want a

quality product whether that product is

food in a restaurant or the resolution

of a customer service inquiry how can we

resolve issues using personal AI engines

in customer service Journeys is isue

resolution can naturally have many

options however the prediction of the

correct resolution that would solve or

answer a customer issue can also

change in the course of the journey

depending upon an endless number of

factors where many customer service

departments go wrong is when these

endless number of factors that change

the customer Journey are not accounted

for now with the emergence of rum's

personal AI engines with prediction

capabilities customer service

departments are is starting to enable

optimization of resolution first and

first time WR rates tapping into that

number one customer service demand

customers are prioritizing that is

resolution this applies to both digital

Self Service channels as well as agent

based channels where average handling

time can be significantly reduced in the

process the solution gives accurate

resolutions as efficiently as possible

meeting customers STP two demands rum

was designated by Gartner as a 2020 cool

vendor in AI for customer analytics and

has AT&T and Comcast as early adapter of

it technology rum AI based personal

Journey oration is an outof thee boox

solution for intuitive use by marketing

and customer service teams requiring no

data scientist resources from the

service provider side this applies to

journey orchestration across any

vertical and customer type rum solution

is more interesting these days as we are

witnessing massive digital acceleration

customer service but in order to sustain

digital adoption rates Self Service

channels must be resolution capable and

not only root customer to the contact

center digital channels that actually

resolve more issues would make customer

call less yal samsh rum coo recently

added rum's offers an AI based personal

customer Journey oration platform

designed specifically for customers

service Journey marrying two discipline

the first is Journey orchestration

driving customer journey across channels

and sessions from issue to resolution

this discipline is aimed at at

retrieving data and feeding information

into backend systems the second is

customer service issue resolution

applying information collected to create

decision workflows for resolving

customer issues with the correct

resolution the result is a comprehensive

resolution capable solution for service

providers which can be deployed in a

model way for accelerating digital

transformation and for enhancing call

center teams

Excellence ual samsh ruum CEO getting

digital channels go beyond finding the

customers intent unlike in many other

customer service resolution where AI is

directed to finding the customer intent

rum's resolution AI fast forwards the

journey to reduce resolution times and

improve first time right rates the

platform drives customer service Journey

continuously from issue to resolution

across channels for troubleshoot and

resolve technical or commercial issues

the customer service operations team is

self-sufficient in creating and

operating customer service

Journeys applied to both self-service

and assisted channels as the user

experience that is engagement with the

customer or agent is autogenerated and

based on templates therefore it is

coding free and does not require

Developers

according to recent customer contact

week digital Market study 97% of

customer service leaders plan on or have

already rammed up AI investment between

slightly to extremely to resolve more

issues via selfservice since the

pandemic 94% say the same about using AI

to root customers to the right agent the

pandemic has undoubtedly highlighted the

exponentially increasing importance of

AI to marketers customer experience

analyst and customer service leaders it

is time to take the next step with

personal AI

engines for example if you consider a

telecommunication company and you go to

a website you know who you are when you

login they know who you are when you

login check your account whatever it

might be so it is using that data to

serve you up meaningful content the

company knows you are an iPhone user

showing you iPhone accessories not

Android accessories so it is using that

data to serve you better

content fors communication council

member and former marketing and CX

leader at Verizon is Stacy Sherman told

this it is a combination of data you

have the data you might need to get and

create personas and journey maps for

each

individuals rum's personal AI engines

invoked per customer Drive personal

Journey continuously and persist

consistently from issue to resolution

forming a cohesive single Journey

leveraging proactive customer engagement

as needed reaching out to customer that

have unresolved issues and replacing

otherwise disjointed customer

experience for example a customer using

a self-service channel for

troubleshooting a technical issue

resulting in having to replace the

device will be followed up by the same

personal AI engine sending self-install

instructions upon receiving the

alternative device only when the issue

is resolved the journey in rum system is

terminated so in order to conclude in

this module firstly we have discussed

the global appetite for AI and the

changing customer Journey secondly we

have focused on the changing customer

Journey focusing lens on the retail

sector thirdly we understood the

customer Journey orchestration lastly we

have introduced a case study of rum in

which we have explained rum approach to

personalization and seamless issue

resolutions and these are the five

references from which the material for

this module was taken thank

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