Lec 24-Personalization: Going Beyond Segmentation-II
Summary
TLDRThis 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
🌟 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.
🛒 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.
🤖 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.
📈 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.
💬 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.
🔚 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.
Mindmap
Keywords
💡Personalization
💡Customer Journey
💡Artificial Intelligence (AI)
💡Ocado
💡Customer Journey Orchestration
💡AI and Marketing
💡PR and Communication Industry
💡Data Science
💡Digital Transformation
💡Ruum
💡Cross-Team Efficiency
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
[Music]
you
[Music]
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