A relevant and consistent omnichannel experience is table stakes in 2023. Organisations need to go beyond this and really get to know their customers, connecting with them on an emotional level. Given emotionally connected customers have CLV scores 2x higher than those only “highly satisfied”, a powerful competitive advantage lies in building an intimate customer-brand relationship [HBR, 2023].
But systems underlying personalisation are often siloed and ineffective resulting in over 50% of consumers thinking that personalisation efforts are off target [Forbes, 2023]. Senior executives remain unaware of the art of the possible when it comes to emerging technologies, perceiving AI solely as a cost-saving tool rather than recognising its transformative ability to solve customer issues at an unprecedented speed and enhance relationships.
This limited perspective is hindering organisations from realising the deeper value that AI holds and many are missing the opportunity to build enduring customer loyalty. How can you leverage AI to make it easier to collect, analyse and act on enormous, varied datasets collected across touchpoints, both physical and digital?
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