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Artificial Intelligence & CX Strategies
HYPER-PERSONALIZATION:
HOWBRANDSCANWINTHENEXTDECADE
EVAN KOHN | OCTOBER 6, 2020
- The “personalization”
buzzword
- What consumers want from
hyper-personalization
- Operationalize AI for hyper-
personalized experiences
LOTSOFNOISE,
MIXEDRESULTS
AI + CX
“HI{NAME},HOWCANIHELPYOU?”
- WHERE MANY CUSTOMER EXPERIENCE LEADERS THINK PERSONALIZATION ENDS
- Chatbots flooded the market starting in 2016
- 68% of service leaders see tech’s importance increasing (Gartner)
- AI and automation can reduce traditional customer service costs by 90% (Deloitte)
THE“PERSONALIZATION”BUZZWORD
API+(GOOD)NLU+(REALLYGOOD)DESIGN
AUTHENTICATION
SECURE USER DATA
SYSTEMS THINKING
APIINTEGRATIONS
- Breathe new life into homegrown or legacy systems via API gateways
- Identify consumers with metadata or authentication
- The most powerful hyper-personalized experiences often include transactions
INTEGRATIONSASAPREREQUISITE
81%CONSUMERS WHO ARE WILLING TO SHARE BASIC PERSONAL INFORMATION FOR PERSONALIZATION (FORMATION.AI)
CLASSIFICATION
SENTIMENT ANALYSIS
TONE ANALYSIS
(GOOD)NLU
- Source training data from historical logs or crowdsource it
- Leverage conversational analytics to understand the user
- Adapt to the consumer’s disposition
CONVERSATIONALIZEYOURBRAND
79%CONSUMERS WHO AGREE THAT THE MORE PERSONALIZATION TACTICS A BRAND USES, THE MORE LOYAL THEY ARE TO THE BRAND (FORMATION.AI)
USER PERSONAS
EMPATHY MAPPING
WHO, WHAT, WOW
(REALLYGOOD)DESIGN
- Aim for low-cognitive-weight customer journeys
- Enable async communication
- Consider UX parameters of omnichannel automation deployments
ACCOUNTFORSHIFTINGPREFERENCES
61%CONSUMERS WHO SAY IVR “POISONS” THE CUSTOMER EXPERIENCE (VONAGE)
PERSONALIZATIONISHARD.
“INTHEWORLDOFTHESENEW
CONNECTEDPRODUCTS...TRUSTHASTO
BETHEHIGHESTVALUE.”MARC BENIOFF, SALESFORCE CEO
BRANDSTHAT“GETIT”
EVANKOHN

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