Artificial Intelligence – Enhancing Customer Experience
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Enhancing Customer journey offers the next big breakthrough for companies looking to build stronger, lasting customer relationships.
The pace at which Digital Disruption is pushing the frontiers, spurring a wave of new innovations, and allowing businesses to benefit the end customers to larger capacities, is unrealistic. It’s akin to a nuclear reaction, to say the least.
With customers expecting even more personalized experiences from brands, marketers must connect with each customer in ways that feel useful and natural—and do so at the rapid pace and enormous scale of modern business. This challenge is top of mind at Adobe.
User Experience is at the core of everything we do. But the next phase is to successfully use a digital transformation to achieve a customer-centric business transformation. To help companies step up to the experience imperative, SDPL continues to expand on artificial intelligence (AI) services that enable personalization at scale.
If content is a king, then I would call user experience a queen. Apart from original programming, the way in which you interact with customers will define whether they will stick with your service or not. The most common way to do it right now is through targeted content and sophisticated recommendations. Which is good, but not enough. It is important not only what you recommend, but also how you recommend it. Good examples include custom pages or screen layouts, banners tailored based on your profile data, payment workflows specific to your habits and preferences, etc. Or imagine an intelligent ad system capable of not only serving relevant advertising based on content, but also defining a user’s relevant emotional state and the proper timing to insert this ad.
Case Studies
Another example of AI in the media industry is when 20th Century Fox and IBM used Watson APIs and machine learning techniques to analyze hundreds of horror and thriller movie trailers. After learning what keeps audiences on the edge of their seats, the AI system suggested the top 10 best candidate moments for a trailer from the movie Morgan, which an IBM filmmaker then edited and arranged together4. And this happened almost two years ago already! Since then, 20th Century Fox use AI and deep learning models to predict which audience will most likely see a film based on the film’s movie trailer. They can accurately predict audience type and attendance for existing movies, as well as to-be-released movies.
The same is true for other media and entertainment giants. Disney is working hard on mixed reality and augmented reality projects, robotics and human-computer interaction, computer vision, etc. On the AI front, Disney and the University of California used a deep learning approach to denoise Monte Carlo-rendered images, which produced high-quality results suitable for production. For the film “Finding Dory,” a special convolutional neural network was trained to learn the complex relationship between noisy and reference data across a large set of frames with varying distributed effects, and then produce noise-free image quality. Now it can be applied to other films, as well.
Comcast uses machine learning models (among other solutions) to predict customer issues right before they occur. According to Adam Hertz, VP of Engineering at Comcast, their technology is 90% accurate in terms of predicting if a technician needs to drive to a subscriber’s home to fix a connectivity problem.7 Major tech vendors like Amazon, Microsoft, IBM, and of course Google are also working hard in this direction. Let’s take for example Microsoft and its Azure AI platform. From pre-built AI, to customizable ML and deep learning services and tools, you can find all you need to upgrade your solutions and services with cognitive capabilities, natural language processing, etc.
With the advent of technological superhighway and the juggernaut of opportunities releasing the brakes on it, it’s imperative for businesses to hop on the disruptive bandwagon to stay relevant and neck-to-neck competitive.
It’s imperative to move from Think Digital to Being Digital.
Making Digital Transformation Work for Everyone
The word Digital has different meanings for different organizations. They choose, plan, and execute initiatives while keeping with their individual interpretations of BEING DIGITAL. The objectives are plain simple; to improve revenues and increase productivity.
That said, this isn’t entirely what we mean by Digital.
Digital Transformation isn’t just about creating new revenue streams and maximizing ROIs while limiting the manual labor a business puts in. It also entails meteoric shifts with respect to organizational culture and its core values for a tactical operational and efficiency boost.
To match with the speed of digital evolution, businesses are required to continuously invest, stay agile and relentlessly focus. They must adopt agile strategies and translate them into rewarding successes to deliver excellence across value chains.
Invest. Innovate. Upskill – A Three-Pronged Approach to Being Digital
To recapitulate, businesses must:
#1 Invest in digital assets
#2 Connect the assets together for seamless multi-channel experience
#3 Drive consistent innovations through the apparatus
This three-dimensioned focus can significantly increase the amount of innovation, reduce the cost of operations, and improve the productivity to a greater extent. The businesses should also not lose sight of the larger benefit of adoption of digital skillsets by the manpower.
Until recently, most of the organizations were investing significant shares of their investments in building digital assets and neglecting them thereon at their own peril.
Note that proper utilization of digital assets by interlinking them with other systems is an important organization driver that promotes operational excellence, optimizes the flow of communication, and eliminates efficiency gaps. Further, it multiplies productivity by encouraging the use of these digital assets across various internal and external stakeholders.
The ease, speed, and consistency of communication help businesses in gaining deeper insights into behaviors and trends. Working in collaboration to leverage the success borders develops a better sense of direction to take the business forward to new heights.
Right strategy is great, but never enough. It’s the right execution that matters.