The ability of the platforms to store user data on a large scale has led to a revolution in customer experience. Previously, firms used to bombard their customers with messages that were irrelevant to potential customers and unyielding for the companies. But with the advancement in digital landscape and technology, cognitive customer experience began to take the centre stage around which all other marketing strategies started to revolve.
Cognitive technologies involve a set of systems which employ methods to analyse and predict the needs of the consumers on individual and aggregate level. Cognitive technology has redefined the way companies interact with their customers. Storing the massive amount of customer data gathered from multiple touch points has enabled organisations to frame the predictive models which anticipate the needs of the potential consumer and accordingly provide the solutions.
In future, cognitive commerce will help firms make better decisions. It will help them to build a better infrastructure that enables them to lay out a customised and streamlined customer experience, personalising the customer journey, and improving the overall customer engagement with brands which eventually results in the growth of the revenues. Future-ready enterprises are ready to drive the sales performance and efficiency through cognitive initiatives. Leveraging cognitive interfaces at multiple touch points will take the marketing industry forward.
Cognitive technologies will surely lead to a better marketing process in the omnichannel fashion. That enables integration of strategies across all channels into coherent and seamless user experience providing personalised support to customer along the buying journey. It maintains the credibility of a brand and builds a strong relationship between a user and the brand.
Role of Artificial Intelligence in Customer experience management
Cognitive customer experience has partly been made possible by the advent of Artificial Intelligence. AI plays a big role in driving end to end automation process thus giving the management the ability to improve its efficiency and outcome. Not only manual processes can be automated, but AI also works in those areas which require human intelligence. AI, being driven by different technologies like Machine Learning, Natural Language Processing, computer vision, and cognitive computing, provide customers with experiences that are more intuitive to humans like speech and visuals.
AI presents unique opportunities to the firms – develop highly skilled agents, improving process efficiency, and increase business outcome.
AI will help cognitive platforms gain enough traction in the market with features like Internet-of-Things (IOT), sensors, chatbots, devices etc. This will help improve some vital areas in marketing like campaign optimisation, cross-channel marketing, and a higher audience reach with a personal touch.
Cognitive marketing will help marketers transform some vital aspects of marketing like:
- Identifying buyers with information like who they are and what they do.
- Segmentation of the market to better target a campaign with different strategies for different segments.
- Improved content strategy like talking to customers based on where they are in their buying journey.
- Efficient usage of analytics that is integrated into the customer experience.
- Improve behavioural analysis that will accurately predict the needs of a particular consumer.
- Data-driven decisions based on marketing appeal and demand.
Cognitive customer experience and the role of smart Technologies.
Machine learning has given the computers to learn, analyse and predict on their own without the human intervention. This has enabled machines to drive decisions which are purely based on data – Data-driven decisions.
Smart machines equipped with cognitive interfaces may outperform humans in several areas particularly those that involve uncovering patterns that can be used to predict human behavior. Behavioral segmentation will help accelerate customer journey. Segmentation like this can be used to classify buyers based on their needs and as such provide them with tailored, relevant, and uncluttered path to purchase.
The ability of smart machines to extract useful information out of ever increasing data generated by hyper connected economy has become increasingly important.
Future-driven organisations should embrace the idea of ideal cognitive framework to drive their marketing. Companies should adopt the automation as well as machine intelligence across the entire buying journey of a consumer to provide better customer experience. Firms should leverage the cognitive interfaces to drive deeper customer engagement, maximise purchases with highly personalised offers, drive highly relevant customer experience, and improve the omnichannel marketing strategy.
Whether you are operating in B2B or B2C setting, you cannot afford to ignore the increasing importance and influence of cognitive commerce in the digital marketing sphere.