Are we really ready for an AI-driven Customer Experience? Part 3
By Matthew Egol and Greg Kihlstrom . In this final part of the series,
we’re going to look at how to best integrate AI and CX in a meaningful way.
Are we really ready for an AI-driven Customer Experience? Part 2
By Matthew Egol and Greg Kihlstrom . Artificial intelligence is not without
its challenges. Now let’s discuss some things to watch out for when
introducing AI into your CX strategy.
MarTech: Using AI and journey orchestration to boost your marketing automation
This article was originally written by Greg Kihlström for MarTech. Read the
original article here. AI and customer journey orchestration can take your
existing marketing automation approaches to the next level.
CMSWire: Helming True Customer-Centric Journey Orchestration
This article was co-written by Greg Kihlström and Matthew Egol of
JourneySpark Consulting. Read the full article here. In this article, we’re
going to talk about how to ensure your customer journey orchestration is
built on the premise of customer-centricity.
MarTech: Using AI and journey orchestration to boost your marketing automation
This article was originally written by Greg Kihlström for MarTech. Read the original article here.
AI and customer journey orchestration can take your existing marketing automation approaches to the next level.
Marketing automation is a foundational component of marketing technology stacks. However, using it alone isn’t enough to stay ahead, as customers expect a seamless experience with your brand, regardless of the channel.
There are ways to use additional solutions, notably artificial intelligence and journey orchestration, to take your existing marketing automation approaches to the next level.
Challenges with legacy marketing automation
Marketers have achieved amazing results with marketing automation in the past. But customers’ shifting expectations and behaviors are pushing traditional approaches to their limits. Brands that rely on marketing automation alone find engaging with active customers on multiple channels difficult.
Personalization in most marketing automation platforms (MAPs) is limited to simple rules-based instructions (“if this, then that”). For example, if a customer abandons their shopping cart, send them a reminder email. Or, if a customer signed up for an email list, send them a welcome message.
This approach doesn’t allow for complex variations based on the segment a customer might be in, their propensity to buy, their past individual behavior, or other factors. While some MAPs can technically achieve this, building all rule sets can make ongoing management nearly impossible and fraught with errors based on cascading dependencies.
As customers demand more dynamic experiences, your marketing automation approach must be augmented. This is where customer journey orchestration and artificial intelligence (AI) come in.
This article was originally written by Greg Kihlström for MarTech. Read the original article here.
The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation
YFS: Here’s How World-Class Brands Deliver Lasting CX Results
The following was written by Greg Kihlström for YFS Magazine. Read the article in its entirety here.
Greg Kihlstrom, Principal & Chief Strategist at GK5A, reveals how to build long-term brand success by building frameworks that deliver on fundamentals.
Any business’s success depends on its ability to understand and meet the needs of its customers. A customer-centric culture that puts the customer first is essential for businesses seeking to stay competitive in today’s market.
Creating long-term success for a brand means building frameworks that understand, service, and listen to what customers want and need; delivering quality content that resonates with them emotionally; measuring their behavior to improve performance where necessary; and integrating technology into the journey for greater efficiency when it comes time deliver results.
The following was written by Greg Kihlström for YFS Magazine. Read the article in its entirety here.
The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation
Martechvibe: Achieving Maximum ROI From Personalised Customer Experiences
This article was originally written by Greg Kihlström for Martechvibe. You can view the original article here.
Personalisation has become an increasingly important part of modern marketing strategies, especially when it comes to engaging customers online, where competition for attention can be fierce.
By taking this approach, marketers can more effectively target their messages and create more meaningful customer experiences that drive purchasing decisions while strengthening loyalty over time—which are both vital goals in today’s highly competitive landscape.
Achieving successful personalisation efforts can be a daunting task, however, if the right people, processes, and platforms aren’t in place from the start. To maximise return on investment (ROI), organisations must measure not only direct sales but also long-term customer value throughout the journey using methods such as lifetime value calculations or multi-touch attribution tracking (e.g., first-touch or last-touch attribution).
When it comes to launching a personalised marketing campaign that stands out among competitors while delivering tangible results, there are several essential strategies all businesses should consider before getting started. Let’s explore.
This article was originally written by Greg Kihlström for Martechvibe. You can view the original article here.
The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation
Know Your Buyer: Crafting a Robust, Personalized, Omnichannel Customer Experience
This article was originally written by Greg Kihlström for SmallBizClub. Read the original article here.
A fantastic customer experience is the key to a customer-first, employee-driven business transformation. When you call to check on a refund and the customer service representative immediately recognizes you and the purpose of your call, can tell you when the refund is going to hit your bank account, and can solve any sizing or selection issues that may have led you to seek a return, demands a new way of thinking about customer service. Rather than seeking to close tickets as quickly as possible, brands must focus on delivering the best possible experience across the board.
As customer expectations continue to evolve and shift, businesses must stay ahead of the curve in order to remain competitive. A robust, personalized omnichannel customer experience is essential for any organization that wants to retain their existing customers and attract new ones. But creating such an experience can be tricky; it requires a deep understanding of customers’ needs and preferences, as well as the ability to think modularly and flexibly while building for the future. Let’s take a closer look at some of the challenges enterprises face when attempting to create this kind of customer experience.
This article was originally written by Greg Kihlström for SmallBizClub. Read the original article here.
The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation
CustomerThink: Aiming for the Stars: Unlocking the Power of Personalization to Enhance Your Customer Experience
This article was originally written by Greg Kihlström for CustomerThink. Read the original article here.
Delivering a great customer experience is essential for any business. In today’s competitive landscape, it’s not enough to simply offer a good product or service. It’s also essential to make sure that customers have an enjoyable and positive experience throughout their entire journey with your company. That’s where personalization comes in. Personalization allows companies to provide unique experiences tailored to each individual customer, which can create lasting relationships and drive growth.
I refer to these intiatives as “North Star Goals” that can guide us in what we do, even if they are not immediately achievable. Let’s explore various strategies for creating personalized experiences and discuss why they are so important for businesses today.
This article was originally written by Greg Kihlström for CustomerThink. Read the original article here.
The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation
MarTech: The ROI of personalized experiences: Audience measurements
This article was originally written by Greg Kihlström and posted on Martech.org. Read the full article.
This is the first of a three part series on the ROI of personalization. The second and third parts will look at content and process measurements.
Recent statistics support the need for brands to create more personalized customer experiences.
80% of consumers are more likely to purchase from brands that provide tailored experiences.
70% of consumers say their loyalty is impacted by how well a brand understands their individual needs.
71% of customers get frustrated when they don’t have personalized experiences.
While all of the above may be true, it can be hard to determine the return on the investments needed to create truly one-to-one experiences. The path to doing so can take people many months, plus millions of dollars, to get right.
In this three-part series, I will explore how marketers can measure performance and returns when creating personalized customer experiences. I will also cover several questions that any organization should ask before embarking on what could potentially be a large-scale initiative.
Let’s start our discussion of measuring personalized customer experiences by focusing on the important aspect — the customer. Measuring personalization by audience performance means that we are measuring both individuals and groups of individuals and how they react to more tailored content, offers and journeys.
In this article, I will go over different ways of looking at audiences and personalization and address some of the skepticism around the returns on one-to-one personalization’s efficacy.
This article was originally posted on Martech.org. Read the full article.
The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation