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Customer-centric personalization using AI

This article was based on the interview with Peter van der Putten from Pega by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Customer-centric personalization using artificial intelligence (AI) is a strategy that focuses on tailoring marketing and customer service efforts to individual customers based on their preferences, behaviors, and real-time context. This approach moves away from traditional product-centric campaigns and instead puts the customer at the center of the marketing and service efforts.

The podcast interview with Peter van der Putten of Pega provides examples of how AI can be used to achieve customer-centric personalization. One example is in the area of one-to-one marketing. Traditionally, businesses would run generic campaigns that target all customers, with limited segmentation. However, with AI, businesses can take a more customer-centric approach by personalizing the experience based on the customer’s specific needs and real-time context. For example, if a customer has just made a big down payment or had their credit card blocked, AI can be used to determine the most relevant offers, treatments, and campaigns to present to that customer.

Left-brain AI plays a crucial role in this process by using machine learning to predict the next best actions and recommendations for each customer. It can analyze a vast amount of data and make automated decisions based on customer preferences and behaviors. Additionally, left-brain AI can use business rules to rule out options that the customer is not eligible for. This combination of machine learning and business rules helps businesses prioritize recommendations and continuously learn from customer feedback to improve future interactions.

On the other hand, right-brain AI, also known as generative AI, complements left-brain AI by focusing on the creative aspect of customer-centric personalization. It recognizes that certain customer groups may not resonate with certain treatments or campaigns. In the podcast transcript, an example is given where gold credit card treatments are not resonating with tech-savvy millennials. Generative AI can analyze existing treatments and suggest new ones that better resonate with this audience. By reframing the treatments in a way that appeals to the target audience, businesses can enhance customer engagement and increase the effectiveness of their marketing efforts.

Overall, customer-centric personalization using AI offers businesses an opportunity to create more meaningful and relevant interactions with their customers. By leveraging left-brain AI for data analysis and automated decision-making, and right-brain AI for creative optimization, businesses can deliver personalized experiences that meet individual customer needs and preferences. This approach not only improves customer satisfaction but also drives business growth and loyalty. As AI technologies continue to advance, businesses that embrace customer-centric personalization will have a competitive advantage in the market.

The Agile Brand Guide to Generative AI by Greg Kihlström