Read More The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation
The latest article by Greg Kihlström for Forbes Agency Council.
Customers increasingly want personalized content and experiences from the brands they buy from, and the race to deliver the most tailored experience is on among a sea of competitors. The range of methods to provide this personalization spans from more basic event-triggered automation to a more sophisticated “next best action” approach utilizing AI and machine learning, with other methods in between.
What is the best scenario to use, and how should your brand think about utilizing automation, customer journey orchestration and next best action? In this article, I will explore the benefits of each and when to use them.