A Guide to Marketing Technology and CX

Brand voice is crucial in content creation, especially in today's digital landscape where brands are constantly vying for the attention of consumers. In the podcast interview, the host and guest are discussing the impact of generative AI on content creation, the importance of brand voice is emphasized as a key component of creating good content. The conversation highlights how brands need to ensure that the content produced by AI reflects their unique voice and tone to resonate with their audience effectively.

The interview highlights the importance of bridging the gap between the business side and data scientists in order to successfully deploy machine learning projects in the enterprise. Author Eric Siegel emphasizes the need for business stakeholders to be actively involved in every step of the process, from understanding what is being predicted, to measuring performance, to making decisions based on the predictions.

There are three key themes that are currently shaping the business landscape: focus on key metrics, consolidation of systems, and the deployment of generative AI. These themes are crucial for organizations to consider as they navigate the ever-evolving world of customer experience management.

Journey management is a holistic approach to understanding and improving the way customers interact with a brand. It goes beyond simply mapping out the customer journey and encompasses all touchpoints, both online and offline, that a customer encounters when engaging with a brand.

Without a strategic plan in place, CX leaders risk losing sight of their organizational goals, leading to a disjointed and frustrating change process. Just as a traveler might feel disoriented in an unknown city, key stakeholders who you hope to build a guiding coalition with will become disillusioned and lose confidence in you and your recommendations.

Generative AI technology has revolutionized the way content is created, offering endless possibilities for generating text quickly and efficiently. However, to ensure the best possible outcomes, it is essential to provide clear and specific prompts to guide the artificial intelligence (AI) in producing the desired output. The podcast interview with Jon Ricketts of Writerly highlights the importance of improving prompts for better outputs when using generative AI platforms such as ChatGPT or Writerly.

The key takeaway from the podcast is the importance of making intentional efforts to train and reinforce positive behaviors among employees. By creating service actions and reminders, employees are encouraged to consistently provide excellent customer service, such as giving a warm greeting or showing empathy towards customers.

Meaningful Measurement of the Customer Experience, Second Edition, the latest book by best-selling author Greg Kihlström provides guidance on how to create a customer-centric culture that prioritizes customer needs while aligning internal teams around a common goal.