🔖Customer personalization and providing 1:1 experience requires to determine the right set of actions for individual customer based on what they want to achieve.
Marketing products can create custom messages and personalization on what to say to customers. They can push products or services to customers, but they cannot solve the customer's problems. Sure, they cannot provide planning and recommendations on the right course of action for individuals.
⛳How can you determine what customers need to do to achieve their goals?
Imagine a student in a university. The challenge is not necessarily to push a message to a student saying please fill out a specific form for enrollment and use the correct student's name in a message.
The challenges are 👇
1️⃣ To determine the set of right actions students should take to reach this year's goal, which should be aligned with the overall objective of the student for graduating from a specific major.
2️⃣ Once those actions are determined, you need to use the current status state to determine the gap between what the student has already done and what is missing and what should be done to get them to the next milestone.
3️⃣ Then you need an advanced orchestration to integrate information systems and automate and deliver the message across channels such as their in-app university system or student portal or send notifications and recommend what needs to be done.
As you see in the above example, there are several pieces MUST work together seamlessly in real-time:
🔹Decision models to determine the best plan for individual
🔹Decision models to determine the gap from the current state to the future state of the individual
🔹Decision models to recommend the next best course of action to be taken
🔹Decision models to create customized messaging for the individual
🔹Orchestration to integrate customer's data and deliver the message across channels in real-time and take actions and interact with systems
🚀 For the personalized interaction providing 1:1 experience cx to the customers, you will need decision models to combine businessrules ai machinelearning and predictiveanalytics in a unified view as well as advanced orchestration to integrate customer data and to perform the actual work in real-time. CMO CCO CDO CDAO
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Published February 18th, 2025 at 07:30 am
