If several years ago personalized customer experience was viewed as a nice-but-not-quite-necessary perk, today many experts agree that it should be adopted as a modus operandi for any customer experience management strategy. With the digital business domain’s exponential growth and highly tense competitiveness, customers are getting very jaded and it becomes almost impossible to retain their loyalty if you do not deliver a tailored experience to them.
However, individual and tailored on the one hand and at scale and en masse on the other are two notions that we’re used to seeing directly contradict each other. And yet, this is exactly what any digital product or service company is expected to do today in terms of customer experience: achieve an extremely high level of personalization and be able to deliver personalized experiences to thousands or millions of very different customers.
A task that seemed an oxymoron only several years back is now made possible with emerging technologies and cutting-edge tools. In this article, we delve deeply into how this incredible level of personalization at scale can be achieved with Adobe Experience Cloud (AEC) leveraging Gen AI.
Understanding the Role of Generative AI in CXM
GenAI has been marching through many digital industries, revolutionizing many familiar and established workflows and processes. One distinctive feature of the most advanced GenAI models is that they are very sensitive to inputs and can imitate human interaction with a high degree of likeness. Combined with the ability of machines to instantly process a huge amount of data it means several important things for CXM:
AI-based support and chatbots
Now they can interact with users in a highly personalized and human-like way, dealing not just with generic requests but successfully tackling various margin use cases and queries. Users of AEC can benefit from the use of Adobe Sensei to deliver AI-powered personalization. This can be extended to chatbot interactions, where content and responses can be optimized in real-time to enhance the user experience based on individual user behavior and preferences.
Enhanced Customer insights
AI-driven analytic tools in the AEC suite can gather, systemize and analyze copious amounts of data about your customers and predict customer needs and behavior by identifying patterns in data that are not immediately obvious to human analysts. This provides a much better analysis coverage and results thus enhancing the accuracy and reliability of your prognoses.
Unbiased Analysis
One of the greatest advantages of AI analysis of customer experience, which is always a highly subjective matter, is its lack of bias. No matter how skilled, human professionals will often retain a certain degree of bias, without even realizing it. Unbiased customer experience data is crucial in order to understand and address your CXM gaps and make well-informed decisions.
Consistent Omnichannel Delivery
AI-driven tools for managing customer relations like AEC can handle a multitude of tailored customer interactions consistently and do it across all touchpoints. This is something that truly stands out as doing the same with human efforts only would involve training and managing very many customer support and customer success specialists.
How AI Helps to Enhance User Journey Orchestration with Adobe Experience Cloud
One pivotal question each UX designer, customer success manager and marketer tries to answer to the best of their capabilities is how to create such user journeys and experiences for the users of our products and services that they would satisfy a varied set of user personas, stimulate purchases and retain user loyalty?
In the pre-AI era, this level of personal touch to a user journey, where a user would feel taken care of at all critical touch points could only be achieved with live interaction, which was costly and had a very limited scalability. Today, AEC tools, such as Adobe Journey Optimizer, allow to create, manage and, most importantly, automate customer interactions which only a few years back seemed too complex or intricate for automation. Here are a few things that you can greatly improve with AEC AI-driven tools:
Deliver Real-time customer interaction
No more long waits on hold trying to get to customer support. With tools like Adobe Campaign, companies can respond to customer actions in real time. Whether it’s addressing a question or resolving a complaint, immediacy can significantly boost customer perceptions of a brand.
Help End Users to Navigate Overwhelming Choices
Delivering a personified customer experience always comes with giving customers an opportunity to choose and customize very many things. While being a benefit, it can seriously overwhelm many customers, cause quick decision fatigue and ultimately become a major turnoff. To avoid this, AEC helps businesses streamline product choices by analyzing behavior patterns and preferences. It can tailor the content that you display to your customers, reducing overwhelm and enhancing the decision-making process.
Leverage Excellent Content Repository For all UX Processes
One of the major blocks in many customer success and support workflows is the accessibility of help content. Adobe Experience Manager, which is a part of AEC suite, can maintain a dynamic content repository and deliver up-to-date information to your customers across multiple support channels.
Capitalize on Versatile Integration Capabilities
It is common knowledge that сustomers value being able to stick to familiar apps and resources and it could even become a determinant in whether they continue with your product or not. AEC’s API-first approach makes it possible to integrate with various platforms, tools and solutions by third-party vendors thus enabling maintaining a comfortable environment for their users.
Best Practices for Adapting AEC as Part of AI Transformation in Customer Experience Management
It is obvious that such a tremendous level of change AI-driven AEC tools bring will require careful planning, team alignment and adherence to best practices in data management, AI utilization, testing, and compliance, when you want to implement AEC into your marketing and customer experience routines. Here are some actionable tips and best practices that will help:
1. Implement Integrative Data Approach
Integrating data from various sources is foundational to achieving a unified view of the customer, and there are several aspects to focus on. Centralize data with the help of Adobe Experience Platform from all touch points, for instance, online behavior, transaction history, and customer service interactions. Centralization is behind a single source of truth for each of your customers. Data ingestion tools, such as Adobe’s Data Collection can help you make your data consistent and easily accessible. And do not overlook the establishment of data governance policies which should include audits, validation rules and fixed data sources and integration processes.
2. Upskill and Reskill your Team
As a rule, adapting AI driven-tools works best when it’s done on a company-wide basis. But a company-wide basis usually requires major upskilling, as AI is still a relative novelty. Utilize Adobe Learning resources to educate your team members and work with your AI integration partner to create tailored training programs, conduct webinars and workshops.
3. Test Iteratively
Adopting an experimental mindset is key if you want to continuously refine strategies and improve customer experience. Adobe Target can be your goto solution to conduct A/B testing on everything from website design to personalized marketing messages. This helps in understanding what resonates best with your audience and subsegments within it. Take advantage of Adobe analytics to see how different strategies that you try impact user experience and user satisfaction. Last but not least, iterate rapidly. Customer experience is a very fluid domain and only fostering a culture of constant, flexible and rapid iteration where insights gained from testing are quickly used to tweak and customer interactions can help you stay afloat.
4. Value Compliance and Ethics
Something that has been extensively discussed in connection with AI use. You need to keep in mind such issues as customer privacy and security, data compliance and ethical AI use from the very start and accentuate them in your staff training and in your policies.
5. Partner with Experienced Experts
As intuitive as AEC is, harnessing it to its full potential requires skill and experience. Enroll in a partnership with trusted experts or a company to guide your staff and see you through your transformation processes successfully. This can save you a lot of blunders, time, effort and resources.
Conclusion
Working with the emerging tech such as GenAI using avantgarde platforms like Adobe Experience Cloud comes with its set of challenges and benefits. But what it ultimately does is transforming how businesses interact with their customers on a fundamental level. Using these solutions you can now tailor your customer experience with an unprecedented level of fine-tuning and at the same time, deliver such personal experience at scale.