In 2023, there have been many challenges for businesses, between galloping inflation, fierce online competition, as well as consumer demand for more transparency and respect for their privacy. New factors to take into account and which have been added to already existing objectives of growth, innovation, and maintaining a strong link with customers.
From a technological point of view, the most notable change has been that driven by the advent of artificial intelligence, with the arrival of large language models capable of generating multiple contents while maintaining quality and precision. surprising.
But we must not believe that this is only a passing trend due to a fashion phenomenon. On the contrary, generative AI can represent an opportunity to be prioritized for companies that know how to seize it, allowing them to develop, innovate, engage in interactions with their customers, while standing out from the competition.
But are the data held by organizations ready to benefit from this development? Indeed, not all data is equal, and for AI to be truly effective, it must rely on quality data.
Considering this revolution through AI therefore means first of all completely reviewing all of the existing technological components within the company. Because if companies value their investments in AI, they must rethink how they collect, manage and use data.
The value of data, a crucial question
The origin of data, as well as the methods of collection and storage, plays a crucial role in its ability to be used effectively by an AI.
Today, businesses have a veritable wealth of data, often much more abundant than they imagine. However, their dispersion across many sources represents a real challenge: web app, e-commerce platform, various customer communication channels, and even customer support. Each of these sources generates valuable data, but it is often organized haphazardly, stored in different locations, and managed by specific teams. Integrating this data to benefit from it is therefore difficult.
The other thing to consider is the distinction between first-party data and third-party data. Third-party data comes from external elements such as social networks or search engines, providing the company with data to use.
The importance of first-hand data
First-hand data comes directly from customers, who provide it as part of their interactions with the company. This data encompasses various elements such as website interactions, purchasing behaviors, as well as contact information, to name a few.
When it comes to AI-augmented customer experiences, first-hand data is of crucial importance. The reason for this is simple: the company has full ownership and control, which avoids any dependence on third parties to obtain them. The organization and storage of this data can therefore be done optimally in order to adapt it perfectly to its specific needs.
Additionally, first-hand data relies on a direct connection with the customer. In a context where the protection of privacy is increasingly a concern for consumers, the use of third-party data raises legitimate concerns. Consumers are often reluctant to use them, browsers frequently block them, and their reliability often remains limited.
Create connections to enhance the customer experience
To better understand the impact of quality data, it is interesting to take the example of AI-powered personalization. With AI, there are multiple ways to personalize the customer experience, provided you have access to reliable, well-integrated data across the enterprise.
To be effective, the personalization system must be able to link individual X in the customer service application with the individual appearing in an email marketing platform. If this is not the case, the impact of the AI will be incomplete since Mr.
Now imagine that a company’s personalization engine is built on a platform that can connect all the disparate applications and databases it uses. This engine is based on first-hand data, obtained transparently and with customer consent, and allows customer identities to be linked.
Now it is possible to send messages to Mr.
Personalize customer service
Additionally, if a company’s customer service application has access to comprehensive customer data, including their entire interactions, an AI-powered service assistant will be able to provide much more relevant support and personalized.
AI-powered personalization provides the ability to better know and care for each customer. This ensures that the next marketing campaign is aligned with everyone’s needs, helping to guide the customer service agent on what to say, and reorganizing the website each time it is visited. a certain way to only present interesting products.
When a customer is considered a unique person, with full knowledge of their history with the company, this is where the field of possibilities begins with deeply personalized human experiences.
This is a major evolution in the way business is conducted. So, to know how to seize this opportunity and take advantage of AI without paying the price, you must make sure to review your data first.