Digital Transformation Operational Excellence

Beyond Personas: AI and Personalised Customer Experiences

By Luigi Loconte 15 May 2024

In the ever-evolving customer service landscape, the pursuit of true personalisation has become paramount for businesses aiming to foster genuine connections with customers.

While traditional methods often rely on generic personas and fragmented data, developments in AI are unlocking new possibilities for delivering bespoke experiences that resonate on an individual level.

Problems with legacy personalisation approaches

The fallacy of customer centricity

Organisations often fall short in their quest for customer centricity due to reliance on legacy methodologies. While well-intentioned, personas tend to oversimplify customer diversity, leaving individuals feeling unseen and undervalued. True personalisation can’t be achieved through broad categorisations; it requires a deep understanding of each customer’s unique needs and challenges.

Data silos: A barrier to personalisation

One of the major obstacles to true personalisation lies in data silos. As customers interact with various touchpoints, valuable information is scattered across different systems and departments. This fragmented data inhibits a comprehensive understanding of the customer journey and hampers your ability to deliver cohesive and tailored experiences.

The AI renaissance: Delivering true personalisation

Contrary to previous iterations, the new era of AI holds the promise of true personalisation. Its conversational capabilities and predictive algorithms enable you to engage with customers as individuals, not just in segments.

By harnessing AI-driven solutions, you can:

  • Tailor customer journeys – AI analyses vast datasets to create dynamic customer journeys that adapt in real time based on individual preferences and past interactions
  • Predict customer behaviour – Predictive AI anticipates customer behaviour with remarkable accuracy, enabling you to address needs and offer relevant recommendations proactively
  • Content creation and optimisation– Generative AI streamlines content creation by generating personalised messages and recommendations tailored to each customer’s interests and preferences
  • Contact centre optimisation – AI-powered contact centre solutions optimise customer support by automating tasks, providing agents with real-time insights, and facilitating personalised interactions

Top UK Retailer: True personalisation in practice

Engage Hub is pioneering true personalisation in customer service through a proof of concept with the Top UK Retailer.

Leveraging historical data, our AI-driven service within Retailer’s IVR system identifies customers based on past interactions, routing them quickly to the appropriate department and equipping agents with context to enhance the customer experience and expedite query resolution.

The impact of true personalisation

The benefits of true personalisation are manifold. By delivering tailored experiences that resonate with individual customers, you can:

  • Enhance customer satisfaction – By addressing specific needs and preferences, true personalisation fosters deeper connections and enhances overall satisfaction
  • Drive customer loyalty – Personalised experiences build trust and loyalty, encouraging repeat purchases and long-term relationships
  • Increase engagement – Tailored interactions capture attention and drive engagement, leading to higher conversion rates and brand advocacy
  • Boost operational efficiency – By automating repetitive tasks and streamlining processes, true personalisation optimises resource allocation and enhances productivity

Rekindling long-term customer loyalty

The potential of AI to humanise brands is undeniable, but its effectiveness hinges on integration and training. Brands must invest in integrating data across silos and providing ongoing training to leverage AI effectively. By addressing these challenges, you can capitalise on the AI renaissance to deliver truly personalised experiences that rival the intimacy of a local store.

AI is revolutionising customer service by enabling true personalisation at scale. To learn more about how Engage Hub is leveraging AI to transform customer experiences, get in touch now.