The ever-changing landscape of business and the rapid advancements in technology have brought about a “new normal” that poses significant challenges for marketers and businesses in their efforts to build brand awareness and foster relationships with customers.
As consumers become more empowered, they expect fast, convenient, and personalized interactions with the brands they use. The holistic customer experience has become the new brand differentiator, and providing exceptional customer service is crucial for businesses that want to succeed.
Recent studies have shown that a majority of consumers are likely to switch brands if they receive communications that are not personalized to them, and if they feel a company does not anticipate their needs. These expectations are even higher among business buyers, who are more likely to switch brands when their needs are not met.
However, delivering exceptional customer experiences is easier said than done. The time alone required to thrill and delight with every interaction, not to mention the data analysis required to determine which interactions those might be, is daunting at best. Marketers face a range of challenges, including identity resolution, data volume and velocity, and uncovering actionable insights that match the speed of the consumer.
Despite these challenges, marketing leaders are turning to artificial intelligence (AI) to help solve these issues, assist with repetitive tasks, and improve efficiency in executing marketing campaigns. AI is being used in various ways, such as improving customer segmentation, personalizing channel experiences and customer journeys, and automating social and messenger app interactions.
Investing in AI has become essential for marketers who want to meet elevated customer expectations, stave off competitive pressures, and improve their overall business margins. In fact, the majority of marketers are already using AI across the marketing lifecycle, and the use of AI is expected to increase in the future.
What might be challenges and focus areas for marketers where AI can be applied, and how Einstein, Salesforce’s AI platform and products, can assist marketers in their efforts to provide exceptional customer experiences?
Summit looks forward to helping you explore this brave new space.
