In Dimension Data’s latest Global Customer Experience Benchmarking Report, analytics has been named the top factor to reshape the customer experience (CX) industry for the fourth year in a row. The positive? The focus on analytics. The negative? Only 13.5% of report respondents say their current analytics capability is optimized, and just 15.3% say their current analytics systems will meet future needs.
Meanwhile, customer expectations continue to rise, especially around personalization and speed. The CX benchmarking report says that success in meeting these expectations depends on connecting:
- Customer analytics
- Customer experience journeys
- Employee experience
- Robotics and AI for automation
To that end, Constellation Research Founder Ray Wang states in 10 Enterprise Analytics Trends to Watch in 2020 that those who invest in AI-driven smart services will have a competitive advantage moving forward.
"Experience management today is powered by manual and hard-coded rules, policies, and conditions," notes Wang. "As apps get decomposed by business process to headless microservices, automation and intelligence will play a big role in creating mass personalization and mass efficiencies at scale.
"The transformation in journey design then moves from agile and flexible to intention-driven and AI-powered," says the Disrupting Digital Business author. "And this means ambient experiences that naturally happen in the background based on context, choices, and anticipatory analytics.
"Intention-driven design deliberately and explicitly empowers customers to move from contextual scale to individual scale and craft their own highly personalized and sentient user experiences—experiences that are natural, intelligent, adaptive and automatic," explains Wang.
"Powering these ambient experiences is a combination of smart services that rely on AI, apply journey orchestration, pull context from the Internet of Things and other sources, and deliver experiences in mixed and physical reality."
In addition, AI-driven smart services not only deliver on customer experiences, but also create digital feedback loops for employees, suppliers, partners, and machines, which covers all of the four components above.
"AI-driven smart services play a key role in crafting and addressing the never-ending battle to meet customer expectations by reducing errors, improving decision-making speed, identifying demand signals, and predicting outcomes." —Ray Wang, Constellation Research
Enterprise decision makers say a key challenge right now in crafting better customer experiences is too much data, from too many sources, in too many formats, spread across too many departments. Look for AI to help with making sense and use of it all.
Read what Ray Wang has to say about trust considerations when it comes to AI, as well as other top trends to watch from Forrester, IDC, Ventana Research and more in 10 Enterprise Analytics Trends to Watch in 2020.