Top mix: automation & personalization

On the one hand, customers value personal contact, and on the other hand, they appreciate quick and targeted answers to their questions and needs. Companies can only achieve both at the same time if they automate standard interactions. And the fact that they are not closed to this logic is shown by the Experience 2030 study: The Future of Customer Experiencewhich was created with the support of AI and analytics expert SAS.

According to the brand manufacturers surveyed in the EMEA region, more than half of all direct interactions with customers will be automated by 2030. In concrete terms, this means that 65% of all customer contacts via digital devices (web, smartphone, smart assistants) and 66% of all personal contacts (inquiries at the information desk, sales support, inquiries to the company's own helpdesk) will be answered by intelligent machines.

This automation has advantages for companies and customers alike. The latter benefit from a service that responds more precisely and quickly to their needs. Customers receive advice and assistance around the clock - long waiting times at peak times are a thing of the past. In turn, companies can reduce the high costs of personal customer service.

With a new offering, SAS supports marketers in responding to customers in a personalized way and at the same time using resources more efficiently. The entire marketing process chain is mapped. The first step is to get to know the customer digitally (SAS 360 Digital Insight Service). SAS experts support the evaluation of online data from various channels. Web presence, advertisements and interactions can be adapted in real time based on these insights, which helps to increase the conversion rate, customer loyalty and retention and ultimately also sales. To gain a comprehensive understanding of the customer, SAS experts develop relevant use cases in workshops using analytics and predictive modeling (SAS 360 Customer Insight Service). This enables marketers to launch initiatives to improve the customer experience more quickly.

The SAS services are rounded off by the creation of a comprehensive analytical attribution system that helps with the precise allocation of results to specific marketing measures (SAS 360 Attribution Service). And last but not least, the aim is to provide insights for further steps to optimize customer interaction - naturally in compliance with data protection (SAS 360 Data Activation Service). Further information can be found here.

Insights into the future of retail and customer intelligence were also provided by a presentation by KPMG at this year's SAS Forum digital.

Photo: iStock.com.