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Transform Customer Experience through Cognitive Engagement

Posted May 28, 2018 by Abhishek Pandey @ 4:12 am

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Data protection is the order of the day following the European Union’s release of General Data Protection Regulations (GDPR) on May 25th. The data protection furor arose with the breach of data by Facebook and Cambridge Analytica who mostly used those data to interfere and influence the user behavior. But data is not only helpful for manipulating the consumer behavior but also acts as a first step towards a customer-centric marketing as well. Once this data gets under control, a world of cognitive-enabled insights and engagement opportunities become available. For general customer experience, cognitive engagement becomes highly productive.

What is Cognitive Engagement to enhance customer experience?

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Cognitive Engagement can be understood as the next era of marketing where the marketers and businesses are introduced with precision levels. These capabilities reduce the time and efforts necessary to draw critical insights on current customers. It can also be valid for the potential customers as well. Marketers have increasingly powerful tools at their fingertips to execute personalized, contextual interactions at the scale and with the speed needed to meet the ever-increasing expectations of customers. Cognitive Engagement can open enormous opportunity for the marketers while improving customer experience also.

How can the Cognitive Engagement open marketing avenues?

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A recent survey covering 3100 global executives reveal that less than 10 percent were investing in cognitive technologies and machine learning.  Building these capabilities takes time, so investing now will pay off as a differentiator for many years to come. But when the opportunities and data sources are practically endless, where do you start? And how do you set yourself up for success in this emerging frontier of cognitive insights and engagement? Here are some of the Keys to a successful cognitive engagement program for better customer engagement –

Start the Cognitive Engagement Program Now

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Success really depends on gaining experience and building internal capabilities. That includes helping management understand what these technologies are and what the best use cases are for early returns. Marketing organizations may be plagued by countless data platforms and analytics tools, so start by understanding what data exists, what platforms exist, and what grassroots efforts are underway, so you can collaborate.

Smart Cognitive Engagement Program

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Pick attainable and worthwhile projects that are going to have an ROI without significant investment in the short-term. High-impact projects don’t need to be expensive or complex. So start with a set of use cases that can become relatively quickly. Try and demonstrate the possibilities of wider adoption. It’s also critical to select the right vendors and partners who really understand how these technologies can function.

Innovation -A key for Cognitive Program

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Cognitive engagement technologies do not have to be “greenfield.” Identify opportunities to make existing platforms more impactful and existing products more personalized and enhance existing business processes. A traditional retail sales channel, for example, can be transformed by empowering reps with data such as customer purchase history, product preferences, social media interactions, and customized recommendations. Cognitive should focus on innovation that will drive top-line and bottom-line growth.

Re-invest your short-term wins

You can understand the impact of cognitive engagement can quickly, with real value to the organization. Align with leaders on your ambition for value creation, assessing strategic, financial and organizational impact. Use early financial savings to continue to innovate through larger transformation efforts. Architect the appropriate transformation based on your ambition, with more extensive platform modernization or integration potentially required over time.

 

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