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The new normal, the age of disruption, the millisecond economy — however you choose to label it, the last two years have been a massive catalyst to change the way businesses engage with their end customers. While most of the focus on this transformation to date has been on the evolution of digital touchpoints, the real revolution has been happening behind the scenes. Increasingly, businesses are finding that the difference between success and failure in this digital-first marketplace is rooted in their ability to harness data to inform their digital strategies
A sleek interface and highly functional mobile app are not enough to impress customers in a crowded marketplace where every business has nice-looking, utilitarian technology. Because 72% of all customer interactions are now digital, having technology that works has become table stakes. Brands that want to separate themselves from the pack and create memorable, engaging digital experiences need to push further. That means delivering highly personalized, intelligent digital solutions that can predict what customers want and serve it up before they even ask for it.
Tapping data to unlock mass personalization
Until recently, the prospect of executing this type of mass personalization strategy at scale would have been impossible. Companies would try to create a handful of personas and tweak their strategy for each group. Relying on customer satisfaction surveys and net promoter scores, they could create generalized buckets of customer types. But the idea of delivering a completely tailored digital experience to each individual customer across a customer base of thousands, hundreds of thousands — or even millions — of customers was always thought to be impossible.
That changed with advances in AI-powered content extraction and cloud-based data integration. These technologies make it possible to analyze large volumes of unstructured customer data and infuse it into multiple points in the customer eng …