Intelligent CXO Issue 43 | Page 19

TECH TRENDS to quickly consolidate data to build accurate customer profiles , enhancing their ability to understand and serve their clientele .
Resolving messy data
The ability to use AI in this way is helping to resolve a common problem that many large companies face – having customer data spread all over the place . Companies that want to build a unified customer profile to help personalise their communications often need to draw data from multiple sources – such as POS , e-commerce platforms , email campaigns , customer surveys , CRM systems , etc .
Added to this complexity is the fact that data is often highly inconsistent . For instance , it is not unusual for customers to use nicknames or abbreviations when interacting with companies via different touchpoints . It is possible that a business could have the same person recorded as Mr B . H . Jones , William Jones and billyj @ hotmail on three separate systems .
When companies have several versions of the same person , with a history of their sales and interactions spread across duplicate profiles , it becomes difficult to personalise communications effectively .
How AI generates insight
It requires a different type of AI model to GenAI to unify customer profiles . But , when it ’ s possible to read data across various systems , these AI models can view every piece of information that the business holds on a customer and stitch that together .
These trained AI models can also find connections between multiple data points , so companies can determine whether William Jones and billyj @ hotmail are one and the same person .
This provides a 360-degree customer view that enables businesses to see every touchpoint in an individual ’ s journey , from the first interaction to the last purchase . A unified view makes it possible to draw insights from past behaviour and predict what each customer is likely to buy next – which is a clear advantage when building out marketing campaigns .
Personalise communications , at scale
It ’ s at this point that GenAI can start to have a real impact . In the past , a marketer may have spent weeks gathering the information they needed to activate promotional campaigns . This www . intelligentcxo . com
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