Investing in tools and tech are critical to enhancing CX | WARC | The Feed
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Investing in tools and tech are critical to enhancing CX
Adobe’s Simon Dale explains that leading brands are investing in tools and technologies that can enhance the customer experience in powerful ways. (This is an excerpt from a longer Opinion piece. Click "View more" to read the full article.)
The pandemic is keeping consumers at home, and their interactions with businesses have changed as they look at brands, products, and services through new lenses. It is now crucial for brands to adapt their strategies to the needs of these consumers to make timely connections and deliver the most relevant real-time experience that they need at that moment.
Adobe’s 2020 Digital Trends report found that 57% of APAC organisations are set to increase their investments in CX-related technology. With the furious pace of innovations moving across the year, organisations can consider adopting and utilising modern technology such as artificial learning (AI) and machine learning (ML) to predict what your customer wants and understand their behaviour.
These technologies can help to aggregate and analyse the flood of customer data from multiple channels and platforms, and in turn interpret the data to generate insights that the business can act on. Businesses can take advantage of the data they have – and form alliances with complementary partners – to help optimise the customer journey and respond appropriately to the customer needs through various touchpoints.
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