The Role of AI in The Future of Marketing

The Role of AI in The Future of Marketing

That’s one of the key insights I learned last week when I attended Pega‘s Pegaworld at the MGM Grand in Las Vegas, NV. More than 4,000 Business and IT leaders came together to understand the role of technology and AI in the future of sales, marketing, customer service. This event included some really smart people, if a bit more technical than the audience I typically see at Marketing conferences. And sales is looking to sell more in a world that is largely tuning out of promotional messages and avoiding business development approaches of old One of my first tweets of the event: Sales-driven culture is a thing of the past The Chief Data Officer of RBS Bank was talking about: How to use data and personalization to drive customer experience and ROI. The CEO of Transavia, a low-cost airline in Europe said that he didn’t care about how many planes they had or how many flights they flew, he only cared about two things: Making their customers happy Making every employee a front-line employee (in service of customers) They achieve the goal of improved Customer Satisfaction and Employee Engagement through technologly. But I believe it is mainly because of the their primary focus of putting customers at the center of everything they do. He also spoke out against the scourge of the corporate world, micro-management, when he said “Just let your teams be. (Sales & Customer Service?) AI can help the courageous leaders inside customer-centric organizations, to achieve the goals of Personalization, better Customer Decisioning, improved Predictive Modeling. AI-driven applications, that can alert a retail store rep on how best to help customers in-store, in realtime on their phones or tablets I have to say, I was pretty impressed with the technology, the case studies but mostly the leadership from some impressive brands like Coke and Sprint who said that AI has helped Sprint achieve 50% higher customer retention, 14% drop in customer churn and massively improved ROI.

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The Role of AI in The Future of Marketing

Did you know that AI can predict your personality traits better than your spouse of partner, your friend, even your family?

That’s one of the key insights I learned last week when I attended Pega‘s Pegaworld at the MGM Grand in Las Vegas, NV.

More than 4,000 Business and IT leaders came together to understand the role of technology and AI in the future of sales, marketing, customer service.

This event included some really smart people, if a bit more technical than the audience I typically see at Marketing conferences.

But an audience who is still trying to solve the same problems I think we all are:

  • Marketers trying to understand how to effectively reach target customers when ad blockers, changing media consumption habits, and ad performance are impeding us.
  • Customer Service people looking improve customer satisfaction, net promoter scores all while holding down costs.
  • And sales is looking to sell more in a world that is largely tuning out of promotional messages and avoiding business development approaches of old

One of my first tweets of the event:

Sales-driven culture is a thing of the past

The Chief Data Officer of RBS Bank was talking about:

How to use data and personalization to drive customer experience and ROI.

They found that

When account reps call people on their birthdays and anniversaries, sales increase!

And so despite all the conversations about technology, the main question on the minds of everyone there was:

How to use technology to make more human connections?

With sales, marketing, customer service and, in fact, across the…

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