What’s the future look like for CX and technology? Omnichannel CX firm Genesys Telecommunications says smart marketers will merge three tech trends to deliver improvements in customer experience.
The first trend? Real-time use of big data – or as Genesys puts it, data “coming alive”. Next-generation systems allow marketers to analyse data as it is collected, placing every new data point in context. The convergence of e-commerce, GPS capabilities, and big data means that smart phones, watches, and other devices will serve up special offers that are increasingly targeted to events in the customer’s life.
The second trend cited by Genesys is the continued migration of artificial intelligence out of computer labs and into the real world. User expectations are high because of the intelligence embedded in Siri, Cortana, and other intelligent systems. But they’ll be amazed at what comes next. IBM’s Watson and Amazon’s Alexa point the way toward the next generation of intelligent machines. Give these smart systems access to real-time GPS and e-commerce data and software really will come to life.
Genesys’s third trend is the emphatic transformation of the smartphone into a digital wallet. Why carry credit cards when your phone, tablet, or smart watch has secure access to all your bank accounts? Mobile devices aren’t just for communications anymore. They are increasingly viewed as our real-time connection with the cloud, with vendors, with banks, and with personal data.
Each of these trends is well-documented, and none is probably news to you. The revolution comes when the three are considered together. Genesys says 2016 is a year of convergence in which truly intelligent software will reside in mobile devices and connect us to the world of big data.
The result will be an active, highly interactive intelligent customer experience
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