This document discusses strategies for hyper-personalization using artificial intelligence. It outlines how AI can be used to power highly personalized customer experiences across channels by integrating systems, understanding users through natural language processing and analytics, and designing experiences based on user research. While personalization has benefits, the document cautions that it requires trust and must account for shifting user preferences to be effective.

1. Artificial Intelligence & CX Strategies
HYPER-PERSONALIZATION:
HOWBRANDSCANWINTHENEXTDECADE
EVAN KOHN | OCTOBER 6, 2020

2. - The “personalization”
buzzword
- What consumers want from
hyper-personalization
- Operationalize AI for hyper-
personalized experiences
LOTSOFNOISE,
MIXEDRESULTS
AI + CX

3. “HI{NAME},HOWCANIHELPYOU?”
- WHERE MANY CUSTOMER EXPERIENCE LEADERS THINK PERSONALIZATION ENDS

4. - Chatbots flooded the market starting in 2016
- 68% of service leaders see tech’s importance increasing (Gartner)
- AI and automation can reduce traditional customer service costs by 90% (Deloitte)
THE“PERSONALIZATION”BUZZWORD

5. API+(GOOD)NLU+(REALLYGOOD)DESIGN

6. AUTHENTICATION
SECURE USER DATA
SYSTEMS THINKING
APIINTEGRATIONS

7. - Breathe new life into homegrown or legacy systems via API gateways
- Identify consumers with metadata or authentication
- The most powerful hyper-personalized experiences often include transactions
INTEGRATIONSASAPREREQUISITE

8. 81%CONSUMERS WHO ARE WILLING TO SHARE BASIC PERSONAL INFORMATION FOR PERSONALIZATION (FORMATION.AI)

9. CLASSIFICATION
SENTIMENT ANALYSIS
TONE ANALYSIS
(GOOD)NLU

10. - Source training data from historical logs or crowdsource it
- Leverage conversational analytics to understand the user
- Adapt to the consumer’s disposition
CONVERSATIONALIZEYOURBRAND

11. 79%CONSUMERS WHO AGREE THAT THE MORE PERSONALIZATION TACTICS A BRAND USES, THE MORE LOYAL THEY ARE TO THE BRAND (FORMATION.AI)

12. USER PERSONAS
EMPATHY MAPPING
WHO, WHAT, WOW
(REALLYGOOD)DESIGN

13. - Aim for low-cognitive-weight customer journeys
- Enable async communication
- Consider UX parameters of omnichannel automation deployments
ACCOUNTFORSHIFTINGPREFERENCES

14. 61%CONSUMERS WHO SAY IVR “POISONS” THE CUSTOMER EXPERIENCE (VONAGE)

15. PERSONALIZATIONISHARD.

16. “INTHEWORLDOFTHESENEW
CONNECTEDPRODUCTS...TRUSTHASTO
BETHEHIGHESTVALUE.”MARC BENIOFF, SALESFORCE CEO

17. BRANDSTHAT“GETIT”

18. EVANKOHN