Cognitive Engagement: Transforming Customer Experience in the 21st Century

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Following the European Union’s release of General Data Protection Regulations (GDPR) on May 25th, organizations are looking at data protection under a whole new light. The need to further strengthen data protection recently became more evident with the breach of user data by Facebook and Cambridge Analytica. Both of them were found to leverage the data mostly to interfere and influence user behavior. You must, however, consider that data is not only helpful in manipulating consumer behavior but it also helps plan the first step towards a customer-centric marketing. Once you get hold of this data, you can unlock an entirely new world of cognitive-enabled insights and engagement opportunities. Let us take a closer look at how cognitive engagement can become highly productive for general customer experience.

What is the Role of Cognitive Engagement in Enhancing Customer Experience?

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Cognitive Engagement can be understood as the next era of marketing, wherein both marketers and businesses are introduced to the science of precision levels. These capabilities not only reduce time and efforts necessary to draw critical insights on current customers but can also be valid for the potential customers. Overall, marketers will have increasingly powerful tools at their fingertips to execute customized, contextual interactions at the scale and speed required to meet the ever-increasing customer expectations. Furthermore, cognitive engagement can open an enormous opportunity for the marketers while improving customer experience.

How Can The Cognitive Engagement Open Marketing Avenues?

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As per a recent study covering 3100 global executives, less than 10 percent were investing in cognitive technologies and machine learning.  Given the fact that building these capabilities takes time, organizations should consider investing now in cognitive engagement because it will pay off as a differentiator in years to come. That said, it is important to know where you need to start, especially when the data sources and opportunities are practically endless? And how do you need to set yourself up for success in this emerging frontier of cognitive insights and engagement? To help, here are some of the keys to design and implement a successful cognitive engagement program for better customer engagement –

Begin with the Cognitive Engagement Program Now

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In reality, success depends on gaining experience and building internal capabilities. This includes helping management understand what these technologies are and what are the best use cases for earning early returns. Marketing organizations might be plagued by countless data platforms and analytics tools, therefore, you need to start by understanding what data exists, what platforms exist, and what grassroots efforts are underway, so you can collaborate at the earliest.

Smart Cognitive Engagement Program

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Pick achievable and worthwhile projects that can help you earn an ROI without making a significant investment in the short-term. High-impact projects don’t need to be expensive or complex. Therefore, you can start with a set of use cases that can become relatively quickly. Furthermore, you can try and demonstrate the possibilities of wider adoption. Overall, you need to understand that It’s critical to select the right vendors and partners who really understand how these technologies can function.

Innovation is Key for Cognitive Program

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Cognitive engagement technologies do not have to be “greenfield.” Moreover, you need to identify the opportunities to make existing platforms more impactful and existing products more personalized and enhance existing business processes. For example, a traditional retail sales channel can be transformed by empowering reps with data including customer purchase history, social media interactions, product preferences, and customized recommendations. You must remember here that cognitive should focus on innovation that will drive top-line and bottom-line growth.

Re-invest Your Short-term Wins

You need to understand the impact of cognitive engagement quickly, with real value to the organization. Therefore, you must align with them for learning about the intricacies of value creation, assessing strategic, financial and organizational impact. You may use early financial savings to continue to innovate through larger transformation efforts. Architect the appropriate transformation based on your ambition, with more extensive platform modernization or integration potentially required over time.

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