Page 12 - AeM_October_2019

RESEARCH, ANALYSIS & TRENDS

Predictive analytics as catalyst for the

customer journey

Companies increasingly focus on automation in patterns emerge that use predictive analytics to create
customer service and after-sales, meaning that past probabilities from which recommendations for the
actions by users can be machine-evaluated in order to design of the digital customer journey can be derived.
derive probabilities for future actions, since they must be Different behavioral patterns and user preferences are
resource-saving and, above all, can no longer process captured by profiling and aggregated into user profiles.
the huge amount of service requests personally that are Major players such as Amazon or Zalando show how to
coming from different devices of the customers. make predictions about the wishes of customers, their
Depending on the complexity, individual measures can buying behavior, or even the probability of termination
be triggered automatically: e.g. the chat window opens with the help of targeted analysis of the collected data
at the right time, emails arrive at the right moment with and outlined user segments.
the appropriate content - or customer care picks up the
listener personally if the customer has a problem. Increase user relevance with AI & ML
Certainly, personal conversations remain indispensable.
The process behind it leverages predictive analytics and, A learning, data-driven Artificial Intelligence (AI) is the
through its use, enables the creation of a good customer basis of all these optimizations. If all data on
relationship, as available capacity inventories and customers are brought together without
contradiction in a central database, AI can read them
A comprehensive database is a must out automatically.

Data driven marketing has become a trend that helps Links between different marketing channels are
companies to gather more information from their becoming interesting, for instance, when emails or
customer behavior and to draw conclusions from chatbot windows are getting activated automatically by
relevant evaluations for ongoing and upcoming certain triggers. In addition, data is always collected
campaigns. Questions raised are, for instance, “How when a user accesses lead magnets such as white
long is a particular channel used?”, “What is the actual papers and webinar on a website, where he/she leaves
opening rate of the newsletter and which parts of the personal data, or even repeatedly calls up certain areas
website are clicked by whom how often?” When this of the website such as the help area. Actually, it is not
anonymized information is combined with one another, necessary that data is left via a contact form, but also
12 October 2019 - Micro-moments & Customer Journey