TECH BUYER Feb 2019 - IDC TechBrief - Doc # EMEA44847819
IDC Techbrief: AI for CX Personalization
By: Gerry BrownResearch Director, European Software Group, Philip CarnelleyAVP, European Software Group, Melissa FremeijerSenior Research Analyst, European Telecommunications and Networking, Andrea MinonneSenior Research Analyst, Customer Insights & Analysis
This IDC TechBrief discusses AI adoption in enterprises' CX personalization. AI adoption in the enterprise shows immense potential in customer-facing applications for driving superior customer experiences. Customer services, marketing, and sales applications consistently appear in the top echelon of existing and planned enterprise use cases. Effective customer communications personalization remains elusive for many organizations due to the complexity of consolidating customer data from multiple systems in real time, and then using that data to facilitate intelligent, informed, and contextually relevant customer conversations.
"AI has the potential to solve operational challenges and deliver the mythical 'segment of one' targeting that marketers have talked about for over 50 years," said Gerry Brown, CX research director, IDC Software Group. "Many challenges confront AI adoption for CX in the enterprise. These include employee fear of job losses, customer fear of data privacy compromises, and the scarcity of AI development skills and knowledge. However, with strategic competitive advantage at stake, these are risks that most enterprises cannot afford not to take."