ECOMMERCE
“ eCommerce firms need to be cognisant of the growing movement to protect customers ’ rights to privacy and provide full visibility into the origin of data on which AI models are built ”
GREG HANSON GROUP VICE PRESIDENT , PLATFORM SPECIALISTS | EMEA & LATAM | INFORMATICA
Leveraging AI to enhance CX in eCommerce , from discovery , to purchase , to post-purchase support First and foremost , Hanson says eCommerce businesses need to create experiences that are customer-centric , personalised , searchguided and socially powered .
“ And AI is the underpinning technology that provides the foundations for a relevant , optimised and engaging user-journey ,” he says .
According to Hanson , as AI has the power to analyse the massive amounts of data being created across multiple channels , it also has the power to deliver valuable insights into patterns of consumer behaviour at “ machine speed ”. He says , “ In turn , businesses can use this information to feed various channels with trusted , relevant , and consistent content that guides customers through the buying journey - from discovery through to transaction and aftercare .” In eCommerce , the power of AI is empowering .
He says , however , because AI is “ data hungry ”, if an organisation feeds its AI system with poor quality customer data ,
“ it is in danger of making incorrect decisions at an accelerated pace ”. This means that ultimately , customers don ’ t get relevant and personalised benefits such as discounts or loyalty points . This needs to be brought into focus . “ It also means the potential to deliver real business value through cross sell , upsell and wallet share maximisation is not exploited .”
Hanson points out that as AI is increasingly used by eCommerce businesses to enhance the customer experience , many will need to improve the quality of their data , building governance and permissions into their data management strategy . aimagazine . com 83