Imagine your CSR or one of your dealers entering your system where a virtual assistant helps them fully know the customer, not missing a detail, while offering the best available product the customer can buy or reminding the CSR about an opportunity for a segment upgrade.
Standard CRM products manually cover these processes but they don’t provide a contextual view of the customer; it appears as unassociated and disjointed information that the CSR must piece together. It’s a limited 360 view. At best it provides a customer’s buying history, but not necessarily what she or he likes, is likely to buy, social media postings, community of interest or influences.
Autonomous learning systems are here to stay, but adoption in the CSP hasn’t kept pace with other industries. Let’s face it, machines do a better job of doing repetitive tasks and have unlimited recall that humans don’t. Autonomous learning technologies are used to enhance customer satisfaction by improving on key areas of customer experiences. Most tech companies have started using them for marketing operations, pricing, sales automation, customer service and support.
CRM systems are generally known as huge databases that collect and store customer data. Predictive data analysis or machine learning experiences supplemented by cognitive collaborative learning systems will replace the manual processes and create a more consistent high level of customer experience leading to a brand effect and solving CSR empathy issues.
According to Gartner; “Any industry that collects data that can be analyzed can benefit from the power of AI” and in 2018 20% of business content will be produced by AI, at the same time 6 million devices will communicate with each other and share info.
Next steps when converting to autonomous learning technology.
There are several methods you can use while adapting your CRM to autonomous learning technology. You can use Double-Loop Marketing by creating awareness about autonomous learning technologies and achieve enough credibility among groups of potential buyers and finally monetize that credibility by converting mind share to the wallet share.
If your target is ready for autonomous learning technology, the next step is to employ an NBA (Next Best Action) marketing strategy. Use predictive analytics instead of traditional methods to interpret gathered information about individual customers; try to forecast the customer’s future transactions, suggest personalized next-best-actions or find experts or agents for customer issues and questions.
It is important to be the first when new tech comes in. Start with your CRM to adopt autonomous learning technology.
Be ready for a smarter future, do not fall behind.
Etiya is a global, independent software vendor focused on enabling the telco industry with customer relationship management, catalog-driven BSS and OSS, social CRM and big data analytics tools with its modular Telaura suite. Learn more about Etiya’s approach to AI applications with B/OSS, quality of experience, as well as how the firm is streamlining the configure, price, quote process.
