What’s in Store for Customer Experience in 2017?

As 2016 draws to a close, it’s time to focus on the year ahead. Here is a look at some of the customer experience trends that are expected to take center stage in 2017.

Machine Learning

This type of artificial intelligence gives computers the power to learn things without being specifically programmed. It can be seen in robots like Pepper, which is used in Pizza Hut outlets in Asia to take people’s orders, provide them with nutritional information, and process their payments. Meanwhile, Amazon recently launched a physical store in which customers do not need to check out; instead, they simply swipe their phones upon entering, take what they want, and leave and get billed for everything automatically.

The Real Madrid soccer team uses machine learning to analyze visitors to its website or social media pages and send them tailored messages depending on whether they are fans of specific players, the whole team or are merely seeking game information. It’s precisely this type of tailored content that enhances the customer experience.

Leveraging Data

All businesses can benefit by leveraging the data that is available to them. One good example of this can be seen at cosmetics store Sephora, where makeup artists take photos of customers’ faces using a tech product from Pantone. They are then given a tablet listing products that complement their skin tone, and they will later receive a follow-up email suggesting even more products that suit them. A store that uses facial recognition technology can take this one step further. For example, it can use knowledge previously gained by the business about the client, such as their preferences, family members, and birthdays, to make suggestions that the customer is likely to be receptive to.

2017 will see a greater focus on customers, and businesses that don’t get on board with this are likely to find themselves losing out to those that are more proactive in leveraging technology.

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