How is data transforming digital customer experience?

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“Data really powers everything that we do”. This quote from Jeff Weiner couldn’t ring truer in my head. When I observe the digital landscape, data is the driving force behind the transformation of customer experience. I often ask myself: with this much information at our fingertips, what type of data can genuinely elevate the customer experience? At Schneider Electric, we’ve embraced the idea that it’s not just about the products or services we offer, but the experiences we create around them.

1.1 Types of data Used in Digital Customer Experience

Before we get to the heart of the question, we need to understand a few essentials. First, what is precisely the kind of data we use in the digital customer experience? The most important data in this case is structured into four components. Each of these components provides us with crucial information about each customer, enabling us to adapt as closely as possible to what the customer is looking for, desiring, and feeling.

Customer data: Customer data, collected from Customer Relationship Management Systems, social media, and web analytics, provides insights into demographics, behavior, and interests. This data helps us understand our customers and tailor our offerings accordingly.

Behavioral data: Behavioral data, including clickstream data, browsing habits and purchase history, provides insight into customer preferences and behaviors. We can use this data to personalize experiences, optimize websites, improve marketing, and predict behavior.

Sentiment and feedback data: It’s essential for assessing customer satisfaction. Through AI, we can provide analyses of customer opinions, comments on social media and surveys, to identify trends and discover areas in which we can improve our offers, services, and experiences.

Contextual data: Since we are aware of location, time, and device type, we can tailor interactions to specific needs and preferences. This reinforces the sense of personalization and intensifies the precision of our actions.

1.2 A customer-centric approach powered by AI

At Schneider Electric, our customer-centric approach is powered by AI and is represented by an infinite loop. At the start of this loop, we have “easy to find”, where a Conversational Onsite Search, helps our customers to find the precise product they’re looking for. If the product is unavailable, the tool will redirect them to a substitute product. In the second stage, “easy to choose”, the AI Assisted Sales Enabler provides up&cross sell recommendations to the distributors based on the stock analysis and purchase history.

In the third stage, “easy to get”, the Customer Care Centre Knowledge bot, which is a Gen AI chatbot answers technical questions. This allows us to serve our customers faster and in a more precise manner. Finally, “easy to use”, our Field Service Representative Scheduling & Optimization tool automates and optimizes scheduling according to criteria (installed product, skills, availability, location) to improve the customer’s Net Satisfaction Score. This end-to-end approach ensures that our customers have a seamless and satisfying experience.

Yet another result of collecting data and putting it to good use is the reinforcement of personalization. Personalization occurs when we have enough information to adapt to each customer. This includes personalized recommendations, targeted marketing campaigns, implementation of dynamic content in which they are more inclined to engage. This personalized approach not only enhances their experience but also deepens our understanding of their needs and preferences enabling us to guide them effortlessly towards the desired outcome.

1.3 Customer journey optimization: Taking customer journey mapping to the next level

Customer journey mapping helps us gain a better understanding of our customers. I recall once having coffee with a colleague who said: “When I first started working in digital marketing, I remember feeling overwhelmed by the sheer number of customer interactions happening online. It was like trying to follow a hundred different threads at once. But then I discovered the power of customer journey mapping. It’s like having a personal GPS for understanding how customers navigate through our digital world.”

At Schneider Electric, we’re committed to understanding our customer journeys on a personal level. By mapping their experiences, we can uncover hidden challenges, anticipate their needs, and create a more seamless and satisfying interaction. This personalized approach is the cornerstone of our customer-centric strategy.

2. What about the future of data and customer experience?

Data is the key to transforming the customer experience. At Schneider Electric, we’re leveraging its power to personalize interactions, simplify processes, and provide support. AI is driving this transformation, enabling us to anticipate customer needs and deliver innovative solutions. The future of data and AI holds immense promises. We envision a world where data-driven insights fuel even more personalized and predictive experiences. AI will continue to evolve, enabling us to automate tasks, optimize processes, and create innovative solutions. This begs the question–how can we harness the power of data and AI to shape the future of customer experience in ways we can not yet imagine?