Understanding the customer journey – can AI help?

There are many ways to search for insights into customer behavior. From the old surveys we are now getting better and better at data analysis of customers behavior patterns. Can AI be the next step?

There’s a famous quote by advertising guru David Ogilvy from back in the 60’s: ”The trouble with market research is that people don’t think how they feel, they don’t say what they think and they don’t do what they say.”

This could just as well have been a quote from a social psychologist today studying Behavioral Economics. People are notoriously hard to study and even harder to understand but slowly we are getting better at this game. Every year the models improve and the tools become more sophisticated with better insights gleaned from actual behavior data instead of the surveys that so disappointed poor David Ogilvy.

In an effort to explain some of the core concepts of how customer experience can be improved with AI support Will Thiel at Pointillist lays out the component parts of a system in this rather technical article:
The role of AI in Customer Experience

Before diving into AI though you might think about how working with systems for customer journey management allows the tracking of customer behavior to gain insights. These can then be implemented in new strategies to better service customers and align resources. At Qmatic we have decades of experience in this field and are currently experimenting with the latest technologies to develop the analytical capacity of our products further.