Has AI Changed the Way CMOs Deliver Customer Experience? With Gary Miles, GM and CMO at Amdocs

Gary Miles, GM and CMO at Amdocs shares meaningful insights for CMOs to deliver a consistent brand experience along with pro-tips to ace the personalization game. According to Gary, design thinking and partnering with the CIO is a great way to approach the digital transformation challenge. In addition to being a tad obsessed with all things AI, Gary is a sports nut and enjoys everything from skiing, to tennis to squash.

Prefer to read the interview instead of watching the video? Scroll below for the transcript

Watching after all? It’s a 15-minute masterclass for marketers, but if you’re in a hurry, check out these memorable moments from Gary’s interview:

• How will AI change the way CMOs deliver customer experience?

• How can CMOs deliver a consistent brand experience to each customer?

• How can non-tech savvy enterprises approach digital transformation?

• How can B2B marketers act more like B2C marketers?

• Who does the CMO need on the team to ace personalization?

• What skills do young marketers need to thrive today?

CI: How will AI change the way CMOs deliver customer experience?

GM:

There’s a lot of promises around AI. In reality, I think it’s going to evolve over time and then maybe speed up really quickly and pass us but that’s another conversation. The interesting thing about machine learning and AI is to get started. There’s no perfect solution today, we know that when dealing with customers. AI is not very good when there’s a complex set of questions or scenarios that need to be addressed and very quickly the consumer gets really frustrated and annoyed.

Where AI is coming into play right now is really pre-buying, like when they’re shopping, to start to push things that others use, segmentation.

Things that other people like Chitra have liked – to start to push that and to help them find, help them browse. But when they start to actually make a purchase, at this point it may be best to put a human in front of that conversation instead of a robot.

Do it in a timely manner and then also to prompt the human with maybe some other things.

·         CX powered by AI is still about getting the balance between human and machine right

·         Ensure the transition from machine to human and back is smooth and at the right points

·         CMO’s should pick a few high impact areas to start with AI than trying to stretch it through the entire journey at once

CI: How can CMOs deliver a consistent brand experience to each customer?

GM:

Right, this is a great question. So, the seamless customer experience really is challenging because I’ve got my phone in my pocket that I’m maybe watching a video on the go; and then I want to transfer to pick it up at home. Maybe I’ve got my connected home which is provided by my service provider.

So, there’s a concept called digital identity which gives you an ID that can be consistently used across a lot of different services. So, this is the place to start.

Full Interview Available  @ https://www.martechadvisor.com/interviews/crm/has-ai-changed-the-way-cmos-deliver-customer-experience-with-gary-miles-gm-and-cmo-at-amdocs/