How Brands Like Amazon Are Upgrading Personalization With Anticipatory Support
As detailed in PSFK & Microsoft's 2020 Retail Trends Playbook, these three brands are going beyond personalization by using data to predict consumer needs and provide proactive, individualized support
Developing and maintaining a two-sided ongoing relationship with consumers is a foundational strategy of any brand. This goes beyond sending personalized communications to consumers: 79% of consumers feel that brands must actively demonstrate that “they understand and care about me.” Industry leaders must respond to this need by developing hyper-relevant products and experiences and applying them proactively through intelligent processes.
As retailers and brands take advantage of internet-enabled technologies alongside artificial intelligence to better track and respond to shopper behaviors and purchasing habits, service will shift from reactive to predictive. From PSFK’s Retail Trends Playbook 2020, created in partnership with Microsoft, here is how three leading brands are leveraging data intelligence to anticipate and deliver personalized customer support in real time:
The cloud-based software company developed an IoT, data-based initiative called Salesforce IoT Insights to provide field assistants, service associates and customer-facing employees with automated IoT data via their mobile device, intended to allow employees to resolve issues before they become problematic. After connecting IoT devices to the cloud, this information is automatically available to human agents. The service can also cull additional information from Salesforce CRM platform. Agents can quickly prevent issues before they occur.
Travel rebooking service Freebird allows independent travelers or partnering companies to rebook flights after cancellations or other delays and disruptions. The company aggregates data from a large pool of flight data to better predict cancellations or delays and informs travelers of risks while offering alternative flights in 30 seconds or less.
Amazon created a patent that will allow its voice assistant Alexa to analyze users’ voices and detect signs of illness. Customers are then provided with relevant products or discounts before there’s a need for medication.
The Retail Trends Playbook 2020 is a report by business intelligence platform PSFK in partnership with Microsoft that presents key trends, best-in-class examples and strategies for executing intelligent retail with the aid of data-driven technologies. Download the full free report here.