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Top 3 emerging trends in customer experience for Filipino marketers

Organizations in the region are gearing up to take customer engagement to the next level. Priorities will shift towards creating personalized experiences at scale and more intuitive user interfaces.

Photo by All Bong from Unsplash.com

By Nicholas Kontopoulos
Vice President of Marketing for Asia Pacific & Japan, Twilio

Artificial intelligence (AI) and machine learning (ML) advancements are set to propel smarter content creation and enable personalized experiences at scale 

Organizations in the region are gearing up to take customer engagement to the next level. Priorities will shift towards creating personalized experiences at scale and more intuitive user interfaces. Amid this, the integration of AI and ML will play a more critical role in the customer experience value chain. According to IDC, 60% of Asia’s top 2000 firms will reallocate customer experience budgets towards generative AI and phase out old software by 2027. This reflects the increasing integration of AI/ML into customer engagement as organizations in the region seek innovative approaches to attract, convert, and retain high-value customers.

By analyzing individual customer data, AI/ML can help generate customized messages, emails, and even product recommendations tailored to each customer’s unique profile. This will enable marketers to generate highly personalized content at scale. Meanwhile, the ability of AI to extract insights and predict customer needs, preferences, and future behaviors will lead to more hyper-targeted marketing campaigns. AI algorithms excel at processing vast amounts of data to identify subtle patterns and segments, empowering marketers to develop more sophisticated customer segmentation strategies. Robust feedback loops incorporating customer feedback into personalization algorithms will also provide marketers with relevant insights to fine-tune their strategies.

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Brands will pivot towards experience-driven commerce that celebrates consumers’ individuality

The convergence of e-commerce and customer experience will continue to shape the way consumers navigate and interact with retailers. The retail paradigm is no longer a transaction-based approach. It’s now shifting towards crafting memorable and immersive journeys that resonate with the modern consumer’s evolving expectations. 

Boundaries between online and offline shopping will continue to blur in 2024. Brands will prioritize creating seamless, omnichannel shopping experiences that remain consistent across all platforms. Whether customers are browsing on a website, a mobile app, or in a physical store, brands will focus on delivering smooth transitions across channels and providing a cohesive journey for consumers. This includes incorporating augmented reality (AR) and virtual reality (VR) to create immersive and interactive experiences that allow consumers to try products virtually before purchase. AI algorithms are also set to elevate the experience based on consumers’ individual preferences and behaviors across each stage of the customer journey, from personalized marketing messages, customized post-purchase support, to tailored product recommendations and more.

A cross-departmental approach to individualizing customer experiences is set to become a new benchmark in customer engagement

We expect cross-department collaboration to emerge as a standard business practice as the convergence of technical, creative, and customer-facing expertise becomes key to delivering consistent and seamless customer experiences. 

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Organizations are realizing that employee experience and customer experience are intertwined. Amid this, they will prioritize aligning internal processes with external interactions and fostering a unified approach to individualization to enhance their overall customer engagement strategy.

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