The AI/CX Virtual Summit 2023, hosted by Kustomer on December 12th, marked a significant event for customer experience (CX) professionals and enthusiasts. The summit, with its rich content spread over 15+ hours, was not merely a virtual conference; it was a gathering of ideas, discussions, and insights from leaders around the ecosystem. The significance of the event was really about its timing, as it came at a moment when AI is changing quickly and every technology company and agency is trying to keep up with these new innovations. With a keynote by Matt Dixon, the author of the Effortless Experience, and a host of other notable speakers, the summit was an invaluable resource for anyone looking to stay ahead in the customer experience domain.
Below are 5 key learnings for any customer experience or customer support professional taken from the 29 sessions during the event. Most of these learnings were brought up multiple times by multiple speakers throughout the virtual event.
5 Key Learnings
1. Consistently Celebrate Customer Milestones
Lindsay Kolinsky from Okendo, in her session “Maximizing Post-Purchase Engagement,” stressed the importance of recognising and celebrating customers. She emphasised, “Celebrating your customers is essential for building a community around your brand.” This approach will foster a sense of belonging and loyalty, transforming customers into brand advocates. It’s about creating experiences that resonate on a personal level, making customers feel valued and part of a larger community.
Nate Brown, Co-founder of CX Accelerator, in the session “Creating Brand Advocates through CX,” underlined the power of customer recognition. He stated, “Recognition is a powerful tool in turning customers into brand champions.” This strategy not only boosts customer satisfaction but also encourages word-of-mouth promotion. Building a strategy around customer celebration can significantly impact brand perception and customer loyalty, creating a positive feedback loop that benefits both the company and its customers.
2. Use AI to Personalise Every Customer Touchpoint
Andrei Negrau, Co-founder of Siena.cx, in “AI-Driven Personalization Techniques,” highlighted the indispensable role of AI in marketing. He observed, “Personalization is not a luxury, it’s a necessity in today’s market, and AI is the key to achieving it.” The perspective emphasises the need for AI to create amazing experiences for each customer, enhancing their journey. AI’s ability to analyse data and predict customer preferences is revolutionising the way businesses interact with their customers.
Jeremy Suriel, CTO of Kustomer, in his keynote discussion, spoke about the transformative impact of AI. He noted, “AI allows us to understand and respond to customer needs in real-time, making every interaction unique.” The insight showcases how AI can be leveraged to ensure each customer feels understood and valued. AI’s real-time response capabilities will soon change the landscape of customer engagement, allowing for a more dynamic and responsive interaction model.
3. Centralise Your Data
Chelsea Jones, Co-founder of Shopify Plus Agency Chelsea and Rachel Co, in “Integrating Data for a Unified CX,” emphasised the importance of data integration in crafting a cohesive CX strategy. She stated, “Centralized data is the backbone of a cohesive customer experience strategy.” This strategic intiative enables a more comprehensive understanding of customer behaviour and preferences, leading to more effective and personalised experiences. It also ensures consistency across various touchpoints, enhancing the overall customer journey.
Shray Joshi, Forbes 30 under 30 nominee, from Good Peeps, in “Data-Driven Decision Making in CX,” stressed the strategic advantage of data centralization. He said, “Having all your data in one place is critical for making informed decisions that positively impact the customer journey.” This centralised approach facilitates a deeper analysis of customer interactions, allowing for more targeted and effective strategies. It also streamlines processes, reducing the likelihood of data silos and inconsistent customer experiences.
4. Focus on Collecting First-Party Data About Your Customers
In that same session mentioned above “Maximizing Post-Purchase Engagement,” Lindsay Kolinsky from Okendo again emphasised the significance of collecting zero-party data for creating super fans. She stated, “It’s about collecting data, zero party data that you can own for yourself, use Okendo to do that, and then figure out all the different customer touch points in order to utilise that data to create super fans.” Her insight highlights the importance of gathering first-hand customer data to understand and enhance the customer journey. By focusing on zero-party data, companies can gain deeper insights into customer preferences and behaviours, allowing for more personalised and effective marketing strategies. This is especially important as third party data providers become less reliable.
In another session titled “Clicks to Loyalty: Nikki’s Approach to a CX and Retention Marketing Tech Stack,” Nikki Tooman, Co-founder of Sticky Digital, highlighted how first-party data plays a crucial role in the current privacy landscape. “We don’t know who to trust now. You’re hearing crazy open and click thru rates, customer attribution is biassed based on the platform. The only way forward is first-party data.” To Nikki’s point, first-party data provides the foundation for building strong customer relationships and tailoring marketing efforts to meet individual needs, ultimately enhancing the overall customer experience.
5. Be Strategic and Thoughtful About When and Where Humans Should Engage in the Customer Experience
Dave Weiner from Priority Bicycles, in his session, discussed the balance between AI and human touch in customer service. He expressed initial concerns about AI-based responses, “I was a little scared because it would lose what makes our team special. But I quickly found that it just was helping them speed up an intelligent response that was already in their minds and that they already put on paper just helped it sound a little more professional.” This insight underscores the importance of using AI as a tool to augment, not replace, the human element in customer interactions. The strategic use of AI can enhance the efficiency and professionalism of responses while maintaining the unique qualities of human customer service.
Weiner further elaborated on the delicate balance required in integrating AI into customer support. “The balance is to speed up the process for your team members to make it a lot easier, but not at the expense of hurting the brand and having generic responses,” he explained. His perspective emphasises the need for businesses to find the right mix of AI and human interaction. It’s about leveraging AI to streamline processes and improve response times without losing the personal touch and authenticity that customers value in human interactions.
How to watch:
The AI/CX Virtual Summit 2023 laid a foundation for the future of customer experience in the AI era. We’re only in the early stages of Customer Experience and AI. For those interested in exploring these insights further, every session is available on-demand. By registering at https://aicxsummit.kustomer.com/, you can access a wealth of knowledge and apply these strategies to elevate your customer experience in 2024 and beyond. Whether you are new to the field or an experienced professional, these sessions offer valuable lessons for all committed to enhancing customer experience in the AI era. Look out for our next virtual event in 2024!
