CMOs at the confluence of AI, CX, and Growth
Holistic Marketing Management Journal, 2017, vol. 7, issue 4, 37-48
Marketers recognize Artificial Intelligence (AI) as a valuable tool, already employing AI solutions in order to deliver value at key points along a customer journey, AI impacting marketing to a great degree in some significant areas, and a growing number of marketers understanding that CX can be transformed with the help of AI, AI solutions turning frustrating experiences into productive conversations by blending AI with true human intelligence across any channel. It is important for companies to better understand how to link CX to ROI considering the expectations of the empowered consumer, to support CX strategies with CX maturity roadmaps. There is strong evidence that CX matters, CX correlating to loyalty, and mastering CX core competences becoming a must, while employee experience (EX) beginning to be understood as a top priority. There is no doubt about the real need of aligning marketing and sales, and ensuring customers with relevant recommendations, offers and experience in an Omni channel world, CMOs needing to engage with customers in a single communication platform, ensuring transparency and visibility across every touch points with their customers on the basis of real-time customer data and information. Recent research findings revealed that AI marketing enhances personalization of Omni channel CX and drives continuous CX evolution, that the role of marketers will be transformed by AI, CMOs being challenged to manage brands holistically.
Keywords: CMOs; AI; CX; Growth (search for similar items in EconPapers)
JEL-codes: L84 L86 M31 M37 O33 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:hmm:journl:v:7:y:2017:i:4:p:37-48
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