Hyper-Personalisation: Customer Service Rethought?
Generative AI can precisely capture the behavior and preferences of individual business customers and respond to them immediately, says Robert Rosellen from ServiceNow.
AI-powered analytics tools enable the detailed analysis of business customers’ behavioral patterns and preferences in order to offer tailored services and products. These personalised offers significantly increase customer satisfaction by giving customers the feeling of being individually cared for and understood. Another positive effect of hyper-personalisation through AI is the increase in efficiency in customer service. Advanced AI systems enable continuous recording and analysis of service requests, which ensures rapid adaptation and optimisation of processes.
Increased sales through targeted cross-selling and up-selling
If AI is used on an integrated platform solution, the technology is particularly efficient. Data from various sources can be collected centrally in one place. AI algorithms access these data sets and analyse them in their entirety, which leads to precise insights. As a result, artificial intelligence can make a significant contribution to increasing sales through targeted cross-selling and up-selling strategies. By carefully evaluating customer behaviour and preferences, companies are able to develop personalised product recommendations and offers. These individual recommendations are particularly relevant and useful for the customer, which increases the likelihood of a positive response.
A practical example of this is the analysis of a customer’s purchase history and usage behavior. On this basis, it is possible to identify which additional products or services might be of interest. These insights not only lead to a higher conversion rate, but also to an increase in sales. Software companies in particular can use individual usage patterns to offer enhanced functions or additional modules that meet the user’s specific requirements.
Successful implementation at BT Group
BT Group, telecommunications provider in the UK, has extended its strategic partnership with ServiceNow to transform customer service through hyper-personalisation. The introduction of Service Bridge, which enables a seamless, automated connection between BT and its customers, significantly improves order management and communication, resulting in faster and more efficient handling of customer inquiries.
Another key element of the partnership is BT Group’s pilot with Now Assist for Telecom Service Management (TSM). This generative AI-based technology supports service agents in creating case summaries and reviewing complex notes. The implementation led to a 55% reduction in processing times and a noticeable improvement in customer satisfaction.
High data quality is crucial
The integration of AI in customer service opens up numerous opportunities for companies to improve efficiency and customer satisfaction. At the same time, however, companies must overcome significant challenges, particularly in terms of data quality and security. Ensuring high data quality is crucial, as AI algorithms rely on accurate and up-to-date data to make accurate predictions and recommendations. Companies need to continuously review, cleanse and update their data sets to ensure that AI systems are working optimally.
Data quality is closely linked to the issue of data security. Customers entrust companies with sensitive information, and it is of the utmost importance that this data is protected from unauthorised access and misuse. Companies must implement comprehensive security strategies, including encrypted data storage, strict access controls and regular security audits. A breach of data security can not only lead to legal and financial consequences, but can also cause lasting damage to customer trust.
Hyper-personalisation is not a passing trend
Hyper-personalisation through AI is not a passing trend, but a sustainable strategy to maximise customer satisfaction and secure competitive advantages. Companies that invest in the integration and further development of AI technologies at an early stage will benefit in the long term. The trick is not only to create the technological prerequisites, but also to develop a corporate culture that is innovation-friendly and adaptable. Companies should see these technologies not just as tools for automation, but as strategic drivers for innovation and long-term competitive advantage.
Robert Rosellen
is Area Vice President Germany at ServiceNow.
