The CXM Experienc‪e‬ Grad Conn

Now that you’ve discovered the billions of conversations, and used AI to classify them into something you can act on — it’s time to respond appropriately. This is the “management” piece of customer experience management. And if you’re not doing this, you’re not really doing CXM. We wrap up our 3-part Discover, Classify, Respond series with a look at how to make your customers happier by responding to them quickly and appropriately.

Yesterday we learned how to discover the billions of conversations happening right now in modern channels. But then what? How can you possibly sift through those billions of conversations to find the proverbial needles in the haystack? Spoiler alert: You can’t. But, AI can. And it can do it amazingly well. Today’s episode is all about classifying the data so you can use what you’ve learned to drive actionable insights.

There are 4.7 billion people online. And 4.1 billion of them are on social platforms. The first step to building a true 1:1 marketing program is to discover what those billions of people are saying to you, about you, about your brand category, and about your competitors.

Wouldn't it be amazing to be able to blend the reach of mass communication, with the human-centric benefits of 1:1 personal interaction? Well, good news — you can do this today. And it’s a marketing game changer. But how do you best create this mass one-to-one system? It all comes down to discovering conversations happening across modern channels, using AI to classify those conversations, and then responding appropriately.

We start out with a few important corrections from recent episodes. Then a quick happy birthday greeting to Nicolaus Copernicus, the father of the scientific revolution and inspiration of the Copernican shift— the idea of mapping perception to reality. And finally, we dig into mass 1:1 marketing. It’s a blending of traditional direct marketing, but with the reach of broadcast. We’re still adapting to this particular Copernican shift, and have a long way to go. But it’s the future of customer engagem

Understanding how your customers actually engage with you is too often undervalued. Generally, we build a process and assume it’s working. Meanwhile, our customers are having little (or big) issues that hurt the overall experience. Finding these broken flows is critical to happy customers.

And, if you’re selling B2B solutions, helping your prospects identify these broken flows can put you on a path to success. It’s called Experience Selling, and it’s an idea whose time has come.