Enhancing Customer Journeys with AI-Driven Touchpoints

In my long career of over 35 years, I’ve been fortunate to witness and contribute to some of the most significant technological advancements. By now I think you know that my career included a long period at Sony, where I had the privilege of launching the first in-car navigation system back in 1996. Later, I introduced AIBO, the first AI-based robot in Europe. These experiences were more than just career milestones; they shaped my understanding of how technology can fundamentally alter and enhance human experiences. This has been described in my book, the Talking Dog, Immersion in new technologies: https://www.amazon.co.uk/talking-dog-Immersion-new-technologies/dp/2492790029/ref=sr_1_1

Now, as an international consultant and a digital EU ambassador, I’m driven by a passion to help businesses transform with new technologies. One area that has particularly intrigued me is how AI can revolutionize the customer journey. When we talk about enhancing customer journeys, it’s not just about improving the individual touchpoints but creating a seamless, engaging, and memorable experience from start to finish.

When I first started delving into customer journey mapping, it was a relatively straightforward concept. Companies aimed to chart the course of a customer’s interaction with their brand from initial awareness to post-purchase. The goal was to identify pain points and areas for improvement. However, as technology evolved, so did the potential to significantly enhance each stage of this journey using AI.

In the early stages of customer awareness, AI can be a game-changer. I remember working with startups in the healthcare and e-commerce sectors and realizing the power of predictive analytics. AI can analyze vast datasets to identify patterns and predict customer behavior. This means businesses can deliver highly personalized advertisements that resonate on a deeper level with potential customers. It’s fascinating to see how AI can take seemingly disparate pieces of data and weave them into a coherent strategy that drives engagement.

For example, imagine a healthcare startup aiming to promote a new wellness product (this is what we implemented when we launched Diabilive.com back in 2017). We had invented an app for diabetic patients to calculate the exact level of insulin they needed to inject themselves. Part of the problem with diabetes is linked to wellness and quality of life and food intake. By leveraging AI, the company could analyze social media trends, online behaviors, and even search patterns to identify individuals who were most likely to be interested in our product. The AI doesn’t just stop there; it can also craft personalized messages that speak directly to the needs and interests of these potential customers, making the initial touchpoint significantly more effective.

Moving into the consideration stage, I’ve seen firsthand how AI can refine and personalize the customer experience. During my tenure in the web analytics field? (back in 2009 with at the time the French and European leader in data intelligence), we used the first approach to AI to delve into customer data and deliver personalized content and recommendations. It’s like having a personal shopper who knows exactly what you need and when you need it and how you would need it. This level of personalization not only enhances the customer experience but also builds a stronger emotional connection with the brand.

I recall working with an e-commerce platform (I have mentioned this regularly in all my articles that you can find on my LinkedIn page) where we implemented machine learning algorithms to analyze customers’ browsing histories and past purchases. The AI could then suggest products that were tailored to their preferences. It was remarkable to see the increase in customer engagement and satisfaction. Customers felt understood and valued, which naturally led to higher conversion rates. This company was recently purchased by a coffee maker in Italy.

The purchase stage is another critical juncture where AI can make a profound impact. In my work with various startups, particularly in e-retail, I’ve seen how AI-powered chatbots and virtual assistants can streamline the purchasing process. These AI tools can provide instant responses to customer queries, guide them through the checkout process, and even offer personalized discounts.

One memorable project involved an online retailer (a company based in California in the last 2020 and I used to consult them on how to launch and implement AI tools starting with the change management approach that is required for such a project). They implemented an AI-driven chatbot. Customers could ask questions about product features, availability, and delivery options, receiving instant, accurate responses. The result was a smoother, more efficient purchase experience, reducing cart abandonment rates and increasing sales. It’s amazing how a well-integrated AI system can transform a potentially frustrating experience into a seamless one. To be totally transparent, the first level of customer support was handled by the chatbot (we had over 200 questions covered) then outside of these questions, a human being would take over. But at least it allowed humans to be augmented and to skip the painful waste of time to answer questions that would be asked very regularly like “when do you open? When do you close? Where are you located….), I think you understand my point.

Post-purchase support is often where customer loyalty is truly tested, and AI has significant potential here as well. During my time leading digital transformation initiatives, I focused heavily on enhancing post-purchase experiences. AI can automate customer service, predict maintenance needs, and personalize follow-ups, ensuring that customers feel supported long after their initial purchase. I have to say that digital transformation projects are a journey. You have to start with understanding of the company situation and then step by step see where you can improve processes and ensure you include post purchase and all type of analytics. In other words, you cannot wake up one morning and say, tomorrow I will digitally transform my company.

To explain with a concrete example, I worked with a chemical company in Asia to develop an AI-driven customer support system. The AI could diagnose and resolve common issues, predict when a product might need maintenance, and proactively alert the customer. This not only improved customer satisfaction but also fostered a sense of trust and loyalty. Customers appreciated the proactive support, knowing that the company was looking out for their best interests. This was focused mainly on B2B customers and the challenge was to ensure that all divisions of companies were involved in the process.

Reflecting on these experiences, I’m convinced that AI-driven touchpoints are not just the future but the present of customer journey mapping. This is what we expect as a customer and this is what we need to offer. We have a new level of personalization, efficiency, and proactivity that traditional methods simply cannot match. As someone who has been deeply involved in digital transformation and the implementation of new technologies, I’ve seen the tangible benefits that AI can bring to businesses and their customers.

Embracing AI in customer journey mapping is about more than just staying competitive; it’s about fundamentally enhancing the way we interact with and serve our customers. It’s about creating experiences that are not only seamless and efficient but also deeply personalized and engaging. As I continue to work with companies of all sizes, helping them navigate the complexities of digital transformation, I’m excited about the endless possibilities that AI offers. By leveraging AI, we can create customer journeys that are truly transformative, paving the way for sustained growth and success in the digital age.

If you have any questions or any projects, feel free to contact me, I will gladly answer.