How Predictive Experiences Became Possible—and Why You Should Care

June 18, 2015
Kevin Payne, Vice President, Global Demand Generation & Field Marketing

Years of interacting with customers online has come down to this: people expect companies to understand who they are and what they’re trying to do. They should be able to start anywhere online and have their intentions and context handed off seamlessly as they move across channels and devices.

That’s the essence of what we call predictive experiences, in which customers get things done with much less effort. Companies anticipate their needs and present touchpoints and content that create satisfying experiences.

Of course, that’s a terrific way to drive up sales and customer satisfaction scores.

So how did we reach this state, and what does it mean for the changes you should be aiming for in your customer engagements?

There’s a history to this, of course. It reflects the convergence of three paths: channels, data, and experience. A new article, “The Paths to Predictive Experiences,” describes how their evolution set the stage for what’s now possible.

Read it and you’ll see how a fourth factor—Predictive Analytics—has emerged to tie those paths together. This technology lets you use the data you have, and that customers create in real-time, to create great customer experiences. You’ll also see how people are responding to this lack of data use: they’re taking their business to predictive experience companies.

You can learn more about this by downloading The Paths to Predictive Experience.

Kevin Payne, Vice President, Global Demand Generation & Field Marketing
Kevin Payne, Vice President, Global Demand Generation & Field Marketing

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