Artificial Intelligence (AI) and Machine Learning (ML) techniques have evolved and it is now much easier than ever to use these to implement personalization now. At a very simplistic level, personalization is about “predicting” what a user will like to see and then offering that to the user.
Recently I spoke at the inaugural MarTech Conference in Delhi, and both the excellent presentations and the many off the cuff conversations led me to be a bit concerned about where this market is heading. MarTech is a term that has been used for a few years now, and simply connotes the merging of marketing …
First, let’s put Cisco into context. Cisco is a giant with over 60,000 partners generating 85% of its revenue. Technology firms that sell through partners historically had a hands off approach to the customer experience (CX), as managing the customer is considered the partners job. Over the past few years this analyst has seen first-hand the enormous disconnect that such an approach to CX can generate. In a nutshell, the tech firm thinks the customer loves them (after all they spend money on their licenses and products), but in reality the customer loathes them, as nothing works as promised, and they are left to pick up the pieces and sort the mess out themselves.