客户体验：洞察力、信任和参与的三项技术

本文源引自IDC在2023年12月15日的博客，采用中英双语排版，由ImmersiveTranslate提供翻译支持。

正文：

What do customers expect from brands? They expect contextually relevant experiences. This should manifest throughout digital journeys with their preferred brands regardless of the business model. They value relevant content, next steps, and contextual awareness throughout their journeys. For brands, contextual awareness means that they can communicate to customers that the brand understands the nuances of each customer interaction, with every communication conveyed in a sensitive and acceptable way from the customer’s perspective.
顾客对品牌有何期望？他们期望获得与情境相关的体验。无论商业模式如何，这一点都应该体现在他们喜欢的品牌的整个数字化旅程中。他们重视整个旅程中的相关内容、后续步骤和情境意识。对于品牌而言，情境意识意味着他们可以向客户传达品牌了解每次客户互动的细微差别，并且每次沟通都从客户的角度以敏感且可接受的方式传达。

Most customers (B2C) or buyers (B2B) will not engage with vendors when the communication is not contextually aware. The decision to view content or communications (or not) is based on brands meeting their expectations (or not). B2B buyers are also B2C customers in their personal lives and carry over high expectations of contextual awareness from consumer brand interactions into decisions made in their work lives.  IDC’s 2023 B2B Technology Buyer Survey responses prove this point.
当沟通不具备情境意识时，大多数客户 (B2C) 或买家 (B2B) 不会与供应商互动。查看（或不查看）内容或通信的决定取决于品牌是否满足其期望。 B2B 买家在个人生活中也是 B2C 客户，他们对消费者品牌互动中的情境意识抱有很高的期望，并将其带入工作生活中的决策中。 IDC 的 2023 年 B2B 技术买家调查回复证明了这一点。

The experiences that customers expect from brands are, increasingly, all digital. Online transactions have become the majority; among Gen Z, 67% lean toward an online-first mentality, while younger millennials are at 75%. Digital communications, delivered with contextual awareness at the right moment in time, allow brands to demonstrate cognitive empathy, competence, and integrity which together create digital trust.
客户期望从品牌获得的体验越来越数字化。网上交易已占多数；在 Z 世代中，67% 的人倾向于网络优先的心态，而年轻的千禧一代中这一比例为 75%。在适当的时间提供情境意识的数字通信，可以让品牌展示认知同理心、能力和诚信，共同创造数字信任。

Callout: With digital engagement dominating engagement mode, the use of contextually relevant content, informed by unified customer data, will be imperative for brands to maintain, nurture, and grow customer relationships.
标注：随着数字化参与主导参与模式，使用由统一客户数据提供的上下文相关内容对于品牌维持、培养和发展客户关系至关重要。

The challenge for brands, across all go-to-market (GTM) models, is delivering the digital experience reality that customers expect. Meeting customer expectations is a fast-moving target that is difficult to meet without a tremendous amount of data and insights.  In IDC’s latest monthly survey (October 2023), less than one-half of respondents (47%) say they are mostly or entirely digital businesses (leaders), with the rest (53%) reporting that they are somewhat or not digital businesses (followers). CEOs recognize that proficiency in digital strategy is almost as important as proficiency in business strategy (46% vs. 49% in our 2023 survey).
在所有上市 (GTM) 模式中，品牌面临的挑战是提供客户期望的数字体验现实。满足客户期望是一个快速变化的目标，如果没有大量数据和洞察力就很难实现。在 IDC 最新的月度调查（2023 年 10 月）中，不到一半的受访者 (47%) 表示他们大部分或完全是数字化企业（领导者），其余的 (53%) 表示他们在一定程度上是数字化企业或不是数字化企业（追随者）。首席执行官们认识到，精通数字战略几乎与精通业务战略一样重要（在我们的 2023 年调查中，这一比例为 46% 与 49%）。

The Three Technologies 三大技术

What are the CX technology investments that your brand should be making to aspire to or maintain leadership in CX in your markets?
您的品牌应该进行哪些 CX 技术投资，以追求或保持市场中 CX 的领先地位？

• Customer data platforms (CDPs), which create and continually update unified customer data profiles, are the basis for understanding customers’ needs in their interactions with your brand. CDPs provide a unified and connected data fabric that delivers a continual understanding of customer context from previous interactions combined with current, real-time interactions. 75.2% of IDC survey respondents plan to increase this area of CX technology spending over the next 12 months.
  客户数据平台 (CDP) 可创建并持续更新统一的客户数据档案，是了解客户与您的品牌互动的需求的基础。 CDP 提供了一个统一且互联的数据结构，可以通过以前的交互与当前的实时交互相结合来持续了解客户背景。 75.2% 的 IDC 调查受访者计划在未来 12 个月内增加这一领域的 CX 技术支出。
• Predictive AI (AI, ML, advanced analytics), which delivers active learning from customer insights in the data by gathering customer intelligence, generating and analyzing insights, and evaluating actions based on real-time feedback from each engagement. Sentiment measurement also plays a significant role in active learning for contextual awareness, as real-time sentiment sensing can be an early warning signal for positive or negative changes in customer behavior. 58.1% of survey respondents plan to maintain or increase this area of CX technology spending over the next 12 months.
  预测人工智能（人工智能、机器学习、高级分析），通过收集客户情报、生成和分析见解以及根据每次参与的实时反馈评估行动，从数据中的客户见解中主动学习。情绪测量在情境感知的主动学习中也发挥着重要作用，因为实时情绪感知可以成为客户行为积极或消极变化的早期预警信号。 58.1% 的受访者计划在未来 12 个月内维持或增加这一领域的 CX 技术支出。
• Generative AI, which is already being used in marketing, sales, and service applications to deliver interactions with individualized content in digital communications including emails and web pages with automatic branding elements to maintain communications consistency. Generative AI is also improving customer support interactions by adding organizational knowledge bases to improve digital assistant and agent quality. One-third of organizations are already investing significantly in Generative AI for training, acquisition, and implementation of Generative AI-enhanced software and consulting services in the next 18 months. Customer support, marketing, and sales organizations report their top Generative AI business focus is improved customer satisfaction, with an average response of 58%.
  生成式人工智能已被用于营销、销售和服务应用程序，以提供与数字通信中个性化内容的交互，包括具有自动品牌元素的电子邮件和网页，以保持通信一致性。生成式人工智能还通过添加组织知识库来提高数字助理和座席质量，从而改善客户支持交互。三分之一的组织已在未来 18 个月内大力投资生成式 AI，用于培训、采购和实施生成式 AI 增强型软件和咨询服务。客户支持、营销和销售组织报告称，他们的生成式 AI 业务重点是提高客户满意度，平均响应率为 58%。

How do these three technologies interact with each other? Here is one example, with CDPs performing data aggregation and customer context, Predictive AI insights, and Generative AI activation which is the personalized interaction sent to the customer through a communication channel that is most likely digital but could also be physical (in-store).
这三种技术如何相互作用？这是一个例子，CDP 执行数据聚合和客户背景、预测性 AI 洞察和生成式 AI 激活，这是通过最有可能是数字化但也可能是实体（店内）的通信渠道发送给客户的个性化交互。

What business outcomes are possible using these three technologies?
使用这三种技术可以产生什么业务成果？

• A global technology brand achieved a 5x lift in conversions by using AI-driven insights to reallocate media spend, with 96% AI accuracy for predicted user behavior.
  一家全球科技品牌通过使用 AI 驱动的洞察来重新分配媒体支出，实现了 5 倍的转化率提升，AI 对用户行为的预测准确率高达 96%。
• A global pharmaceutical brand achieved a 40% increase in cosmetics sales due to better personalization, with a 40% reduction in cost per acquisition (CPA) for completed purchases.
  由于更好的个性化，一家全球制药品牌的化妆品销售额实现了 40% 的增长，并且完成购买的每次获取成本 (CPA) 降低了 40%。
• A global automobile brand experienced a 300%+ increase in advertising click-through rates (CTRs), a 2.5x increased conversion rate in the top customer segment, with a 38% reduction in cost per acquisition (CPA).
  某全球汽车品牌的广告点击率 (CTR) 提高了 300% 以上，顶级客户群的转化率提高了 2.5 倍，每次转化成本 (CPA) 降低了 38%。

The business outcomes for Generative AI will be more available with increased adoption of use cases in production. IDC’s C-suite tech survey results provide a preview of the top expected business outcome areas in these business groups:
随着生产中使用案例的增加，生成式人工智能的业务成果将变得更加可用。 IDC 的最高管理层技术调查结果预览了这些业务组中最重要的预期业务成果领域：

• CX, Service and Support: improved customer satisfaction (64.7%)
  CX、服务和支持：提高客户满意度 (64.7%)
• Marketing: revenue growth (57.2%)
  营销：收入增长（57.2%）
• Sales: increased operational efficiency and employee productivity (69.9%)
  销售：提高运营效率和员工生产力（69.9%）

A Glimpse into the Future
未来一瞥

In this blog, we have focused on three technologies that increase insight, trust, and engagement with your customers now. Let’s look into the future with IDC FutureScape 2024 predictions that are based on the technologies described in this blog.
在本博客中，我们重点介绍了三种可增强客户洞察力、信任度和参与度的技术。让我们通过基于本博客中描述的技术的 IDC FutureScape 2024 预测来展望未来。

• Customer data platforms will deliver high-quality data for predictive AI and GenAI, activating 80% of real-time personalized customer interactions at scale for G2000 firms with 4x engagement gains by 2026.
  客户数据平台将为预测性 AI 和 GenAI 提供高质量数据，为 G2000 企业大规模激活 80% 的实时个性化客户互动，到 2026 年，参与度将提高 4 倍。
• By 2025, 65% of G1000 companies will adopt trust-based marketing programs, harness greater value from zero- and first-party data, and improve marketing profitability by 50%.
  到 2025 年，65% 的 G1000 公司将采用基于信任的营销计划，从零方和第一方数据中挖掘更大价值，并将营销盈利能力提高 50%。
• Pervasive sentiment and intent AI will propel 55% of G1000 firms to conduct all marketing journeys as real-time, two-way conversations by 2025, improving leads to purchase conversions by 40%.
  到 2025 年，普遍的情感和意图人工智能将推动 55% 的 G1000 公司以实时双向对话的方式开展所有营销旅程，从而将购买转化率提高 40%。

Is your firm future-proofed to achieve the outcomes from these predictions?  If you use the three technologies discussed here, you can confidently answer – Yes! If you don’t have these technologies, and you see your firm as a digital follower – Watch Out! Your customers, revenue, and market share are at risk from your competitors who are digital business leaders.
您的公司是否能够面向未来实现这些预测的结果？如果您使用这里讨论的三种技术，您可以自信地回答 – 是的！如果您没有这些技术，并且您将自己的公司视为数字追随者 – 请注意！您的客户、收入和市场份额面临来自作为数字业务领导者的竞争对手的风险。