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Art & Science Yokweza Ulendo Wamakasitomala mu 2023

Kupititsa patsogolo ulendo wamakasitomala kumafuna kusamala nthawi zonse pamene makampani akusintha njira zawo kuti zisinthe mwachangu machitidwe ogula, zizolowezi zogula, komanso momwe chuma chikuyendera. Ogulitsa ambiri amafunika kusintha njira zawo mwachangu…

Kufikira 60 peresenti ya zomwe zingagulitsidwe zimatayika makasitomala akafuna kugula koma amalephera kuchitapo kanthu. Malinga ndi kafukufuku oposa 2.5 miliyoni olembedwa malonda kukambirana.

Harvard Business Review

Makamaka m'malo amasiku ano ogula zinthu za digito, makampani amayenera kukhala odziwa luso ndi sayansi yopititsa patsogolo ulendo wamakasitomala kapena chiopsezo chotaya malonda, kusokoneza makasitomala, ndikuchepetsa kudalirika kwamtundu. 

Kwa mabizinesi omwe akufuna kuti agwirizane ndi zomwe zachitika posachedwa, nazi njira zisanu zabwino zopititsira patsogolo ulendo wamakasitomala mu 2023. 

1. Limbikitsani kukhathamiritsa kwaulendo wamakasitomala (CJO)

Ma Brand akuyenera kuganiziranso zaulendo wawo wamakasitomala ndi njira zoyimba kuti adzisiyanitse mu 2023 ndi kupitilira apo. Malingaliro omwe adakhalapo kale akuyenera kutayidwa ndikusinthidwa ndi njira yomvera, yoyendetsedwa ndi analytics yotsatira-best-action protocol model. 

Mu chatsopano CJO chitsanzo, ma analytics ndi gulu la orchestration lomwe likuyang'anizana ndi makasitomala ndi ziyembekezo ziyenera kupititsa patsogolo kusanthula kwanthawi yeniyeni ndi mbiri zomwe zikupita patsogolo kuti ziloze kasitomala ku njira zotsatirazi zomwe zimayendetsa kukhulupirika, kuonjezera malonda, ndi kulimbikitsa kukhazikika. 

Ma Brands akhoza kukwera AI kupanga zochitika zamoyo, zamphamvu zomwe zimamva ndikuyankha kukhudzidwa kwa makasitomala pakupanga ndi kufalitsa zatsopano, zenizeni zenizeni. 

2. Dalirani pa Real-Time Interaction Management (RTIM)

Brands akhoza kutembenukira kwa RTIM kuti apereke mayankho apamwamba kwambiri komanso otembenuka mtima.

Ogula ambiri amakono a digito, kuphatikiza Gen Z, azaka chikwi ang'onoang'ono, ngakhalenso akatswiri aukadaulo aukadaulo, amayembekeza kupeza phindu lapamwamba akamayika ndalama polumikizana ndi mayendedwe. Komabe…

44 peresenti ya ogula a Gen Z ndi 43 peresenti ya zaka zikwizikwi adagwiritsa ntchito khama kuposa momwe amayembekezera kuti amalize kuyanjana.

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M'chaka chamtsogolo, nthawi ndi ndalama zatsopano. Kudalira njira ya RTIM yoyendetsedwa ndi ma analytics apamwamba komanso ma protocol opititsa patsogolo AI ndiyo njira yabwino kwambiri yowonetsetsera kuti kusinthanitsa kwamtengo wapatali kumatsirizidwa m'njira yomwe imalimbikitsa kulumikizana kwamtundu ndi mtundu ndikuzindikiritsa zowawa zomwe zingatheke kuti muwongolere ulendo wogula ndikukwaniritsa. ziyembekezo za ogula. 

3. Landirani Hyper-Personalization 

Pokhala ndalama yatsopano, chinsinsi chopangira anthu okhulupilika mumtundu watsopano wa digito ndikupangitsa kuti pakhale kuyanjana kulikonse. Makamaka, zomwe zidaperekedwa kwa kasitomala kapena chiyembekezo ziyenera kukhazikitsidwa pakusinthana kwina. 

Mwa kuyankhula kwina, chochita chilichonse chotsatira chiyenera kukhala chamtengo wapatali kuchokera kwa kasitomala.

At Verticurl, tikuchita upainiya zomwe zimayendetsedwa ndi AI zomwe zidapangidwa munthawi yeniyeni kutengera momwe kasitomala amalumikizirana, kumvetsetsa kuti hyper-personalization ndi yofunika kwambiri pakulumikizana ndi makasitomala. 

Pakadali pano, mitundu yambiri ikupitilizabe kudalira static Content Management Systems (CMS), kukankhira zomwe zili, zomwe m'dziko lamakono lofulumira, la digito-loyamba, likhoza kukhala lachikale komanso lopanda ntchito kwa omvera omwe amayembekezera kubwezeredwa kwamtengo wapatali pa nthawi yawo. 

Mwachidule, kuti mukhale ochita bwino m'chaka chomwe chikubwerachi, mitundu idzapereka zinthu zolemera kwambiri, zomwe zikuyang'aniridwa kwambiri.

4. Gwirizanitsani Gawo Lomwe Limasintha Mosalekeza 

Mitundu yomwe imapambana m'zaka za digito ikufuna kusintha kukhudza kosadziwika komwe kumapangidwa ndi kutsatsa kukhala ziyembekezo zodziwika ndi makasitomala. Ichi ndi chofunikira kwambiri chomwe makampani ayenera kukwaniritsa mwachangu momwe angathere komanso pamakasitomala aliwonse.

Izi zimatheka ndi digito pochita nawo

kusinthanitsa mtengo chitsanzo ndi makasitomala ndi ziyembekezo. 

Chitsanzochi chikufuna kupereka phindu lomveka bwino kwa makasitomala osadziwika ndi chiyembekezo chodzizindikiritsa mwa kuwapatsa mphoto, kubwezera, kapena kuwalimbikitsa ndi mfundo zowoneka komanso zamaganizo. 

5. Pangani Customer 360-Degree "Golden Record" 

Zoyambira zoyambira zomwe zimathandizira njira zabwino zomwe zili pamwambazi zimakhala popanga kasitomala 360-degree Golden Record. 

Kuyesetsa kwapang'onopang'ono kumeneku komwe kumayang'ana pakusinthana kwamtengo wapatali kuyenera kusonkhanitsa zidziwitso kuti amalize mfundo zotsogola za 80/20, zomwe zimadalira kufotokoza kwapang'onopang'ono kuti apereke mawonekedwe amodzi a kasitomala pazokhudza zonse. 

Makamaka, yang'anani pakulimbikitsa makasitomala kuti apereke peresenti 20 za data yomwe imapereka 80 peresenti ya mtengowo. Izi zingaphatikizepo nthawi, zolimbikitsa zamalonda, kapena zolimbikitsa zachuma monga makuponi ndi kuchotsera. 

Chitsanzo Pakutseka 

Makamaka, kuchuluka kwa kuphatikizika kwamphamvu zisanu izi kumapangitsa kuti pakhale mtengo wamakasitomala aliyense wotsatira.

Mwachitsanzo, taganizirani za mtundu wina wapadziko lonse wa zakudya za ziweto zomwe zikufuna kuyang'ana kwambiri ziweto m'malo mwa kholo. Mtunduwu umagwiritsa ntchito zomwe zili pamwambazi kuti zipititse patsogolo mbiri yachiweto, kusonkhanitsa deta yofunikira kuti idziwitse ulendo wamakasitomala. 

Kwa kasitomala uyu, Verticurl imagwiritsa ntchito nthawi yeniyeni, zowonetsera mosalekeza kwa makasitomala ndi ziyembekezo zomwe zachulukitsa kwambiri macheza ambiri. KPIs

Potsatsa zakudya zamtundu wa ziweto pogwiritsa ntchito chidziwitso chambiri choweta, zimapanga ubale wapamtima ndi eni ziweto zomwe zimayendetsa kukhulupirika kwa mtundu kumlingo womwe sungathe kusokonezedwa ndi mtundu womwe usakhala ndi ubale wokonda makasitomala / ziweto.

Izi zimakumana ndi ogula komwe ali, kuwapangitsa kukhala ndi makonda kwambiri, zofunikira zomwe zimawongolera mosalekeza ulendo wamakasitomala, ndikusinthira chiyembekezo kuti apereke zotsatira zomwe zimakhala zokhalitsa. 

Dennis DeGregor

Dennis DeGregor ndi Wachiwiri kwa Purezidenti, Global Experience Data Practice, ku Verticurl, a WPP kampani ndi gawo la Ogilvy Group. Dennis ali ndi mbiri yochulukirapo yamakasitomala ndi mitundu ya Fortune 500 pakusintha kwa CX bizinesi, njira ya data, kusanthula, ndi ukadaulo wopezerapo mwayi pabizinesi yampikisano. Dennis amadziwika popanga magulu ochita bwino kwambiri omwe amafulumizitsa njira zosinthira makasitomala amtundu wa Experience Transformation kudzera mwaukadaulo wama data. Walemba mabuku awiri pamutu wa data yamabizinesi, Strategic AI, komanso kugwiritsa ntchito intaneti yapadziko lonse lapansi kuti apatsidwe mwayi wopikisana kudzera pakusintha kwa CX komwe kumayendetsedwa ndi data: HAILOs: Kupikisana pa AI mu Post-Google Era ndi Makasitomala-Transparent Enterprise.

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