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organizations to lose their fine-grained             customer if and only if their budget is
        control and be at the mercy of the new,              adequate.

        smart channels.                                      Communication channels are

        Are you using email to communicate?                  costly and need to be managed
        Email programs will suppress delivery                intelligently
        notifications so that you don’t get                  If the customer does not like the

        any acknowledgment of who read
        your missive. Are you using your own                 communication, they do not interact

        website? Real- time engagement takes                 with it. This in turn means that they
        a backseat and messages are cached.                  may not like, share or even click on it.
        Moving to social networks, customer-                 Facebook monitors engagement level

        level response tracking simply doesn’t               for the ad. Low-engagement ads get
        work anymore.                                        suppressed by its smart algorithms.

                                                             Messages need to stay relevant
                        Losing control:
                    moving to a digital world                to the customer

                                                             As Facebook is trying to manage many

                                                             enterprises competing for the same
                                  Smart channel  Social
                Tradi onal                                   customer, they can only show an ad a
                  digital                                    certain number of times to a customer.
                                                             Call to action in the ad must lead to a
                                                             long - term impact on revenue or other

             More control                Less control        desirable parameters – there’s no telling
                                                             when this customer will be reachable

                                  Comm. pipe                 Messages must be strategic, not
                  Legacy                 Open                again.


                                                             merely tactical

                                                             So how does personalized engagement

                            Fig - 2-4-3       Source: Flytxt  work in the digital world?

        In this environment, losing even one of              Artificial Intelligence in Play:

        the three dimensions of engagement                   Digital  personalization
        can be disastrous. Let’s take an example.            Personalization is a much-abused term. It

        Enterprise A tries to connect with their             means many things to many people.

        customers on Facebook. Simultaneously,  Here at Flytxt, we believe personalization
        there are 15 different enterprises, some             is the type of communication that is:
        of them direct competitors to Enterprise             •  Bespoke, at customer level (the

        A, vying for the same customer, In this                elusive segment of one).
        scenario, Facebook shall only show                   •  Engaging, for a particular customer

        Enterprise A’s communication to the                    segment and the channel (not all



       40                                                                              INSIGHTZ - VOLUME 03, 2018
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