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offers work for everyone in every basket based on behavioral markers
channel). and strategic priorities.
• Responsible, for incremental impact These three AI-assisted programs,
on core business KPIs for that working together, create an engagement
customer (strategic at a customer
level, not merely at an organizational plan at the individual customer level and
or segment level) allows omni-channel communication
to be extended to newer and smarter
Flytxt’s digital customer engagement channels
framework balances the three
dimensions of customer engagement
by allowing personalization to work at
multiple levels: With the engagement moving
from legacy to open channels
• Optimization Engine works by (e.g. email) or traditional
evaluating individual customer’s digital channels (e.g. own
future potential for every website) or even social media,
communication strategy and selects organizations need to adopt
the best communication strategy for their engagement models
the customer. to suit this new reality. This
• Product Personalization modifies shift may further cause
existing offerings and creates suitable organizations to lose their
product baskets for individual fine-grained control and be
subscribers. at the mercy of the new,
• Adaptive ranking or prioritization smart channels.
re-ranks a customer’s available offer
INSIGHTZ - VOLUME 03, 2018 41
