Council Post: Data democratisation and AI—The superpowers to augment customer experience in 2022

If there is one thing we have learned over the last few years, consumers prefer personalisation, and they yearn for human touch when they interact with brands. If they do not get that, they will move on. Customers expect a certain amount of guided selling and look out for products that interest and appeal to them. Today, consumer brands such as Amazon, Flipkart, Facebook (now Meta), Shopify, etc., are trying their level best to woo consumers and partners with products and promotions uniquely customised to their preferences and habits. A McKinsey study revealed that personalisation drives performance, and companies that grow faster drive 40 percent more revenue from personalisation than their slower-growing counterparts.  The data further shows that when companies personalise communication:  76 percent of customers are more likely to purchase.78 percent of consumers are going to refer friends and family.   But, the question is, how can businesses augment