by twieberneit | Dec 31, 2021 | Blog |
It is the end of 2021 and I do not have anything better in mind than writing a last post for the year. So let’s do it. There have been some terms that were used more than others with some of them actually being quite hyped. Some of them for the right reasons, some of them for the wrong ones. My favorites of these terms include in no particular order: MetaverseNFT (non-fungible token)RPA or robotic process automationHyper personalizationHyper automationCustomer Journey OrchestrationLow code / No codeArtificial intelligence / machine learning Hyper personalization I already did a short video that expresses my thoughts on hyperpersonalization. You cannot really avoid the term when browsing the web with anything related to CX in mind. Back in the day, what is now called hyper personalization was called one-to-one marketing. This was in the eighties. The problem was that we didn’t have the technology nor the computing power to technically implement a contextually relevant 1:1 approach at scale and in real time. That’s why we worked with segments. Now we have the technology and computing power to address individuals contextually relevant in real time, nearly regardless of the size of the audience. Technologically, this is quite amazing, and if used consciously is of great benefit for customers and prospects. But there is nothing “hyper” about it. It is still personalization, maybe individualization. My wish for 2022: Let’s do away with the hyperbole before we start to desperately look for the next hyperlative – or should I call it ultralative? Robotic process automation No doubt, RPA is an important technology. It provides a fast and easy – maybe too fast...
