Leaders
Bridging brand perception and customer experience gaps
Niki Middleton discusses the gap between brand perception and customer experience in Australian businesses and the role of AI
Niki Middleton discusses the gap between brand perception and customer experience in Australian businesses and the role of AI
– There is a noticeable gap between business perceptions and customer experiences in Australian companies.
– Effective engagement systems and AI are vital for delivering personalised customer experiences across all channels.
An SAP survey revealed that 79% of businesses believe they offer excellent customer experiences, while 80% of customers feel deterred by inconsistent interactions.
This disparity stems from siloed data and separate engagement systems that lack integration across various channels, including physical stores, websites, and mobile applications.
Disconnected data hampers personalization as customers navigate these touchpoints.
To address this issue, businesses must implement engagement systems capable of consolidating diverse data sets to manage customer experiences comprehensively across both online and offline channels.
Key strategies include prioritising customer-centric approaches, maintaining agility, and equipping teams with effective tools for transparent customer interactions.
Artificial intelligence plays a crucial role in enhancing engagement across vast databases by targeting the right audiences, optimising content, and determining appropriate timings and channels for communication.
The industry is evolving towards an “agentic” model, where AI assistants leverage specific agents for tailored audiences, campaigns, and recommendations to achieve one-to-one personalization.
SAP describes this trend as “autonomous CX” or “autonomous marketing,” though human oversight remains vital for guiding direction.
For more information, visit SAP
