home Customer Experience Can cognitive content management deliver a personalised customer experience?

Can cognitive content management deliver a personalised customer experience?

Content, whether it’s written, visual, aural or interactive, underpins the customer experience. The challenges lie in the ability to deliver the right content at the right time to the right customer. Cognitive content management promises, by utilising AI and machine learning, to deliver very personalised and relevant content across all communication channels – at the right time.

Organisations create and store a lot of content. This content resides on websites, intranets, folders, flash drives and a variety of other media. Accessing the right piece of content at the right time to serve it to a particular customer can be a monumental challenge.

Probir Geoffrey Dutt, Director, Cognitive Customer Care BPO IBM Australia & New Zealand, comments, “When it comes to content management it can be a virtual nightmare for businesses and their marketing teams, trying to find the right content at the right time. In many cases, content is spread out across multiple systems and folders making it impossible to find what you need, when you need it.”

Personalised and timely content

Cognitive contentment management, according to Altimeter research, is one of the more intriguing applications of AI (Artificial Intelligence). “Cognitive content management systems like IBM’s Watson Content Hub can auto-tag images, text and video by recognising the content, which then makes it easier for the platform to recall and serve the content it believes will have the most impact on the customer in a given context”.

This ability to quickly access and distribute the most relevant content promises very personalised experiences for customers. “A cognitive CMS can offer users a personalised shopping experience, quickly accessing the most relevant content and quickly deploying that content in real-time across any device. It intuitively tags content as you upload it and transforms volumes of disorganised assets into a cohesive library that’s easily searched”, says Dutt.

Improving over time

From this tagged content the system can automatically generate product descriptions and images for an ecommerce website or automatically generate property listings. Like most AI platforms, these systems are being designed so they can learn and improve over time. “A CMS that is built for the future and uses cognitive tagging offers the additional benefit of learning and improving over time. As it suggests tags and you approve them it learns and gets better, making asset retrieval faster and more efficient.”

These systems are also expected to greatly improve internal efficiencies and collaboration between remote teams, by ensuring employees are accessing the same accurate version of a particular piece of content.

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Mark Atterby

Mark Atterby has 18 years media, publishing and content marketing experience.

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