3 Ways Machine Learning Shapes Customer Experience


Blake Morgan

February 8, 2017

When it comes to customer experience, most machines just aren’t very smart. Every day, customers around the world are suggested products to buy or use that have little or no application to their lives and for which they aren’t a customer. It is frustrating to get recommendations for items you would never actually purchase.


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Luckily, machine learning is evolving and changing how we use technology in the customer experience. Machine learning is solely focused on writing software that learns from past experiences and creates a more personalized and relevant experience for customers. This is incredibly powerful for customer experience because it allows brands to take advantage of the limited time they have to gain a customer’s trust in today’s swipe-right culture. Customers only give brands a few seconds before they decide to move on if the online experience doesn’t meet their needs. With machine learning, brands are able to better connect with customers and provide services, products, and recommendations that are relevant and effective.

There are three main ways machine learning will help customer experience:

  1. Machine learning can personalize nearly everything we see on the internet or mobile apps to make it better, clearer, and more useful. Machine learning helps companies better gauge what customers are doing and feeling and allows them to tailor the online experience.
  2. Product offerings. Brands will be able to use a customer’s previous buying and browsing history to recommend relevant products. For example, if a customer likes a certain baby product for newborns, they will likely enjoy a product for slightly older infants a few months later. Machine learning can take predictive actions and use cross-channel information from each customer to find out what products are effective and which recommendations lead to the best results.
  3. Machine learning is huge for the automation of work. Take for example Uber and Google’s self-driving cars, which use machine learning to learn navigation and know about certain routes and issues they might face on the road. Machine learning also plays a large role in recommendations on Amazon and Netflix, as well as fraud detection systems that can see if a person’s activity is outside of their normal actions.

The days of irrelevant technology use on customers are numbered. Instead of trying to create a personalized experience manually, machine learning gives brands the power to offer all customers an amazingly customized experience in mass. Developed machine learning can open a new door for customer experience and allow brands to offer a hyper-personalized experience with relevant recommendations and experiences that can help create a sophisticated and more enjoyable shopping experience.


This article was written by Blake Morgan from Forbes and was legally licensed through the NewsCred publisher network.

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