Optimove launches Self-Optimizing Journeys to drive better customer experience outcomes for brands
Optimove, the data-driven marketing platform, yesterday announced the launch of its Self-Optimizing Journeys – an AI-based solution that autonomously determines the next-best-action for each individual. The new feature identifies all the campaigns each customer is eligible for and evaluates all journey possibilities, response probabilities, and potential impact on customer lifetime value, to determine and serve the next-best-action for each customer.
Also read:Intelligent Conversational Automation in 2020: LivePerson Unveils Its Conversation Cloud
“Self-Optimizing Journeys represent the first time marketers can stop worrying about manually plotting and prioritizing customer journeys to focus on what they do best—crafting personalized messages for each customer interaction,†said Shai Frank, VP Product at Optimove. “With today’s announcement, Optimove ensures individualized journeys that autonomously adapt based on each customer’s characteristics and behaviors, effectively allowing customers to ‘plot their own journey’.â€Â Â
The company has rolled out Self-Optimizing Journeys to over 80 companies since Q4 2019 as a Beta. In a press release, Optimove claimed that the Beta version helped customers realize a 37.4 percent lift per customer in contrast to manual campaigns. It also said that 55 percent of the Beta users showed high adoption rates and orchestrated over 30 percent of their campaigns with Self-Optimizing Journeys.
What Does This Mean for Marketers?
Automation features like Optimove’s Self-Optimizing Journeys allow marketers to focus on more high-value tasks by determining which communications to prioritize or which sequence of communications result in the best customer journey.
Also read: Top 5 CDP Use Cases: Pusher’s CDP-Powered Data Optimization Journey
According to a recent surveyOpens a new window , 59 percent of global consumers felt that companies had lost touch with the human element of customer experience, and 75 percent of the responders stated that they preferred to interact with a human as against an automated machine. Solutions like Optimove that automate repetitive tasks for marketers also enable them to focus on developing meaning human bonds with customers.
Also read: How to Map Your Customer Journey And Why It’s Important
Brands with the lowest price or the coolest marketing campaign might not have an advantage over brands that exhibit emotional intelligence and communicate with care, honesty, and empathy, and build trust as a result. This is something that cannot be automated – authentic human relationships. In a way, features like Self-Optimizing Journeys can help make marketing more human and personal.
Going forward, we could expect more solution providers in the customer experience space, offering enhanced data-driven automation capabilities.Â