STRAP: Marketing and CX leaders took the stage at the SAP Emarsys Festival in Dubai to discuss how the AI transformation can add relevance and speed to unlocking new customer value so everyone in the business wins.
Business leaders are more than convinced about the value that Artificial Intelligence (AI) can have in transforming marketing and customer experience (CX).
From predictive analytics and personalised recommendations to conversational chatbots and automated campaign optimisation, AI promises to deliver efficiency and deeper customer engagement.
Yet for enterprise leaders, the challenge is not just about adopting new technology—it’s about orchestrating change across a workforce with disparate roles, skills, and perspectives.
At the SAP Emarsys Festival, an exclusive meet-and-greet for marketing and CX leaders for retail, Sami Skaff, Chief Digital Officer at Al Nabooda Automobiles, Sagarika Nayak, Group Director – Customer Experience and Service Excellence at GMG, Younès Ben Maïz, Regional Vice President EMEA South at SAP Emarsys and Arjun Ranganathan, Associate Director at Infosys SAP Services got together to discuss how to overcome such challenges, and see business success.
The major challenge is data readiness. Once enterprise businesses are able to connect data context and auto content, they will be ready to build personalisation and impact CX, offered Younès.
It’s really about people, and how technology can serve them in their roles, says Arjun. That said, systems need to talk to each other – ERP, supply chain, and CRM, to name a few.
Imagine a driver who has a traditional car that simply takes one from point A to point B. Now, you put that driver into a hypercar, but he’s still driving it the same way. That’s a skill gap, explains Sami.
When it comes to contact centres, there is an opportunity to change the narrative from a cost-centre to a value builder.
For example, the Dubai Fitness Challenge is on. Imagine a customer calls to say that he’s looking for a particular sports shoe, and you can't find it. The agent, empowered with AI as a knowledge bank, is able to tell the customer which store on which street has it in stock, and in their size. That's a true experience.
Sagarika, has critical advice to make this happen. Brands need to be able to “translate” the core task that can add value to the customer, and it involves cross-functional team alignment.
Watch the Full Panel Discussion to learn more.
