How does AI redefine marketing and customer experience?

Published on January 13, 2020  - Updated on April 23, 2021

During the month of November, Q°emotion was selected to speak at two major marketing and customer experience events on the theme of artificial intelligence, organized by Adetem and Le Journal du Net.

Renowned companies such as Google, IBM, Microsoft, Orange, EDF, and many others came to share their experiences and expertise as well as their vision on the marketing of tomorrow.

Artificial intelligence, which can be defined as "The science whose purpose is to make a machine do tasks that man accomplishes by using his intelligence" is nowadays the cause of a revolution in the Marketing function. While it is clear that the explosion of data and access to it is key to any company's digital transformation and marketing, its processing and use can be critical. Indeed, information is only valuable if the use made of it allows the company to have a better knowledge of its customers, their expectations and their feelings.

From successive interventions, the importance of empathy became clear. Indeed, if in the short term the digitalization of companies should become a common phenomenon, the personalization of the service and the answers given to the customer will on the contrary be differentiating. The "customer centric" approach places the human being and the consumer at the very heart of the strategy. Thanks to AI, it is now possible to measure and analyze customer feedback, which is traditionally a costly qualitative study because it requires a high level of human involvement.

These interventions have been a source of inspiration for Q°emotion, which is increasingly convinced of the relevance of emotional analysis as a tool for customer experience. Emotions would indeed be considered as the "new weapon" of marketing and would trigger 80% of purchasing decisions. Q°emotion was selected among the "5 startups that are changing marketing" following the intervention of its founder Grégoire Pfirsch at the Adetem Factory. During the event organized by the JDN, participants were able to hear Corsair's testimony on the contributions of the Q°emotion solution to improving the customer experience and the role of emotions in building customer retention.