Author: Tshidi Machaba

A good customer experience (CX) has a delicate balance between relevance and respect, data precision, and human empathy. Thanks to advancements in cloud technologies and artificial intelligence, additional opportunities are created to use CX and drive new business growth. One of the key pillars behind this is the need to deliver a more personalised experience. Several elements are essential to help companies achieve this and differentiate themselves from their competitors. It all starts with contextual relevance. Personalisation must align with the customer’s current needs and situation. Practically, this can mean recommending products based on past purchases or interactions. Context helps…