Feature
The Gist
- Hyper-personalized journeys. Companies must prioritize industrializing data and processes to deliver predictive, personalized experiences at scale.
- AI-driven transformation. AI balances automation and human touch, reshaping customer relationships with predictive and agentic models.
- Data as a strategic asset. High-quality, integrated data enables actionable insights, operational efficiency and innovation-driven growth.
- Customer expectations. Personalization is now a strategic imperative, leveraging AI for tailored, seamless, and empathetic customer journeys.
Myles Suer, a digital and CIO analyst, has been a pivotal voice in tech strategy and customer engagement for years. As one of CMSWire's 2024 Contributors of the Year, a repeat award for the author, Suer offers insights into the data-driven and AI-powered future. From predicting the rise of generative AI to emphasizing the importance of hyper-personalized journeys, Myles consistently highlights the balance between technological precision and human empathy. This Q&A delves into his forward-looking perspectives on digital transformation.
Editor's note: Myles is the second profile in our CMSWire Contributor of the Year series. Stay tuned for more insights over the next two weeks.
Future of Digital Experience
CMSWire: Where do you see the biggest opportunities for companies to differentiate their digital experiences in the next five years, and what should leaders focus on to stay ahead?
Myles: The biggest opportunities for companies to differentiate in the next five years lies in delivering hyper-personalized customer journeys. As I highlighted in my review of "Personalized," personalization is no longer optional — it’s the linchpin of effective customer engagement. Organizations like Alaska Airlines, United Airlines and even the IRS are demonstrating how focusing on seamless customer experiences can set them apart.
To succeed at customer experience, leaders must prioritize industrializing their data and business processes, ensuring they are robust enough to support predictive insights into customer needs and desires. The rise of generative AI offers unparalleled opportunities to micro-segment markets and tailor responses in real time, creating a “golden age” of customer experience. Those who invest in predictive analytics, agile processes and AI-driven personalization will not only stay ahead but redefine what exceptional digital experiences look like.
AI’s Role in Customer Relationships
CMSWire: How do you see AI transforming the way organizations build and maintain customer relationships, particularly when it comes to balancing automation with human touchpoints?
Myles: AI is reshaping how organizations build and maintain customer relationships by enabling deeper insights and more personalized interactions while balancing automation with the human touch. Predictive AI models have already proven their value at anticipating customer needs and streamlining interactions.
However, the next leap lies in Agentic AI, which transforms all phases of the customer experience, elevating personalization to an unprecedented level.
With AI’s ability to aggregate and analyze comprehensive customer data, companies can shift their focus to delivering truly experience-driven journeys. As I discussed in "Will Agentforce Be the Most Significant Innovation in Salesforce’s History," AI agents are revolutionizing service delivery.
Saks, for instance, is leveraging AI agents to redefine how customers find and receive what they need, creating an unparalleled level of convenience. At Kaiser Permanente, AI supports doctors by automating patient interactions, freeing up time for complex medical decisions. Similarly, Disney uses AI to enhance visitor experiences at its theme parks, aligning customer insights with tailored services that boost both satisfaction and revenue.
The key to success is balancing automation with the human touch. AI excels at handling repetitive or data-intensive tasks, allowing human agents to focus on empathy, creativity and nuanced problem-solving. Organizations that seamlessly integrate AI-driven efficiency with human connection will not only deepen customer loyalty but also gain a competitive edge in this era of transformative technology.
Related Article: 5 Ways to Increase Customer Loyalty
Data as a Strategic Asset
CMSWire: What trends do you anticipate in leveraging data more effectively to deliver actionable insights, and how can organizations ensure their teams are equipped to make the most of these capabilities?
Myles: Leveraging data effectively will deliver actionable insights. Getting here has been a persistent challenge for many organizations due to fragmented systems, data quality issues and reconciliation complexities. Historically, data has often been scattered, incomplete or inconsistent, undermining its potential to drive meaningful decisions.
However, generative AI promises to be a transformative force, offering the capability to make AI-driven insights more accurate, transparent and actionable.
GenAI can revolutionize how organizations handle data by streamlining its integration into transactional systems and extracting it into data lakes for advanced analysis. When data is industrialized — made accurate, timely, better integrated and more accessible — companies can move away from the patchwork approaches of the past. Instead of cobbled-together solutions, they can establish robust data foundations that support operational efficiency and fuel innovation.
This step unlocks the potential to become truly data-driven, enabling organizations to monetize data assets and elevate customer experiences. With high-quality, integrated data at their disposal, teams can focus on delivering personalized, predictive insights that create value at every customer touchpoint.
To ensure teams succeed, organizations must upskill employees, improve data literacy, provide intuitive analytics tools, and foster a culture where data-driven decision-making is the norm. By taking these actions, organizations can harness the full power of data to drive growth, innovation and customer loyalty.
The Evolution of Customer Expectations
CMSWire: With customers becoming increasingly savvy and demanding, what innovations do you think will redefine the way businesses engage with and retain their audiences?
Myles: As customers become increasingly digitally savvy and demanding, personalization will redefine how organizations engage with and retain their audiences. To meet rising expectations, companies need to fine-tune personalization with every interaction, empowering customers to get what they want — better, faster and cheaper. As the authors of "Personalized" emphasize, personalization is no longer a tactical advantage but a strategic imperative.
AI is the key enabler of personalization and customer experience. Unlike humans, AI can analyze vast amounts of data in real time, continually refining its understanding of individual preferences and behaviors. This means businesses no longer need to rely on broad marketing segments; instead, they can deliver highly tailored experiences at scale. For example, AI-driven tools can anticipate customer needs, proactively offer solutions and adapt recommendations based on evolving preferences.
The innovation lies in the seamless personalized experience across the customer journey. Companies that embrace AI to personalize beyond traditional touchpoints will lead the market. By creating interactions that feel uniquely tailored to each customer, businesses build deeper loyalty and drive long-term growth. The future belongs to those who can balance technological precision with an empathetic understanding of their audiences.
Navigating Generative AI in Marketing
CMSWire: Generative AI is already making waves in marketing and customer experience. What best practices or cautionary tales do you see emerging for leaders navigating this new frontier?
Myles: Generative AI is transforming marketing and customer experience by unlocking new levels of precision, personalization and efficiency. However, leaders navigating this frontier must balance innovation with ethical responsibility to harness AI’s full potential without losing the trust of customers or employees. As emphasized in "The AI Savvy Leader," best practices start with viewing AI as an enabler for humans, not a replacement. AI can make previously cost-prohibitive targeting strategies viable, but its ultimate success depends on thoughtful human inclusion and oversight.
A critical best practice is designing AI initiatives with clear, purpose-driven goals. Leaders should ensure transparent communication about how AI is used, fostering trust with both customers and internal service and sales teams. The book outlines nine actionable steps to help leaders integrate AI effectively, from aligning AI efforts with business priorities to empowering cross-functional collaboration. These steps are vital for steering AI’s transformative potential toward tangible business outcomes.
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Cautionary tales often arise from neglecting the human side of AI adoption. Resistance to change, fears of obsolescence or misuse of AI can derail efforts. To address this, leaders must focus on storytelling, empathy and fostering curiosity within their organizations. By authentically engaging stakeholders and addressing concerns, they can guide teams through uncertainty while cultivating a culture of resilience and innovation.
Ultimately, AI-savvy leaders who embrace transparency, purpose and human-centered design will not only avoid pitfalls but also drive growth and build lasting trust in an evolving digital landscape.
CMSWire: Tell us something fun about Myles Suer beyond his professional world.
I am embarking on an exciting new chapter as I retired from my product marketing leadership role on Friday, the 13th of December. Going forward, I will channel my passion into tech journalism, influencing CIOs and market analysis.
With a regular column in CMSWire, I am set to keep sparking insightful conversations in the tech world while enjoying the freedom to dive even deeper, play guitar more often and become an ace pickleball player.
Check out some of Myles' content from 2024:
- Simplify, Scale, Comply: New Rules of Data-Driven Customer Engagement
- CIO Balancing Act: Navigating Innovation While Driving Business Outcomes
- Building Lasting B2B Customer Relationships With 'Triple Fit'
- Democratizing Data: What It Really Means
- Making the Most of Generative AI Tools for Marketing Success
