In today's interactions, no two words are more critical to a customer's experience than context and relevance. "Personalized interaction data creates context," writes Forrester's Carlton A, Doty in his report, "The Power of Customer Context." Proprietary algorithms "will enable the application of machine learning to customer interactions, using the context of the moment to proactively guide the customer to the next best interaction." Rob Walker, VP Decision Management & Analytics at Pega, has spent the past 20 years advising global enterprises in predictive analytics. He observed that companies that are truly focused on the customer take a fundamentally different approach to the customer experience. He witnessed this in the European mobile industry, which was suffering from churn rates close to 40%.
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