“There are any number — an infinite number — of possible journeys that someone could take,” Hammon says. “So it’s important that AI can help with that because the real challenge is that when you try to get a team of people to create a path, the ideal path for an individual, it’s never right because you can’t create that infinite number of paths.”
Bon Voyage uses historical data to understand customer journeys, because even when we take infinite paths, the 80-20 rule does apply. Then it also looks at the specifics of what each individual is doing now, and attempts to optimize the future flow.Personalizing customer journeys, Adobe says, has resulted in a 157% lift in form completions for a banking customer and a 15-30% jump in clickthrough rates for a tech customer in previous tests.
One of the goals is to simply identify poor user experience that acts like traffic jams on the customer journey highway. I recently purchased some shirts on a clothing retailers site, for example. When checking out I noticed there was a 15% off coupon if I signed up for the newsletter, so I did that, only to find out that I needed to re-enter the email address I had just given the company. No big deal ...
AI is overrated
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