Digital Themes

Intelligent engagement

Intelligent engagement transforms the traditional customer experience by incorporating artificial intelligence (AI) tools, personalization strategies, and omnichannel integration.

Intelligent engagement platforms depend on targeted communications that themselves rely on monitored customer journeys and the leveraging of user data. Transfers do not corrupt data; rather, omnichannel engagement personalizes the customer experience. Users do not encounter irrelevant ads or prompts, as targeted campaigns address the preferences of individual users and groups.

MoEngage, a customer engagement platform, pointed to recent marketing campaigns as evidence of intelligent engagement. Examples include the “Mobile Order and Pay” feature from Starbucks; the partnership between Tinder and Manchester City; and gift options made available from Sephora through in-app messaging. These gifts closely resembled the red envelopes exchanged during Chinese New Year, and the Sephora campaign coincided with the 2020 celebration.

Intelligent engagement is fueled by a proactive, not reactive, approach; personalized user experiences; easy and transparent communications; and automation powered by AI algorithms and similar tools. Because customers operate in real time and frequently make subconscious decisions with limited information, the power of split-second insights cannot be underestimated.

Pega, an American software company and longtime Virtusa partner, notes, “Every second of every customer interaction, decisive moments emerge. That’s why you need to act in real time. Too much lag and you squander the opportunity to fix an experience, win over a new customer, or stop someone from leaving you forever.”

Business benefits of intelligent engagement include the following:

  • Increased customer agency
  • Next-best actions tailored to individual users and supplied through split-second insights delivered in real time  
  • 24/7 customer support via the use of chatbots and interactive voice response (IVR) systems
  • A seamless customer experience across all touchpoints
  • Greater personalization and associated increases in customer satisfaction scores (CSAT)  
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