Marketing, Technology

How Operational Efficiency Can Negatively Impact Your Business Effectiveness

One major advantage of technological advancement as regards businesses today is its undisputed effect on operational efficiency. Businesses all over the world mop up every single strategy that will enhance their operational efficiency without giving a thorough thought to how this can negatively impact their effectiveness.  The main reason they plunge headlong into anything that smells of operational efficiency is the mindset to cut costs hoping that will translate to a higher ROI. A major enabler of this approach to cost reduction has been business process automation.  Apart from allowing businesses to cut a big expense by the way of their employees, business process automation is an enabler of efficiency, this is not a surprise by any means, machines simply outperform humans. Theoretically, this is so but in reality, we may have another angle to the whole stuff. It’s rather unfortunate that a lot of organizations have people doubling up on work despite the fact that technological advancement has amplified the process of automation. In most cases, what you have on the ground is more errors, poorly taken and executed decisions leading to amazing reduction in the quality of service.  Some organizations resort to outsourcing as a way of cutting…

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Marketing, Technology

How to Scale-Personalize Your Marketing With AI

The nature of marketing has made it absolutely necessary to embark on the survival of the fittest and this can only be done by constantly honing and upping your area of competitive advantage. Fortunately for you, however, Artificial Intelligence (AI) has recently opened the door to scale-personalize without compromise. No two customers are exactly the same, there are differences, concerns, feelings, pain points, and needs that must be addressed individually. But in a world of 7.7 billion people as of February 2019, according to the most recent United Nations estimates, it seems almost impossible to scale-personalize marketing. How do you go about attending to the different needs of these people, when everybody wants to be reckoned with? This is surely a herculean task especially now that customers want to know where, when, and how without being given excuses. Humans have constraints as well as the propensity to be inconsistent, therefore, it becomes difficult to effectively create responses that can appeal to a larger group at the level of the individual. Also, just one interaction that is out of context is enough to make you proffer the wrong response because you didn’t understand what brought about that particular interaction and in…

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