To boost engagement, companies need to consider the context that these tools are being used.
. Genius experiences understand digital context through AI/machine learning, and don’t just sense and respond, but go one step further to anticipate people’s needs and desires, vastly multiplying the potential jobs to be done. These offer not just incrementally better smart experiences; they create something akin to superpowers. For example, ChatGPT can write a 1200-word article on digital customer experiences that speaks to time well spent.
You can’t get to this level, though, with any number of independently smart products; it requires a platform that isbased on each individual’s personal data ecosphere. Such platforms create an ecosystem across devices, capabilities, and companies that work together on behalf of individual customers, supporting them in home, at work, and across their lives. Alexa, for example, already has over a hundred thousand “skills” — each one fulfilling one or more jobs to be done.
what the customer wants or needs in advance. While smart products customize outputs to the individual, genius platforms individualize offerings to the particular. And while smart products give customers some control over their circumstances, genius platforms use contextual clues to read a situation and figure out what to do on behalf the individual. And then they do it.
No-data tools can still be the right choice in many circumstances, but they rarely go beyond “time saved.” The intelligence embedded within smart tools can more readily offer “time well spent.” They will become the norm — especially as they are increasingly integrated into a platform that is, well, pure genius. And people may very well find that genius experiences become time well invested.Accelerate your career with Harvard ManageMentor®.
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