Harvard Business Review Analytic Services, in Association with CI&T, Release New Report Entitled Machine Learning: The Next Generation of CX

CI&T, a leading global digital solutions partner announced the availability of a new Harvard Business Review Analytic Services report, in association with CI&T entitled “Machine Learning: The Next Generation of Customer Experience.” The report outlines a shift toward a more pragmatic and approachable application of machine learning and its value within the customer journey to create real solutions that meet customer needs—immediately.

“We are in an important transition point with machine learning, especially now that it’s out of the lab and in the enterprise delivering real and practical results today,” said Lucas Persona, Chief Digital Evangelist at CI&T. “In a customer-centric approach, companies big and small can use machine learning to create proactive experiences that reveal new business models, products and services, and additional revenues. Contrary to popular belief, this can be done inexpensively without significant investment.”

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The report provides a new perspective on machine learning applied to the customer journey, sharing insights on how it can offer valuable results that directly improve the experience of a company’s ultimate target—the customer. Additional highlights include:

• Insights from exclusive interviews with leading brands on how they’re using machine learning to improve the customer experience
• Best practices for leveraging machine learning to attract, engage and convert customers—across all areas of their journey

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“The time to start enhancing the customer experience with machine learning is now,” said Alex Clemente, managing director of HBR Analytic Services. “Leaders are starting to cross the bridge from testing and learning to mainstream deployment. Companies that fail to take this important next step in their customer data and analytics journey may soon find themselves at a competitive disadvantage.”

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