Forbes: Digital assistants will lead to a new kind of optimization
Jayson DeMers raised an interesting point when he listed Digital assistants will lead to a new kind of optimization at number four in the Top 7 Online Marketing Trends That Will Dominate 2016. Jayson argues that marketers will have to make sure your business information is accessible for use by the likes of Siri and Cortana (and good luck with that one with no open APIs). This however is only part of the story because the businesses who are really differentiating themselves have already recognized that to better engage with their customers, they need their own intelligent, natural language apps – a Siri for their business.
And this highlights why digital assistants are now such a hot-topic in the online world. From simple beginnings, digital employees have grown to become the gateway to customer contact centres, the number one sales employee, the executive PA that updates your systems and the business analyst extraordinaire with lightening quick insights on markets and trends.
They’re no longer a nice to have, but an essential part of communicating with your customers, so it’s not surprising that they are now influencing how search engines will deliver results in the future. But how do you ensure that your digital employee strategy will align with unseen technology in the future?
The key is in the technology that you chose to build your digital employee as it will dictate how fast you can react in the future. Delivering natural language applications to grow with your business requires a platform that is scalable, multi-lingual and device independent; one that can seamlessly integrate with back end systems and third party applications. But equally important is that it needs to be easy to use.
Lengthy development timescales, escalating costs and highly complex computational linguistics is the death knell to many digital assistant projects. Any platform you chose needs to deliver artificial intelligence on the inside, not just to your customers.
In the latest version of Teneo we’ve taken our renowned talent for putting the business user in charge and taken it one step further by using machine learning and auto-coding to enable Teneo to learn, predict and proactively recommend improvements to an application. This enables organizations to quickly build and deploy highly effective NLI applications that address the majority of customer queries within very short timescales.
It’s also very easy to update and maintain a Teneo-based digital employee. This is important not just to ensure that your customers always have the correct information, but that others, such as search engines in the future, can easily access the data too.
As devices get smaller, the more we all rely on natural language to communicate our needs. DeMers suggestion that search will eventually be dominated by digital assistants resonates with events already taking place such as mobile overtaking desktop for internet access. Ensuring your business is a part of that conversation means aligning your digital employee strategy with future trends – today.