In a world in which more and more people are coming to expect personalisation and automation as standard, we are faced with the challenge of coming up with increasingly varied, customised content – while our budgets remain the same or even decrease. But here’s the good news: thanks to large-scale CGI production and AI-controlled processes, there are no longer any limits on creativity in production. However, the creation of modern, effective content does require a fundamental rethink – moving away from mass production and towards targeted, data-driven and customer-oriented approaches. And more than ever, customers need to be the main focus because, as we all know, a satisfied customer is a loyal customer.
The old model: Overabundance and excess
To date, the standard practice in many companies has been to produce a huge glut of assets in the hope that there would be something that suits every channel. The problem here is obvious: many of these assets end up unused and gathering dust in the archives because they simply don’t meet the requirements of the channels or the needs of the customers. It’s like setting up a massive buffet in a restaurant in the hope that every guest will find something to their taste and leave feeling full. But in this particular case, not many of the ‘diners’ find such an approach very appetising – and many ‘go home hungry’ because there was nothing there that really appealed to them.
This outdated model not only bumps up costs but also leads to companies overproducing content that, at the end of the day, does not add any value for them or their customers. So it’s high time we ditched the buffet in favour of a meticulously curated à la carte menu...
MENUS TAILORED TO EACH INDIVIDUAL CUSTOMER ARE THE FUTURE
The future of asset production lies in custom-producing content in line with customers’ specific needs and preferences – in short: working towards a very precise need. This shift is not only a logical response to the ever-changing marketing landscape – it is also an enormous opportunity to make lasting improvements in brand awareness and customer retention.
Coupling asset production with journey management is the key concept that makes this change possible. Here, we focus squarely on customers and gear the entire production process to their exact needs.
THE MAGIC OF ARTIFICIAL INTELLIGENCE
Artificial intelligence plays a key role in this process. It is AI that transforms asset production from a resource-intensive andm often inefficient process into an agile, data-driven and customer- centric approach. AI constantly analyses huge amounts of data in real time to gain greater insights into customer behaviour and preferences. These insights allow us to pinpoint which content is the most effective at any given moment and in any given channel.
But AI is not the answer to everything. It is a tool that needs a steady, experienced hand. Not even the best AI can deliver optimum results without clear planning logic and an in-depth understanding of customer needs. To maximise the potential of AI in asset production, careful management and a clear strategy are needed.
THE BRIDGE BETWEEN PLANNING, PRODUCTION AND CUSTOMER EXPERIENCE: JOURNEY MANAGEMENT
Journey management is the key to transforming asset production. It allows us to plan and manage the entire production process along the customer journey, so we know exactly what content needs to be communicated when and through what channel. This enables us to tailor content to the customers’ specific needs.
Just imagine a customer’s interactions being recorded and evaluated in minute detail through continuous analysis and following their journey through different points of contact. Based on this data, we can create detailed briefings for asset production that provide the exact kind of content needed at any point along the journey. This not only allows us to really take efficiency up a notch but also to make sure that every customer has the best possible experience.
A NEW APPROACH – CREATIVE, PRECISE AND CUSTOMER-ORIENTED
The future of asset production is calling for a radical rethink that fuses creativity and precision. Given the possibilities being opened up by AI, we should make a point of asking ourselves what ssets we need to design the ultimate customer experience. In a world with AI – in which anyone can produce anything – it depends on what we want to produce.
The time has come for a new, creative and strategic approach that ensures that every creation is geared precisely to the different stages of the customer journey. This precise, customer-oriented method allows us to harness the full potential of modern technologies and to offer a consistently positive customer experience that sets the brand apart.
THE REAL-TIME REVOLUTION
The driving force behind the revolution in asset production is the combination of customised assets and dynamic templates that are created and communicated by artificial intelligence. With no end of personalised combinations to choose from, companies can create à la carte assets with customers’ exact needs in mind. Another key aspect is the ability to produce and present content in real time. With the right tools and an in-depth understanding of customer needs, it is possible to generate tailored content right away. Journey- based communication packages provide precisely what is needed for any given moment and for the specific interaction involved.
It’s a situation we’re all familiar with: you see a sweater online that instantly appeals to you. It looks great on the model but you’re not sure if it will look as good on you. You use the size finder but you’re still not sure. Now imagine the model’s body can take on exactly the same proportions as your own. This would allow you to instantly see what the sweater looks like on you. No more uncertainty, no need to return products that don’t fit. Thanks to real-time asset production, this is now possible.
CONCLUSION: THE ROUTE TO THE BEST CUSTOMER EXPERIENCE
The transition from all-you-can-eat buffet to à la carte menu is more than a necessity – it is the future of asset production. Efficient and customer-oriented production processes allow us to design better interactions and significantly differentiate (and raise) brand awareness. Blending customer journey management, AI-powered analysis and targeted asset production leads to customised, effective and customer-friendly solutions.
Firstly published in TWELVE, the magazine by Serviceplan Group for brands, media, and communication.