The emotional drivers behind purchasing decisions are often more powerful than traditional demographic factors—this revelation sits at the heart of our conversation with Calvin Cheng, Partner at West Monroe. Calvin reveals how two individuals with identical demographic profiles can make completely different purchasing choices based on psychological factors stemming from upbringing, values, and personal history.
During economic uncertainty, savvy organizations focus on "fixing the leaky bucket" rather than making substantial new investments. Calvin explains that identifying where leads are being lost in the sales funnel and addressing conversion gaps becomes critical when budgets tighten. Equally important is delivering experiences that retain existing customers, as losing them to competitors during challenging times can be particularly damaging. West Monroe's approach combines an inside-out perspective (breaking down internal data silos) with an outside-in approach (analyzing market trends and evolving customer expectations) to create comprehensive engagement strategies.
The conversation shifts to AI's transformative impact on customer engagement, from personalized marketing messages to dynamic product pages and enhanced customer service. Calvin highlights the emerging potential of agentic AI, which combines reasoning engines with generative capabilities to analyze data and make contextual decisions. However, he emphasizes the importance of human oversight—the "human-in-the-loop" model—to ensure accuracy, compliance, and trust in AI outputs. As Calvin wisely notes, borrowing from Spider-Man: "With great power comes great responsibility." The recent Air Canada chatbot controversy serves as a cautionary tale about proper AI implementation. By focusing on emotional drivers while thoughtfully implementing technology, businesses can create customer experiences that drive meaningful engagement and lasting value. Ready to transform your approach to customer experience? Subscribe now for more insights from industry experts who are reshaping the customer engagement landscape.