Customer intelligence and generative AI combined in one CAS

With this CAS, the HWZ is setting a new benchmark by enabling students to significantly increase the growth potential of their companies by linking collected customer data with Generative AI.

The ongoing evolution of Generative AI has ushered in a revolution in customer intelligence. This groundbreaking technology enables companies to offer highly personalized customer experiences and generate tailored content and offers for specific target groups. Using traditional methods such as descriptive statistics, online analytical processing (OLAP) and data mining, customer data can be analyzed and used to make informed decisions. Basic market research methods are also taught.

Strengthening customer relationships in a targeted manner

Dynamic targeting based on real-time data enables companies to optimize their customer relationships to an unprecedented extent. The consolidation of all customer-related information in an analytical database (customer data warehouse) provides the basis for differentiated processing of customer relationships and reveals hidden correlations relevant to success.

"The CAS Customer Intelligence at the HWZ provides companies with the necessary tools to successfully apply generative AI in customer intelligence. Companies that weigh up opportunities and risks at an early stage and act consistently gain a sustainable competitive advantage. An outstanding example of this is customer interaction in the contact center, which leads to a natural and intelligent dialogue with voice and chatbots through the integration of query-based techniques and generative AI models," emphasizes Prof. Dr. Evangelos Xevelonakis, head of the CAS Customer Intelligence course at the HWZ.

AI massively extends the customer life cycle

The integration of data from different ecosystems and the use of generative AI to create content in customer dialog open up unimagined opportunities to increase customer loyalty and satisfaction. Stable customer relationships are a relevant success factor in the customer life cycle.

The enhanced CAS Customer Intelligence at the HWZ offers companies the opportunity to familiarize themselves with the latest developments in this field and to further strengthen their competitive position. The CAS Customer Intelligence HWZ is aimed at ambitious employees of large companies and SMEs who wish to improve their technical skills in this promising professional field in a methodical and well-founded manner.

People from the fields of marketing, customer relationship management (CRM) or related disciplines who already have an affinity for data analysis and statistical methods are particularly suitable for this 18-day in-service training course. In an individual project, as part of the performance assessment, a relevant question from your own company or a topic is worked on in consultation with a lecturer, which can then be implemented directly in your own practice.

Source: www.fh-hwz.ch