Leveraging AI to Transform the Customer Journey

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Author(s): Nitin Patwa (S.P. Jain Global School of Management, UAE)and Roshni Paul (S.P. Jain Global School of Management, UAE)
Copyright: 2025
Pages: 22
Source title: Decoding Consumer Behavior Using the Insight Equation and AI Marketing
Source Author(s)/Editor(s): Arjun J Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, Punjab, India), Amit Mittal (Chitkara Business School, Chitkara University, Punjab, India)and Nitin Patwa (SP Jain School of Global Management, UAE)
DOI: 10.4018/979-8-3693-8588-3.ch003

Keywords: Business Science Reference / Data Analysis & Statistics / Library & Information Science / Marketing and Consumer Behavior

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Abstract

Customer lifetime value is a trustworthy customer metric, more so than revenue, as it institutionalizes customer spending over time, aiding in customer retention. Artificial intelligence (AI) stands as the linchpin of every sector today, with its methods yielding exorbitant levels of impact within organizations, catalyzing a paradigm shift in its operations. Despite the concept of AI gaining traction in all other sectors, there still seems to be a gap in its usage in the identification of touchpoints in the customer journey. So, this research aims to address this existing gap and to benefit businesses across various sectors by shedding light on how AI can be effectively used to detect and forecast the key touchpoints that affect customer lifetime value. It will help organizations enrich customer experience, retention, and ultimately their bottom line.

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Leveraging AI to Transform the Customer Journey

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