Cognitive apps offer mobile personalization in real time

By Chris Nerney, on


Companies can learn a lot about their customers through the mobile apps they use. How customers use their mobile apps communicates their interests, preferences and behaviors, all of which can be analyzed over time for predictive insights.

However, what if the mobile apps themselves could learn about consumers and immediately adapt to their needs and desires? This type of real-time mobile personalization, driven by cognitive computing, is being used right now by enterprises around the world to increase customer engagement and loyalty.

Rather than merely providing functionality and transmitting data, cognitive applications have the ability to intuit consumer needs in the moment, allowing companies to convert individual mobile customer interactions into contextual marketing opportunities that can provide consumers with personalized product and service recommendations or special offers based on what they’re interested in at that specific time.

For example, companies in the travel industry are using Wayblazer, a cognitive platform that processes natural language. The program allows them to offer local recommendations, points of interest and other pieces of useful information to users as they travel.

Customer support units can use cognitive technology with tone analysis abilities that can determine the emotional state of a customer and respond appropriately. This improves customer satisfaction while reducing call center wait times.

Online retailers can use cognitive applications that enable shoppers who don’t know exactly what they’re looking for to have a natural-language dialogue with a cyber-agent to identify the products or services that best fit their needs.

The power of real-time mobile personalization

Digital technology has created a data overload for consumers who are constantly bombarded with marketing offers. For companies to succeed in this hypercompetitive messaging environment, they must be able to cut through the clutter to engage consumers in a personal way. This is especially true of mobile consumers because of the strong attachments they feel to their devices and mobile apps. Mobile personalization leverages this pre-existing sentiment through cognitive analysis, enabling companies to connect with consumers when it is most convenient and important to them.

Real-time mobile personalization can increase marketing campaign effectiveness by going beyond broad, demographic-based offers to individualized offers. Not only does personalization increase conversion rates, but it improves each customer’s experience and builds brand loyalty. Personalization also ensures companies stay in constant communication with their customers, providing them with even more data for long-term analysis.

By improving the customer experience through real-time mobile personalization, companies can increase sales and revenue, get a better return on their marketing initiatives and improve customer retention. Through its ability to recognize and provide customers with exactly what they want when they want it, cognitive computing can help companies cut through the clutter to win customers for life.

About The Author

Chris Nerney

Freelance Writer

Chris Nerney writes about enterprise technology, healthcare finance and IT, and science for a number of websites and enterprises. Chris has written extensively about big data and analytics, mobile technology, cloud computing, the healthcare revenue cycle, value-based care, data centers, converged systems, and space technology. His work has appeared in Computerworld,, Data-Informed, Revenue Cycle Insights, Network World, Fritterati, and numerous other sites.

Articles by Chris Nerney
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