AI is taking customer experience to a new level of personalisation. Source: Unsplash/Maxim Tolchinskiy.

Harvard Business Review

Five ways to turbocharge your customer experience using AI

Harvard Business Review
12 minute Read

Brinks is a 163-year-old business well-known for its fleet of armored trucks. The company also licenses its brand to a lesser-known, independently operated sister company, Brinks Home. The Dallas-based smart-home-technology business has struggled to gain brand recognition commensurate with the Brinks name.

It competes against better-known systems from ADT, Google Nest, and Ring, and although it has earned stellar reviews from industry analysts and customers, its market share is only 2%. But its systems have generated a wealth of product usage information; its call centers have accumulated voluminous historical customer-level transaction data; and its field reps have been gathering competitive data since it began operations, in 1994.

Brinks wanted to find a way to use all this information to accelerate growth and optimise every customer touchpoint across all channels, especially in its messaging, personalisation, and delivery of the user experience. In the fall of 2020, working with OfferFit, an AI start-up, the company tested thousands of combinations of messages and offers, varying the creative content, channel, and delivery times. It reorganised its structure around customer acquisition, service, and renewal and began using AI to optimise service-call scheduling, help cross-sell recommendations from call center reps, and conduct customer outreach for wireless system upgrades.

In less than two years Brinks increased A/B testing from two or three tests a day to roughly 50,000 (with the capability to add more as needed). This process has dramatically reduced the need to wait for test results and has allowed Brinks to personalise every customer touchpoint. During the first half of 2021 its average direct-to-consumer (DTC) package size increased from $489 to $968. DTC revenue per user increased from an average of $42.24 to $45.95 during the same period. Overall revenue increased 9.5% compared with the same period in 2020.

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