ai and customer empathy: putting the “personal” in ... › wp-content › uploads › 2019 ›...
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AI and Customer Empathy: putting the “personal” in personalisation Mike Migliore, Head of Customer ValueThe Times and The Sunday TimesNews UK
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PollHow far is your organisation on its AI
journey? A.) We’re done B.) We’ve started C.) We’re planning D.) What’s AI?
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Why AI/ML?
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The Times and The Sunday Times
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• The Times and Sunday Times have a distinguished and respected product: quality content
• 557,000 subscribers of which 280,000 are digital (+24%).
• In the past 24 months we have delivered a 10 percentage point reduction in digital churn rates
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Start outside the bill
• The first point of our customer experience is before subscription is secured - ethical and effective use of data guides all steps
• Over time we’ve built and rebuilt our CRM programmes, testing and learning, focusing on data-driven segmentation to enable effective, relevant customer marketing
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Habit delivers the highest return
• Habit and engagement are more important than tenure in retaining premium subscribers
• Higher engagement means more value for subscribers, which in turn reduces price sensitivity and increases cross sell opportunities.
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1950s: Ma and Pa’s Newsstand
News Corp
• Individualised communication is normal, cheap and easy to maintain
• Convenience and personal investment leads to repeat purchase
• Individualised communication, although possible, is not cost effective or operationally efficient for 500K subscribers
• Far more competitive market
No good deed...
• We reached the point of diminishing marginal returns on our lifecycle
• We needed a step-change: time to return to the basics
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JAMES, TNL’s Digital Concierge
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AI-Driven CRM
JAMES delivers better, individualised customer experiences, stronger growth and unprecedented levels of operational efficiency through machine learning
• More relevant for customers - right content, right time, right channel means higher engagement
• Continually learning and optimising using machine learning at an individual level - saving time and being better
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Personalisation is personal
• Personalisation is a strategy that puts consumers first, but assumes strong product as a starting point
• JAMES helps readers find value from content by giving them what they want– we can’t win on price, so value, delivered by strong habits, is the focus
Personalised journey
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What’s under the hood?
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Foundational Algorithms
Timebest time to send mail
Contentwhich content triggers
engagement
Formatlayout and framing
Frequencynumber of mails per period
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Testing, quickly
TIME
CONTENT
FORMAT
Source: “Innovating with Faster on Personalization Algorithms at Netflix Using Interleaving,” Medium,2017, https://medium.com/netflix-techblog/interleaving-in-online-experiments-at-netflix-a04ee392ec55
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No images will not be effective CTR driver
A headline in the middle will encourage higher CTR
Numbered articles are a clearer format that drives CTR
A B C D
BAU template acts as baseline for the test
Questions...
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...And answersEasy to digest, rapid consumption
Limited load time, clear and concise
Over-stimulation, longer load time Fatigue, longest load time
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Vivifying JAMES
Machine Learning
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Driving engagement
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Driving growth
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So, you want to build an AI? 1.Focus is key for collaboration - it’s about the customer
2.Fast experimentation allows for fast results and insights - lose what doesn’t work, fast
3.Establish a baseline across experiments to gauge effectiveness
4. CRM is a long term game - relationships aren’t built overnight
5. Personalisation in comms means more than just knowing your customer’s name - Three Rs
6. AI can’t replace passionate marketers - none of this would have been possible without a team of
dedicated experts
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AI-Driven CRM: Unlocking Empathy
• The combination of a great human-led product and AI-driven customer marketing enables positive consumer experiences that drive significant results.
• Machine learning will make it possible. Consumer empathy makes it valuable.
• Redefinition of what it means to be a premium news brand for the 21st century
CRM Nirvana: Product and Empathetic CRM Harmonisation
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AI and Customer Empathy: putting the “personal” in personalisation
Mike Migliore, Head of Customer ValueThe Times and The Sunday TimesNews UK