Sheryl Kingstone - How to Create Insight-Driven Customer Experiences
Post on 16-Apr-2017
How to Create Intent-Driven Customer Experiences?Sheryl Kingstone, Research Director, Business Applications
How to Create Intent-Driven Customer Experiences? A look at CX, AI and Storytelling2
Revolutionary or Evolutionary
How Long Has the Industry Focused on Customer Experience?
A customer is the most important visitor on our premises.He is not dependent on us. We are dependent on him.He is not an interruption in our work - he is the purpose of it.We are not doing him a favour by serving him. He is doing us a favour by giving us the opportunity to serve him.Who Said This?
A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work - he is the purpose of it. We are not doing him a favour by serving him. He is doing us a favour by giving us the opportunity to serve him.Who Said This?- Mahatma Gandhi, 1890
AI changes the world . or does it?
Two Truths and a Lie
Game of Thrones created the saying Winter is ComingArtificial intelligence was officially founded in 1956There were 115 machine learning acquisitions totaling over $9b in the last 3 year
Two Truths and a LieThere were 115 machine learning acquisitions totaling over $9b in the last 3 yearsArtificial intelligence was officially founded in 1956
Storytelling began with writing on walls
We Are Back to Writing on Walls11
So What Do CX, AI and Storytelling All Have in Common?
Where We Take the Future of Digital Immediacy13
Storytelling is Making an Impact14
Instagram Stories has shown a new side to our business
Chat StoriesPicture StoriesInteractive Personalized Video StoriesEach viewer charts their own unique video experience.
Fast thinking,automatic and unconsciousSystem 2
Slow thinking,conscious and complexStorytelling and Our Brains
Storytelling and Our Brains- Recap22Storytelling paradigms organize our thinking and how we engage
The brain is programmed to identify patterns
When choices become more complex, we experience stress and avoid decision-making
What Does This Have To Do With AI?
What Do Humans Do Best?
Dual representation is our ability to assign meaning to symbols in essence, contextual reasoning
AI gets more real, thanks to contextual machine learning
Machine Learning and Storytelling30Automate Data DiscoveryDevelop Richer StorytellingExtract Deeper Insights from DataEliminate Error Prone Human-Driven InvestigationBridges Gap Between Content and DataRich MediaInteractivity
No longer are users limited to what they themselves discover. Implementing ML to assist with mining big data also means developing RICHER story-telling capabilities. Combining human expertise with unbiased machine intelligence delivers a powerful combination of human and machine interaction of which almost every business can benefit from.As DATA GROWS, HUMAN-driven investigation of that data becomes less and less effective causing ERRORS to become more prevalent. In the case of story-telling, reliance on human interpretation may translate to telling the WRONG STORY or one that doesnt take into account the entire story. 30
AI Makes Creativity Scalable and Intelligent31Old ModelNew Model1 Story- MILLIONSPEOPLE TO READ
AN AUDIENCE OF 1MILLIONS OF STORIES INTENDED TO
Humans Can Get in the Way32
AI Winter Is Over and We Are Finally in an AI SpringAI Can Achieve Contextual Relevance That Is Scalable
Intelligent applications can take over the execution part
It requires new levels of trust
What Does This Mean for the Future of CX?
Simplified, Targeted Message Using Intelligence to Tell Stories
Without the Right Data, it Will FailNot About the Bot, but the Conversation1:1 Rich Media with Dynamic Content DataIntelligent AutomationDynamic Engagement
Systems of Engagement Demand Intelligent Software
Personalization Must Take a Hybrid ApproachHybridLimited Human InterventionAlgorithmic1:1Pre-determinedRules-BasedSegmentCapture real-time content and data, and then dynamically interact with relevant content based on explicit signals such as search and implicit signals such as first party customer data
Why Should You Care?
Why Should You Care?
Less Than 25% Have a Formal Digital Transformation Strategy
Customer Experience Shifts Drive Digital TransformationMeeting demands of empowered customer Stop asking customers to adapt to company processes or technology constraintNew competitive threats demand speed to marketAnalytics and data critical component to delivering contextually-driven engagement.
New Channels of Engagement
Yesterdays world was about one-way customer interactions; todays is about self-directed, on-demand two-way engagement anywhere on any device to ensure a positive experience. Customers want to communicate on their terms in their preferred channels
Mobile is Changing Consumer Dynamics Toward Personalization Strategies
46% would share personal information with a retailer or brand for better rewards50% would strongly recommend a company to friends and family if it has mobile loyalty programs that offered personalized rewards49% would like to receive personalized information based on immediate location
Customer-Facing Machine Learning Strategies
Intelligent Personalization Drives Success Across All Channels
Goal is as old as the beginnings of TradeRevenue improvements with dynamic experiences
Cost Reduction using Intelligent Automation
Extinction -- If you dont do it, your competition46
Weve Only Just Begun47
And so if you take away nothing else, let it be this. Its up to us as storytellers to adapt to the new world, embrace the change and create powerful customer experiences. If we can succeed at this, we can REDEFINE THE WORLD. Weve only just begun.What is your story. My COLLEAGUES and I are here in the room whether your business trying to understand the technology landscape or a vendor trying to tell better stories...I want to hear it. So do they....Tell me your story...47
Customer Experience a Catalyst for Digital Transformation
Upcoming Preview on 2017
Digital Transformation Maturation
And so if you take away nothing else, let it be this. Its up to us as storytellers to adapt to the new world, embrace the change and create powerful customer experiences. If we can succeed at this, we can REDEFINE THE WORLD. Weve only just begun.What is your story. My COLLEAGUES and I are here in the room whether your business trying to understand the technology landscape or a vendor trying to tell better stories...I want to hear it. So do they....Tell me your story...48