Sheryl Kingstone - How to Create Insight-Driven Customer Experiences

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Introduction

How to Create Intent-Driven Customer Experiences?Sheryl Kingstone, Research Director, Business Applications

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How to Create Intent-Driven Customer Experiences? A look at CX, AI and Storytelling2

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Revolutionary or Evolutionary

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How Long Has the Industry Focused on Customer Experience?

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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?

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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

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AI changes the world . or does it?

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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

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Two Truths and a LieThere were 115 machine learning acquisitions totaling over $9b in the last 3 yearsArtificial intelligence was officially founded in 1956

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Storytelling began with writing on walls

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We Are Back to Writing on Walls11

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So What Do CX, AI and Storytelling All Have in Common?

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Where We Take the Future of Digital Immediacy13

AICX

StoryTelling

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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.

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System 1

Fast thinking,automatic and unconsciousSystem 2

Slow thinking,conscious and complexStorytelling and Our Brains

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RED

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GREEN

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BLUE

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ORANGE

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YELLOW

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RED

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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

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What Does This Have To Do With AI?

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What Do Humans Do Best?

CognitionToolsReasonSelf-awarenessLanguage?

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Dual representation is our ability to assign meaning to symbols in essence, contextual reasoning

AI gets more real, thanks to contextual machine learning

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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

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Humans Can Get in the Way32

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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

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What Does This Mean for the Future of CX?

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Simplified, Targeted Message Using Intelligence to Tell Stories

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Without the Right Data, it Will FailNot About the Bot, but the Conversation1:1 Rich Media with Dynamic Content DataIntelligent AutomationDynamic Engagement

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Systems of Engagement Demand Intelligent Software

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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

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Why Should You Care?

Why Should You Care?

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Less Than 25% Have a Formal Digital Transformation Strategy

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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.

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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

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Customer-Facing Machine Learning Strategies

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Intelligent Personalization Drives Success Across All Channels

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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

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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

Lets Connect

Customer Experience a Catalyst for Digital Transformation

Upcoming Preview on 2017

Keynote Presentations

Digital Transformation Maturation

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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

Thank You!

sheryl.kingstone@451research.com@skingstone

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