Artificial Intelligence for Customer Experience

Transcription

1 Artificial Intelligence for Customer Experience Digital Experience Business Intelligence Sales Enablement Andrew Davies Kevin Li

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3 Introducing Content Intelligence It s a powerful new way to understand and influence the customer journey, and automate the delivery of smarter, more relevant and more profitable engagements across every channel.

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5 Definition

6 Artificial Intelligence is The concept of having machines think like humans.

7 Artificial Intelligence is The concept of having machines think like humans. In other words, perform tasks like: - Reasoning - Planning - Learning - Understanding language

8 AI is here: Uber

9 AI is here: Netflix

10 AI is here: Siri

11 The 3 components of AI Data

12 The 3 components of AI Data Algorithm

13 The 3 components of AI Data Algorithm Applica/on

14 The 3 components of AI Data Applica/on Algorithm There is no magical dataset or algorithm which works for all your applications. The challenge is to know which data and algorithm to apply to each application.

15 How are B2B companies applying AI to Customer Experience?

16 AI is the new black

17 AI is the new black Salesforce Einstein delivers ar/ficial intelligence across the Salesforce pla9orm - TechCrunch IBM s Watson now powers Lucy, a cogni/ve compu/ng system built specifically for marketers Marke/ng Land Microso? announces Dynamics 365 with AI features - TechCrunch Why Marketers Should Use AI When Reaching Out to Consumers AMA

18 Salesforce Einstein A capability (not a product) A combination of a few acquisitions Probably 1-2 years from full market readiness A very smart team, so expect a lot of great, functional product improvements

19 Salesforce Einstein Predictive Lead Scoring & Segmentation Case Prioritization Root Cause Analysis Product Personalization Image-to-Text conversion

20 Dreamforce 16 All about Einstein AI for CRM is here Expect all major vendors to have an AI capability in the works VC-backed startups addressing every point solution

21 Market Opps Customer Insight Segmentation Content Strategy Campaign Strategy Strategy & Planning

22 Experience Optimisation Ad targeting Lead Generation Engagement Prioritization Propensity

23 Sales & Service Contactability Sales Intent Sales Strategy Upsell/Cross-sell Churn Risk

24 Market Opps Customer Insight Segmentation Content Strategy Campaign Strategy Ad targeting Lead Generation Engagement Prioritization Propensity Contactability Sales Intent Sales Strategy Upsell/Cross-sell Churn Risk

25 How to approach AI for Customer Experience

26 Questions to ask 1. Is it a product or a service? 2. Is there available data? 3. Is there a robust algorithm? 4. Is there a defined application?

27 Questions to ask 1. Is it a product or a service? 1. Demo-ability 2. Ramp-up time 3. Case studies

28 Questions to ask 1. Is it a product or a service? 2. Is there available data? 1. Enough data 2. The right data

29 Questions to ask 1. Is it a product or a service? 2. Is there available data? 3. Is there a robust algorithm? 1. AI is a badge everyone is using 2. Look for a specific optimization 3. And an automated workflow

30 Questions to ask 1. Is it a product or a service? 2. Is there available data? 3. Is there a robust algorithm? 4. Is there a defined application? 1. In a specific sense, AI optimizes to a goal. What is the goal? 2. How will you measure success?

31 Conclusions We are at the early adopter phase of AI for X There is no AI for everyone/everything Ask yourself, do I have: An optimization that can be solved A dataset that can be accessed An algorithm that can be applied Beware of long implementation processes Focus on point solutions with specific outcomes

32 How does Idio apply AI to solve customer problems?

33 The 3 components of AI As with the other two parts Data Applica/on Algorithm If there is bad (insufficient or inaccurate) data, you will not get the right result.

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36 Finding data that predicts

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38 We believe You Are What You Read That your content choices explain and influence what you are going to do next.

39 Content ingested by Idio Topics extracted via AI Interest Profiles based on Topics

40 Interest Profile Digital Journey

41 Business Intelligence Measure performance across your marketing to improve the effectiveness customer experience. Digital Experience Deliver personalized content experiences across digital channels, to increase engagement. Sales Enablement Enhanced client relationships with real-time intelligence & recommended action.

42 Market Opps Customer Insight Segmentation Content Strategy Campaign Strategy Ad targeting Lead Generation Engagement Prioritization Propensity Contactability Sales Intent Sales Strategy Upsell/Cross-sell Churn Risk

43 Segmentation Analytics / BI Track prospect interests throughout the lead management lifecycle, aggregate up to understand interests by account, marketing stage, sales stage, etc.

44 Segmentation Analytics / BI Track prospect interests throughout the lead management lifecycle, aggregate up to understand interests by account, marketing stage, sales stage, etc.

45 Segmentation

46 Segmentation

47 Segmentation

48 Segmentation

49 Engagement Digital Experience Deliver engagement and conversions with personalized, relevant and unique digital experiences dynamically without manual if/else rules

50 Personalized News and Views Engagement Digital Experience Deliver engagement and conversions with personalized, relevant and unique digital experiences dynamically without manual if/else rules Personalized Lead Gen Whitepaper

51 Sales Intent Sales Enablement Grow client relationships by bridging the marketing to sales divide with real-time information that s humanunderstandable, augmented with personalized 1:1 recommendations

52 Product Recommendations Next Best Content Sales Intent Sales Enablement Grow client relationships by bridging the marketing to sales divide with real-time information that s humanunderstandable, augmented with personalized 1:1 recommendations

53 Thank you! Any questions? Andrew Davies Kevin Li idioplatform.com