| Date post: | 23-Jan-2018 |
| Category: |
Business |
| Upload: | sudeep-sakalle |
| View: | 124 times |
| Download: | 2 times |
Better for you, better for me. Beneficial intelligence that works for customers and companies
Mark Hillary – Carnaby - @markhillary
Social Robotics and AI 2016Oxford Brookes University – Sep 15, 2016
Mark Hillary
• Analyst / writer / journalist / blogger / ghostwriter
• 16 books on tech, work, CX, and globalisation – biz use of tech
• London 2012 Olympic blogger
• First ever internal UK government blogger
• Advised UN and several governments on tech policy
• From London, based in São Paulo
Quick Overview
• What happened?
• Customer journey
• Customer expectations
• Need for predictions
• Dangers
Thomas Hawk: https://flic.kr/p/fxhGt5
Why AI and is it beneficial?
Customers today EXPECT you to
know what they like and what they want…
Anders: https://flic.kr/p/5p2od7
Customer Loyalty
The concept of loyalty has
changed into an ongoing
relationship with brands – with
dialogueSuny Schmidt: https://flic.kr/p/ycXrd2
The History
How did we get here?
2007: iPhone 1
2008: Social networking
Trisha: Fawver: https://flic.kr/p/oMafdN
The Turning Points
• Web 1994 (In common use)
• Broadband 2000
• Mobile Internet 2007
• Social Networks2008
A 21-year-old graduate joining a company today cannot remember a world without the Internet and mobile phones…
Customer Service
Before social and mobile brands would:
Tell you what time you can call
Give you an 0800 number or email
They told you when and how!
Angelo Domini: https://flic.kr/p/rp9dWx
Now the entire process of a customer learning about your
products and making a purchase has changed – the customer
journey has been shaken completely…
Discover – Explore – Buy -Engage
Customer Journey
Mark Hillary: https://flic.kr/p/Jomvo4
The New Journey
View ad
Watch video
Download app
Check reviews
Social chat
Blog about products
Talk to brand
Talk to friendsChellseeyy: https://flic.kr/p/8cdRv3
Every Company is Affected
Marketing, customer service, customer research, sales, advertising, and PR is now just one function – interacting with customers!
John Watson https://flic.kr/p/7972f6
You Need Insight
To function in this environment you need insight into
what your customers want now – and what they might
want soon
Dara Or: https://flic.kr/p/okgMbA
Tech Convergence
SMAC is the drug…
Social: how people communicate
Mobile: when and where they communicate
Cloud: the tools available -apps
Analytics: the ability to analyse this vast amount of data
James Marvin Phelps: https://flic.kr/p/poREeJ
How can you get value?
The possibilities are endless:
We have been used to Amazon studying our shopping behaviour for years. They offer deals and recommendations based on our behaviour– why aren’t retailers already doing this in-store too?
Tom Blackwell: https://flic.kr/p/97PVQi
Pulling Tech together
Imagine a retailer that recognisesyou when you arrive in a store (facial recognition) then messages a time-limited deal to your phone… pull all this data together – data on everything you do, where you go, what you like…
AI can help brands make sense of the data and make predictions about what the customer wants!
Mark Hillary: https://flic.kr/p/7jXvs5
Atom Bank
Imagine if you could
remember every single
customer enquiry and
learn from it so customer
service always got better?Sam Leighton: https://flic.kr/p/qEMNFo
Alfred the Butler
Clever Sense (bought by Google) learns the food you like (and the friends
you listen to) so it can recommend new restaurant
choices
Pete Zarria: https://flic.kr/p/5yu4o5
Emotions
Emotient (bought by Apple) systems
understand how you feel based on your face –
imagine the advertiser
feedback that creates?
Marc Dalmulder: https://flic.kr/p/pYcJ3P
Get Running
The Moov wearable tracks your
exercise AND sleep to recommend
how to improve your health – it can even tell you how
to run or swim better Thaines: https://flic.kr/p/5cZ5yZ
Predict the Future
The Stockholmstag rail company can predict
future delays based on current issues on the line – and warn customers about a
problem they PREDICT will
happen.Billy Wilson: https://flic.kr/p/7rPiiY
Increase Sales
Room And Board: Used AI models in
Salesforce to predict additional
items online customers might
want – order value shot up 40%
for those who engaged with the recommendationsThomas Hawk: https://flic.kr/p/ug7yP1
Health Predictions
Neurolex Diagnostics can listen to natural speech and predict mental disorders such as psychosis –a feature of schizophrenia –creating opportunities for health screening
Mark Turnauckas: https://flic.kr/p/9UpasE
Dangers Ahead
If private companies and insurers can detect health problems or predict behaviour BEFORE it takes place then what about:
• Government (tax)• Police• Insurance
Me50tron: https://flic.kr/p/5FFtnp
Future is clear
Customers are expecting moreThey know you have the data – they
expect something in return (look at Facebook)
AI allows you to make accurate predictions from large volumes of customer data
AI will help you to make sense of it all and create a better – or brand new – service for customers
But caution is required…
André Luís: https://flic.kr/p/nbSKHW
