ai & iot: the new generation of customer experience & brand … · 2019-09-17 · customer...

AI & IOT: THE NEW GENERATION OF

CUSTOMER EXPERIENCE & BRAND

INNOVATION

WILSON RAJ, GLOBAL DIRECTOR OF CUSTOMER INTELLIGENCE, SAS

Copyright © SAS Inst itute Inc. A l l r ights reserved.

@wilsonraj #CuriosityForumColombia #AI #CX

You find out life’s this game of inches. Because in either game—life or football—the margin of error is so small. I mean, one half of a step too late or too early and you don’t quite make it. One half second too slow or too fast, you don’t quite catch it. The inches we need are everywhere around us. They’re in every break of the game, every minute, every second.

Tony D’Amato (Al Pacino), Any Given Sunday

“

”




Newcomer

AirbnbDollar Shave

Red BullTesla

Venmo

Established

Hilton/MarriottGillette

Coca Cola/PepsiBMW

AMEX/Visa

Source: HBR, The Most Successful Brands Focus on Users—Not Buyers, Feb 2018





McCormick’s FlavorPrint

“Digital Fingerprint for Taste buds”



At every encounter you must ask whether you are

saving the customerattention or seizing it.



GAME OF INCHES: AI & IOT

DEEPENS CUSTOMER INSIGHTS

& CONTEXTS--IN REAL-TIME



Internet of

Things

Connected Car Transportation

Smart Cities and Homes

Connected Customer

Manufacturing

Energy

Healthcare Retail

Agriculture

Building Management

Surveillance

Communications

Insurance

Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.

Identify Patterns

RecognizeObjects

Artificial Intelligence

is the science of training systems to

emulate human tasks through

Learning and Automation

UnderstandContext

Company Conf ident ia l – For Internal Use OnlyCopyright © SAS Inst itute Inc. A l l r ights reserved.


ARTIF IC IAL vs. HUMAN

SKILLS One at a time Multiple, simultaneously

BETTER IN Automation Autonomy

WINS IN ANALYZING

Volume Ambiguity

PROCESS Velocity Critical thinking

NATURE Reason Emotion

Source: Martha Gabriel

INTELLIGENCE



AI: What a Data Scientist Sees

AI

Databases

MachineLearning

PatternRecognition

Statistics

KDD

ComputationalNeuroscience

Data Science

Source: Graphic from the SAS Data Mining Primer course in 1998

DataMining



AI: What You (CX Leaders) Should See…The CX Strategy Machine Integrates Technological and Human Elements

Design and Evolution of the CX Machine

Definition of Objectives

Values and objectives

Reframing

Abstraction and Human Intuition

StrategyPrediction

Execution

ImplementationAnalysis

Pattern Recognition

Strategy

Pattern Recognition

Strategy

Assessment

Shaping and Influencing

Adapted: BCG Integrated Strategy Machine: Using AI to Create Advantage

Human task Machine task Strategy



The Future is “Fan Experience”


PERSONALIZATION AT SCALE:

ALIGN DATA & ANALYTICS ACROSS THE CUSTOMER

JOURNEY


@wilsonraj #CuriosityForumColombia #AI #CX Copyright © SAS Inst itute Inc. A l l r ights reserved.

HSI Flight Path Geometry


State Vector



Customer State Vector

(Customer ID, 12345)

(Intent, Auto Intender)

(Session Avg. PV, 4)

(Segment type, 1)



AI/Machine Learning in Customer LifecycleC

ust

om

er In

tera

ctio

ns

and

Val

ue

Time

DISCOVER EXPLORE BUY/USE ENGAGE

SmartContentCuration

ProgrammaticMedia

Bidding

Ad Targeting

PredictiveAnalytics

LeadScoring

Re-targeting

Web & AppPersonalization

MarketingAutomation

1:1DynamicContentEmails

AIGeneratedContent

VoiceSearch

ChatBots

PropensityModeling

DynamicPricing

PredictiveCustomerService

Demand Generation and Purchase Intent

1st Purchase

Repeat Consumer

Indecisive Consumer

Loyal Consumer

Lapsed Consumer

AI Application

Propensity Model

Machine Learning



What AI and IoT can bring to Digital CX

Customer relationships

Interactions

Technology Attitude

Data & Analytics

CapabilityChallenge

Intricate, omnichannel

Dynamic management

Risk and cost reduction

Complexity

Customer-centric,instrumented

Real-time, test n’ learn,optimized

Speed and innovation

Visualization, operations& execution



– Confident, customer-centric marketing starts with your data.

– Think “usage” brand vs. “purchase” brand.

– Align IoT data & AI across the customer journey.

– Optimize/automate journeys with AI for seamless hand-offs.

“If change is happening on the outside faster than on the inside, the end is in sight.”

– Jack Welch


LET’S STAY IN TOUCH

@wilsonraj │ linkedin.com/in/wilsonraj │ [email protected]

ai & iot: the new generation of customer experience & brand … · 2019-09-17 · customer...

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