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Role of AI and ML in Driving Customer Centricity
TM FORUM
Tim Peters
January 22, 2019
AI & ML | INTERESTING FACTS
“Everything invented in the past 150
years will be reinvented using AI
within the next 15 years.”Randy Dean, Chief Business Officer at Sentient
Technologies
“In the long run we are evolving in
computing from a “mobile first” to
an “AI first” world.”Sundar Pichai, CEO, Google
Source: News articles
AI & ML | THE NEXT FRONTIER IN THE DIGITAL WORLD
INSI
GH
TS
PROCESS
Manual Automated Autonomous
Pre-defined
Self-Organising
Dashboards, Business
Applications and Data Stores
Prescriptive and Predictive Analytics
Artificial Intelligence
+Advanced Machine
Learning
Process-centricService Providers
Data-drivenService Providers
AI-centricService Providers
Artificial Intelligence and machine learning are fast emerging as priorities for a successful digital transformation
Source: Oracle Report - Artificial Intelligence, Analytics And Machine Learning Are The Future For Digital Enterprises, goetzpartners analysis
AI & ML | DRIVING CUSTOMER CENTRICITYImproving customer centricity has become the key strategic priority for telecom operators.
84% of the surveyed operators see personalized customer experience as a big business challenge
CUSTOMER CENTRICITY ACTIVITIES SOLUTIONS
Inquiry
TELECOM CUSTOMER JOURNEY
Product comparison Purchase Churn prevention
AI-powered agents – online virtual assistants and chatbots
Creating 360-degree customer view through Big Data
Move from tiered contracts to unique contracts per customer
Personalized data bundles based on customer individual needs
AI-based fraud and security solutions
AI-powered all bound customer journey support
Pre-emptive personalized customer support through ML
Catalog AI to highlight right channels and segments
Source: goetzpartners analysis
AI & ML | KEY USE CASES83% of telecommunication enterprises and 77% of manufacturing companies use AI to automate
business processes
AI can ensure that networks loads are distributed intelligently and that demand predictions is used for coverage extension
Network optimization
Autonomous movement around the warehouse, using image recognition and smart control
Machine data is analyzed to predict when service & maintenance is due, or for proactive identification of potential problems
Predictive maintenance
3 EQUIPMENT USEFUL LIFE EXTENSION
Advances in speech recognition experienced decrease of error rates to 4.9% in 2017, allowing enterprises to better deploy chatbots and automate customer service
Digital voice assistance Cognitive assistance Chatbots
Logistic robots
4 WAREHOUSE AUTOMATION
1 CUSTOMER SERVICE AUTOMATION 2 INFRASTRUCTURE PLANNING
AI creates the opportunity to identify early what customers are looking for, allowing to discover market niche and creating greater customer affinity
AI requires deep integration with internal corporate processes and most enterprises will need to set them up first
Source: goetzpartners analysis
AI & ML APPLICATIONS | SELECTED EXAMPLESSome of the leading operators are already leveraging the power of AI and ML in driving the next
level of customer experience
TOBi is Vodafone's digital assistant
to help on any customer’s need
“How much do I pay to
call home from China?”
“How much did I spend
since the last recharge?”
“Which are my active
offers?”
“How can I pay my
bill?”
Services offered
Instantly available
customer
information
Presume the
intention of the
customer
Redirect to most
appropriate agent
Verizon cognitive platform helps customer
care to improve First Call Resolution rate
Abroad Costs Offers Services Payment Network Security
Source: Industry reports, goetzpartners analysis
AI & ML | TELCO CHALLENGESChallenges to overcome in order to achieve a successful implementation
INTEGRATED MARKETING APPROACH - Marketing engagements
are disjointed - recommendations, upselling, cross-selling are
missing the mark
CONSOLIDATED DATABASE - Fragmented view of Telcos’ customers,
customer offering data is dispersed
NEW BUSINESS MODELS - Developing new business models or
evolving existing processes cannot be done just by buying technology
RESOURCES - AI brings new opportunities, but requires a new
workforce with changed skills and the right expertise
Source: goetzpartners analysis
AI & ML | BUILDING CAPABILITIESAccording to surveys, corporate executives expect ROI from AI investment to double within 5
years. ROI of 1.23 USD is expected over 3 years for every 1 USD spend on AI now
Enterprises have 3 ways obtaining AI
competencies Internally develop or co-develop AI capabilities
Acquire & integrate existing AI player
Buy existing AI/ML solutions from
established company1
2
3Forging of numerous alliances to co-develop
and rebuild value chain around AI
technologies
6 bn USD invested in AI start-ups.
In 2017, 115 AI start-ups were acquired by
established enterprises, +44% YoY increase
Deploy solution from established AI
solution providers (such as IBM Watson &
Oracle DataFox)
Source: goetzpartners analysis
AI & ML | KEY SUCCESS FACTORSSuccessful application of AI/ML in customer experience requires 3 fundamental capabilities
SUCCESS FACTORS
Business Context (Optimal customer experience is achieved when an operator remembers a
customer and treats them with attention, respect and consideration throughout their unique customer journey – Segment of One)
Real-time Insights Delivery
(Insights need to be conveyed in the moment through the
customer’s chosen touchpoint)
Data Unification(AI thrives on information –
the more the better)
Source: Pointillist, goetzpartners analysis
AI & ML | PRECONDITIONS
Know your organization, processes
and models
Get a grasp of internal processes in your organisation and make sure you detect the bottlenecks
Define your goalUnderstand what is it exactly that you want to
optimise, by how much and in which way
Understand AIComprehend the basics of the processes involved for a
successful implementation and usage of AI
Prioritizeyour actions
Figure out relevance of each different action in the whole process and what needs to be done first
Source: News article, goetzpartners analysis
THANK YOU!
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