part 3 | customer experience wassup som... · brand bots digit is a new banking startup that helps...

PART 3 | CUSTOMER EXPERIENCE

1. AI Is The New UI

Brand bots

Digit is a new banking startup

that helps users save money.

Once you link Digit to your

normal checking account, its

algorithms will start assessing

your daily debits and other

transactions.

As it turns out, texting seems to

be a very intuitive and familiar

interface for interaction, impro-

ving the customer experience

1. AI Is The New UI

That tiny little experience is the

hook that gets people addicted

to using Digit.We already live in

our messaging app. We open

that thing up like 28 times a day.

- Ethan Bloch, Digit

“

Brand bots

Unilever’s “Chef Wendy” bot

talks to Knorr customers, provi-

des new recipe ideas and is

even capable of suggesting

recipes based on the ingredi-

ents that customers already

have.

The system also creates a

unique profile for each custo-

mer, continuously learning

about their individual preferen-

ces and dietary requirements.

1. AI Is The New UI

Brand bots

Massively launched a campaign

on Kik to promote horror flick

Insidious 3.

Instead of the usual static or

video ads, it created a bot that

represented the movie’s

heroine Quinn Brenner. The

Brenner bot could hold a

conversation with a Kik user.

1. AI Is The New UI

Why go text-message-first? 1. AI Is The New UI

“Google Now On Tap”, at your service

Google Now On tap allows the

Now service (a dashboard of

notifications focused on your

life and interests) to plug in as a

layer that essentially hovers

above any app running on your

phone or tablet.

This means that you can get

contextual search information

around almost anything you're

doing, provided there is text

and data that Google can pull

from the app itself.

1. AI Is The New UI

“Facebook M”, at your service

Facebook launched a personal

assistant ‘M’ inside its

messenger app, that serves up

information when you ask for it.

M is powered by artificial

intelligence that’s trained and

supervised by people.

Unlike other AI-based services

in the market, M can complete

tasks on your behalf. It can

purchase items, get gifts

delivered to your loved ones,

book restaurants, travel

arrangements, appointments

and way more.

1. AI Is The New UI

Predicting behaviour

Digital personal assistants use

many data sources to predict

user behaviour.

Big differentiators in current

assistants are:

• Passive vs. Active:

how much user action is

required to do the

predictions?

• Cloud vs. Device profiles:

Where is your profile

stored?

1. AI Is The New UI

Source: Searchengineland, 2015

“Amazon Echo”, at your service

Amazon Echo is a physical,

voice-activated personal

assistant and speaker, that can

hear you from anywhere in the

room.

Echo connects to Alexa, a

cloud-based voice service, to

provide information, answer

questions, play music, read the

news, check sports scores or

the weather, and more.

Amazon has opened up Echo

for developers, so more and

more services are joining the

platform.

1. AI Is The New UI

Play ‘Today’s Hits’

station on Pandora

Add gelato to my

shopping list

What’s on my

calendar today?

What’s the weather in Los

Angeles this weekend?

Set alarm for 8 a.m.

How is traffic?

Wikipedia:

Abraham Lincoln

Read my book

Turn off the lights

“Amazon Echo”, at your service

Amazon Echo is a physical,

voice-activated personal

assistant and speaker, that can

hear you from anywhere in the

room.

Echo connects to Alexa, a

cloud-based voice service, to

provide information, answer

questions, play music, read the

news, check sports scores or

the weather, and more.

Amazon has opened up Echo

for developers, so more and

more services are joining the

platform.

1. AI Is The New UI

The future of search?

Digital assistants aim to be the

go-to place to answer questions

during the different micro

moments, which was until now

(mainly) Google territory.

Moreover, without a page of

links between your intent and

the transaction, there’s nowhere

for AdWords to show up.

1. AI Is The New UI

The future of apps?

Apps won’t disappear with the

coming of bots. Bots will need

apps to provide specific

information and functionality.

What will change is how apps

are discovered and used.

1. AI Is The New UI

gaming utilities shopping entertainment tracking chart

Beneficial intelligence 1. AI Is The New UI

You don't even need true AI (though it is easier to leverage than

ever). Rather, this trend is about serving the expectations that all of

2016's AI hype will create. Serve those, and you'll delight customers.

That's the real point of this, and every, consumer trend.

“Trendwatching.com

2. Entering The Virtual Reality

Immersive experiences

To create more immersive experiences for their users, both Facebook and Google (YouTube) have

launched 360°video capabilities.


Towards smarter AR

True AR technologies super-

impose an image on a user's

view of the real world. Many of

the devices currently on the

market cannot superimpose an

image on reality in a way that

intelligently blends the virtual

objects into the real world.

Rather, these devices simply

render basic text and data that

happens to be readable hands

free.


Towards smarter AR

Augmenting reality should imply not just showing information on the screen, but actually layering the

information on top of reality in a spatially intelligent way.


Towards smarter AR

French supermarket chain Systeme U launched ‘Operation Transparence’, which allows customers at their

store in Thourotte to find out the origins of their food just by walking by past a large screen.

2. Entering The Virtual

Reality

VR Use Case: Tangible experiences

How does a hotel, cruise or

holiday company convince

someone that it can offer an

amazing experience when the

person has never tried it?

A brochure or website gets you

so far, but actually taking them

to the destination and allowing

them to walk around the

accommodation, to look at the

views, to be in the experiences,

that’s the sort of tangible

experience that gives a real

sense of what it would be like

and sells it like no other

medium.


VR Use Case: Product experiences

How do you convince someone

your product is better than

previous versions or the

competition?

For a car, the test drive is

considered the best selling tool

there is. But getting them to a

show room or experience can

be hard.


VR Use Case: Educational experiences

For brands that are proud of the

way their product is produced,

VR can provide a way of

creatively showing a production

process.

Educating consumers in the

brand in an immersive way

demonstrates the craft, and

consumers are increasingly

interested in learning about the

origin and backstories of the

products they buy.


VR Use Case: Event experiences

Providing immersive VR

experiences for your audience

alongside events can deepen

the brand engagement and it

can extend it well beyond a

physical venue.

Red Bull offers VR experiences

alongside its extreme flying

races so fans can experience

what it is like to be in the plane,

not just watch it.


VR Use Case: Market research

Investing in a new physical

space is a huge undertaking,

whether it's a new store, a

cinema or shopping centre. So

being able to understand how

your customers feel about

navigating such things as your

new planned layout, colour

scheme and product range is

vital.

Tesco created a virtual store so

people could walk round it

before it was built.


Look mom, no glasses!

More than 30% of the drivers in

Russia take disabled parking

spaces without caring about the

signs on the ground. Dislife, a

Russian non-profit organisation,

came up with a powerful

campaign to stop this

inconsiderate behaviour.


3. Let’s Get Phygital

The smart home

Amazon Dash is a physical

button that allows you to quickly

order a product online via

Amazon.com.

In a next step, Amazon is

collaborating with manu-

facturers to include automatic

orders: products will know

when it's time to order more

laundry soap or water filters

and order them from Amazon

on their own.


The smart home 3. Let’s Get Phygital

If passive buying catches on, and it very likely will for

some products, brands will have to determine their role

in the distribution process.

Will they simply create the products and leave the

distribution to big technology platforms like Amazon?

Who will hold the power in the relationship

— the brand or the distributor?

“

15%by 2020

PASSIVEof purchases will be

The smart business

Facebook is testing ‘Place Tips’,

offering information based

upon proximity.

For this, it is handing out

beacons to stores having a rich

Facebook Page.


The smart business

Unilever Sweden used beacon

technology to re-target people

that visited an outdoor

sampling truck and had the

Aftonbladet mobile news app

installed.

The next time the visitors

entered the newspaper’s app,

downloadable coupons were

served.


The smart world

In July 2015, Proximus started

rolling out the LoRa™ (Long

Range, Low Power) network in

Belgium for the Internet of

Things.

Using the network, the city of

Aarschot will be launching a

smart parking solution. Parking

spaces in the streets of the city

will be fitted with sensors so car

drivers are guided via the

Smart Parking app to the

nearest empty parking space.


Our phygital world

In today’s phygital world, it’s

becoming increasingly easier to

build rich experiences that

connect the online and the

offline.


Lowe’s Live Vine The Tweeting Pothole

#LookingForYou The Great Escape

Our phygital world: Lowe’s Live Vine

Home-improvement retailer

Lowe's brought its "Fix in Six"

Vine campaign to life, creating

animated window displays of

household tips at one of the

retailer's first two Manhattan

locations.


Our phygital world: The Tweeting Pothole

With so many streets in Panama

City damaged, a local TV station

ran a campaign placing special

devices in potholes that

automatically tweet nasty

messages at the Twitter account

of the Department of Public

Works whenever cars drive

over them.


Our phygital world: #LookingForYou

Battersea Dogs & Cats Home is

the United Kingdom's oldest

home for dogs and cats.

In April, people visiting

Westfield Stratford City in East

London were handed specially

designed leaflets containing an

RFID tag.

As they walked past the outdoor

billboards around the shopping

centre, the leaflet activated

Barley – a former Battersea dog,

on the screen and engaged with

them.


Our phygital world: The Great Escape

Switzerland's Graubunden

Tourism office created an

interactive billboard urging

passengers to take the next

train to the small village.


The experience train is leaving the station

Anno 2015, brands are being

defined by the experiences

they enable and the value they

create for their users.


The nature of marketing has exploded from an ancillary communications function to the Grand Central Station of custo-mer experience. And the bar for delivering great customer experi-ences is rising rapidly.”

– S. Brinker, @chiefmartec

“

Be agile, make more skateboards

In today’s marketing context,

agility must be embraced in

order to fully understand and

get the most out of the miriad of

possibilities.

Instead of aiming for the perfect

solution, build a ‘Minimum

Viable Product’ and get

feedback early.


5. TL;DL

Too Long; Didn’t Listen

Tweetable take-aways 5. TL;DL

“Be agile, make more skateboards” #LUONWassUp

AI is the new UI #LUONWassUp

Messaging is the new platform, but will need apps to feed it

#LUONWassUp

VR is coming: tangible experiences for products, education,

events, market research #LUONWassUp #cases

Beneficial intelligence is about serving the expectations that

2016's AI hype will create. Serve those and delight

customers #LUONWassUp

THAT’S ALL FOLKS! #EVERYENDINGISABEGINNING

part 3 | customer experience wassup som... · brand bots digit is a new banking startup that helps...

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