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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
“
”
@wilsonraj #CuriosityForumColombia #AI #CX
Copyright © SAS Inst itute Inc. A l l r ights reserved.
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
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
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
McCormick’s FlavorPrint
“Digital Fingerprint for Taste buds”
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
At every encounter you must ask whether you are
saving the customerattention or seizing it.
@wilsonraj #CuriosityForumColombia #AI #CX
Copyright © SAS Inst itute Inc. A l l r ights reserved.
GAME OF INCHES: AI & IOT
DEEPENS CUSTOMER INSIGHTS
& CONTEXTS--IN REAL-TIME
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
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.
Copyright © 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
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
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
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
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
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
The Future is “Fan Experience”
Copyright © SAS Inst itute Inc. A l l r ights reserved.
PERSONALIZATION AT SCALE:
ALIGN DATA & ANALYTICS ACROSS THE CUSTOMER
JOURNEY
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX Copyright © SAS Inst itute Inc. A l l r ights reserved.
HSI Flight Path Geometry
@wilsonraj #CuriosityForumColombia #AI #CX
State Vector
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
Customer State Vector
(Customer ID, 12345)
(Intent, Auto Intender)
(Session Avg. PV, 4)
(Segment type, 1)
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
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
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
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
Copyright © SAS Inst itute Inc. A l l r ights reserved.
@wilsonraj #CuriosityForumColombia #AI #CX
– 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
Copyright © SAS Inst itute Inc. A l l r ights reserved.
LET’S STAY IN TOUCH
@wilsonraj │ linkedin.com/in/wilsonraj │ [email protected]