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Better for you, better for me. Beneficial intelligence that
works for customers and companies
Mark Hillary – Carnaby - @ma...
Mark Hillary
• Analyst / writer / journalist /
blogger / ghostwriter
• 16 books on tech, work, CX, and
globalisation – biz...
Quick Overview
• What happened?
• Customer journey
• Customer
expectations
• Need for predictions
• Dangers
Thomas Hawk: h...
Why AI and is it beneficial?
Customers today
EXPECT you to
know what they
like and what
they want…
Anders: https://flic.kr...
Customer Loyalty
The concept of
loyalty has
changed into an
ongoing
relationship with
brands – with
dialogueSuny Schmidt: ...
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 ...
Customer Service
Before social and mobile brands would:
Tell you what time you can call
Give you an 0800 number or email
T...
Now the entire process of a
customer learning about your
products and making a purchase
has changed – the customer
journey...
The New Journey
View ad
Watch video
Download app
Check reviews
Social chat
Blog about products
Talk to brand
Talk to frien...
Every Company is Affected
Marketing, customer service, customer research,
sales, advertising, and PR is now just one
funct...
You Need Insight
To function in this
environment you
need insight into
what your customers
want now – and
what they might
...
Tech Convergence
SMAC is the drug…
Social: how people
communicate
Mobile: when and where they
communicate
Cloud: the tools...
How can you get value?
The possibilities are
endless:
We have been used to
Amazon studying our
shopping behaviour for
year...
Pulling Tech together
Imagine a retailer that recognises
you when you arrive in a store
(facial recognition) then
messages...
Atom Bank
Imagine if you
could
remember
every single
customer
enquiry and
learn from it so
customer
service always
got bet...
Alfred the Butler
Clever Sense (bought
by Google) learns
the food you like
(and the friends
you listen to) so it
can recom...
Emotions
Emotient (bought
by Apple)
systems
understand how
you feel based
on your face –
imagine the
advertiser
feedback t...
Get Running
The Moov wearable
tracks your
exercise AND sleep
to recommend
how to improve
your health – it can
even tell yo...
Predict the Future
The Stockholmstag rail
company can predict
future delays based
on current issues on
the line – and warn...
Increase Sales
Room And Board:
Used AI models in
Salesforce to
predict additional
items online
customers might
want – orde...
Health Predictions
Neurolex Diagnostics
can listen to natural
speech and predict
mental disorders
such as psychosis –
a fe...
Dangers Ahead
If private companies
and insurers can
detect health
problems or predict
behaviour BEFORE it
takes place then...
Future is clear
Customers are expecting more
They know you have the data – they
expect something in return (look
at Facebo...
mail@markhillary.com
@markhillary
markhillary.com
Thank you
Get in touch!
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Social Robotics & Artificial Intelligence Conference - Oxford

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Social Robotics & Artificial Intelligence Conference - Oxford
September 15 - Oxford Brookes University
Mark Hillary speaking on how AI becomes beneficial intelligence when applied by companies as part of their customer experience strategy

Published in: Business
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Social Robotics & Artificial Intelligence Conference - Oxford

  1. 1. Better for you, better for me. Beneficial intelligence that works for customers and companies Mark Hillary – Carnaby - @markhillary Social Robotics and AI 2016 Oxford Brookes University – Sep 15, 2016
  2. 2. 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
  3. 3. Quick Overview • What happened? • Customer journey • Customer expectations • Need for predictions • Dangers Thomas Hawk: https://flic.kr/p/fxhGt5
  4. 4. 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
  5. 5. Customer Loyalty The concept of loyalty has changed into an ongoing relationship with brands – with dialogueSuny Schmidt: https://flic.kr/p/ycXrd2
  6. 6. The History How did we get here? 2007: iPhone 1 2008: Social networking Trisha: Fawver: https://flic.kr/p/oMafdN
  7. 7. 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…
  8. 8. 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
  9. 9. 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
  10. 10. The New Journey View ad Watch video Download app Check reviews Social chat Blog about products Talk to brand Talk to friends Chellseeyy: https://flic.kr/p/8cdRv3
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Pulling Tech together Imagine a retailer that recognises you 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Future is clear Customers are expecting more They 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
  25. 25. mail@markhillary.com @markhillary markhillary.com Thank you Get in touch!

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