The 4th Industrial Revolution is driven by new technologies that enable customization of products to individual consumers and adjustment of products based on usage data. This level of customization changes how products are created and standardized. It will accelerate changes seen in previous revolutions such as increased automation through technologies like cognitive computing and blockchain that automate complex processes and provide traceability. These changes require new skills and specializations for both workers and organizations to maintain products and assets.

1. THE ADVENT OF THE FOURTH
INDUSTRIAL REVOLUTION
Accelerate your business alignment to the changing landscape

2. Each revolution has changed the way that products
are created through changing the environment.
Each has brought change in:
• Increased product standardisation
• Increased skills specialisation (and skills redundancy)
• Increased automation
Manual labour
to machine power
Division of labour
Mass production
Specialised micro-tasks
Automated production
Rote process automation
Smart systems
The 4th revolution is different: it’s changing product
to fit the environment / the consumer need.
It’s driven by the ability to understand how
products are used down to a single entity; and to
adjust it based on individual customisation.
It will accelerate the types of change seen in the
previous revolutions…
What is the 4th Industrial Revolution?
1780 1870 1970 2015

3. PRODUCT VARIATION
It’s becoming increasingly consumer driven

4. The Customer Funnel
• What happened to the people who dropped off
before purchase?
• When can you first identify behaviours that might
lead to purchase intent?
• What happens to the purchasers that don’t
become loyal or advocates?
• We need to look at the full customer journey:
• Path to purchase
• Service and support
• Ongoing forum / product web traffic
• How your communications are treated

5. Add context (metadata) to the data:
• Date & Time
• Channel
• Device
• Location
etc.
1. Capture all you can
2. Connect it all together in a timeline
3. Find the common patterns that lead to
retention, cross-sell/up-sell, improved service
4. Act upon those patterns: test & learn
5. Look at the lifecycle of the product
Listen, Consider, Act
©Experian 2014
Australian Metadata Law (2015)
• Not looking for the actual content!
• They can get what they need through context & behaviour

6. Install The Certus Accelerate
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 Blogs
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Fresh ideas: New content and features can be added to the app so the experience won’t end
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7. Act on it; don’t forget to check the outcome
Regular funds
transfer to savings
account
Logged in
Savings account
balance check
Credit card
purchase
Foreign currency
at branch
Website
visit
Offer made Website
purchase
Credit card
purchase
In the context of banking: Offering Travel Insurance
Purchased Travel
Insurance on web
5 x International
credit card
transactions
Credit card purchase
with Expedia
Logged in to check
savings balance
Visited branch for
foreign currency
Monthly automatic
$250 savings xfer
with label “Hols”
Email customers
having the same
geodems
Do you have travel
insurance sorted?
Visited website
looking at travel
insurance
Email alert: Confirming high
value spend
Offer: “Need Travel
Insurance?”
Scroll: “Tell us when
you’re travelling so we
don’t block your card”
Banner: Get travel
insurance and great
rates on currency
exchange
Capture and track everything

8. In the context of banking: Offering Travel Insurance
Extend the context. Classify and categorise, and enrich the data
Adjust the product, even create new products
Purchased Travel
Insurance on web
5 x International
credit card
transactions
Credit card purchase
with Expedia
Logged in to check
savings balance
Visited branch for
foreign currency
Monthly automatic
$250 savings xfer
with label “Hols” Visited website
looking at travel
insurance
Regular travel in
school holidays
Visiting expensive
international
restaurants
High correlation
between house
move and holiday
Offer Travel Insurance
at change of address
time
Offer children’s
savings account
Offer Wine Club
Savings tracker app
add-on
Regular savings set
up
Regular transfer
Runs for 6 months
Text label => TRAVEL
Text label => LEISURE
Mean time between
balance checks
Purchase 40%
higher than mean
Text label =>
TRAVEL
Foreign currency =>
TRAVEL
Day = SATURDAY
Time = MORNING
Page tag = TRAVEL
Drop-down = PERSONAL
Day = FRIDAY
Time = EVENING
Device = IPAD
Offer rejected,
already purchased
Page teg = TRAVEL
Drop-down = PERSONAL
Region = APAC
Date = 19/12/2016
Duration = 14 days
Region = APAC
Tom Yung Goong =
RESTAURANT
Value = $120
Date = 26/12/2016

9. Taking it to the next level…
• Applying Text Analytics
1. Social listening and feedback
2. Live chat logs
3. Search with natural language
4. Claims form completion
… and rethink your service to impact the largest
audience
1. Which aspects of your products or services get the
most feedback?
2. Are you seeing emerging trends that you could work
on proactively?
3. What kind of chat flow leads to a happy customer?
4. What phrases should the agent use for best results?
• Consumer expectation is increasingly that:
• You’re listening on all channels
• You’re there 24x7
• You’ll respond on their timeline
• You’ll increasingly (and seamlessly)
improve their product
Listen to history:
“No business can improve unless it pays the closest
possible attention to complaints and suggestions. If there is
any defect in service then that must be instantly and
rigorously investigated, but when the suggestion is only as
to style, one has to make sure whether it is not merely a
personal whim that is being voiced. “
“[They] listened to the 5 per cent, the special customers
who could say what they wanted, and forgot all about the
95 per cent.”
Henry Ford Autobiography 1922

10. SKILLS SPECIALISATION

11. We’re all specialists!
Thomas Thwaites:
“The Toaster Project”
This is the result:
» It cost £1187.54 to make
» It worked for about 5 minutes …
Tried to recreate a £4.99 (<$10) toaster
» from scratch
» sourcing all of the raw material
» by himself

12. Specialism & Maintenance
Ability of organisations to Service and Maintain
assets is being hit:
1. More complex environment
2. More rules and regulations
3. Expertise takes time and money (and retires)
4. Too much information / unusable in its raw form
» Costs to service and repair increase
» We need to simplify the complexity…

13. Make /
model
Location
Age
Service
Failures
Weather
SensorsMaterial
Manuals
Connect
ions
Tests
H&S
Financial
Enables identification of:
• Performance patterns
• Drivers for failure
• Failure prediction
• MTBF based on all factors
• Anomaly detection
• Poorest & best service
• Fraud detection
Our consumer engagement context can extend to understanding
and adjusting the way we work too…
As per customer-centric:
• Capture all you can
• Connect it all together in a timeline
• Find the common patterns that
lead to failure, extended life,
pre-emptive service
• Act upon those patterns:
test & learn
Next steps
• Look at the product lifecycle
• Integrate predictions into the
maintenance process
• Load up the knowledge
• Look at Business Process
Management
Asset Intelligence
• Enhancing with sensors
• Environmental factors
• Incorporate usage

14. Analyst
Modeller
Data
Scientist
Even the type of data being generated has created more specialisation
Structured
Semi-
structured
Unstructured
Transactions
Products
Sensors
Maintenance notes
Complaints
Queries
Social Media
Feedback
Photos
Repeated reports
and dashboards
Segmentation
Predictive Models
New insights
building to a
business case

15. Analyst
Modeller
Data
Scientist
Structured
Semi-
structured
Unstructured
Structured
Semi-
structured
Unstruct
ured
Simplify the complexity; put the information in more hands
• Classify metadata from type, location, time, user
• Extract subjects, objects, shapes, colours
• Pin attributes to structured data
• Summarise / derive content
• Create data marts with usable data
• Bring in technology to help…

16. INCREASED AUTOMATION

17. Time for Cognitive…
The four main characteristics of cognitive systems:
• They are able to learn their behaviours through education
• Their primary value is their expertise
• They support forms of expression that are more natural for
human interaction
• They continue to evolve as they experience new
information, new scenarios and new responses
“as soon as it works, no one calls it AI anymore.”
– John McCarthy (who coined the term AI)
We’re seeing an increasing number of ANI systems:
• Cars: anti-lock brakes, GPS with traffic knowledge,
Google’s self-driving car
• Smartphone: weather forecast, Pandora, Siri
• Computer: Email spam filter, Facebook’s “add a friend?”,
Amazon’s product recommendation
Narrow Intelligence
Specialist in one area
General Intelligence
Human Level AI
Superintelligence
Smarter than us – across the board

18. Building specialisation and gamification
Canon’s repair techies learn their trade by
dragging and dropping parts onto a virtual
copier.
Cisco’s myPlanNet enhanced its processes
through “Sims”-style acting as CEOs of
service providers
MLC health insurance pushing fitness goals
through targets on wearables
Associated Press has created thousands of
finance articles through ‘Automated Insights’
QBE Insurance box captures and analyses
good driving habits for policy discounts
NYU Tandon Fire Research Group is teaching
firefighting skills through game-like simulations

19. Blockchain Supply Chain
• Sensors monitor the raw products, parts,
supply, production, and shipment of items
• Record workers all the way through the
supply chain
• Each phase recorded on a blockchain
• Access climate conditions and processes
used in delivering the final product
• Helps users (and analytics) to quickly
match faulty products to issues in supply
chain – up to years afterwards
Uber is creating its own range
of autonomous vehicles
Cognitive development in the short-term
Product Search
• Draw in marketing and manuals
• Extract facets from text, photo, video
• Link with reviews & referrals from influencers
• Automatically find comparable or
substitute products
Inter-asset communication
• Electricity smart meter receives weather
warning from substation feeder
• Starts storing energy into home battery
• If outage occurs draws immediately from
battery; if weather passes draws over time
Knowledge Correlation
• Load a corpus of disparate knowledge
• Use natural language to ask support questions
• Convert gut feel to consensus

20. STEPS TO THE NEXT REVOLUTION

21. Takeaways
• Emerging technology breakthroughs in
fields such as Artificial Intelligence, the
Internet of Things, robotics,
autonomous vehicles, 3D printing,
nanotechnology, biotechnology, energy
storage, and quantum computing are
changing every business
• Agile, innovative competitors can
access and leverage global platforms
for research, development, marketing,
sales, and distribution, disrupting faster
than ever by improving the quality,
speed, or price at which value is
delivered
They don’t have what you have:
a customer base, a brand, a level of trust
• Build on your capabilities step-wise
» Listen, Consider, Act (repeat)
» Quick win / quick fail
» Build interfaces between your main systems
• Embrace the partitioning and automation of work
» Business Process Re-engineering
» Think APIs and Services
» Don’t forget governance and tracking
• Get your data in as many hands as possible
» Coherent, consistent, contextual
» Simplicity is compelling

22. QUESTIONS?