Customer Engagement Reimagined - The Future of Digital Innovation
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CEO, Paul Stephen from Sagittarius discusses the results of a white-paper produced in partnership with Travolution exploring the challenges of travel brands.
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Customer Engagement Reimagined - The Future of Digital Innovation
- 2. @SagittariusMktg 09:30 - DelegateArrival 09:55 - Travolution Intro 10:10 - Microsoft 10:40 - Sitecore 11:10 - Break 11:30 - Sagittarius 12:00 - Q&A 12:20 - Event Close and Lunch agenda.
- 3. customer engagement reimagined 10th May 2019 Paul Stephen C.E.O.
- 5. “with unlimited power at your fingertips what would you do with it?”
- 11. @SagittariusMktg whichchannelsor routestomarketdeliver thebestROIforyour business? taking it to the customer.
- 12. @SagittariusMktg
- 14. @SagittariusMktg “rent me a car for my Chicago trip”
- 18. @SagittariusMktg smart out of home.
- 20. @SagittariusMktg whatchallengeshavethenewEU GDPRrulesonuseofpersonaldata hadonyour businessin2018? GDPR not a major problem. no problem 42% minor issues 54% major issues 4%
- 23. @SagittariusMktg
- 24. @SagittariusMktg
- 25. @SagittariusMktg
- 26. @SagittariusMktg
- 27. Hello. How can I help you?
- 29. @SagittariusMktg “we are designing conversations not destinations” Ian MacArthur, Sagittarius
- 30. @SagittariusMktg the future is now.
- 31. @SagittariusMktg XO levels. all our clients are different with differinglevels of maturity and success across the areas of their customer experience efforts. to align ourselves succinctlyto such a widevariation of client statuses we’ve establishedthree levels of XO delivery to match client desire and market position. Catch Up For brands that are experiencing challenging times,have been throughrecent change and simply want to get back on a level playing field to compete again. Keep Up For brands that feel they are performing well among peers, but recognisethere are always new ways to improve on their customer experience to keep hitting targets. StayAhead For brands that lead the way in their sector but want to build upon their competitive advantageand further protectthemselves frompotential disruptorsin the space.
- 32. @SagittariusMktg your data is your future get you data in order consider interoperability test and learn use AI to think different beat the competition top tips
Editor's Notes
- 5G speed is data transmission in real time Deutsche Telekom tested a 5G network live at this year’s IFA. A speed of three gigabits per second was measured. Under ideal conditions, the 5G speed should in future reach up to 10 Gbit/s, the equivalent of a 20-fold increase. Eg a DVD movie in 4 seconds
- The novelty of ‘digital’ has worn off And now we all have a website all we talk about is best User Experience or Customer first.
- When asked ‘which channels or routes to market deliver the best ROI for your business?’
- Facebook and IM as a customer service tool Why should your contact page just have email, form or phone. Why can’t I message you on Instant messenger. Surely we can chat via WhatsApp along with my mates.
- Last year at Google I/O, Let’s say, for example, you get a calendar reminder about an upcoming trip. You can then ask Google to rent a car for your next trip. Duplex will then open the car rental company’s website and fill out all of the necessary information on your behalf. Before submitting the request, you can double-check the details.
- Your digital infrastructure needs to have the foundations in place to support not just only those things but also back-end integrations with your partners and an ever growing list of routes to market. And I won’t even go in to do you have the right people in your business to support it.
- Customer services, operation not looking good
- Metallica – use local spotify Choosy – only make it if it gets enough likes on Instagram Amazon 4 star shop only stock what is 4 star rated in that area
- Customer services, operation not looking good
- Customer services, operation not looking good
- So I have one last thing to talk about which I think illustrates where we are heading. I mentioned Speech earlier on and whilst I think it has its place, its actually often ends up being used with a screen to present the answers. Its ok asking Alexa to turn the lights on perhaps re-order something specific using your existing amazon account but ask it to ‘show me somewhere inspiring to go on holiday’ it will struggle without pictures. Its not exactly going to be very immersive anyway. So for me I think conversational search using both speech and typing with a screen of some description is here to stay for a while.
- And the important word in there is conversation. If you interact with a brand on the phone or in person, that what you do. You have a conversation. A conversation is generally the most efficient way of the user achieving whatever they want to achieve - and for the brand to provide the best customer service.
- So rather than create websites with 100’s of pages of information that a user HAS to wade through to find the 3 paragraphs on 3 different pages that they need to achieve what they want to achieve is there not a better way? Why can’t a user just tell you what they want and then your ‘virtual assistant’ (who knows all the information) just tell them what they need to know or what options are available?
- Instead of this (RCH home page)
- maybe just this (logo and ‘welcome, how can I help you?) So this is the a proof of concept idea we are working on with our friends at Microsoft right now. We’re using our client Red Carnation Hotels to demonstrate how it could work but I will stress this is a just a proof of concept (for now). We have connected the Microsoft Machine Learning platform to three key sets of data - their booking engine, the website content and google analytics. By introducing GA in to the data set we also get to leverage customer data that exists outside the RCH infrastructure.
- This now enables a user to just ask questions in a much more ‘human’ way that they want to ask them - and for the ‘bot’ to do the hard work. Do not confuse this with a chat bot. Chat bots are usually just a library of stock questions and answers or a live chat with a real human. This is piecing together all of the information we’ve given it, using language and sentiment analysis to understand your objective and literally help solve your faster. It even has the ability to use humour if you want it to. When you start working with this type of interface, you quickly realise the flow of the conversation is far less linear. It might start at any point in your ‘normal’ customer journey. Some might start talking about room availability where as others might start with ‘does you hotel accept dogs’. Even if essentially they are all wanting to book a hotel. And during this whole conversation we aren’t looking at carefully crafted ’pages’ with calls to action on them anymore. There is no sitemap for this.
- So what you realise is that we are now designing conversations not destinations.