In these webinar slides you will find topics addressed on customer experiences and the use of automation / artificial intelligence for Sales / Marketing teams.

1. 1
Customer experience
and automations
Friends or foe ?
26.11.2020
https://brandfinity.ch

2. Agenda
17h00 - 17h05 intro to the webinar, speakers introduction
17h05 - 17h15 new buying journeys paradigm
17h15 - 17h30 high ticket selling and managing teams, how can automation & technology
help
17h30 - 17h45 Artificial intelligence, the models, where to use it and how to start without
spending millions
17h45- 17h55 Intro to Freshworks CRM
17h55- 18h10 Q&A
2

4. –Steve Hasker, CEO & President Thomson Reuters
“We’ve seen 3-4 years of progress
in 3-4 months, in terms of acceptance
of what the new world needs to look
like”

5. B2C - The new consumers habits
Traditional funnel
A linear conversion funnel remains a good way to
grasp the different steps to purchase…
The messy middle
in reality, it is a much more complex model, with multiple
touchpoints…
https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/consumer-journey/messy-middle-purchasing-decisions-covid/

6. the messy middle
At a time of disruption and increased uncertainty,
consumers need more help than ever exploring and
evaluating the many options within the messy middle of
the purchasing journey.
Social proof
Authority
Transparency
Scarcity
power of now
follow the trends
the power of the gift

7. B2B when face to face is impossible
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-b2b-sales-have-changed-during-covid-19#
1 - Rethink your personal relationship
with your prospects and clients
2 -Gain more insights about your
prospects and clients
3 -Transparency is key
https://www.thinkwithgoogle.com/intl/fr-fr/futur-du-marketing/management-et-culture-d-entreprise/achats-b2b-nouveaux-profils-acheteurs/

8. The scattering of media consumption
https://youtu.be/aOymOiQdNaE

9. Complex customer journeys
where automation makes sense
$$$ Customer Lifetime value
>>>>> Conversion journey length
CRO Conversion rates at each stage
——> Funnel size
$$$$ Resources available
1010 Data volume

10. There is no more sales & marketing
There is only one customer experience
Kevin Shaqiri KEVIN SHAQIRI’S JOURNEY
Kevin Shaqiri ACTION HOTELA
Kevin Shaqiri EMOTIONAL JOURNEY
Kevin Shaqiri DRAMATIC ARC
Nouveau client
JOURNEY MAP
Hotela
PROJECT
28 June 2018
EXPORT DATE
-2
-1
+0
+1
+2
+1
+2
+3
+4
+5
Enregistrement Recherche Comparaison Signature offre Réception contrats Familiarisation outils
Registre du commerce Reçoit Infos par écrit Recherche sur Internet Trouver ses obligations Faire des appels d'offre Comparer Prendre des références Signer l'offre ( les offres) Reçoit le contrat affiliation AVS Introduction collaborateur dans système
Registre du commerce Reçoit Infos par écrit Recherche sur Internet Trouver ses obligations Faire des appels d'offre Comparer Prendre des références Signer l'offre ( les offres) Reçoit le contrat affiliation
AVS
Introduction collaborateur
dans système
Hotela Sales
Filtrer nouvelles sociétés et
sélectionner les clients du marché
cible
Envoi d'un courrier d'information
sur caisse AVS et prestations
complètes HOTELA
Etre présent sur les moteurs de
recherche (termes formulaires) et
proposer un calculateur
d'assurances sociales (ordre de
grandeur) pour toutes les
assurances
HOTELA publie des informations
sur le site ou Linkedin (contenu
informatif et neutre sur les
prestations assurances sociales)
Offre en ligne (formulaire) suivi
par email / courrier incluant une
référence d'un conseiller à
contacter.
Mettre en ligne sur le site des
Testimonials et Listes de clients
Envoi du contrat et du login à la
plateforme
Envoi d'un manuel avec lien vers
video tutorials. explications
comment utiliser plate-forme
hotela++

11. Agenda
17h15 - 17h30 high ticket selling and managing teams, how can automation & technology
help
11

12. BORIS PADOVAN – NOVEMBER 2020
Heading International Sales Teams
Global Sales Leader for Aviation IT
• Highly complex IT solutions
• Niche market with sometimes less then five suppliers globally
• Especially at airports, procurement processes are very often strictly WTO conform
• Sales teams around the globe with a geographical go to market, to address time zones, language barriers and cultural
awareness
• Sales executives enjoy lot of autonomy => how to achieve transparency?
• Complex internal deal approval governance, driven by sales, product management and delivery
• Forecasting is key for operating the business unit
• Pipeline management
• Sales process – prediction about readiness to buy
• Performance management
• Target setting
12

13. Agenda
17h30 - 17h45 Artificial intelligence, the models, where to use it and how to start without
spending millions
13

14. UNPACKIN
G
ARTIFICIAL
INTELLIGE
NCE

15. WHATIS
(ARTIFICIAL)
INTELLIGENCE?
(1)ABILITY TO SOLVEPROBLEMS
OR
(2)CREATE PRODUCTS
WHICH ARE
(3) VALUED IN ACULTURE
(GARDN
ER)

16. DARTMO
UTH
CONFERE
NCE 1956
BIRTH OF ARTIFICIAL
INTELLIGENCE

17. MODERN
MACHINE LEARNING
DEEP LEARNING
BREAKTHROUGH
2012 AT NIBS 20 XFASTER IMAGE
RECOGNITION

18. DEEP
LEARNI
NG
EXAMP
LES
(1) VIRTUAL ASSISTANTS - ALEXA
(2) TRANSLATIONS –
GOOGLE
TRANSLATE
(3) DRIVERLESS CARS -
TESLA
(4) CHATBOTS
(5) FACIAL
RECOGNITION - FB
(6) PERSONALIZED
SHOPPING
(7) …

19. WHY NOW
DEEP
LEARNING ?
(1) LARGEAMOUNT OFDATA
(2) COMPUTATIONAL
POWER
(3)LARGE MODELS ARE
EASIER TO TRAIN

20. HOW TO
GET
STAR
TED
(WITHOUT WASTING
MONEY)

21. PROCESS VS DATADRIVEN

22. SUCCESSFULA.I.PROCESS
DEFINE
•Business
•Organizat i
on
MEASURE
• Data
Collection
•Feature
Engineer i
ng
•Data
Architect
ure
ANALYS
E
•APPLYING
ALGORITH
MS
IMPRO
VE
• Appl yi
ng
Chang
es
CONTROL
• Updating
Data
Model
• Infrastruct
ure
LEAN
SIX
SIGMA
METH
OD

23. BUSINESS
WHY USE
A.I.?
(1) COST LEADERSHIP
(2) DIFFERENTIATION
(3) FOCUS -
UNDERSTANDING
NEEDS OF NICHE
CUSTOMERS
DEFINE

24. BUSINESS DEFINE
PROBLEM
DEFINE

25. ROLES
OFA.I.
(1) TOOL
AUTOCOMPL
ETE
(2)
ASSISTANT
CHATBO
T(3) PEER
LEMONADE INSURANCE
CLAIMS
(4) MANAGER
TRAFFIC LIGHT, CALL
CENTER
ORGANIZATION
HUMAN-
MACHINE
COLLABORAT
ION
DEFI
NE

26. ORGANIZATION
ROLES INA.I.
o AI
RESEARCHERo AI SOFTWARE
DEVELOPERoSUBJECT MATTER
EXPERT
oPROJECT
MANAGER
oDATA SCIENTIST
oPRIVACY/ COMPLIANCE/
LEGALoML
OPSoUX DESIGN
oBUSINESS
LEADER TO
INTERPRET
DEFINE

27. DATA
(1)Is the prediction you’re trying
to make complex enough to
warrant ML in the first place
(2) Do you have new data and clean data? –
Clean data is better than big data
(3)Does your data have existing
labels to help a machine
make sense of it?
(4) Can your solution afford for some
Measu
r e

28. SUCCESSFULA.I.PROCESS
40
%
35
%
5
%
10
%
10
%
Effor
t s
DEFIN
E
MEASU
RE
ANALY
SE
IMPRO
VE
CONTR
OL
GENEREL
PERCEPTION OF
EFFORTS
FOR A.I.PROJECT
MOSTLY
OVERSEENCOS
TSFOR A.I.
PROJECT
LEAN
SIX
SIGMA
METH
OD

29. ANSGAR BITTERMANN
CEO GOLDBLUM
CONSULTING 10115
BERLIN
A.BITTERMANN@GOLDBLUM-
CONSULTING.COM
IF YOU NEEDHELP
TO
SUCCESSFULLY
LAUNCH AN A.I.
PROJECT
(INCL.
STAFFING)
CONTACT
US

30. Agenda
17h45- 17h55 Intro to Freshworks CRM
30

31. Company Overview
An introduction to Freshworks and our product suite

32. Our Vision
Enable every team to deliver moments of Wow
Our Mission
To provide software for organizations of all sizes
and make it refreshingly easy for them to engage
with customers

33. Global Presence
San
Francisco
Chennai London Sydney Berlin

34. 150,000+ Customers

35. Investors
Accolades
First company outside North America to be
funded by Google
Featured in Gartner Magic Quadrant for CRM Customer
Engagement Software

36. Acquisitions
We acquired companies for their technical expertise in the field of Machine learning, Artificial
Intelligence, Chatbot, CRO

37. Freshworks Suite of Products
A/B testing and conversation
optimisation suite
Customer support software IT Service Desk Software CRM for high velocity sales
teams
Cloud based call-center softwareApplicant tracking system
Customer Messaging
software

38. Freshworks Advantage
Affordable. Easy to use. On the go Cloud
solution
One platform for all your
business needs
Single Sign on
In-Context
Collaboration
Data security & Privacy
● Digitalise business processes to
achieve operational efficiency
● Unified experience across teams.
● Scalable and fully loaded business
softwares
● Superior flow of information across
teams
● Native integration to aid collaboration
● Holistic view of entire customer
journey from sales to support and
business processes
● One platform, one login.
● Secure and safe authentication
● Unified billing and user
management
● Data centres across the globe
● ISO 27001 and SOC II
Compliant
● GDPR Compliant

39. Why
Freshwork
s CRM
Use
Use built-in
eMail and
phone
powered by
Freshworks
Find
Find the
best Sales
Leads
Have
Have
relevant
Conversati
ons
Get
Get smater
with eMail
Manage
Manage
Sales
Pipeline
better

40. Automate Your Marketing Efforts

41. Make better decisions with AI

42. Thank you!

43. advanced
digital
narratives

44. Clients
44

45. get in touch
contact@brandfinity.ch
Whatsapp: +41265391015
call us: +41786236375
https://brandfinity.ch