This was presented at the AT&T Retirees Quarterly ELATE Luncheon, on Sep 18th, 2019. SESSION BRIEF: Most organizations struggle to understand their customers. In a digital world, the power of data and technology is not tapped into. So, customer advocacy initiatives are short-sighted, transactional and unscientific. This session will show how organizations can listen to customers better. It will introduce you to AI techniques that are revolutionizing customer intelligence. With examples, you will understand how these insights can be translated into business decisions. LEARNING OBJECTIVES: 1. You will learn creative ways to find what customers are looking for right now 2. You will be introduced to advanced analytics techniques and storytelling with data 3. You will understand how data science can be applied for business decisions

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HOW DATA SCIENCE CAN
HELP UNDERSTAND YOUR
CUSTOMERS BETTER

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4. 4
INTRODUCTION
Ganes Kesari
Co-founder & Head of Analytics
“Simplify Data Science for all”100+ Clients
Insights as Stories
@kesaritweets Help start, apply and adopt Data Science

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DEMYSTIFYING AI!

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POLL: WHAT IS YOUR
UNDERSTANDING OF ANALYTICS?

7. CUSTOMER EXPERIENCE
IS BROKEN TODAY
MYOPIC TRANSACTIONAL UNSCIENTIFICSILOED INDIFFERENT

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…QUITE LIKE THE BLIND
MEN & THE ELEPHANT!
Image by svgsilh

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ERRORS USING INADEQUATE DATA
ARE MUCH LESS THAN USING NO
DATA AT ALL
C H A R L E S B A B B A G E
“

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4 STEPS
TO
UNDERSTAND
YOUR
CUSTOMER

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L I S T E N
E V E R Y W H E R E
1
4 STEPS TO UNDERSTAND CUSTOMERS

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#INBOUND19

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#INBOUND19
LINKGOOGLE SUGGEST: INDIA’S RELIGIONS

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#INBOUND19
GOOGLE SUGGEST: US’ RELIGIONS LINK

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L O O K O U T F O R 3
T Y P E S O F F E E D B A C K
Review websites, social
media
INDIRECT
Website clickstream
data, contact center
INFERRED
Voice of Customer
surveys, Interviews
DIRECT
Source: Gartner Market Guide for Voice-of-the-Customer Solutions

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R E M E M B E R ,
D A T A B E F O R E A I !

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POLL:
IN YOUR OPINION, WHAT IS THE
POWER OF DATA?

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U N D E R S T A N D
W H A T T H E Y
W A N T
2
4 STEPS TO UNDERSTAND CUSTOMERS

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WHAT CAN WE FIND ABOUT YOU BASED ON
YOUR FACEBOOK LIKES?
Source: University of Cambridge

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AI CAN MASTER A BODY OF TEXT
Source: https://openai.com/blog/better-language-models/

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AI CAN UNDERSTAND PICTURES

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24
New Input
Desired
Outcome
Machine learning
how to do the job
Known Input Known Outcome
“Programs that solve
the problem”
“Programs that learn
to solve the problem”
vs
WHAT IS MACHINE LEARNING? A QUICK 101

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Input Output
Identify features
to teach model
Traditional Machine Learning
Deep Learning
Person
Name
Input Output
Model automatically identifies
features to learn
Person
Name
https://www.cs.toronto.edu/~ranzato/publications/taigman_cvpr14.pdf
WHAT ABOUT DEEP LEARNING (AI)?

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Training ..Versatile Detection!
..AND IT’S NOT VERY DIFFERENT FROM HOW WE LEARN

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T H E K E Y I S I N A S K I N G T H E
R I G H T Q U E S T I O N S
Approach to data Benefits
AI / ML models with recommendations What actions will help me convert my
detractors into promoters?
Simple ML models What will be my promoter score
next quarter?
Statistics
What led to lower
satisfaction in EMEA?
Simple summaries
Did I improve on
customer satisfaction?

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G E T C O N T E X T
A B O U T Y O U R
C U S T O M E R
3
4 STEPS TO UNDERSTAND CUSTOMERS

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S A M P L E T H I S C U S T O M E R
F E E D B A C K
“I loved the product features and super-quick onboarding, but the great experience did not
continue while using your product. Your support teams have been helpful, but I’m not sure
whether I’ll buy again.”

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T A G G I N G C O N T E N T T O A
J O U R N E Y S T E P
“I loved the product features and super-quick onboarding, but the great experience did not
continue while using your product. Your support teams have been helpful,
but I’m not sure whether I’ll buy again.”
Identify Customize Use Product
Deal with IssuesReorder
“I loved the product features and super-quick
onboarding, but the great experience did not
continue while using your product. Your support
teams have been helpful, but I’m not sure whether
I’ll buy again.”

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INTEGRATE THE FEEDBACK
SIGNALS
“Your summer collection
didn’t interest me”
Store Survey
“Drop in market share by
2.5% last month”
Market Report
“Disappointed with Brand
‘A’. Anyone still buying?”
Social Media
“Brand ‘B’ has more
‘vibrant’ colors than you”
Competitive Survey
Our summer collection didn’t land well. Brand ‘B’ scored on
vibrancy. Poor feedback led to 2.5% market share loss
“

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POLL:
WHAT IS A DATA STORY?

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I N S I G H T S A S
D A T A
S T O R I E S
4
4 STEPS TO UNDERSTAND CUSTOMERS

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O V E R 5 0 % O F D A T A S C I E N C E
P R O J E C T S N E V E R G E T
D E P L O Y E D .
B A D S T O R Y T E L L I N G I S A K E Y
R E A S O N F O R T H I S F A I L U R E .
G A R T N E R
Gartner: “How to use Storytelling to sell your Data science projects”, Apr 25 ‘19
“

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POLL:
IN YOUR OPINION, WHAT IS THE
POWER OF DATA?

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VISUALIZATION: CONVERT NUMBERS TO PICTURES

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ADD CONTEXT & NARRATIVE TO BUILD THE STORY
Sales grew 40% in 2018, despite competitive product launches

39. STORYTELLING CHANGES IN
CUSTOMER SATISFACTION
Hig
h
ImpactonSatisfaction
Low
High impact CX
Negative Positive
Low HighCustomer Sentiment
Q1’19
Identify
Buy
Q1’19
Service
Q1’19
Reorder
Q1’19
Use
Q1’19
Customize
Improve on ‘Service’
Maintain ‘Identify’ & ‘Buy’
‘Customize’ is less important
Q1’19

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R E C A P : 4 S T E P S T O
U N D E R S T A N D I N G C U S T O M E R S
• Direct, Indirect, Inferred
• Data before AI
LISTEN
1
2 • Analyze all data types
• Ask the right questions
UNDERSTAND
4
STORY-TELL
• Visualize the insights
• Tell stories with data
3
CONTEXTUALIZE
• Understand their Journey
• Roll-up for the headline

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T H A N K Y O U !
G E T I N T O U C H
Presentation deck with references at
gkesari.com/ATT
@kesaritweetsgramener.com @kesari