Digital Disruption - The Next Wave CMO & CPO Events June 2017 - Saïd Business School, University of Oxford

1. Digital Disruption –
the next wave
How prepared are CPOs - and their
fellow board members - to deal with
the next wave of digital disruption?

2. Introduction: @katieeking
 Managing Director of Zoodikers
Consulting. MBA
 Director of Transformation – Digital
Leadership Associates
 Co-founder of AI in FM
 TEDx speaker
 Chairperson of PRCA’s South
East/E.Anglia Group
 Regularly called on to commentate on
social media for BBC TV and radio
 Spoken and moderated at high-profile
industry events
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3. Adapting to a
changing
world
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4. 4
Smartphones and
social channels
have fundamentally
changed the way
we buy, sell, recruit
and communicate

5. 2017 Internet, social and
mobile data for the UK
5

6. 6
We’re living in a
world where
traditional
salespeople could
become obsolete if
they don’t evolve

7. There is no
longer room for
business silos
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8. Today’s Social
Business
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9. Welcome to the
4th Industrial Revolution
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10. Deloitte: many leaders unprepared
to deal with future of work
 Deloitte's latest Human Capital Trends report: many leaders unprepared to
deal with the future of work.
 The UK’s HR and business leaders are not prepared to manage a digitised
workforce.
 Just 16% of leaders feel ready to manage a workforce consisting of both
people and artificial intelligence (AI).
 This is despite the implementation of robotics and AI in many of the
businesses surveyed. Of the leaders that responded, 42% said robotics,
cognitive and AI technologies were already in operation in their workplaces.
 Anne-Marie Malley, UK human capital leader at Deloitte, said organisations
needed to prepare themselves for the workplace of the future. “Technology is
advancing at an unprecedented rate and is rewriting the rules of work,” she
added.
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11. Industry analyst Gartner’s
predictions
Smart machine technologies will be the most disruptive class of technologies
over the next 10 years, including smart robots, autonomous cars and smart
workplaces.
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12. 12

13. James Dyson
 Interview in The Times
 Plans for a new university
 £2.5bn investment in AI,
robotics and battery technology
that he hopes will propel his firm
into pole position in “the fourth
industrial revolution”
 Help to make post-Brexit Britain
as innovative and fast- growing
as the “tiger” economies of Asia
13

14. AI is here today
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15. AI is here today
 When Facebook shows me ‘relevant’ posts
 When Google auto-suggests search entries
 Apple Siri – voice activation. She uses machine-learning technology to get
smarter and better able to predict and understand our natural-language
questions and requests
 Tesla self-driving cars
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16. AI chatbots: the next
shift in customer service
 According to IBM, 65 percent of millennials prefer interacting with bots to
talking to live agents
 The rising popularity of mobile messaging apps and the need for 24/7 service
has made chatbots a hit with the e-tailers. Brands are using chatbots for
improving customer experience, to offer recommendations and services, and
to automate the purchase process
 The most popular chatbot platforms include Facebook Messenger,
WhatsApp, WeChat, and Slack. Top brands like Uber and Burberry have
been successfully engaging and acquiring new customers with one-to-one
chat experience using chatbots
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17. The changing face of retail
 Retail management survey: 45%
of retailers intend to begin using AI
within three years to enhance the
customer experience
 What if real-time weather data,
footfall and sales were used to
merchandise a store each day.
Could positions in the store be
formalised in the data set, too?
Could store tracking be used to
analyse where people are
browsing, and then add this into
the mix, too?
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18. Accenture: AI and
financial services
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 AI will be the main way that banks interact with their customers within
the next three years.
 Banks such as RBS are increasingly using chatbots to answer
customer queries.
 Many, perhaps ironically, felt that AI would help banks create a more
human-like customer experience.
 "The big paradox here is that people think technology will lead to
banking becoming more and more automated and less and less
personalised, but what we've seen coming through here is the view
that technology will actually help banking become a lot more
personalised," said Alan McIntyre, head of the Accenture's banking
practice

19. AI’s impact on procurement:
augment, not replace
CBR Magazine:
 The development of big data has the potential to transform predictive
algorithms from useful add-ons to essential tools.
 With the combination of big data and advanced algorithms, the buyer could
take on a more advanced role in risk management, using AI-powered data to
carry out more intelligent supplier audits.
 Using AI would also allow for real-time monitoring of all suppliers and not
simply monthly, quarterly, or annual reviews limited to top suppliers only as is
often the case in global businesses.
 Procurement has a bright future. Rather than anticipating a hostile takeover
from the machines, procurement professionals should invest time in
familiarising themselves with the technologies of tomorrow. AI, big data and
new forms of production will lead to a greater diversity of roles and
responsibilities. Moreover, improved access to key supply chain intelligence
will put procurement professionals in a better position to advise key
operational functions.
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20. AI’s impact on procurement:
augment, not replace
 One technology promising to revolutionise both the production and
procurement process is 3D printing. In the future, anything a company can
print by themselves on a 3D printer will no longer need to be externally
procured. Analysts expect that the current global market for printers,
materials and services of 5.2 billion USD in 2015 will grow to $20.2 billion by
2019. Buyers of the future will therefore not be responsible for procuring
spare parts but also bulk materials for their 3D printing systems.
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21. AI’s impact on sales
and marketing
 AI for CRM will be the game changer in the way you do business with your
customers.
 It will empower your employees with super human skills, they will never forget
to act on that promise
 They will always impress your customer with pro-actively contacting them
with a potential product issue and they will offer you exactly the products and
services they were looking for at the right moment in time
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22. 22
 80% of marketing
leaders say AI will
revolutionise marketing
by 2020
 But only…
AI’s impact on sales
and marketing

23. AI’s impact on HR
 A survey of HR executives by IBM found that 46% believe AI will transform
their talent acquisition capability and 49% believe it will transform their payroll
and benefits administration
 Views of 10 HR leaders:
1. AI will automate screening and reduce bias
2. AI will reduce errors and improve compliance
3. AI will augment corporate training
4. AI will increase adoption of metrics and analytics
5. AI will enhance candidate assessment
6. AI will automate candidate outreach
7. AI will streamline employee onboarding
8. AI will improve workplace learning
9. AI will reveal new insights on talent
10.AI will show the value of the human touch
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24. How can you prepare?
 The right mindset
 Clear mid and long term business strategy
 Control your own agenda
 Training: closing the skills gap
 Hiring/attracting the right people
 Social Selling
 Funding: e.g. Innovate UK or Crowdfunding
 Evaluating
 Staying safe
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25. 25
Social Business: Our 6
point plan to ensure
success:
1. Plan and segment your audience
2. Find the right channel
3. Devise a social media strategy
4. Build profile and differentiate
5. Nurture relationships
6. Encourage them to buy

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1. Marketing
segmentation
Your
audiences
Business
objectives
Marketing
objectives
Perceptions
to create in
3, 6, 9
months
Messages
to convey
INFLUENCE
THEM
Existing
customers
Retention and
cross selling
Increase value
Communicate
NPDs and
wider range
Twitter/ LinkedIn
PR
Blogs
Networking
Practitioners Secure new
partnerships
Educate LinkedIn groups
Case studies
Social media
Awards
Potential
customers
Attract new
and repeat
custom
Educate Webinars
Newsletters
Social media

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2. Find the right channel
Your
audiences
What do they
read?
Which social
platforms?
Groups on
LinkedIn
Events Key topics of
interest
Existing
customers
Practitioners
Potential
customers
We will work with you to complete our influencer matrix in month one

28. A few words about millennials;
today’s customers are in charge
 Millennials are one of the largest generations in history and are about to move
into their prime spending years
 How is this digitally-savvy tribe any different from other generations?
 For starters, they want more. And they want it now.
 As consumers, they are used to compelling content and intense experiences.
They expect instant replies, casual exchanges, and personalized approach.
Anytime, anywhere.
 They trust existing instant messaging platforms.
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29. AI: the positives….
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30. Let AI do the grunt
work
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 It’s estimated that the average B2B sales rep spends one-third of their work day
actually selling.
 AI frees sales reps to spend more time selling. AI brings leverage to the sales
professional.
 Any task that can be done by following a template today can be done by a
machine tomorrow. When AI is applied in a meaningful way, sales agents free up
time for the high-leverage, non-linear aspects of their job: selling and
communicating with potential customers, negotiating and strategizing how they
will close key deals.

31. 31
Hawking; humans must colonise
another planet within 100 years

32. Q&A
@katieeking
www.zoodikers.com

33. Thank you for your time
@katieeking
www.zoodikers.com