Presenters: Haragopal Mangipudi, Global board member ISPMA Vidhi Chugh, Head of Products, Reltio Abstract: The workshop aims to equip attendees with the knowledge to leverage AI to generate customer value while maintaining product management best practices. It guides attendees to a framework to think about customer value proposition. It provides an overview of AI - capabilities and its limitations. It would discuss on how integration of AI in product management enhances the ability to create and deliver value to customers. Case study discussed to understand application of AI towards an industry problem. The workshop is targeted at mid-level product managers with some understanding of product management best practices and is delivered by two experienced speakers with expertise in Product Management.

1. T h e A g e o f A I : E l e v a t i n g E x p e r i e n c e s &
D e l i v e r i n g C u s t o m e r V a l u e
H A R A G O P A L M A N G I P U D I
V I D H I C H U G

2. V i d h i C h u g h
Vidhi Chugh
Head of Product - AI/ML
•Global AI thought leader and innovator
•Worked at the intersection of product, sciences, and engineering
•Built scalable machine learning systems
•Awarded AI Changemaker and Future CIO
•Recognized as one of the “World’s Top 200 Business and
Technology Innovators”
•Listed among “Women to Watch in Analytics”
•Placed in "Women in AI Ethics" global directory

3. H a r a M a n g i p u d i
Author. Founder. Teacher

4. B U I L D I N G T H E
M A R K E T P L A C E
C O N T E X T &
P R O B L E M
S T A T E M E N T

5. Platform
Supply
Merchants, sellers
Demand
Buyers, customers
Marketplace model in eCommerce

6. Customers need to communicate with Sellers to make purchase decisions and during order lifecycle
Platform
Supply
Sellers
Demand
Customers
Make Purchase Decision
Customers need to inquire about
the products before they purchase
Post Purchase Inquiries
• Where is my order
• Cancellation of order
• Incorrect delivery
• Quality concerns
• Initiate Returns
Respond to customer queries
• Pre-transaction queries
• Post-transaction queries
Customer Need Seller Need
Protect customers
• Ensure relevant and timely
responses to customer queries
• Ensure customers are not
bombarded by seller
communication beyond the
purchase done on the platform
Protect sellers
• Ensure sellers are getting only
relevant order queries
Platform Need

7. Pain points experienced by Sellers and Buyers
Platform
Supply
Sellers
Demand
Customers
• Untimely responses to their
queries
• Marketing emails by the sellers
and other marketing sites
• Inappropriate email content
• Receiving spam content – digital
marketing agencies as customer
queries
• Bot attacks of messages
• Receiving threats to delist their
items from the site
• Sellers penalized by the platform
for untimely response for irrelevant
content
• Cognitive overload to identify
emails that need prioritized action
Customer Pain points Seller Pain points
B2C B2B

8. U N D E R S TA N D I N G
C U S T O M E R
V A L U E

9. Understanding the spectrum of customer value creation via ‘Value Pyramid’

10. The Value Pyramid in context of buyers and sellers of the marketplace
Customer Value Creation
Seller Value Creation
Value creation for Pains Value creation for Gains
Value creation for Pains Value creation for Gains

11. Aligning the customer values and needs to the product offering leveraging ‘The Value Proposition Canvas’
Products &
Services
This is the list of
all the Products
and Services a
value proposition
is built around
Gain Creators
Gain creators describe
how your products
create customer gains.
Pain Relievers
Pain relievers describe
how your products
create customer gains.
Customer Jobs
What customers
are trying to get
done in their work
Pains
The bad outcomes
customers are
achieving
Gains
The good outcomes
customers are
achieving
Value Map Customer Profile
FIT

12. Pain Relievers
• Prevent marketing emails from sellers
Gain Creators
• Receive timely and well-structured content to
customer queries
• Not sharing of email addresses
between customers & sellers
• Filter and suppress marketing emails
Customer Value Platform Capability
Pain Relievers
• Prevent bot attack/ marketing emails from
agencies
• Prevent threats from abusers
Gain Creators
• Organize the emails for timely action
• Exclude noise as we calculate seller
performance standards
• Filter and suppress bot attacks and
marketing emails
• Organize communication by intent to
guide sellers on timely action
• Identification of ‘No response needed’
emails so that seller is not penalized
Seller Value Platform Capability

13. The Value Pyramid in context of buyers and sellers of the marketplace
Customer Value Creation
Seller Value Creation
Additional value
creation
unlocked for
sellers via AI
interventions
Value creation from
non-AI
interventions