Jody Sangster's talk at AIMCON

1. REIMAGINING
EXPERIENCES
—
Jodie Sangster
IBM Watson
AIMCON / IBM Watson / © 2018 IBM Corporation

2. CMO Liaison Lead
IBM Watson

3. 3
You Don’t Know Jack
https://ibm.biz/BdYcxP

4. AIMCON / IBM Watson / © 2018 IBM Corporation

5. AIMCON / IBM Watson / © 2018 IBM Corporation

6. 6
448,800
New Tweets
156,000,000
e-Mails Sent
29,800,000
Messages
4,100,000
Videos Viewed
3,300,000
Posts
1,800,000
Snaps Created
46,200
Posts Uploaded
3,500,000
Searches
Data growth has far outpaced
our ability to consume it.
What happens every 60 seconds?

7. AIMCON / IBM Watson / © 2018 IBM Corporation
First party…
Second party….
Third party data….

8. AIMCON / IBM Watson / © 2018 IBM Corporation

9. Understand
Like humans do
Reason
to extract ideas
Learn
From past results
cog·ni·tive
/ˈkäɡnədiv/
Interact
In a natural way
9Watson Customer Engagement

10. 10
Humans
excel at
AI Systems
excel at
DILEMMAS
COMPASSION
DREAMING
ABSTRACTION
IMAGINATION
MORAL JUDGEMENT
GENERALIZATION
COMMON SENSE (with many biases)
ELIMINATING BIASES
LOCATING INFORMAITON
FINDING PATTERNS
AUTOMATING SIMPLE TASKS
NATURAL LANGUAGE PROCESSING AT SCALE
PROVIDING ENDLESS CAPACITY

11. 11
Facebook
engage
Points sale
Mobile web Call centre
booking
Pre-
departure
SMS
Airport Free WIFi in
lounge
Next offer Refine/
Optimise
segment
Repeat
to increase
frequency
/loyalty

12. 12
Anomaly/StruggleDetection
JourneyAnalytics
WatsonContentHub
Weather
WatsonMarketingAssistant
PredictiveMarketingInsights
Geo-triggerCampaigns
Increaseselfserviceconversion
Isvenuetrafficattributabletomarketing?
Mine360Customerdata&scalemarketing
Scalemarketers’productivity
Facebook
engage
Points sale
Airport Call centre Refine/
Optimise
segment
Repeat
to increase
frequency
/loyalty
ChatBotandAgentAssist
Answerallcustomerenquiriesinseconds
Mediaoptimiser
Discover
AIpoweredmediabuying
Cognitivesearch
UnderstandintentusingNLP
Search
Deliverconsistentpersonalisedmarketing
Online
research
Marketing

13. AIMCON / IBM Watson / © 2018 IBM Corporation

14. © 2016 International Business Machines Corporation
Watson Marketing
Weather is a powerful behavior indicator. Using the largest weather dataset in the world, The Weather
Company, marketers can easily trigger messages based on the customer’s local weather.

15. © 2016 International Business Machines Corporation
Watson Marketing
Weather is extremely relative. ‘A lot of rain’ in Auckland is different from ‘a lot of rain’ in Melbourne City.
IBM’s weather data takes this into account and localizes accurately on relative weather in every postal
code.
Your weather is different from
‘moderate rain’ in Hollywood‘a lot of rain’ in Auckland

16. AIMCON / IBM Watson / © 2018 IBM Corporation

17. AIMCON / IBM Watson / © 2018 IBM Corporation
Better response rate
using emotional
campaign content
rather than rational
More profitable

18. Footer 18
ibm.com/services/Watson/tone-analyser

19. 9/11/18
Footer 19

20. :
- Review marketing
- Conduct social listening
- Enhance customer service
- Integrate with chatbots
9/11/18

21. AIMCON / IBM Watson / © 2018 IBM Corporation

22. AIMCON / IBM Watson / © 2018 IBM Corporation
Engaged and satisfied customers buy
more frequently, spend
more each year, and are times more
likely to display brand .

24. 24
With AI, you can create
target audiences with
insights to understand and
anticipate customer
behaviors through
recommendations based on
key predictors – and then
connect seamlessly to
campaigns.

25. AIMCON / IBM Watson / © 2018 IBM Corporation

26. AIMCON / IBM Watson / © 2018 IBM Corporation
A key facets of good CX is
- measuring satisfaction
on customer journeys is more
predictive of overall
than measuring happiness
for each individual interaction

27. 27
Using AI, you can
understand the most
important patterns of
customer interactions
across channels that lead to
your most important
business outcomes.

28. AIMCON / IBM Watson / © 2018 IBM Corporation

29. AIMCON / IBM Watson / © 2018 IBM Corporation
of those who
received a great customer
experience were likely to
repurchase from the same
company.
This is compared to
of those who received a poor
CX
Tempkin 2018

31. 31
With AI, you can identify and
resolve customer experience
challenges within minutes and
take quick action to improve
conversion and have an ROI that
pays back investment in 4
months.

32. With AI, you can:
Have an ROI that pays back
investment in 4 months.
Take quick action to improve
conversion, and
Identify and resolve customer
experience challenges within
minutes,
1
2
3

33. AIMCON / IBM Watson / © 2018 IBM Corporation

34. AIMCON / IBM Watson / © 2018 IBM Corporation

35. “Watson, show me results
from my top-performing
campaigns…”
“Watson, analyze the tone of
these 3 emails subject line and
recommend the email with high
possibility of success.”
35
“Watson, what customer segments
respond better to content A?”
“Watson, Execute the Campaign
on Email, SMS and Push using
customer specific channel
preferences”
“Watson, Execute the Campaign
on Email, SMS and Push using
“Watson, give me a list of
500,000 customers that have
high propensity for a credit card”
“Watson, show me
results from my top-
performing
campaigns…”
“Watson, analyze the
tone of these 3 emails
subject line and
recommend the email
with high possibility of
success.”

36. 3
6

37. 3
7

38. 38

39. 3
9

40. 40

41. 41

42. AIMCON / IBM Watson / © 2018 IBM Corporation

43. CX leaders delivered compound
annual revenue growth rates
(CAGR) of 17% compared to just
3% for CX laggards in the period of
2010 to 2015.
Forrester 2017
AIMCON / IBM Watson / © 2018 IBM Corporation
2020, customer
experience will
overtake price and
product as the key
brand
differentiator.
Walker 2017
- Biggest customer pain point
- Most impactful for business
- Quickest result for customer
- Fast ROI for business

44. AIMCON / IBM Watson / © 2018 IBM Corporation
Customer
Insights
Strategy
Roadmap
Proof of
concept
Leadership
buy-in
Start with understanding your customer
and their current journey and what you
WANT it to be
From here develop a strategy that
delivers to this goal. Strategies ensure
the PURPOSE remains on track even if
the delivery changes
Develop the roadmap so you know what
NEEDS to be done to deliver on the
strategy. Go in with your eyes open
Determine where to START. This should
be a high impact quick win. It should
deliver a business result in the short term
and a benefit to the customer
Get leadership buy-in. Projects with
buy-in are 50% more likely to
succeed

45. Aim to
know Jack
(or
Jacqueline)
just a little
bit better!
Text or image
“Great things are done
when a series of small
things are brought
together”
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46. Aim to
know Jack
(or
Jacqueline)
just a little
bit better!
Text or image
“Great things are done
when a series of small
things are brought
together”
Vincent Van Gogh
Text goes here lorem ipsum
dolor sit amet, consectetur
adipiscing elit.

47. Jodie Sangster
CMO Liaison Lead
Email: Jodie.sangster@au1.ibm.com
LinkedIn: