Artificial Intelligence and CX

I can’t help it; when I hear ‘Artificial Intelligence’ I still immediately think of robots. The friendly kind, but robots nonetheless. Now, I realise this isn’t what AI is all about, but I, like many others, still do not understand this large, daunting, and ever-growing field. For example, did you know that data has now overtaken oil to be the most valuable resource we can get our hands on? I didn’t, but on hearing this, I realised I needed to learn more, much more.

I decided to do something about this lack of knowledge. This morning, thanks to IBM Watson’s AI Inspiration Series, I learnt more about AI and how it’s being used to huge advantage in the marketing industry. I was in good hands, with presentations from Gus Quiroga, AI Leader A/NZ, Watson Customer Engagement, Jeff Clark, Chief Strategy Officer, MicroChannel and Alexander Mahr, Head of Strategy, Watson Customer Engagement AP, as well as an insightful discussion panel featuring Jonathan Waecker, CMO, The Warehouse Group (New Zealand’s largest retail group), Oliver Rees, Chief Analytics Officer, Virgin Velocity Frequent Flyer and Michelle Rappaport, Head of Member Marketing & Communications, HCF Australia.

AI can capture data, segment your audience, unify systems and personalise your output. It can identify, understand, fix your CX problems and even suggest how to go the extra mile to really please your customers. Now, this all sounds a bit scary, but when you break it down it’s actually really achievable; even on a small scale.

So, here are my key learnings:

It’s all about data. Obviously.
Therefore the quality of your AI will be reliant on the quality of your data. AI is only smart if you feed it the right data, and then give it time to learn. Often the first step in introducing AI to your marketing strategy is to clean and streamline the data you already possess. Make sure your data is all in one place, ready, useable and relevant to your customer's needs!

Start small.

You don’t necessarily need a huge budget or massive customer base for AI to make a positive impact on your marketing activities. Understanding your customers better, finding one reoccurring customer journey error or optimising your eDM subject lines could result in more successful campaigns and better CX.

Sell into the threats in your business.

Find a small problem to fix; even a 1% difference can provide savings for your organisation and therefore a dollar value to report to your finance team. This is likely to make them kinder when you ask them for the budget towards the next stage of your AI project!

The intelligence may be artificial, but your audience is not.

Remain customer-centric and know your value proposition. Learn about your customer; what matters most to them? For example, Rees talked about the importance of redeeming rather than earning Frequent Flyer points, and how this is a key driver for members of the program.

The weather and traffic can make a difference, so use it to your advantage.

This is the role of hyper-personalisation which can be achieved through IBM WeatherFX, location services and local traffic data. Using this type of data can enable your marketing team to create up-to-the-minute timely ads and content. A good example of how this could create a great customer experience is in the travel industry where such insights can provide an opportunity to go that extra mile and recommend your customer leave extra time to get to the airport as the rain is causing traffic jams.

There are some issues.

One such issue discussed was how to use AI to create personalised, targeted messaging without narrowing your information so much that you miss out on demonstrating the full depth and breadth of your brand and market offering. A good example made in reference to this was about customers who purchased toilet seats (or other rarely purchase goods) from The Warehouse. Once the loo seat has been bought, the customer doesn’t want to receive ad after ad of others available! Whilst being a recent purchase, this doesn’t reflect their typical buying behaviour, so retargeting ads are pretty pointless.

Finally, the robot thing really is real.

Connie works for Hilton Hotels, and she was arguably the first AI-powered concierge bot - Go Connie!

For more information on AI and how it can help you improve the CX of your brand, take a look at IBM Watson.

< Older Post Newer Post >

Sunny days ahead!

By Kristina Gerdov • 11 Apr, 2024

When 72andSunny asked us to help them recruit a new Client Services Director to spearhead their next stage of growth, iknowho Lead Talent Partner Sheryn Small got to doing what she does best.

Top Tips for Successful Onboarding

By Kahli Fenn • 27 Mar, 2024

Did you know that approximately 80% of people that start in a role will make the decision of whether they will leave in the first few months?Yikes! Talk about pressure to get it right. It’s like they say, you never get a second chance to make a first impression. So let us help you stand out and set your employee up for success! Onboarding starts before the start date Let’s not make the mistake of thinking that once the contract is signed that the hardest part is over. What comes next is your chance to shine! 1 week before the start date - get in touch with your new recruit to say you’re looking forward to having them join the team. Include where, when, and who to ask for when they arrive. If you don’t have this detail yet, let them know that someone will get in touch a few days before to set them at ease that it’s all organised and under control. Develop a structured induction program and block time in diaries for those involved to ensure that all colleagues have this time allocated and can plan ahead. 1 day before the start date - send them a text message. A simple “Looking forward to seeing you tomorrow!” can help new starters feel welcome and will calm any first day jitters. Ensure you have all tech ready to go, including computer passwords, logins, swipe cards etc. It’s a good idea to have IT on standby too as some sort of technical issue is bound to come up. 2. The first day Ever started a new role and looked around to realise it’s a ghost town? Not a great look. Plan to have them start on a day where the majority of people are working from the office rather than from home - we know that culture is key for marketers, so make sure they experience it at its best from day 1. Energy and vibe play a big part in this. Welcome pack. Include a “surprise and delight” when they first sit down at their desk. This could be a mixture of company branded items (like notebook and pens) to a handwritten card or note from them team welcoming them. You may also like to include some added details like the best places for lunch or coffee in the area. Think about your employer brand and tone of voice and what kind of welcome would best represent your style, after all, that’s what the candidate has bought into. I once started a new role and had 3 x coffee vouchers for the best café around the corner, it’s the little and thoughtful things that leave a lasting impression. Assign them a buddy - usually a colleague in a similar role that they can shadow and ask any questions about process, systems or where the bathrooms are! The line manager may not always be available so having this person helps them feel welcomed, supported and part of a community from the get-go. 3. Employee retention How you engage in the first few months is crucial to employee retention. Just as much as it’s time for the candidate to showcase why you hired them, it’s also time for you to deliver on what you discussed in the interview process too e.g. company culture, values, management style. It’s important to set your employee up for success by setting time-bound expectations and objectives, ensuring you’re both on the same page. Breaking these down by month and structuring regular catch-ups to discuss feedback are a great way to have open conversations around performance. E.g. Expectations from months 1-3 vs 3-6. In the first month, we recommend a daily more casual check-in for junior candidates and at least weekly for more senior candidates. Having these diarised, even if short meetings, are essential to allowing open discussion and ensuring everything in on track. We know finding the right person for the role takes time, money and effort, so ensuring you have a solid onboarding process in place is a crucial element to a successful hire. By investing in a well thought out and purposeful process that reflects your employer brand, you are not only investing in your new employees but also in the long-term success of the company. As your recruitment partner, we’re here to support onboarding new hires into your business to help you get the best outcome. Keen to chat on how we can do that for you? Reach out to one of our Talent Partners to discuss.

the word freelance is written in scrabble tiles next to a keyboard

Could a freelancer be the gift your team needs?

By Christine Gilbert • 29 Nov, 2023

At iknowho we understand how busy both agency and in-house marketing teams are in the lead up to Christmas. There are many benefits of using short term freelancers, so let’s explore how they can be a valuable addition to your team through the busy Christmas / New Year period. Short term freelancers offer your team: Flexibility Short term freelancers are available and can usually start within a week. Whether you need a specialist for a short-term campaign or additional support during busy periods, freelancers offer the flexibility and agility needed to meet rapidly changing workloads & high project timelines. They give you the flexibility to hire talent on-demand without the commitment of a long term employment contract (and using our payroll services can help you get around head count issues too!). The skills you need You know the exact projects a short term freelancer will work on, allowing you to hire someone with the specific experience / skills needed complete the tasks at hand. Diverse Experience & Energy Many agency suits and marketers build a career through freelancing. Their diverse experience working with different businesses results in freelancers having a fresh perspective & injecting fresh energy into the team. Competitive Rates iknowho freelancers are paid a day rate which includes a loading for leave entitlements. There are no upfront fees, you only pay for the days they work. And we can also offer payroll services if needed. Download our salary guide for day rate equivalents, or use our day rate calculator here . They hit the ground running With experience in similar positions, freelancers join your team with a fresh perspective and focus on delivering specific tasks. Their ability to hit the ground running and work independently also frees up your time! Although permanent hiring traditionally slows down this time of year, the use of short term freelancers usually picks up. Our clients commonly use short term freelancers to: Deliver high volume work in a short timeframe Cover staff holidays Get around head count freezes Manage ad hoc projects outside their teams’ usual scope of work or current capabilities So, whether you are looking for an AM with integrated experience, a SAM with CRM and social skills, an integrated campaign manager, digital marketer, or even a more senior suit to support team leadership and manage senior clients? We’ve got you covered! Reach out to one of our experienced Talent Partners to discuss your needs today.