AI to Increase customers.


An honest conversation about AI - (Part 2)

We want to start an honest conversation about AI. By redefining what AI means in practical terms it’s easier to explore the areas in which it can help you - because that’s the only reason it was invented.

We see AI as Augmented Intelligence. Moving away from the concept of ‘artificial’ because it’s all about YOU and helping you as a human to do more. And one of the things you need to do more of is understanding your customer. It doesn’t matter if you're a marketer or a technologist, getting back to the ‘why?’ that drives a user to interact with your brand will help you be more effective, do better work and ultimately give them greater value in return for their attention.

So where do we start with AI and insight?

Let’s assume you’ve decided where to gather customer data. That could be implicit through a series of clicks and scrolls or explicit like filling in a survey or completing a purchase. To be practical, let’s take an explicit survey response as an example of how AI will give you more analytical muscle.

An impossible job

Like many customer satisfaction surveys, yours includes free-form text. And in our fantasy scenario, you’re lucky enough to have 100,000 customers submitting theirs and now you have your first big insight problem. How can you sift through all that data and find the golden nuggets that will help you further develop your product or service? How can you compare that many new records to find patterns or trends? 48% of companies use AI tools to address data scale and quality issues.

The first stage might be categorisation. Because of the size of the data set you’ve gathered (or maybe the speed at which you’re required to extract some wisdom) you are going to need technological support. This is where AI will boost your analysis and give you more time to think and contemplate what matters to you and other stakeholders. From simple time or subject-based classification, the system can then throw sentiment into the mix and cross-reference that with emotional indicators to identify motivating mood. Before AI we could have used a series of crude rules-based techniques to achieve a similar result but our expectations should be that as we learn the AI follows us. Well deployed AI tools are ready to support the next thing you ask of them. It is optimising its understanding of what might be asked next.

Now assuming that the number of fulfilled surveys (scale of reach) and the quality of the content (depth of data) are key metrics we will want to optimise. AI can support us with this on the fly. As part of the analysis above the tech will extract keywords from the answers, learn from the inferred needs of the customer and inject them back into the survey itself. Delivering a better experience and more value to you as a business. We are still just at the insight gathering stage but already the AI is helping you be better. 54% of executives say that implementing AI in their workplace has increased productivity and 79% think it has simplified their job and made them more efficient.

Many of us work in businesses where the input might not be as simple as a form fill. It may be a series of images, a video or the sound of an agitated customer phone call. In exactly the same way your brain sees all of these formats as legitimate data so too will your assistive AI. It will analyse them each to a level, much like you could with a simple glance, but its power is to cover all those bases at the same time, no matter how many and then quickly convert them into a single format to create cleansed consistency. A business intelligence visualisation tool (dashboard) can be a great way to socialise this quick view.

The holy grail

Back to the implicit and explicit. The more different types of data you can collect and analyse the richer a picture you can paint of the customer. Customer Data Platforms are now an essential part of your arsenal in the battle for exceptional customer experience. The omni-customer view is a decade old now and sounds amazing but it’s always been a challenge of scale.

A 360-degree view is genuinely only useful if you are going to do something with it. Data only becomes an insight if it’s insightful - you learned something new. Insight only becomes valuable if it’s actionable - you altered something based on that knowledge. Consider this last point in your business - what are you discovering or would like to discover and what will you do when it presents itself?

Now at this stage, you want to make a decision based on experience. You’ll naturally think of the next best action to take and the AI helping you is no different. It will augment your predictive abilities. Based on the data to hand and any extra historic insight you feel is relevant it’ll make its best guess at what will happen next. You could grab the handlebars at this stage but why not let the AI do its job?
If its support has proved valuable up until now then let it prescribe what to do next.
Its ability to suggest is saving you valuable time so it’s important to embrace its perspective then let your own expertise make the final choice.

Tomorrow we will explore how AI can help you reach the people your brand, business, service or products were designed for and if you’d like to continue an honest conversation about AI then join us on Friday 28th May at 10am and we can chat for real and explore the options that best suit you.

Thumbnail Ian MacArthur
Ian MacArthur
Chief Executive Officer
Ian is a digital agency leader that’s gone from ECD to CMO to CXO to CEO. Delivering over 12,000 projects and £1bn raised for UK Charities, he’s been recognised in lists like The Guardian Future 50, The Drum Digerati, BIMA HOT100 and PRWeek Power Book. Winner of multiple Grand Prix for strategy, creative, marketing and transformation Ian is celebrating nearly three decades at the leading edge working with the world's biggest brands.
Thumbnail Ian MacArthur

Ian MacArthur

25 May 2021 - 5 minute read
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