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Customers the day after tomorrow

Hoe klanten winnen in een wereld van AI, bots en automatisering

E-book Epub met watermerkbeveiliging Engels 2017 9789401445467
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Samenvatting

We are now entering the third phase of digitalization: the phase of far-reaching automation and artificial intelligence. This shift will radically change the relationship between companies and their customers. If companies want to remain customer-oriented, they will need to devise a new kind of customer strategy.

This book will guide you through the new phase of digitalization and help you to develop the mindset you need to keep your company ahead of the game in The Day After Tomorrow. Only then will you be able to successfully combine the most brilliant digital innovations with the most unique human skills.

Specificaties

ISBN13:9789401445467
Taal:Engels
Bindwijze:e-book
Beveiliging:watermerk
Bestandsformaat:epub
Aantal pagina's:224
Uitgever:LannooCampus
Druk:1
Verschijningsdatum:20-10-2017
Hoofdrubriek:Marketing

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Over Steven Van Belleghem

Steven Van Belleghem is inspirator, coach en adviseur binnen zijn eigen bedrijf B-Conversational. Hij begeleidt bedrijven om zich aan te passen aan de hedendaagse consument. Daarnaast is hij parttime marketing professor aan de Vlerick Business School. Hij is auteur van 'De Conversation Manager' (winnaar van de PIM literatuurprijs in 2010 en meer dan 30.000 verkochte exemplaren), 'De Conversation Company', 'When digital becomes human' en 'The offer you can't refuse'. Steven Van Belleghem is een veel gevraagde spreker in binnen- en buitenland en verzorgt zowel keynotes alsmede workshops en business coaching sessies.

Andere boeken door Steven Van Belleghem

Inhoudsopgave

INTRODUCTION
The third phase in digital evolution 13
Customers The Day After Tomorrow 14
The structure of Customers The Day After Tomorrow 17
Feedback 17
Bringing the book to life via Augmented Reality 19

CHAPTER 1. CUSTOMER EXPERIENCE IN THE THIRD PHASE OF DIGITALIZATION
Success today? Process – Measuring – Culture 22
Social media pushes customer experience into the boardroom 24
The customer relationship is the TOP priority for companies 25
The third digital wave: Connectivity, Artificial Intelligence and Automation 27
The opening shot? DeepMind beats the Go world champion 30
From Go to poker to dogfights to business impact 32
From stupid to smart in five years time 33
We are reaching the point of convergence 35
The talking Kone lifts 39
ISS uses algorithms for better and more efficient service 39
Algorithms direct decisions 40
A new customer journey 42
Process – Measuring – Culture is no longer enough 45
THE DAY AFTER TOMORROW MINDSET

CHAPTER 2. FROM MOBILE FIRST TO AI FIRST
Faster adoption and higher impact 50
Invisible technology leads to magical experiences 51
The AI-first mindset 55
AI is necessary for governments to meet their financial targets 57
How a single self-driving car can reduce traffic jams 59
Trust in machines > trust in people 60
The six fields where AI will offer added value in customer relations 62
AI = Data 67
From supervised learning to non-supervised learning 69
Weapons of mass influence 70
From perception to real value 71
Too enthusiastic or too scared 73
Jeremiah Owyang about the evolution towards automation 75

CHAPTER 3. IT’S NOT THE TECHNOLOGY, IT’S THE CUSTOMER
It’s not about the technology, it’s about the customer 82
Car central or citizen central? 83
The explosion of expectations 85
A devilish dilemma 86
The real Customer of The Day After Tomorrow 87
An expert speaks: Joeri Van den Bergh 88
The best service level ever 91
1. Faster than real time: from reactive to proactive service 92
2. Hyper-personalization: from average to individual customer 95
3. Unparalleled ease of use (‘convenience’): a world without a manual 99

CHAPTER 4. THE DAY AFTER TOMORROW MODEL
The Azure Window 112
The Day After Tomorrow 113
Towards the new customer relationship in The Day After Tomorrow 116
Customer 2020 at the KBC 117
The next phase for Booking.com 118
Lemonade, a very tasty insurer 119
Knab moves into the insurance world 121
Three starting points, one philosophy 121
Solutions to get around The Day After Tomorrow stalemate 122
The expectation of Today versus The Day After Tomorrow 123
Play offensively 124
Customers The Day After Tomorrow in Efteling 124
Four axes of investment on the road to The Day After Tomorrow 128
THE DAY AFTER TOMORROW INVESTMENT AXES

CHAPTER 5. THE DATA LEVER
The limitations of segmentation 134
The power of context 135
Who is reading who? 135
From security to knowledge 136
Google retail lab 137
Ali-ID: the power of Youku Tudou and Alibaba 138
One Football: Youku Tudou on a smaller scale 139
‘Our gut feeling is worthless’: marketing has become a science 141
A fundamental shift in value creation 143
Netflix as the king of consumer science 145
‘In God we trust; all others bring data’ 147
Planet Labs turns insurance into a science 147
Ant Financial Services: the data lever in a classic industry 149
Investing in the data lever 150

CHAPTER 6. NEW USER INTERFACES
A virtual assistant for students 154
Social media are too slow! 154
Real-time is the new minimum 155
Blue is my favourite colour as well! 156
Solving the shortage of doctors 157
A world full of micro-bots 158
The end of ‘search’? 159
The evolution of interfaces 161
From complex to simple 162
Customer-friendly mobile interfaces push satisfaction and conversion at Belfius 162
From simple to automated 164
Buy the best cakes in San Francisco - automatically 165
Smart contracts using Blockchain 166
A robot as financial adviser 167
Vanguard grows thanks to robot advice 168
From automated to augmented 168
Google Lens! 170
A world without screens 171
Towards augmented customer experience 171
An automated world with perfect timing 173

CHAPTER 7. FIGHTING THE COMMODITY MAGNET
The platform as a marker of trust 176
The commodity magnet 178
The strongest commodity magnet ever 179
Marketing: influencing the consumer and influencing the algorithm 181
The marketing department for The Day After Tomorrow 183
Four strategies to beat the commodity magnet 184
New and renewed expertise 191

CHAPTER 8. INTELLIGENCE AUGMENTED
Artificial intelligence is more dangerous than nuclear weapons 194
Open AI 195
The super AI myth 195
Robots steal our jobs, but less quickly than we think 199
Feeling threatened by automation? Learn new skills! 200
Bottleneck occupations? Send in the robots! 201
Intelligence augmented 203
The scaling-up of human skills 203
The starting point: customer service 204
Intelligence augmented in all phases of the customer experience 206
Investing in intelligence augmented 207
Cyborgs! 208
How far along are you? 209
THE DAY AFTER TOMORROW CONSEQUENCES

CHAPTER 9. ORGANIZATIONAL MODELS FOR THE DAY AFTER TOMORROW
By Peter Hinssen, founder and partner at Nexxworks 213
How successful companies are preparing for The Day After Tomorrow’ 214
Patterns of The Day After Tomorrow 216
PATTERN #1: The remote silo 216
PATTERN #2: The separate entity 219
PATTERN #3: The ‘catapult’ 221
PATTERN #4: Customer co-creation 222
PATTERN #5: The portfolio organization 224
PATTERN #6: The accelerator 227
PATTERN #7: The corporate garage 229
PATTERN #8: The network organization 231
PATTERN #9: Integral disruption 234
PATTERN #10: The pollutants strategy 237
The Day After Tomorrow canvas 239
Today 240
Tomorrow 240
Day After Tomorrow 240

CHAPTER 10. ETHICS IN THE DAY AFTER TOMORROW
Society in The Day After Tomorrow? 244
A world of limitless ambition 244
The greatest comeback ever! 245
Not just ambitious billionaires 246
Homo Deus 246
A world full of technological filters 248
Fake news? You ain’t seen nothing yet! 249
The current privacy discussion is the wrong discussion 250
Brands with convictions 251
Explicit ethical choices 253
How far can technology go? 254
Towards a collaborative model? 255

FINALLY… Dream of the future, but use what is available today 256
THANK YOU! 257
PHOTO CREDITS 259
NOTES 261

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