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Summary Customers the day after tomorrow
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Summary of the book Customers the day after tomorrow
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Voorbeeld van de inhoud
Customers the day after tomorrow: How to attractcustomers in a world of AI, bots, and automation?
Introduction (p 11)
The third phase in digital evolution (p 13)
1. The first stage was about making information available via the internet. (VISIBLE)
2. The second phase was about mobile technology and new forms of communication.
(VISIBLE)
3. The third phase will be about automation and artificial intelligence. (INVISIBLE)
➢ The unseen nature of AI means that businesses that are quick to embrace
it can quickly gain a significant competitive advantage.
Core of the book (p 13)
➢ What impact will artificial intelligence (AI) and rapidly-advancing levels of automation
have on the relationships between business and customers?
o Faster than real-time customer service is becoming the new norm.
o The level of personalization of products and services is also increasing rapidly,
based on a dramatic improvement in the quality of data management.
o User interfaces are becoming more intuitive than ever before, with the way we
operate devices and software changing beyond recognition in recent years.
Customers the day after tomorrow (p 14)
• The most important focus should always be the customer → If you take the customer
as a starting point, the specific technology becomes less crucial.
• There are four axes of investment for the customer relationship of the future:
1. The need to increasingly see customer relations as a science. Data must be used
as a level for developing new customer benefits. As a result, the need for data
in third phase of digital development is greater than ever. AI can only work
effectively if it has enough data.
2. The need for new interfaces to automate communication and interaction with
customers more efficiently. Customers are no longer willing to wait an hour for
an answer. Real time is the new expected minimum for communication, and it
must be via user-friendly interfaces. Reducing the amount of effort the
customer must make is the priority; customers like automated and simple.
3. There is the battle against the commodity magnet. Because customers will be
taking more decisions based on algorithms and the power of the major digital
platforms continue to grow, there is a risk that every product will become a
commodity where price is the most important factor. As business leader and
marketeer, it’s vital to find ways to add value & differentiate to fight this risk.
4. It requires to improve the performance of people via technology. This axe is
focused on AI, which is enhanced human performance with the assistance of
technology.
• The day after tomorrow will use data as a level for additional customer benefits (1),
employ the most user-friendly interfaces (2), succeed in escaping from the commodity
magnet (3), and bring in new technology to optimize human skills (4).
,Chapter 1: Customer experience in the third phase of digitalization (p 21)
Success today? Process – measuring – culture (p 22)
• If you measure your NPS, this single score will tell you whether your company is
performing well or not.
• A good process (1) , measuring the right feedback (2) and a culture that puts the
customer first (3) are still keys to success in customer experience today.
Social media pushes customer experience into the boardroom (p 24)
• Thanks to social media, customer feedback became visible – and not only for the
company. Social media made great, less good, and even downright bad customer
experiences visible for other customer and for the traditional press.
• In the future, consumer pressure will continue to increase; the number of social media
platforms, the level of their use and the impact they make are all still on the rise.
• The impact of social media on the perceptions of the average consumer or citizen is
massive. Positive or negative customer stories on Facebook have a major impact on
the public’s perception of a company.
• Simply put, social media channels have become a part of our everyday life and we all
know and feel their impact.
The customer relationship is the TOP priority for companies (p 25)
• In the past, company leaders were focused firs and foremost on the development of
innovative products and operational excellence.
• Today, customer satisfaction is the absolute number one priority, since most firms see
customer experience as their biggest differentiator → It is the way firms treat their
customers that makes all the difference.
• The differentiator with the biggest potential in today’s marketplace is customer
experience; we no live in a world where companies see customers as highest priority.
• The star performers in the customer satisfaction lead the way with an outstanding
process, a good feedback dashboard, and a fantastic culture in which the customer is
central.
The third digital wave; connectivity, AI, and automation (p 27)
• The first digital wave was about making information more freely available via the
Internet (1995).
➔ The big winner of this phase was Google (made online info accessible to all)
• The second digital wave was about making digital information available anywhere and
everywhere, focused on going mobile and communication (2007) .
➔ The internet is what electricity was for us; something indispensable that is
always just here.
➔ The big winner of this phase were Apple and Facebook.
• The third digital wave was about the automation of the world, where AI is centralized,
like with DeepMind (while the first two were about the optimization of
communication) (2017).
➔ The main driver of this wave is data. AI feeds itself with data, and without data
automation is simply not possible. AI will have double impact on relations with
customers:
, 1. First, numerous processes that take place behind the scene will
improve output to customers. The customer will no doubt notice that
performance output has improved, but not really understand what and
how this is happening. In this sense, AI is an invisible technology that
makes magical experiences for the customer possible. (invisible
technology behind the scenes)
2. Secondly, customers will also come into direct contact with new and
tangible user interfaces, like bots. AI facilities development of man-
machine interfaces that will guide & assist customers through each
phase of the customer journey. (new automated interfaces for
customers)
➢ During the first two digital waves, people looked at information. We consumed data,
while during the third digital wave, we will live amongst data. We will be surrounded
by it, and we will become the largest sources of further data creation.
From Go to poker to dogfights to business impact (p 32)
• We have seen the power and reputation of AI increase still further, because a
compute never gets tired and doesn’t have inconvenient emotions it can be a all-time
winner in the power game.
• AI is evolving at lightning speeds and we can see the impact of it on our daily lives
steadily increasing.
From stupid to smart in five years’ time (p 33)
• This evolution from stupid to smart will continue in the year ahead. In fact, almost
every aspect of our daily lives will become smart, like clothing fitting, household
devices, chips, ordering coffee, etc.
We are reaching the point of convergence (=samenkomst / evolutie) (p 35)
• Scientists have been talking for year about promising technologies like Internet of
Things, VR, and augmented reality, but ordinary consumers are increasingly
discovering that these technologies can have a positive daily impact on their lives;
they can make the transition from hype to every-day reality.
• We are approaching a point of convergence. Different technologies are become
nature at the same moment and are strengthening each other. This convergence will
increase the speed at which technologies and applicants are made available to public.
• It is the combination of different technologies that is so powerful, and it is reaching
the point of convergence that is necessary to take service to the next level.
o In the third digital wave, we will experience the combination of AI and the
convergence of many new technologies. AI is at the center of this (r)evolution,
with new applications revolving around it. It’s like a solar system where AI is
the sun and the other technologies are the planets that are only able to exist
because of the sun. But the sun’s light is of little value without the planet
orbiting around it → The power is the convergence.
Algorithms direct decisions (p 40)
• The third phase of digitalization is about AI, automation, and connectivity. Data is the
raw material of this phase. The second phase of digitization already created large
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