This introductory course is developed for high level business people (and those on their way) who want a broad understanding of new Information Technologies and understand their potential for business functions (e.g. marketing, supply change management, finance). This is not a course for people looking for guidance on how to become a deep technical expert or implement these technologies. From Blockchain over Artificial Intelligence to Virtual Reality technologies: This course will empower business leaders to embrace the concepts and bring the state of the art information technologies into their organizations to improve client and customer engagement and ultimately the bottom line of their businesses. Instead of digital disruption, the new technologies and management methods will become the foundation of a Digital Transformation journey for better customer relationship management and client satisfaction. The content is structured in a way that promotes discussions on challenges that business management and marketing functions face due to the rise of new technologies such blockchain, cryptocurrencies, internet of things (IoT), virtual, mixed and augmented reality (VR/AR), artificial intelligence (AI) and big data. This course will use case studies to explore frameworks, tools, and strategies that are already proven in the real world and prepare ourselves and our organizations to have the tools needed to succeed in a fast and changing world. This course is not a deep technical curriculum, but based on thousands of hours helping (often C-level) executives to grasp the technologies' potential in their own areas of expertise. This course is available in English.
Intelligent Customer Engagement requires AI
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Из курса от партнера Rutgers the State University of New Jersey
New Technologies for Business Leaders
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ARTIFICIAL INTELLIGENCE AND BIG DATA
This module provides an overview of the key terms and technologies about “Big Data” and “Artificial Intelligence (AI)” and how these technologies allow new ways of customer engagement and management. It promotes a discussion about ethical and moral implications around Artificial Intelligence. Examples from different industries about the use of big data and AI are provided.
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Mark Mueller-Eberstein, Dipl. Kfm.Instructor of Professional Practice - Faculty
Rutgers Business School
Heading AI to the transformation possible through Big Data,
the opportunities are going even further.
In this lesson, you will see how artificial intelligence technologies
are transforming the customer engagement and by the end of this lesson,
you can explain how the technologies are applied in marketing.
First, artificial intelligence really is going to change customer services.
It replaces, in some areas,
the human touch that we're used to and expecting today.
Let's talk about some of the usage scenarios of
AI in marketing that are already happening today.
AI can assist marketers in a variety of use cases,
even from the very beginning of
the marketing process itself including the building of a website.
Artificial intelligence today can build websites at a fraction of the time and
cost it would require a team of developers
and software engineers to complete the same project,
and at $100 for a fraction of the cost of the developers anywhere in the world.
Another area of artificial intelligence place in
marketing is the content creation aspect.
Content writers might think jobs are safe from being replaced by AI and for now,
that is still mostly true.
But tools like Work for Miss and Krill are already
being used by the likes of The Associated Press,
AP, and Forbes to create clickable news content.
By using templates and fill in the blanks to enter relevant data and key words,
these tools can generate unique written content
that actually reads like it is written by a human.
That's already happening today.
Now that we have that content,
what about content curation?
Well, brands like Netflix and Amazon are already using artificial intelligence to
curate recommendations to keep customers engaged and consuming and continue to subscribe.
Using AIs like IBM's Watson,
brands can learn more and more about consumers by analyzing
their behavior and providing curated content and recommendations for them.
For example, Under Armour users Watson to customize emails and sends to its app users,
and the San Francisco Museum of Modern Art uses an art bot that answers requests
to see specific types of art with curated photographs and paintings.
Another area where you find AI is search.
AI has already been a tremendous impact on the way
users conduct online searches and in turn,
it's changing the way marketers create and optimize content.
Two big AI advances have changed online searches and search engine optimization,
voice search and Google's Rankbrain.
Innovations like Amazon Echo, Google Home,
Apple Siri and Microsoft Cortana make it easier for people to conduct
searches just at the press of a button and a voice command.
That means the terms they are searching for are changing, too.
Now, instead of typing in "restaurants in Boston," they user can ask a device,
"Hey, Alexa, where should I go for dinner tonight?"
We will see changes also in marketing automization.
Brands are using that power of AI to customize marketing and e-mails based on
customer preferences and behavior to engage them
more and hopefully prompt them to convert or make a purchase.
These AI automated the segmentation process and started sending
customer content based on each receipients lifecycle stage via e-mail,
text message or even in app notification to get them to move ahead in the sales process.
Often of course, marketing is using social media.
Combining social media with artificial intelligence creates new ways as well.
What's wonderful about social media is the ability to connect people from
around the world to talk about and share topics or stories they care about.
It is something users have clearly clinged to.
Considering that global social media users numbers in the billions today.
Of course, that also means advertisers want to capitalize on social media's popularity,
and not all advertisers are good advertisers.
So platforms like Facebook,
Instagram and Twitter have made it easier for
social media users to hide the content they don't like or drive value from.
And this information helps customize the user experience for them,
while providing advertisers and publishers with more audience insights on
the platform to target relevant content to the audience.
Another area to find artificial intelligence is the whole area of images.
For example, do you like playing around with neat filters and
facial enhancers that turn you into a duck,
a bumblebee or a cat on SnapChat?
Or Instagram by now, too?
These augmented reality capabilities
are powered by artificial intelligence image recognition.
The technology is using neural networks to recognize and identify shapes and faces.
So Snapchat, Facebook, Instagram have made it possible for you to borrow frame rolls,
turn into a cute animal,
or swap faces with your friend to very often horribly funny results.
Advertisement itself, of course,
is impacted by AI.
You've purchased keyword ad space using Google AdWords lately,
you're already used AI in the form of automated bidding systems.
Advertisers can automatically bid for the lowest possible cost per click,
CPC, to efficiently and effectively capture traffic from Google results.
AI there that wants to take over the entire advertisement contents.
An example would be Harley-Davidson,
where our AI efficiently change the engagement with potential customers.
By using a customized AI client,
they tripled the sales compared to in person dealerships typically make in a single day.
The results were nothing before and nothing that impresses.
Harley-Davidson credits their AI for 40 percent motorcycle sales growth and
a 566 percent growth in the app site visits itself.
Another area where you see AI, the bots.
The bots are coming.
Check bots, a lot of brands are already using.
They started communicating with customers using
messaging apps like Facebook Messenger, Whatsapp or Slack.
And in fact, customers are already using
these tools to communicate with friends and coworkers.
So why not use them for advertisement with so-called check bots.
Users can ask them specific questions about different industries,
brands, products engagement models,
and the highly technical answers they serve are
often without feeling that
the customers are using and not every human being on the other side.
And then the check bot can do the next step,
they can hand off the deal to the sales organization,
really help to close the deal.
Once the marketers have successfully created content that's generate leads,
and ready to work with the salesperson,
the AI can assist with the hand off process.
So an AI can send initial emails to new leads to
determine if they are ready to talk to human sales representatives,
which often saves the representatives time and effort and be far more
effective in their segment engagements.
One company that uses AI in their process realized that their AI can understand already,
without fault, 99 percent of email replies to the messages they send out.
And when she, the AI,
has reached out and gets the appropriate response,
handing it over directly to the sales force.
The role in customer service AI is really changing the game.
The today's machines have the ability to interact with humans at
a level that is used to only seem possible in sci-fi movies.
We'll see it at Amazon for saving personalized product recommendation,
Facebook automatically tags photos,
and Google Maps proactively re-routes you around traffic.
Artificial intelligence is powering
nearly every experience we have already, making it smarter,
seamless, and personalized, and as a result,
our expectations as consumers are at an all time high.
Artificial intelligence is revolutionizing customer management.
We will see more and more CRM suites that are AI powered.
We will see artificial intelligence in open marketing services in AI
powered customer service check bots as the key investment areas for the next years.
The enterprise customer service is evolving with AI.
The future of customer care is very simple.
We will see a lot more self-service,
while the customers might not even notice that they
are not interacting with a human being.
We will see artificial intelligence across the marketing,
advertising and sales cycle,
and we'll see a lot of specialized agents for specific task to make
the humans behind it much more efficient.
I highly recommend you look at the resources we have there.
We have some interesting articles about AI device systems
applied in industrial marketing from historical overview in future insights,
as well as videos that provide you balance in risk,
rewards, opportunities in customer engagement stories.
We have explored how Big Data and AI technology have a strong impact
in customer engagement and what is already happening in the real world around us,
and how many areas of customer engagement
artificial intelligence technologies are helping the users as well as the companies.
With this foundation, you are ready to shape
the future of your organization and your environment.
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