CustExpChat

Cognitive Experience Design
Designing Experiences for the Cognitive Era
   6 years ago
#custexpchatWhy Does Experience Matter?Experience has emerged as sustainable source of growth and differentiation
IBM iX
Q6. How can companies prepare to meet customer expectations in the cognitive era? What actions have you taken? http://www.via-cc.at...

Hugo Pinto
companies need to adjust their business models to be API driven and to be a part of wider modular & x industry value chains - #GAFA are leading the way on this
David Novak
the key is to focus on the user. Start by drafting an ideal view of customer interactions for your business. An Interaction Journey of the Future.
Hugo Pinto
Companies are going to be in constant BETA, they will need to keep shaping their messages and offers - this is quite exciting but also challenging for current structures and governance systems
David Novak
Once you have that take a view on where deep insights and computer driven personal interactions would add the most value in terms of consistency and best experience
Hugo Pinto
With the pervasiveness of #voice, companies need to begin to shift from transactions to conversations and ultimately to relationships, and in this ongoing dialogue they will contextually transact seamlessly as you would talk to a friend
Karthik Prabhakar
Set up robust data gathering processes which help in personalization for the customer and ultimately lead to better customer experiences.
David Novak
Yes, agreed a lot to be done on the backend to enable an ideal front end
Trevor Sanford
Change the ways of working to become customer centric and agile with methodologies like IBM design thinking.
Hugo Pinto
yes - breaking down and understanding the as is scenario is the starting point #designthinking
Nikhil Jaitly
Break silos between teams and invite more cross functional ideas and inputs. Specially those closest to the customers
Hugo Pinto
cognitive ultimately accelerates, scales & augments every businesses, enables it to focus on a lifetime relationship with both customers & employees, and drives data driven decision making - people and systems will have to evolve
Hugo Pinto
and they will eventually reveal new sources of value to kick start the next wave on disruption. It will accelerate the frequency and intensity and disruption as well. I'm excited about what the power of the crowd will uncover in cognitive!
IBM iX
Q5. What will be the biggest challenge when it comes to using cognitive capabilities to enhance the experiences you deliver? http://www.via-cc.at...

Hugo Pinto
creating true value exchange to overcome the privacy fears might be the biggest hurdle across the board
David Novak
its like changing the tires on a moving car... the challenge is delivering against todays customer needs while building a platform for your Cognitive future
Emily McKeown
determining when and how to apply cognitive strategically withiin the business to provide the most value
Hugo Pinto
@davidlnovak maturity of data models and the ability to collect realtime data from user interfaces are two key points that are still stopping some of the more visionary solutions
David Novak
Also, many clients will be looking for immediate payback as their goal and perhaps in early tests the best goal may be better understanding of what to improve, where to focus, what works and what doesnt
Trevor Sanford
As Hugo says privacy issues will continue but I also think one of the challenges is organisational change and employee engagement
Nikhil Jaitly
For certain sectors where changes have been slow, a change in mindset of management is needed. They have to start thinking in a customer-centric manner
David Novak
as costs for entry into Cognitive platforms come down and PlatformaaS offerings like IBM's Watson become available to more developers this test and learn approach will be more common place
Hugo Pinto
Agree Trevor - the best example is mobile game developers are already adopting customer centric org charts that actually align all the levels of the teams to the segment they serve
Trevor Sanford
@hugomcpinto and placing equal importance on customers experience and employee experience in the overall journey of your brand will really make the difference
David Novak
This has been a great conversation, but just like #Cognitive, we are just getting started. Its a challenging world now with so much data available and so many options for customers. There will be winners and losers in this space. Its about being a pioneer.
David Novak
Get in there, start a pilot, learn, test, grow
IBM iX
Great words! there is always scope to test learn and grow!
David Novak
Also did I mention my team is here to help our North America customers design these cognitive experiences? Message me
Hugo Pinto
same for me in EMEA :) #salespitchtime
IBM iX
Q3. Harnessing the power of data is essential for building engaging experiences. Do you see cognitive enabling even greater insights? http://www.via-cc.at...

David Novak
data is the key to all modern Customer Experience design
Hugo Pinto
Thinking of the maturity in data: collecting data, monitoring (actioning on) data, predictive modelling, cognitive 1/3
Hugo Pinto
Cognitive is probably the quickest route to the segments of 1 2/3
Brian Kling
definite yes! With cognitive computing you can and should be able to review larger amounts of data and it should help you to find some insights, trends, themes
Hugo Pinto
It is also an accelerated way of identifying new business models and leveraging the #shareeconomy 3/3
David Novak
its imperative to build a customer centric data strategy that enables insights... what cognitive does then is layer in more contextual and potentially unseen connections that allow you to adapt and learn from from your customers
Hugo Pinto
@briankling it then helps you identify the opportunities and pain points you can solve and start formulating hypothesis
David Novak
large unstructured data sets like weather are proving to have a huge impact on providing the the best kind of experiences.... here is an example -http://www.adweek.co...
Emily McKeown
@hugomcpinto @briankling and even anticipate changes in the market and your customers so you have the advantage, since things evolve so quickly
Trevor Sanford
Cognitive challenges all marketers imagination! From using it to identify your brands product in instagram videos to extrapolating someones age from there social posts via being able to predict trends
Trevor Sanford
Important to remember brands are not just limited to their own data.. The value lies in the public data.
David Novak
couldn't agree more Trevor
Hugo Pinto
great point - and all of those data points together along with the right experience strategies are going to enable a possible replacement of the ad industry with pervasive personalisation
IBM iX
Q4. What do you think is most exciting about the transformative potential of cognitive in your industry? http://www.via-cc.at...

David Novak
I work across a number of industries, I think what is so exciting is the broad applicability of Cognitive to redefine experiences, simplify lives, and strengthen service to customers
David Novak
We are just now starting the real conversation about Cognitive in industry, early examples and pioneers. These pioneers will test and learn, the systems they build today will be the foundation of their future enterprise systems
Hugo Pinto
@davidlnovak agreed, and I would add it allows industries to identify x industry partnership opportunities because of the identification of new patterns
Nikhil Jaitly
The major change with cognitive for me is the change in business models it will spring up. So companies can provide service in a more suggestive and proactive manner rather than a reactive approach. This is spurred by understanding the customer better
Trevor Sanford
I'm excited not just by some of the really cool technology but also the way it will change customer engagement. It has massive potential for Martech.
David Novak
@njaitly18 definitely, and with the accessibility of these kinds of interactions on mobile devices, robots, etc that will continue to proliferate, IOT, etc will drive the ingestion of data that makes Cognitive even more powerful
Nikhil Jaitly
@davidlnovak Agree, IOT as it picks up will be a major driver for these changes
David Novak
@njaitly18 Real time selling, real time marketing, real time service all personalized, contextual, intelligent, with the ability to understand your tone, reaction, emotional response... and to continually improve
Emily McKeown
@njaitly18 @davidlnovak yes, and as companies build trust with customers with more personalized service, they reveal more important personal information - virtuous cycle!
David Novak
@EJMcQ beats todays world of employee churn, loyalty churn, etc... great opportunity to provide game changing experiences and design
Hugo Pinto
@davidlnovak @EJMcQ also starts to make you think about the trends of you not having to worry about repetitive tasks and just being able to add value constantly, wherever you are and at any time...