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#RIC16
Beyond Clienteling Building Loyalty with
Differen;ated Customer Experience
#RIC16
#RIC16
Power has shi3ed
1.7x conversion
+26% profitability
#RIC16
The Challenge: How to create loyalty in an era of greater customer choice and increased expecta7ons?
TRUST HABIT AFFINITY
EXPERIENCES CONSISTENCY PATTERNS
Engaging Experience
Consistent Delight
Pa=ern-‐building Triggers
Contextual Customer
Understanding
Product Insight
Responsive PlaEorm
Experiences Consistency
Patterns
#RIC16
ArBficial intelligence meets consumer psychology
#RIC16
INSPIRE ENGAGE ADVISE/ ENABLE SUPPORT REINFORCE
DISCOVER EXPLORE BUY EXPERIENCE SHARE
shop
per
associate
The Sale is Only Part of the Rela7onship
#RIC16
Contextual Cura7on
#RIC16
AI-‐enabled visual/ behavioral search
#RIC16
The Hurdles: Expect challenges
Data Systems Integra;on
Change Management
#RIC16
GePng Started: How to manage the challenges
Design the Experience
Test, Learn, Repeat
Start with a Thin Slice
#RIC16
Design the Experience
Human Centered
Relevant Transparent
Contextual Connected
#RIC16
Start with a “thin slice”
#RIC16
Vision Speed to Value EvoluBon TransformaBon
Current Vision Current Vision Thin Slice Current Vision Evolve Current Vision Done
#RIC16
But what about our data? Data Warehouse
With a data warehouse, incoming data is cleaned and organised into a single consistent schema before being put into the warehouse.
Data Lake
With a data lake, incoming data goes into the lake in its raw form.
We select and organise data for each need.
This makes the Data Warehouse the bo;le neck for analyzing, cleansing and making sense of data
The Data Lake distributes those ac?vi?es throughout the business
Analysis is done directly on the curated warehouse data.
#RIC16
Opera7ng an effec7ve data lake
Opera?onal systems communicate with each other via service connec?ons
Opera?onal systems feed data into the lake using topical queues
A few data scien?sts inves?gate the lake for poten?al insights
Lakeshore marts curate and organise the data for most analy?cs uses
Mul?-‐?ered data lake for processing, distribu?on, and serving
#RIC16
Customer Engagement
Employee Empowerment
OperaBonal Enhancement
The Payoff: Three key areas