Institut für Marketing und Customer Insight (IMC-HSG) hat dies direkt geteilt
Professor @ University of St. Gallen - Academic by Education - Lecturer by Profession - Coach by Passion. TED and Keynote Speaker for Challenging the Obvious.
Customer Experience Insight Nr. 23 - AI as Touchpoint Innovation in the Automotive Industry Almost everbody these days is either promoting, discussing or condemming AI. Especially in Customer Experience Management the perspectives range from holistic scenarios of a brighter future for (Hyper-) personalisation to human-machine interactions that make the personal contact obsolete. As vaulable these debates are, we have learned in our current projects and in the last years, that AI is merely valuable when it is applied "deep" and not "general". If the machines can help with important (little) steps in a customer journey, they are more valuable to both sides - customer and company. Let me demonstrate this with a mini case from the the automotive industry, where a common challenge is to convert customers from "interest to test drive". This job is a challenging one as it requires a lot of ressources for the sales calls and planning of capacities for test cars. It seems to be small step in the customer journey, burt it is an important one. Once you can drive a car that is a possible option to buy, you will adjust your evaluations on the basis of the real experiences. But getting there is hard for both sides ... In the attached "video" you can listen to a "sales bot" done by #air for #Tesla, that is cold calling a prospect that was just rummaging around on the website. Within three minutes, it converts that prospect to a test driver ... Okay, privacy issues and ethical challenges still exist and need to be discussed. But the bot does the job accurate, friendly and scalable. I can hear already the voices here on LinkedIn how "yesterday" this approach is and what #google did already years ago for hairdresser appointments (not really my field of expertise). And even if this is only a mock up-version, it has several valuable learnings: a) You need to define the relevant job to be done more narrow than broad! b) Customers will only get one step ahead in their Path to purchase! c) AI will not take over the whole sales function! d) The technology hast to be integrated into the customer journey. e) Employees can focus on better things than fixing test drive dates. Maybe this helps to boil down our current discussions on dondemming AI and to get real about the size and the space the current applications take over in companies. Want to learn more about how to deal with such Touchpoint Innovations? Our Customer Experience Navigator is a great way to figure out how: The book can be ordered here (hardcover/digital): https://lnkd.in/eUbh9y3Z In search for proper training on CX-Management? The course to our navigator-approach can be booekd here: https://lnkd.in/eR4UbxVz Dennis Herhausen Torsten Tomczak Sven Reinecke Ralf Strauss Friederike Rieder Dr. Hans-Peter (HP) Kleebinder Andreas Herrmann Laura-Eve Victoria Grellmann Thedda Henny Deecke Cyrill Luchsinger Dirk Zupancic, Prof. Dr. Viola Spengler Dr. Matthias Hartel Sebastian Wohlrapp ⭐️