Ibm watson in the cognitive era (watson summit) mjahrl
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The document outlines the capabilities and solutions provided by IBM Watson Customer Engagement, emphasizing the role of artificial intelligence in enhancing customer experiences and marketing strategies. It discusses the exponential growth of data and how Watson's cognitive systems can process this information to deliver personalized recommendations and insights for businesses. Additionally, it includes case studies showing successful implementations of Watson technology in various retail scenarios.
Ibm watson in the cognitive era (watson summit) mjahrl
- 1. Watson Customer Engagement Magnus Jahrl Nordic Client Solution Professional IBM Watson Customer Engagement
- 2. Watson Customer Engagement Artificial Intelligence Augmented Intelligence Cognitive Systems ….are going to rock your world, your business, and your profession.
- 3. Watson Customer Engagement By 2020, 1.7 megabytes of new information will be created every second for every human being. SOURCE: Forbes, “Big Data: 20 Mind-Boggling Facts Everyone Must Read,” Bernard Marr, September 30, 2015 3
- 4. Watson Customer Engagement Data growth has far outpaced our ability to consume it. What happens every 60 seconds? 448 800 New Tweets 3 500 000 Searches 29 800 000 Messages 1 800 000 Snaps Created 156 000 000 e-Mails Sent 3 300 000 Posts 4 100 000 Videos Viewed 46 200 Posts Uploaded 4
- 5. Watson Customer Engagement of the world’s data was created in the last two years. of the worlds data is unstructured. 90% 80% 2010 2025 Sensors & Devices Text Enterprise Data Images/ Multimedia 44 Zettabytes Gap Traditional You are here 2018 We face an overwhelming wave of data in every industry 5
- 6. Watson Customer Engagement6 Cognitive systems are creating a new partnership between humans and technology Humans excel at Cognitive Systems excel at DILEMMAS COMPASSION DREAMING ABSTRACTION IMAGINATION MORALS GENERALIZATION COMMON SENSE (with many biases) ELIMINATING BIASES LOCATING KNOWLEDGE PATTERN IDENTIFICATION MACHINE LEARNING NATURAL LANGUAGE PROCESSING AT SCALE PROVIDING ENDLESS CAPACITY
- 7. Watson Customer Engagement7 Watson increase your cognitive capabilities Watson understands, reasons, learns and interacts naturally with us. That is cognitive.
- 8. Watson Customer Engagement v Watson APIs Conversation Discovery Language Speech Vision Data Insights Qa Question & Answer Ld Language Detection * Mr Message Resonance Pi Personality Insights Ce Concept Expansion Re Relationship Extraction * Vr Visual Recognition Ke Keyword Extraction * Fd Face Detection * TtS Text to Speech Ee Entity Extraction NlC Natural Language Classifier Ae Author Extraction * Rr Retrieve & Rank Ci Concept Insights Lt Language Translation TrA Tradeoff Analytics It Image Tagging * Ta Tone Analyzer * Di Dialog Wn Watson News * StT Speech to Text Sa Sentiment Analysis * IIE Image Link Extraction * Te Text Extraction * Fd Feed Detection Ct Concept Tagging Tx Taxonomy * Set of Services on BlueMix/IBM Cloud 8
- 9. Watson Customer Engagement Solutions Personalized Marketing Digital Experience Omni-Channel Commerce Order Management and Fulfillment Supply Chain Optimization Customer Insights B2B Collaboration Watson Marketing Watson Commerce Watson Supply Chain Category Watson Customer Engagement Platform Watson Customer Engagement – Solution Framework Speech to text Conversation Visual recognition Tradeoff Analytics Discovery Retrieve and Rank Natural Language Classifier Natural Language Understanding … Watson
- 10. Watson Customer Engagement Deliver personalized customer experiences How would sales improve if… you could intelligently present products and content to customers that spoke to them personally? 14
- 11. Watson Customer Engagement Web and Dialog Activities help maintain an on-going dialog with customers over time and across channels as their behavior changes ü Create business logic to define how and when promotions, content and marketing messages are presented to shoppers ü Process trigger and rules based actions to deliver the right message, content, offer or take the appropriate action at the right moment Drag and drop target segments, content and offers to quickly build marketing and promotion logic Add branch conditions to combine (stack), prioritize and control promotion redemption limits Can you have a Conversation with shoppers? 2018-02-0711
- 12. Watson Customer Engagement Are you using the Information you already have Product Recommendations rules adjust recommendations in real time based on shopper behavior and history ü Recommendations can be displayed on store pages, product detail pages and shopping cart pages “Other customers viewed” store page product recommendation Define where, when and who sees each product recommendation Quickly and easily add product recommendations to store pages 2018-02-0712
- 13. Watson Customer Engagement Are you using Marketing capabilities e-commerce Sales Manager This week I want to promote women`s handbags on the web shop. But I am not sure if black/white colors or colorful handbags will attract more buyers ?! Well – lets just get going and try it out ! Built in A/B testing Colorful or b/w hand- bags ? 13 2018-02-07
- 14. Watson Customer Engagement Create Promotions to incent/stimulate purchase behavior and drive your business ü Over 150 promotions delivered out of the box. (Ex buy3 pay for 2) ü Configurable to target specific customers, segments, online behavior, purchase history, etc. ü Create hierarchies to prioritize, stack and define how promotions are redeemed Define how promotions are exposed and redeemed Configure, schedule and manage promotions Set promotion conditions and limits Product Order Shipping Qualifying Promotion Virtual purchase codes coupons How do you Stimulate buyers? 2018-02-0714
- 15. Watson Customer Engagement https://youtu.be/sXP8WOMmWL8 Abounded cart video in connection to IBM Watson Customer Experience Analytics https://youtu.be/sXP8WOMmWL8
- 16. Watson Customer Engagement Go deeper with behavior and pattern and struggle detection Screenshot 2/7/1816 Web Analytics What? Where? When? Watson CXA Why! WatsonMarketing & WatsonCommerce Customer Experience Analytics
- 17. Watson Customer Engagement https://www.youtube.com/playlist?list=PL6r nyrFRsKY-f0ifD8sl5Pr4VSRaaygVU 17 Content Tagging With Watson, you can save 40 person weeks a year with a content management system that knows what content is in it helping you with content recommendations at your fingertips to drive your marketing and merchandising efforts. WatsonMarketing &WatsonCommerce Content Hub https://youtu.be/Y4YXFNS269M
- 18. Watson Customer Engagement18 Insights Assistant With Watson, you can receive recommendations for faster time to problem identification /resolution via notifications such as anomaly in performance driven by competition. WatsonCommerce Commerce Insights https://youtu.be/F_HxHru3t48
- 19. Watson Customer Engagement To take action 19
- 20. - Built on IBM Watson technology PROOF OF CONCEPT 20
- 21. Watson Customer Engagement IBMs PoV on BOTs We believe all Virtual Agents or Bots should… § Understand and speak in natural language § Have a human-like personality § Understand intent § Include intuitive tooling § Run across multiple messaging platforms § Have domain knowledge § Hook into back-end systems Conversation has become a user interface, and virtual agents are rapidly moving from simply answering questions to engaging in a human-like dialogue and making proactive recommendations.
- 22. Watson Customer Engagement When customers have convenient ways to self-serve… Retailers can lower contact center operating costs by reducing chat volumes, call volumes, e-mail response time, social response time, handling time, and agent- to-agent transfers. BOTs Driving Interactions Customer Service with Cognitive strength
- 23. Watson Customer Engagement Social Retail Bot Ray Ban as an example on how to interact with customers via social media
- 24. Watson Customer Engagement IBM Watson Cognitive Chat Watson enabled chat that detects the mood of the conversation and deliver answer automatically according to the mood 24
- 26. - Built on IBM Watson technology CASE STUDY 26
- 27. Watson Customer Engagement CASE STUDY Opportunity Approach Results 21 Win customers and nurture customer loyalty by helping every visitor find the perfect gift. Virtual assistant enables customers to describe the kind of gift they are looking for and receive personalized recommendations that meet their criteria. Delivers personalized recommendations from a catalog of 75,000 products. 65% click- through rate encourages sales and drives conversion. 80% of customers would use the virtual shopping assistant again, showing increased loyalty. 1-800-Flowers.com 2/7/1827 Try It: www.1800flowers.com/gwyn
- 28. Watson Customer Engagement CASE STUDY Opportunity Approach Results Staples Easy Button and Watson help office managers get down to business The office supplies retailer is adding IBM Watson technology to its Easy Button to help business customers re-order products and provide information, such as the office Wi-Fi password. Staples 2/7/1828 Try It: http://ibm.biz/staples-easy-button
- 29. Watson Customer Engagement CASE STUDY Opportunity Approach Results Deliver a more personalized online shopping experience for Fall/Winter outerwear selection. Construct a cognitive application that allows shoppers to answer questions about their travel plans and apparel needs and receive the appropriate outerwear recommendations Shoppers averaged 2 minutes with the platform and generated a 60% click through rate to the product recommendation. 80% said they would use it again. The North Face Try It: www.thenorthface.com/xps 20 https://youtu.be/dE0AdDRtUzo
- 30. Watson Customer Engagement CASE STUDY Opportunity Approach Results A CPG company wanted to tap into the emotional impact of weather on consumer behavior Use the WeatherFX platform to uncover emotional impact of weather on consumer behavior and trigger dynamic media Ads that performed best were surprisingly ones that experienced a big temperature change – around a 10 degree C decrease in Los Angeles and NY – rather than the coldest #weathermeansbusiness 2/7/1830 https://youtu.be/dsJtkXgHPUI
- 31. Watson Customer Engagement Magnus Jahrl Nordic Client Solution Professional IBM Watson Customer Engagement e-mail: [email protected] LinkedIn: https://se.linkedin.com/in/jahrl Twitter: @mjahrl