AI For Enterprise Building An AI Strategy To Delight Customers
AI For Enterprise Building An AI Strategy To Delight Customers
AI For Enterprise Building An AI Strategy To Delight Customers
Building an AI Strategy
to Delight Customers
2
Creating Customer-Centric Products
and Experiences
Creating an Enterprise
AI Strategy
1 Define what it means to have
a data-driven culture
4
1
Define what it means to
have a data-driven culture
The first obstacle to creating a holistic AI strategy The best way to arrive at this answer is to decide how
within an organization is creating alignment around your organization wants to use data to create a more
the ultimate goal. What does it mean, exactly, to have a customer-centric experience. For example, organizations
data-driven culture? For some organizations, that might like Salesforce use AI to help their customers more easily
mean implementing AI technology into operations like understand and engage their audience with real-time
marketing or customer service. For others, it means a decisioning, predictive analysis, conversational assistants,
top-to-bottom integration of how data and AI can be used and more. Within seconds, AI processes take into account
in all roles within an organization. Success lies in agreeing hundreds of thousands of data points such as when their
on a common definition and setting shared goals. audience logged on and the most recent interaction with a
Salesforce agent to recommend the best next step for the
Salesforce agent.5
5
“
Seeing results from an AI strategy requires
employees to have an openness to trying and failing
things, a real innovation mindset. If that ecosystem
is not created, it could be a real roadblock to
implementing AI in an effective way.”
FLORIAN QUARRÉ
Chief Strategy Officer at Exponential AI
6
6
2
Assess and organize your
data infrastructure
7
“
Machine learning, natural-language understanding and
natural-language processing can help analyze customer
sentiment and customer feedback at scale, precision
and speed not achievable through humans.”
JESSICA EKHOLM
VP Analyst at Gartner6
8
8
3
Agree on
a common
vocabulary
Terms like “data-driven culture” and “AI strategy” are
broad terms and may be difficult to grasp in practical
ways – and it can get even more confusing as employees
“
When organizations take the time
to educate their existing workforce
come into contact with more specific and technical
language related to AI technology. It’s important about AI, they’re able to capture
to contextualize these terms for employees so that and achieve so much more. The
everyone is working from the same vocabulary, whether
broad up-leveling of the finance or
they’re engineers with more practical AI knowledge
or marketing teams that need to understand the marketing team acts as a rising tide
possibilities and limits of the technology. that lifts all boats – the extent to
which the entire organization can
“Everyone needs to be able to speak the same
language and communicate with one another,” take advantage of the potential of
says Bakthavachalam. “It’s not helpful if people are AI rises at an order of magnitude.”
using terms or thinking about things in a way that
isn’t able to be translated to someone else. No one
ASHLEY NICOLS
expects executives or product managers to become
data scientists, but it’s helpful to have a high-level
Account Manager at Coursera
understanding of the terminology.”
9
4
Get C-suite buy-in
10
“
ML and AI are broadly accepted as impactful business
technologies. The question individual companies
struggle with is, ‘How do we have an AI strategy for
ourselves?’ Executives must balance many priorities at
once. The only way building an AI strategy will rise to
the top is if the potential business results on customer
experience are crystal clear.”
VINOD BAKTHAVACHALAM
Former Senior Data Scientist at Coursera
and Senior Data Scientist at Pinterest
11
5
Map out a talent
strategy
12
“
When a company has access to an elastic data infrastructure
as well as talent that understands how to use AI as a
framework, it is empowered to create that differentiated,
tailored and personalized customer experience that is in
demand today. And when applied and leveraged adequately,
that’s how AI brings the accelerator and force multiplier that
we’ve only been able to dance around in the past.”
FLORIAN QUARRÉ
Chief Strategy Officer at Exponential AI
13
- Identify gaps in the workforce
Using AI to create a
customer-centric experience
14
Sources
1 “Customers 2020: A Progress Report,” Walker, https://www.walkerinfo.com/knowledge-center/featured-research-reports/customers-2020-a-
progress-report
2 “What consumers want: Personalization, attention, great experience,” Retail Customer Experience, https://www.retailcustomerexperience.
com/news/what-consumers-want-personalization-attention-great-experience/
4 “How to Deliver Personalized B2B Experiences With AI,” CMS Wire, https://www.cmswire.com/digital-experience/how-to-deliver-personalized-
b2b-experiences-with-ai/
5 “How Salesforce is Driving Customer Success Using Lightning & Einstein Analytics,” Salesforce, https://www.salesforce.com/video/1758467/
7 “Why the C-Suite is now overseeing corporate A.I. projects,” Fortune Magazine, https://fortune.com/2020/06/23/why-the-c-suite-is-now-
overseeing-corporate-a-i-projects/
8 “Leading businesses reveal the power of combining human ingenuity with AI,” Microsoft, https://news.microsoft.com/transform/leading-
businesses-reveal-the-power-of-combining-human-ingenuity-with-ai/
9 “Coursera for Business Enables Organizations to Expand Their Employees’ Skill Sets and Value,” IDC, [Link to Report]
10 “The Year Ahead:Reinventing Work, Reinventing HR, Reinventing Ourselves,” Josh Bersin, https://ss-usa.s3.amazonaws.com/c/308463326/
media/99655e37c4f5562ec91144843230598/2020_PredictionReport_v4%5B1%5D.pdf
11 “Coursera for Business Enables Organizations to Expand Their Employees’ Skill Sets and Value,” IDC, [Link to Report]
15
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