Capgemini-CX革命：一代ai领导访谈（英）

THECXREVOLUTION:

ANINTERVIEW

ONGENERATIVE

AILEADERSHIP

CXTEAMSNEEDTO

TAKEALEADERSHIP

ROLEINTHEIR

COMPANY’S

GENERATIVEAI

STRATEGY

OLLIE

EAST

HEADOFGO-TO-MARKET

STRATEGYANDUSGENAICXLEAD

PRANAV

KUMAR

SHAWN

GOODIN

PRINCIPALMARTECHSTRATEGIST,CUSTOMERDATA&AI

DIGITAL,DATA,ANDAIBUSINESSLEADER

THECXREVOLUTION:ANINTERVIEWONGENERATIVEAILEADERSHIPICopyright©2023Capgemini.Allrightsreserved.

GenerativeAI(genAI)representsthenext

evolutionofAIsystems–characterizedbyits

abilitytolearn,adapt,andcollaborateinways

oncereservedforhumanintelligence.Ithas

emergedasagame-changingtechnologythat

promisestoreshapeallindustriesandredefinethewaypeopleinteractwithorganizations.Thepotentialbenefitsarestaggering,butbusinessesmustunderstandthatharnessinggenAI’sfull

potentialiscontingentuponcarefulpreparation.

Initsreport

Harnessingthevalueofgenerative

AI,theCapgeminiResearchInstitutenoted96

percentoftheexecutivessurveyedhaveputthe

technologyontheirboardroomagenda.That

said,manyleadersareunsurehowtogetstarted.

Capgemini’sOllieEast,ShawnGoodin,andPranavKumarrecommendcustomerexperienceasan

areainwhichthetechnologycanmakea

profounddifference.Here,theydescribethe

enormouspositiveimpactgenAIcanbringtoCX.ButtheyalsocautionthatensuringtheenterpriseisreadyforgenAIisnotmerelyanoption.It'sa

strategicimperativethatnecessitatesa

fundamentalshiftinhoworganizationsapproachdata,infrastructure,andtheiroverallbusiness

strategy.

CUSTOMER

EXPERIENCEISA

FUNDAMENTAL

DRIVEROFBRAND

LOYALTYAND

COMPANYGROWTH.

HOWWILL

GENERATIVEAIHELP

WITHTHIS?

SHAWN

GOODIN

PRINCIPALMARTECHSTRATEGIST,

CUSTOMERDATA&AI

Creatingexcellentcustomerexperiencesisabout

puttingtherightmessage,intherightcontext,in

frontoftherightcustomer.Untilnow,companies

withstrongdatafoundationshavebeenableto

automatesomeofthismarketingbyusingrules-

basedsolutionstopushpre-writtencontentto

definedsegments.

Butimagineaworldinwhicheverysinglecustomer

touchpointistrulypersonalized,withcontextually

relevantmessagescraftedinrealtimejustfor

them.GenerativeAImakesthispossible.Itcan

synthesizenewtext,audio,andvisualassets

tailoredtoeachcustomer’suniqueneeds,

interests,andemotions.GenAIenablescompanies

tospeaktocustomersasindividuals.

THECXREVOLUTION:ANINTERVIEWONGENERATIVEAILEADERSHIPICopyright©2023Capgemini.Allrightsreserved.

SHAWN

GOODIN

PRINCIPALMARTECHSTRATEGIST,CUSTOMERDATA&AI

CANYOUPROVIDE

SOMEEXAMPLESOF

WHATTHATMIGHT

Sure.Awebsiteheaderimagecouldreflectthecustomer’shometown.Product

recommendationscouldincludenichehobbies.Emailsubjectlineswouldresonatewithtimely,personalevents.Thisreal-timesynthesis

createsmarketingthatfeelslikeanatural,human-to-humanconversation.

LOOKLIKE?

THECXREVOLUTION:ANINTERVIEWONGENERATIVEAILEADERSHIPICopyright©2023Capgemini.Allrightsreserved.

PRANAV

KUMAR

DIGITAL,DATA,ANDAIBUSINESSLEADER

HOWWILL

Mostimportantly,generativeAIwillnotreplacehumancreativity.Butitcan

removefriction,enablingcompaniesto

unlockcustomerexperienceswitha

personaltouchthatwecouldonlydreamofpreviously.Everythingaboutrunningcustomerexperienceandmarketing

campaignsisaHerculeantask.In-houseteamsandoutsidesuppliershaveto

GenerativeAIgreatlyacceleratesthe

process.Evenifitgetsthemarketing

department80percentofthewaythere,sotheyjustneedtoeditthematerial,

that’sgoingtosavehugeamountsof

content-creationtime.Butthisisaboutmorethanefficiency,becausethat

accelerationmeansorganizationswillbeabletocreatemorepersonalizedand

relevantcontentatscale.Thiswillhelpthemdelivermorememorable,positivecustomerexperiencesinrealtime,so

theycancapitalizeonopportunitiesandrespondtochallengesthatpreviously

would’vebeenimpossibletoaddress

–becausebythetimethemessaginghasbeencreatedandapproved,the

opportunityislonggone.

GENERATIVEAI

CHANGETHENATURE

OFCXWORKWITHIN

ACOMPANY?

collaboratetocreatecontent,whichthen

hastobeturnedintocampaign

components–customizedforemail,

socialmedia,website,in-store,paid

advertising,textmessaging,chat,andso

on.Thatinvolveslotsofpeopleandother

resources,requiresmanystepsand

processes,andcantakethreetofour

monthsfromideatoexecution.

THECXREVOLUTION:ANINTERVIEWONGENERATIVEAILEADERSHIPICopyright©2023Capgemini.Allrightsreserved.

THATSOUNDSLIKEAPOWERFULENHANCEMENTFORCXOPERATIONS,BUT

YOU’VEDESCRIBEDEMBRACINGGENERATIVEAIASESSENTIAL–ASTRATEGIC

IMPERATIVE,INFACT.WHYISTHAT?

OLLIE

EAST

HEADOFGO-TO-MARKET

STRATEGYANDUSGENAICXLEAD

Companiesalreadyoperateintheageofartificialintelligence.Capgemini’s

data-drivencustomerexperience

offering

appliesAIalgorithmstoanalyzedataandmakepredictionsthatenablebetter

customertargeting.Buttoday,most

enterprise-classorganizationsare

leveragingthesetypesofsolutions.So

genAIisastrategicleapcompaniesneedtomakeiftheywanttostayaheadof

theircompetitors.

However,there’sanotherpressureforcingcompaniestoembracegenAI,andthis

onetrulyisrevolutionary.“Revolution”isaninterestingwordbecauseI’velived

throughmanyhypecyclesintechnologyconsultingandthetermgetsappliedtosomanythings.Butit’stherighttermtodescribegenAIsimplybecauseofhowconsumersengagewithit.

Otherdata-focusedtechnologies–such

asmachinelearning–enhanceconsumersatisfactionthroughbeingabletodeliverbetter,moretargetedexperiences.Butconsumersneverseeortouchthe

technologyitself.Theyknownothingofthedeeperrequirementssuchas

parametertuningandthehighlyskilledworkthatdatascientistsand

programmersperformbehindthescenes.

WithgenerativeAI,it’scompletely

different.AnybodywithalaptoporsmartphonecanengagewithChatGPTandgainfirst-handexperiencewiththe

technology.What’sinterestingisthatsomanypeoplehavealreadydonethat:

generativeAIhasbecomemainstreammuchfasterthanIthinkanybody

predicted.

Earlierthisyear,theCapgeminiResearchInstituteinvestigatedconsumerattitudestowardsgenAI.Initsreport,

WhyconsumerslovegenerativeAI

,51

percentofthosesurveyedsaidtheyare

notonlyawareofthetechnology,but

havealsoexploredspecifictoolssuchas

ChatGPT.Researchersalsodiscovered

consumershavehighlevelsofsatisfaction

andtrustinthetechnology.

Andthat’sthebigreasonwhythisisa

strategicimperativeforcompanies:

peopleunderstandthatwithgenAI,they

canhavearealconversationwithan

artificialintelligence.Andiftheycando

thatontheirlaptop,they’llwantthesame

experiencewhentheyaskachatbotfor

helponacompany’swebsite,orwhen

theyphonethecompanyandtalktoan

interactivevoiceresponsesystem.

THECXREVOLUTION:ANINTERVIEWONGENERATIVEAILEADERSHIPICopyright©2023Capgemini.Allrightsreserved.

ITSOUNDSLIKECOMPANIESNEEDTOMOVEQUICKLYTOEMBRACEGENAI.HOWDOTHEYGETSTARTED?

SHAWN

GOODIN

PRINCIPALMARTECHSTRATEGIST,

CUSTOMERDATA&AI

GenerativeAImakeshyper-

personalizedCXabsolutelypossible–butrealizingitatscalewillrequire

strategicthinking,afocuson

responsibleAIuse,andasystems

mindsettoconnectthetechnology

acrossthemarketingstack.As

companiesembarkonthisjourney,

theywillneedtobuildthenecessarycapabilitiesandexecutegenerativeAIeffectively.Havinganexperienced

partnertohelpguidethewayand

avoidpitfallswillbekey.

PRANAV

KUMAR

DIGITAL,DATA,ANDAIBUSINESS

LEADER

PreparingforgenAIstartsbyrecognizing

thatdataisthelifebloodoftheseadvancedsystems.GenAIalgorithmsarevoracious

learners.Businessesmustinvestincollecting,curating,andstoringvastamountsofhigh-

qualitydatatofueltheseintelligentsystems.Theabilitytoharnessstructuredand

unstructureddatafromvarioussourcesand

formatswilldeterminetheeffectivenessof

genAIsolutionsindeliveringrealbusiness

value.Atthesametime,companiesmust

ensuretheyhaveestablishedrobustdata

governance,privacysafeguards,andethicalAIguardrailsattunedtomarketing’spriorities.

THECXREVOLUTION:ANINTERVIEWONGENERATIVEAILEADERSHIPICopyright©2023Capgemini.Allrightsreserved.

OLLIE

EAST

HEADOFGO-TO-MARKET

STRATEGYANDUSGENAICXLEAD

ThechallengeiscomplicatedbythefactthatAIcontinuestorapidlyevolve,

makingitdauntingtochartaroadmap,identifysafebets,andbuild

organizationalfluency.However,takinginterimfirststepsiskey.

Werecommendcompaniesfocusontargetedpilotsthatsolvediscrete

businessproblems,learnhowtobuildthoughtfulAIusecases,andlearnthestrengthsandweaknessesofgenAI’sfoundationalmodels.Astheydothis,enterprisesshouldplanformore

structurallong-terminvestments.

Smartorganizationswillestablisha

cross-functionaltaskforcearoundAIfor

customerexperiencethatfostersa

cultureofexperimentationandlearning,

monitorsadvancesinAIsafety,and

partnerswithexperiencedvendorsto

complementinternalcapabilities.

Initiativesundertakentodaywillenable

organizationstonurturefoundational

skillsandbuildusecases.Thiswillgive

themtheknowledgeandinfrastructure

requiredtoexpandtheirAIcapabilities

withmoreconfidenceovertime.

SHAWN

WHATABOUTATTHE

TOPOFTHE

ORGANIZATION:

WHATDOLEADERS

NEEDTODOTO

GUIDETHEIR

ENTERPRISES

THROUGHTHIS

TRANSFORMATION?

GOODIN

PRINCIPALMARTECHSTRATEGIST,

CUSTOMERDATA&AI

company’sCXAIvision.Withtheir

granularknowledgeofcustomer

psychologyandtheirmandatetodriverevenue,marketingleaderscansteerAIimplementationstodelightcustomersinwayseventhemostbrilliantalgorithm

mightoverlook.

TheCMO’shuman-centeredperspectiveisindispensableforprovidinginnovationssuchasgenerativeAIwithstrategic

purposeandcreativesoul.WhenitcomestorealizingAI’spromisetorevolutionizecustomerexperience,CMOsholdthe

missinglink.TheirwisdomandforesightremaincriticaltoensuringAIdelivers

meaningfulvalue,notjusttechnical

fanfare.ThefuturebeckonsmarketingleaderstoembracetheirrightfulroleasAIcatalysts.

It’simportantthecompany’sCXleader

occupiesaprimepositiontoshapethe

organization’sAIstrategy.CMOsarethe

stewardsofcustomerexperience.They

managecomplexecosystemsoftechnical

CXplatformsbrimmingwithbehavioral

insights.ThisgivesCMOsanintimate

understandingofcustomerjourneys,

frustrations,anddesires.

Yetsurprisingly,CMOsoftenfind

themselvesexcludedfromstrategic

enterprisediscussionsondataandAI.

WhiletheCDOlogicallyfocusesondata

infrastructureand