SearchLove London 2017 | Purna Virji | Go East, Innovators: Strategies From Asia the Rest of the World Needs to Adopt

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The document discusses strategies for innovation that companies should adopt from Asia. It highlights three innovative strategies used in Asia: 1) using bots and artificial intelligence to enhance customer experience, 2) transitioning to cashless and digital payment systems, and 3) leveraging data to provide personalized customer experiences. The document also provides examples of how companies in Asia have successfully implemented these strategies.

Marketing

Go East,
Innovators!
Strategies from Asia the rest
of the world needs to adopt
Purna Virji
Senior Manager of Global Engagement
Microsoft

Let’s dive into:
 Why look East?
 3 innovative strategies
 Handy resources
@PurnaVirji

“Marketers are supposed to have their fingers
on the pulse…if your organization isn’t having
that kind of conversation about the future,
marketers need to start it.”
@PurnaVirji
- Linda Boff, CMO, General Electric

@PurnaVirji
Why are bots so popular in China?

Providing service via empathy
@PurnaVirji

"faceRectangle": {"width": 193,
"height": 193,
"left": 326,
"top": 204}
“scores": { "anger": 5.182241e-8,
"contempt": 0.0000242813,
"disgust": 5.621025e-7,
"fear": 0.00115027453,
"happiness": 1.06114619e-8,
"neutral": 0.003540177,
"sadness": 9.30888746e-7,
"surprise": 0.9952837}
@PurnaVirji
High EQ CRM

Credit cards are so last year.
@PurnaVirji

India is leapfrogging ahead of many
developed countries to a paperless,
cashless, presence-less system.
@PurnaVirji

24.5 million
credit cards
>240 million
mobile pay users
Source: Investors Chronicle, https://www.investorschronicle.co.uk/2017/04/20/funds-and-etfs/the-interview/asia-tech-sectors-
will-leapfrog-the-west-Cq4fy5Oj9IDaJCPmxvu7uK/article.html @PurnaVirji
Let’s look at the numbers

@PurnaVirji
1 in 4 users in the
U.S. only uses an
app once.
- Localytics
Source: TechCrunch, https://techcrunch.com/2016/05/31/nearly-1-in-4-people-abandon-mobile-apps-after-only-one-use/

We need to make our
tech work harder, so the
user doesn’t have to.
@PurnaVirji

Think about how it should be
@PurnaVirji

@PurnaVirji
Fix the UI!
Remove friction
Foreshadow and
Pre-populate
Native options, or
QR codes

Where AI really shines is in enhancing
customer experience by piecing together
the right clues in the data.
@PurnaVirji

90% of Alibaba’s orders on Singles
Day were answered by an AI rather
than human operators.
Source: Investors Chronicle, https://www.investorschronicle.co.uk/2017/01/26/funds-and-etfs/top-100-funds/scottish-mortgage-taps-
into-robotic-future-bo2L305vn71KJY8t9HufbK/article.html @PurnaVirji

@PurnaVirji
CMB Bot handles 99.5%
Qs, 99.8% accuracy
Monthly interactions
exceed 41 million!
Success!
Reduces Jiangsu
Mobile’s labor costs
by $300,000
Launched
on MSN
Messenger
90%
Market-
share

How you can improve
your AIQ
@PurnaVirji

AIQ (noun):
Rating of your company based
on its ability and readiness to
leverage the powers of AI.
- The Purna Dictionary
@PurnaVirji

@PurnaVirji
o Determine the interactions you care about
o Understand when/where/how they first occur
o Use the machines to make them better
o Locate the data to understand and evolve them
o Deliver amazing personalized experiences, consistently

@PurnaVirji
Q n A Maker
External options:
Bot Directory
Cortana Intelligence

SearchLove London 2017 | Purna Virji | Go East, Innovators: Strategies From Asia the Rest of the World Needs to Adopt

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