AI-DRIVEN CUSTOMER

EXPERIENCES &
PERSONALIZATION
AI in Digital Transformation: Payments Episode
 The shift from segmentation
Old School Hyper personalized
offers

Not targeted

Targeted
customers

Hyper customized offers

Offer A Offer B Offer C
 Hyperpersonalization
/ˈhʌɪpə ˌpəːsənəlʌɪˈzeɪʃn/

A practice that uses Artificial Intelligence

to deliver highly personalized content
and experiences in real-time at an
individual level
 Sounds fancy but not a new concept
18th Century
HAT!
In the 18th Century at
Hatters(James Lock & Co Ltd), so
the story goes, a trusted customer
could simply descend from their
carriage outside the door of the
shop, shout ‘hat’ and then leave.
The shop’s workmen would then
refer to their records for details of
the customer’s hat size and style
preferences before making the hat
and delivering it to their residence.
19th Century
STICHED TO
PERFECTION!
Bespoke Tailoring to create clothing
specifically tailored to the
individual's body measurements and
preferences. Precision
measurements ensure a perfect fit,
followed by multiple fittings. The
process nurtures a long-lasting bond
between the tailor and client,
refining results over time – it isn't
just about the garment, but the
unique and personalized experience
20th Century
A COIN FOR A
CONCERT!
In diners and bars, customers
could choose the music they
wanted to listen to by
selecting from a list of
available tracks on a jukebox.
Your own concert is just a
coin away!
21st Century
A SMARTER WAY
TO SHOP!
Using algorithms and user data,
Amazon suggests products
tailored to browsing and
purchasing history. Every
single customer’s home page is
like their own personal store
with product offerings tailored
to meet their unique
preferences
 Why this is such a big deal!

89% 60% 80%

of marketers see a positive ROI when of consumers say they’ll become repeat customers after of consumers will share personal data in exchange for
they use personalization in their campaigns a personalized shopping experience deals or offers

$12 bil 40%

Projected size of recommendation engine market size Potential new revenue uplift from Companies that get
by 2025 personalization right

Source: McKinsey, Deloitte, IndustryArc

Why this is such a big deal!

Source: McKinsey
 The Competition Has Changed

Redefine customer
expectations
Perceptual
Influencers
Set the pace of expectations
across multiple industries

Experiential
Competitors

They compete directly with DIRECT

you COMPETITORS
Direct
Competitors
 …and to make matters even worse

Our customers have

Not
Too much Too much
enough
choice content
time
 The Use Cases are endless

Location Customer lifetime value Personal finance

Query routing
intelligence modelling(LVM) management

Churn Natural language Underwriting ID & V, KYC &

prediction generation AML

Behavioural biometrics AI processors

Call center agent Conversational AI
matching

Sentiment Analysis
Service robots Transaction Robo advisors
authentication
 How do we improve customer experience

Individual
Profile + Context of
engagement x
Relevant
personalized
offering
=
Improved
Customer XP
The common theme in the examples
Connecting humans to humans

Our Business

Our Customers
 The Personalization Toolkit

Digital Delivery
Behavioural Measurement &
Marketing & Optimization
Solutions (CRM
Economics etc)
Digital Sales
 Where to start from!
Strategic alignment
1 Vision alignment Business outcomes Value realization

2 Execution 3 Intelligence

Demand Creation Recommendation engine

Execution Incremental
at scale Personalization Value Analytics models & insights

Marketing & Orchestration Customer & ecosystem data

Enablement
4 Platform

Capability 5 Leadership Operating model Technical Capability Culture

 Challenges to overcome

Unclear
New to a lot of ownership and No clear Lack of
companies resource metrics expertise
allocation

Technology Multiple
Limited data
bottlenecks systems
The Key Takeaways
Leveraging AI is no more yes or no question
01

02 It is still a human experience. Do not keep your eyes only on tech

03 Starting is a easier than you think

Customers are worried about the data you have only if you do not use it
04 to enhance their experience
Thank You_
For Your Attention