Interview • 02.12.2019

AI in action: changing the future of customer experience

Interview with Prof. Dr. Jens Böcker, Bonn-Rhein-Sieg University of Applied Sciences

A man in a suit smilingly leans against a wall.
Prof. Dr. Jens Böcker, Bonn-Rhein-Sieg University of Applied Sciences moderated the 34th Bonner Management Forum about Artificial Intelligence and the customer journey.
Source: Christian Beier Photografie

The 34th Bonner Management Forum on November 5, 2019, at the Bonn International Science Forum (“Wissenschaftsforum”) centered on artificial intelligence (AI).

Themed "Artificial Intelligence - New Age of Customer Experience", the Forum participants embarked on lectures, debates, and discussions to explore the applications and limitations of AI. After the conference, iXtenso sat down for a quick interview with MC Professor Jens Böcker.

Professor Böcker, what has been your takeaway from today’s event?

Prof. Jens Böcker: For me, there are three key takeaways from this event. The first point is that there are indeed many ways to use artificial intelligence in customer service to bring about substantial improvements in customer experience and customer relationships. Customer management, in general, reaps great benefits from AI-powered support.

The second point is to understand that data is the foundation for AI. You must collect and analyze data and – and this is where it gets exciting – use it as a basis to yield machine-aided deductions. That’s the ultimate goal. If successful, it dramatically helps make work more efficient.

My third key takeaway answers the question of why companies should embrace AI applications. On the one hand, the use of AI can help optimize processes and improve efficiency. This includes the ability to make processes leaner, more cost-effective and faster. On the other hand, AI can also help unlock innovative business models for your company.

Does that mean that companies can no longer function or even survive without data?

Right, that’s the key insight. After all, data is the new oil. It may sound cliché, but it’s true. Companies must gather data and that’s much easier today than even a few years ago. Plus, it’s perfectly fine to collect unstructured data. You don’t even have to decide or know in advance what you plan to do with the collected data later on. Today, this is handled by algorithms. The software simply retrieves what it needs from the data.

Today’s event also paid special attention to challenges facing small and medium-sized enterprises. Do you have any advice for these businesses?

As we have seen today, this subject requires special know-how. Small and medium-sized companies should not tackle AI on their own but should seek collaboration. You can certainly collect your own data as a company, but you best team up with specialists who have the algorithms and the necessary experience to analyze the data. Companies should not try to build their own setup using their own IT department. You will quickly learn that you may have taken on too much as a company.

To sum things up: What role does artificial intelligence play in the customer experience?

Let’s start with this basic question: What is AI? AI is a new form of pattern recognition. That is to say, it has the ability to recognize patterns human beings were unable to recognize. This is based on complex data analysis and results in a completely new aspect.

For example, you may discover that there is a type of customer segmentation you were previously not aware of. This subsequently enables you to take a more differentiated customer approach and allows you to send out a variety of different messages.

Apart from that, the entire customer journey offers many ways to collect data and then send automated notifications to the customer such as special offers or information for example. It also opens up many opportunities in the cross-selling and upselling arena.

In essence, one of the key themes in the future will focus on how to convert an existing customer into a repeat customer and subsequently the best ways to get as much out of your repeat customers as possible. Apple and Amazon are both reigning champions in this area.

Interview: Julia Pott

related articles:

popular articles:

Thumbnail-Photo: The global state of autonomous stores
18.12.2023   #Tech in Retail #self-checkout systems

The global state of autonomous stores

The stores are located in various retail segments such as food retail, fashion, electronics, convenience stores and fast food.

In a highly competitive global retail landscape, autonomous stores are an emerging force that addresses changing consumer behaviors, reduces operational costs, improves profitability, and powers revenue growth strategies. Advancements in autonomous ...

Thumbnail-Photo: EuroCIS 2024 - technology special
11.12.2023   #online trading #e-commerce

EuroCIS 2024 - technology special

The latest technology solutions and trends for you and the retail sector

At EuroCIS 2022 from February 27 to 29, 2024, the Leading Trade Fair for Retail Technology, we will be looking at all the important and current topics relating to technology in retail: AI and Machine Learning, Payment, Connected Retail, Seamless Store and Smart Energy Management and many more.

Thumbnail-Photo: Tesco to introduce new scan-free technology on self-service tills at...
03.01.2024   #brick and mortar retail #Tech in Retail

Tesco to introduce new scan-free technology on self-service tills at GetGo store

Seamless Shopping Revolution: Tesco Tests Scan-Free Technology in London

Tesco is trialling an exciting new technology innovation that means customers don’t need to scan their items ...

Thumbnail-Photo: Ask the Bot: generative AI in retail
02.01.2024   #Tech in Retail #food retail

Ask the Bot: generative AI in retail

Revolution in retail: the era of generative AI and AI bots

They are able to analyse data, write product descriptions, answer shoppers’ questions or write codes...

Thumbnail-Photo: Out of Stock in Retail and innovative solutions to avoid them...
07.11.2023   #brick and mortar retail #customer satisfaction

Out of Stock in Retail and innovative solutions to avoid them

Due to various events, the availability of goods in retail will be increasingly restricted from 2022, with the result that customers cannot find in food retail the products they wish to buy, because those products are sold out, are temporarily ...

Thumbnail-Photo: Nedap teams with Foot Locker to extend RFID project...
05.10.2023   #omnichannel #software applications

Nedap teams with Foot Locker to extend RFID project

Foot Locker successfully matches supply and demand in newly opened stores in Eastern Europe using RFID technology

Nedap the global leader in RFID solutions, announces that multi-brand sports fashion and apparel retailer Foot Locker has successfully extended Nedap iD Cloud to its new, Eastern European stores. The objective is to offer the best possible ...

Thumbnail-Photo: Payment as a success factor: more than just paying...
15.01.2024   #Tech in Retail #payment systems

Payment as a success factor: more than just paying

Flashback to 1994: databases and ERP systems, first commercial websites, mobile phones with colour displays, CD-ROMs, Java as a programming language ...

Thumbnail-Photo: Unified Commerce Platform in focus
24.10.2023   #omnichannel #software developement

Unified Commerce Platform in focus

Handover at REMIRA: Dirk Bingler supersedes Stephan Unser as CEO

REMIRA is setting the course for future development of the company: On November 1, Dirk Bingler (48) will become the new CEO of the supply chain and omnichannel software expert headquartered in Dortmund. The previous CEO Stephan Unser (62) moves to ...

Thumbnail-Photo: Trigo and Netto Announce Autonomous Supermarket with Real-Time Receipt...
24.01.2024   #Tech in Retail #artificial intelligence

Trigo and Netto Announce Autonomous Supermarket with Real-Time Receipt Capability.

‘Final step’ in frictionless shopping drives trust by enabling consumers to view their receipts BEFORE leaving the store
Full size 800m2 grocery supermarket powered by computer vision AI is Europe’s largest retrofitted frictionless store

Trigo, a leading provider of AI computer vision technology that transforms traditional brick-and-mortar retail outlets into digital smart stores, and discount supermarket chain Netto Marken-Discount (also known as Netto), have partnered to launch ...

Thumbnail-Photo: MPREIS Transforms Operations with Zebra Workcloud Task Management™...
06.11.2023   #customer experience #software developement

MPREIS Transforms Operations with Zebra Workcloud Task Management™ Software Solution

Austrian food retailer to streamline communication in around 300 stores to improve staff engagement, inventory optimisation, and customer satisfaction

MPREIS has around 300 Austrian stores in regions across Tyrol...

Supplier

Innovative Technology Ltd.
Innovative Technology Ltd.
Innovative Business Park
OL1 4EQ Oldham
REMIRA Group GmbH
REMIRA Group GmbH
Phoenixplatz 2
44263 Dortmund
Zebra Technologies Germany GmbH
Zebra Technologies Germany GmbH
Ernst-Dietrich-Platz 2
40882 Ratingen
Captana GmbH
Captana GmbH
Bundesstraße 16
77955 Ettenheim