[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/04\/in-a-cx-minute-thoughts-on-cx-august-4-2021\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/04\/in-a-cx-minute-thoughts-on-cx-august-4-2021\/","headline":"In a CX Minute: Thoughts on CX, AI, messaging, August 4, 2021","name":"In a CX Minute: Thoughts on CX, AI, messaging, August 4, 2021","description":"Customer experience trends for the week of August 4, 2021: News, updates, discussions on AI + engagement that you need to know in a CX minute.","datePublished":"2021-08-04","dateModified":"2021-11-04","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/esteban-kolsky\/#Person","name":"Esteban Kolsky","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/esteban-kolsky\/","identifier":441,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/f97ffc2a077cb1020b8429fbc93513eb25116664043740be712185cbc0e3eef5?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f97ffc2a077cb1020b8429fbc93513eb25116664043740be712185cbc0e3eef5?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/03\/FCEE154_CXMiniute_HB_2-01.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2021\/03\/FCEE154_CXMiniute_HB_2-01.jpg","height":376,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2021\/08\/04\/in-a-cx-minute-thoughts-on-cx-august-4-2021\/","video":[{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=MlCYBrLOP3A#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=MlCYBrLOP3A","name":"21 (2008) - Counting Cards Scene (5\/10) | Movieclips","description":"21 - Counting Cards: Ben (Jim Sturgess) counts cards in a casino.\nBUY THE MOVIE: https:\/\/www.fandangonow.com\/details\/movie\/21-2008\/1MV5d194dfa2cf6376fee582cdf0b837bbd?cmp=Movieclips_YT_Description\n\nWatch the best 21 scenes & clips:\nhttps:\/\/www.youtube.com\/playlist?list=PLZbXA4lyCtqpNOARMe6huZGHfEKm-V0Wn\n\nFILM DESCRIPTION:\nBen Campbell (Jim Sturgess), a brilliant student at Massachusetts Institute of Technology, needs some quick cash to pay his tuition bills. 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It said that most people embraced AI without really understanding what it is, or how it works, or even what are the benefits it can bring. I nodded emphatically as I was reading that, and I hope you were too, and aligned that with my previous sharing of data that justified that most people are doing it, but not enough understand it or see value in it (read last week\u2019s episode for more details and data).I found this chart in a report published by FICO (yes, the credit score people \u2013 among other financial tools) called The State of Responsible AI: 2021. In this report there is a lot of good data and analysis about building models, biases, ethics, and plain simple what we are seeing and doing with AI.If you’re doing AI in your organization, and most of you are, then you should read it for the analysis as well as the data.To me, it is more of justifying the fact that we are going on an interesting journey with \u201cAI\u201d (I said last week that is it not AI, just ML \u2013 but that\u2019s a different discussion): with only 11% of organizations using AI just starting their journey \u2013 we are in the absolute mainstream stage of market adoption for AI.We will, obviously, spend more time on this moving forward \u2013 but for now, know that \u2013 well, that AI adoption in the organization is wide-spread, and poorly done. And yes \u2013 I question the origin or definition of \u201cadvanced\u201d AI implementation \u2013 but what this data point shows is that AI is starting to move past the \u201clab or skunkworks\u201d stage into the deployed and adopted stage. And if that is the case \u2013 the stats I quoted last week (32% of customers see the value of what organizations are doing, and 14% of companies think it is reaching their goals) are not very encouraging.And that is also if you get past the concept that what we’re doing it not even AI (even if we call it that) \u2026 but I digress. I’m not against AI – I am against organizations spending necessary resources in badly implemented, poorly understood advanced analytics that won\u2019t return a result.      The future of online shopping gets real with AI and machine learning                AI and machine learning have starring roles in the future of online shopping. Retailers that leverage these technologies effectively can build brand loyalty for years to come.      \ud83c\udfbc Like a bridge over troubled waters, I will lay me down \ud83c\udfbcLet\u2019s shift our thinking a little \u2013 let\u2019s talk about turtles and bridges.No, not talking about LOGO (\u2018member?) and how to learn to program (DOWN 2, TURN 90, RIGHT 1, etc. \u2013 if you don\u2019t know what I am talking about, you may be a tad young\u2026). I am talking about building blocks, foundational elements – this is where it all started.I was watching TEDx talks and came across this gem from Ranger Nick (Nick Furman, educator and wildlife advocate) where he is doing a presentation on what good teachers do differently (it is a good video, you should watch it if you have 20 minutes – edutainment at its best) and around the sixth minute (in case you want to know why I am talking about this) there is a scene with a turtle where he explains how this specific breed of turtle is a keystone breed. He talks about specimens for every type of animal and plant that are \u201ckeystones\u201d \u2013 foundational types that make or define a specific genus.A keystone (or capstone) is the wedge-shaped stone at the apex of a masonry arch or typically round shaped one at the apex of a vault. In both cases it is the final piece placed during construction and locks all the stones into position, allowing the arch or vault to bear weight.[\/h3]The concept made me ask myself if we have similar components in CX. Are there keystone elements that make CX work better?Doing some more reading on architecture and keystones, I learned that it’s a key piece that builds an arch, a doorway, a bridge. Now, this is starting to come closer to where we are: we’re in the process of transitioning from traditional CRM and customer-360 models of customer relationship to a CX and customer-determined model of interactions \u2013 and as any good transition, a bridge makes sense here\u2026. Could it be possible then, me asks me, that we have a keystone to this bridge \u2013 a foundational element that helps us move from CRM to CX?The answer is \u201cit depends\u201d or \u201cit\u2019s not that simple\u201d or, plainly, \u201cyes\u201d depending on how you ask the question, or where you are coming from, or what you define as CX.\u00a0 However, deeper thought spent in this area concludes that whether you are deploying a B2B marketing automation solution, or a D2C commerce-led, insights-driven infrastructure the answer remains the same: data is the keystone for CX initiatives.I know, I know \u2013 this is not a revelation, I cannot stop talking about data as the core element for everything\u2026 but this is further validation, and a new way to talk about it.\u00a0 When it comes to the work we do here at Narrative HQ \u2122 – finding new and innovative ways to tell stories is a \u2013 well, a keystone of our mandate (see what I did there? Awesome sauce)      Breaking 360: It’s time to move beyond the 360-degree view of the customer                For decades, brands have chased the goal of creating a 360-degree view of the customer. It hasn't worked out so well, and now there\u2019s a better, faster, more agile way to gain customer insight and improve CX.      \ud83c\udfbc Imagine all the people, sharing all the world \ud83c\udfbcI can hear in the back of my head the admonition of Wondrous Jenn (no, not about picking my own headers or about doing my own callboxes \u2013 but about the length\u2026 \u201ccome on, dude \u2013 everyone expects to read this thing in a minute\u2026 wrap it up!\u201d) about this contribution \u2013 so I am coming down for a landing\u2026The last piece is more of an admonition, a warning than anything else.I recently came across an \u201cold\u201d (if you can call anything from 2020 old \u2013 but given COVID, I think we can) attempt made by Gal Gadot during the pandemic to lift people spirits. She thought it would be interesting to get diff celebrities, people she was in contact with (virtually) to contribute to a big sing-a-thon of John Lennon\u2019s imagine. I truly applaud the effort, even more in context, but the approach is what got me thinking about a valuable lesson.The result was not very good (why try to be nice) even if they thought it was. And the reason for this lack of luster was the fact that everyone was allowed to do what they thought was better aligned with the original effort of bringing people together (one more time, applaud the effort \u2013 even more so in context).But you know me, I am nothing if not a single-mind thinker \u2013 so I was trying to figure out how we can get a lesson for CX here? Well, as it turns out \u2013 if you think the way I do this is mostly resembling of a CX project at virtually any organization, at least in its first iteration.The idea is there, the effort is commendable, the expected outcome is fantastic \u2013 but then, everyone is allowed to do or say what they want, and there is no one looking at the overall result and saying: \u201cwe are off the mark\u201d. Trust me, I have done this many times and many times we ended up with a \u201cbad video\u201d behind a good effort and no one to say \u2013 no, this is not going to be released.This is not a criticism of the video, or the effort \u2013 but a cautionary tale to those of you starting your CX initiatives \u2013 don\u2019t let them become a bad meme. Know what it needs to look like before, and don\u2019t be afraid to make the tough calls. Make sure you know your stanzas and what the strophic song should sound like at the end.And with that, talk next week. Ping me or reach out with your reactions. Looking forward to the conversations.Toodles.Read all of the ‘In a CX Minute’ content HERE.  What happens in Vegas …\u00a0creates connections + drives results.Join hundreds of customer experience experts at CX Connect Oct. 6-8. 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