Winning Hearts and Market Share: AI-Powered Customer Loyalty

00:00:00: People don't

00:00:01: live

00:00:02: in segments and they do not live in marketing campaign cycles.

00:00:05: They live in moments, feelings or events that change much faster than currently.

00:00:12: these marketing and loyalty segment changes.

00:00:15: I mean, loyalty is nothing new.

00:00:17: We talk about it since the last three decades but we really see a trend that existing programs are getting currently under construction to make them as meaningful and possible because its not nice to have marketing tool.

00:00:30: It's P&L

00:00:31: relevant

00:00:32: activity and program discussed

00:00:34: in a bottle The boardroom

00:00:37: memo

00:00:38: powered by Netconomy.

00:00:43: Julia i'm really curious.

00:00:45: how many loyalty cards

00:00:47: do you have?

00:00:48: in your wallet at the moment or on your phone.

00:00:51: That's already a good point, I mean... ...I really changed towards my digital loyalty wallet.

00:00:57: Fun fact!

00:00:57: In average people have around about thirty-eight apps on their mobile phones and nine of them are dedicated to recognition programs, loyalty programs.

00:01:09: i'm a bit below that.

00:01:11: I would say I use actively four of them most likely as nearly everyone who has to travel or likes to travel, business and leisure wise.

00:01:24: So Mides & Mall is one of my frequently used ones I have to admit shopping in regards to fashion.

00:01:32: I'm really loyal to Breuniger, close to my heart and close to

00:01:36: hometown.".

00:01:37: And then let's say a smaller one is more dedicated to Switzerland meaning supercard and cumulus program for Nicole?

00:01:46: What about you?

00:01:48: I am the victim of loyalty cards...I still have a lot of paper-loyalty cards because i think in Austria they are very much a thing but always forget them.

00:02:02: I try to clean my wallet like once or twice a year and i'm always like what is this even?

00:02:06: I don't even remember ever having been in that store.

00:02:10: And then, just throw it away.

00:02:11: so usually you have two of three stamps... ...and then I throw them away same as you!

00:02:16: I use myself more a lot digital-wise but In general for apps..I haven't really found a loyalty app otherwise that I like.

00:02:26: So, so i'm not sure yet where the trend is going and if companies are actually doing it right don't know what your opinion is there?

00:02:34: This starts perfectly with this let's say understanding due to research how many apps um are in aerowage on the phone.

00:02:42: but that doesn't monetize or all let's see uh is based on effectively they use usage because nine sounds to me quite cool quite a lot when it comes really to this usual thing.

00:02:54: The trends is going as well into the direction of more emotional driven loyalty programs, so its not about rewarding and just points regionally.

00:03:06: So I think that's something most likely you miss aswell right?

00:03:10: Or where i see aswell with the right things to do something back emotionally wise, creating communities.

00:03:24: That's easy and low-hanging fruit.

00:03:26: when we are looking into sports companies I think Nike is doing really well, Adidas as well.

00:03:36: but to have this end-to-end giving back making it meaningful there was a way to go

00:03:46: Absolutely.

00:03:47: I think that's the biggest problem i have with the current program structure, it is always very focused on the checkout and usually i need to remember that i have some sort of coupon or something.

00:03:59: if i don't remember then nobody will tell me usually... And what?

00:04:04: as you said we can learn a lot from sports?

00:04:07: We also learned a lot about gaming for example Twitch live streaming.

00:04:11: does community loyalty really well where basically incentivized as a viewer to give money, I don't know.

00:04:21: scare the streamer with a sound command or make confetti explode on the screen.

00:04:26: It's fun stuff like that which creates an emotional connection to the community and i think this is also where technology needs to go because when you look at classical loyalty programs they're usually strongly tied to marketing technology.

00:04:44: put it into a checkout and that's it.

00:04:47: So

00:04:48: there is definitely something that needs to change here, I don't think companies have realized yet.

00:04:54: so...I think there are potential where we can also help.

00:04:57: Totally agree with another aspect of this.

00:05:02: Make it meaningful in regards to personalization.

00:05:06: So yeah, the player who likes to confetti because he used it already ten times.

00:05:13: That's the right thing to trigger.

00:05:16: if I'm more this... Yeah i have to focus on my duty gamer than most likely bit difficult or as well when it comes to, let's say transferring points to the rewarding.

00:05:29: If the reward is not meaningful for my purchasing and what I smell like then it gets more into a frustration where there is an emotional binding towards the brand right?

00:05:47: And here understanding myself or the customers of our customers that can really as well go into the opposite direction.

00:06:00: If you bring like a small birthday redemption and one day later is voucher, please come back triple to size as an example.

00:06:14: so what is then real benefit?

00:06:17: And also it's often very, like the segments feel so generic to me.

00:06:22: As somebody who also works a little bit in that field I know when i'm placed in a generic marketing segment and it annoys me.

00:06:29: but I think this is as much as it is a technology problem.

00:06:33: It's also structural problems because That's how marketing departments run at the moment You have like a department And they build a segment and then they built a campaign around that segment.

00:06:44: Then they plan and they have boardroom meetings three months.

00:06:49: And then they analyze it and sit down what worked, didn't work.

00:06:53: but people don't

00:06:54: live

00:06:55: in segments or marketing campaign cycles.

00:06:58: They live in moments, feelings, events... Those change much faster than currently.

00:07:06: these marketing and loyalty segment changes.

00:07:09: I think this is where companies need to start thinking differently go more into the direction of micro-segmentation more logics like you said that know what the other campaign just did.

00:07:23: I don't want a voucher tomorrow, but it's worth more than when i got today because they would annoy me.

00:07:28: so this is

00:07:30: where i see a lot of companies not doing well at the moment as they think in these classical planning cycles are way too long for market.

00:07:39: Absolutely and there our home turf technology aspect really kicks.

00:07:47: why?

00:07:48: Obviously, first of all we have the mandate to make it meaningful.

00:07:54: To have one data understanding of the customer no matter which touch point in a journey he's in right?

00:08:02: So meaning the digital understanding off the addressable market or the omni channel addressable markets.

00:08:11: and here I would say technology was as well delayed and slowed down real-time interactions, but now with the capability of AI to make make it meaningful in regards to predictability and not looking back towards historical trends, is really a game changer.

00:08:34: And that doesn't mean the knowledge of the person in the marketing organization isn't important anymore but how they get supported by technology.

00:08:55: But you made a really good point there.

00:08:57: that is also important to talk about because it won't just help.

00:09:01: in my opinion, we will use an AI and maybe new loyalty tool.

00:09:07: The world would be amazing!

00:09:08: There are still companies with lots of data silos which aren't connected or the classical in-store... data is such a silo for me.

00:09:19: I had that a lot where i can only use a voucher in an online shop but not at the physical store and as a customer, why it's the same company?

00:09:29: Why cannot they do this

00:09:30: there?".

00:09:31: In general, companies need to tackle first get infrastructure open up the silos which SAP also has good standing because you have products or environment.

00:09:47: We

00:09:48: have the data and enterprise readiness to work with that complexity, but before we are jumping into the enterprise I had just an example which came in my mind.

00:09:57: You know...I flew here right?

00:09:59: And there is this brand-to-brand collaboration between The Airline and Losteria.

00:10:06: Lostería is a pizza

00:10:08: place for

00:10:10: you exactly quite decent pizza place all over Europe, at least in the East.

00:10:19: And so you can choose to take the pasta while flying.

00:10:25: and if you order that pasta ,you are invited for a restaurant of your choice .

00:10:31: To get a voucher or for coffee!

00:10:33: So really easy example how you just spoil the next touch point already but make it meaningful.

00:10:43: And that's exactly the important part.

00:10:47: You want to get the customer to their next touch point, absolutely!

00:10:51: I see it also a lot and it annoys me too.

00:10:53: no end where you're standing in check-out line.

00:10:56: then you are invited sign up for loyalty program but then your program is so slow or built in way i cannot use this checkout because who just wants me to come back into this same place, but disannoyed because I want either use it now or get a better benefit for the future.

00:11:30: Totally agree.

00:11:31: I would say, and this is then not linked to one or the other industry.

00:11:37: so One of the points that's a money can't buy.

00:11:41: So how you make the general understanding and interaction between the brand And the customer really special and emotional If you get as well these Money Can't Buy aspects in like inviting to a concert or having really things interview with the VIP, which really resonates and makes it unique.

00:12:10: That's one of the points I'm convinced that attraction and adoption supports what you mentioned.

00:12:19: so make is as easy and simple of networking and cooperating in one loyalty program.

00:12:33: It's really a game changer, depends if I mean you for example like Corp interact with the same household or person in various needs like pharmacy, grocery retail... And it is one app one program you can benefit of.

00:13:01: And another thing we haven't talked about yet is the governance, I mean if i'm as an employer not making clear about cashier or let's say whoever gets into contact with that customer and this program is omnipresent, that's really as well a waste of time or waste efficiency.

00:13:27: And here what I've seen specifically in Germany if you cannibalize your own program because for example you have Deutschlandkart but then on the other hand there are some specifics This then makes it very difficult for the cashier or for this servant in charge and really eliminates that clear message.

00:13:56: It's same service, I think service teams are such an easy... team to implement loyalty programs into because there you can create real value for the customer.

00:14:07: Because if I have a problem and I contact service, they are able either give me a voucher or it gives some sort of benefit back in my loyalty program...I will be probably much less angry and much more happy about this service that i got but where I ordered something online and it never arrived.

00:14:29: And i paid with a voucher, um...and then they were like yeah you will get it again for free?

00:14:35: But can i get my voucher back?

00:14:37: because.. You would give me now for free but the first one didn't arrive.

00:14:40: why did i spend my vouchers?

00:14:42: The service team was basically we cant do that!

00:14:44: Because its impossible to do this in the infrastructure.

00:14:52: general experience with the company.

00:14:55: I felt like a waste.

00:14:56: that basically, a voucher that i got and this is something that needs to stop because a loyalty program needs to be in every department of app-ofthecompany.

00:15:08: not just marketing it's being sales need to be service.

00:15:11: everybody needs to able use internally.

00:15:14: so ultimately customer has one seamless awesome experience makes them want come back

00:15:20: totally And this resonates as well with the trends we've seen, that loyalty really has to be earned in every touch point.

00:15:28: Because Chen said and let's say... The others are willing after just one negative experience ...to change their brand right?

00:15:40: On the other hand, if you have to brand love experience exactly what you just mentioned that's no matter.

00:15:47: If you signed up and then we had an issue in your get treated extraordinary or at least well than do people stay?

00:15:55: And looking into our economical situation I mean every sent counts.

00:16:01: getting a new customer is round about twenty percent more expensive than keeping one and selling into an existing relation.

00:16:14: And for that reason, I mean loyalty's nothing new.

00:16:17: we talk three decades, but we really see a trend that existing programs are getting currently under construction to make them as meaningful as possible because it's not nice to have marketing tool.

00:16:32: It is really an P&A relevant activity and program discussed in the

00:16:41: boardroom.".

00:16:46: good programs from the ones that are not so successful is really this putting effort into emotional experiences.

00:16:52: because if you have a loyalty program, it's only points and earn-and-burn.

00:16:56: The only thing you teach people to be loyal to the discount... And If I get better discounts somewhere else then i will go there!

00:17:03: So You create massive churns.. ..And you've got a program which costs your lot of money but gets nothing out of it Because you always need to reacquire those customers.

00:17:12: But Those who do well have experiences and what naturally happens there, I think is really cool.

00:17:20: In addition to having people be more resilient with your brand or wanting them for mistakes.

00:17:28: you also create brand ambassadors that do free marketing because they like their brands so much but will naturally acquire new people in the program which should be our goal of a good loyalty program.

00:17:42: This self-running system that basically feeds itself up brings in new people, that gathers new data and turn.

00:17:49: you can use this data to make better loyalty programs or marketing.

00:17:56: And then we are going back again on how KPI, we can really measure the impact of loyalty.

00:18:06: And there I quote Fred Reichelt who says in regards to net promoter score it's not only relevant for organizations and have this repetitive interaction with customers as well in sales but also afterwards the recommendation aspect.

00:18:27: So he gave an example when I heard him live about a painting company who invested into loyalty programs that, in average you paint your house every seven year eight years depending where are living.

00:18:43: so why or how to define loyalty and this industry right?

00:18:48: And they said no if the power and if you can then understand because we have this recommendation mechanism already embedded in it.

00:19:02: And your customer gets a reward due to those promotions or the top of our aspect, yeah?

00:19:09: Then... Yeah!

00:19:11: It's as well really important to understand.

00:19:14: This is a really good point I think what comes in there?

00:19:17: that many companies long-lasting cycles where people very rarely buy, they think I don't need a loyalty program.

00:19:27: But especially those i think should invest and those companies Should more think about how can I utilize also partner infrastructure within loyalty?

00:19:36: because Companies tend to cannibalize each other with the loyalty programs.

00:19:41: but if they would think about it as partnering up products that complement their own product from a different brand, they could cross and upsell probably a lot more.

00:19:52: So for example if I sell paint... And i don't paint my house often but maybe then I want drapes to match the new walls or color and get a brand partnership with another company mixed drapes and can get a recommendation there.

00:20:09: In turn, they will praise me onto new customers that want to redesign maybe their

00:20:15: interior."

00:20:17: And this helps also getting into the market.

00:20:21: so I think companies should not disregard loyalty just because they have long sales cycles but they should focus on how we benefit from one another.

00:20:30: where is cross-and-up sale?

00:20:31: How could i partner up with people about sharing?

00:20:34: No,

00:20:35: I couldn't agree more.

00:20:37: This is then this so-called network effect where we see as well in the investigation if an invest into a new loyalty program is currently in discussion that exactly.

00:20:49: let's say this complexity makes them huge difference to make it as meaningful.

00:20:55: and

00:20:58: Where do you think BtoB falls in there?

00:21:00: Because usually when I talk to customers, BtoC customers are like yeah sure we need loyalty because everybody does loyalty and BtoP customer is more like... We don't see the benefit of it.

00:21:11: What do you thing about

00:21:12: that?".

00:21:13: Coming back this aspect of brand love-I'm convinced as well in the BtoBe industries or use cases, loyalty can really make a difference.

00:21:26: Yeah me too!

00:21:28: If you look at the trends, especially in for example construction there are not these big construction companies anymore.

00:21:37: The trend goes more to smaller companies two three people one man shows One woman shows.

00:21:43: and These people In my experience they expect a bit to see like experience when They interact with their brands.

00:21:50: so I can See something Like A company that makes drills that they have a brand ambassador where you get invited to events, maybe.

00:21:59: You can try out the new tool first and I would love to see that more...I think this is super underutilized?

00:22:06: Absolutely!

00:22:06: And as well if we are going into B-to-B then the service aspect and having there it's for example club feeling or emotional aspects linked with it ...that really very

00:22:20: tangible.

00:22:20: We talked about what companies could do better?

00:22:26: What's the sort of foundation and how did they build something like that, where should we start.

00:22:32: And in

00:22:33: the end this is not linked to BtoB or BtoC it's the data foundation.

00:22:41: You cannot make a program meaningful if you don't have the possibility analyze and have real-time information no matter if it's triggered by seasonal activations or as well, If you go back to the retail business having a possibility to interact with your customer direct and have data in BtoC aspect.

00:23:11: As soon as you are going into supermarket and we have this in-store concept You'll get black box.

00:23:17: So that is why A clear data foundation is a hundred percent key.

00:23:21: And then going back from the technology, I mean having this stable and as well mature technology in place because you will lose every end user if they app or other functionalities are not that easy to consume And on the other hand as well, working in every touch point.

00:23:48: But taking technology aside we already touched upon it having a clear governance and an understanding specifically from beginning clear reason why.

00:24:02: so what do you want to achieve?

00:24:04: As a company is the loyalty program.

00:24:06: this has to be understood and clarified communicated very clear and open to everyone who is in the engagement.

00:24:17: I see that as well.

00:24:19: when we do workshops focused around loyalty, i always try get a wide variety of people on the table because But in reality, it's not true.

00:24:38: You need your sales employees you need your service team lead... ...you need finance on the table because they need to know what is going on.. ..because loyalty also has some financial aspect that we have to consider with liabilities and usually people are surprised like why do we need all these people?

00:24:58: but then when you describe them or talk with them This is how it will look like in the future.

00:25:04: How you'll work together, who needs to see what?

00:25:07: Who need's be able?

00:25:08: do they start understand and make sense that group bigger than expected?

00:25:14: Absolutely.

00:25:14: And I mean, you already pointed out a lot of parts of the organization.

00:25:20: but looking towards our economical volatility and activities like the Suez Canal in supply chain disruptions?

00:25:30: Why rewarding and having marketing campaign running for product which

00:25:37: A

00:25:38: God's ten times bigger than the price while producing, or is worst case stuck somewhere and not available.

00:25:50: And that why this transparency in a possibility to act in time.

00:25:56: it very important.

00:25:57: Yeah I think there something where also AI can help alot because It might not be able yet take all the right decision, but it can at least alert to write people.

00:26:11: So I think also they're trying to figure out already in that process where can AI be a meaningful support and helper?

00:26:19: To my loyalty program is really crucial.

00:26:22: And then that again comes back to governance.

00:26:28: It's not going to take away your job.

00:26:32: We always try to incorporate that also in the planning and workshops.

00:26:38: What are AI touchpoints?

00:26:40: What's governance there, when is it allowed to make a decision or not... All of this needs to be considered

00:26:49: Totally, I mean.

00:26:50: and there as well the autonomous enterprise strategy from SAP hits totally in.

00:26:57: We decided to bring into launch our new loyalty platform market last year.

00:27:04: And here The umbrella of understanding how we first hand get that data in one place with of the business data cloud platform and is it made?

00:27:18: then our agent layer, no matter which business process you're talking about meaningful as well.

00:27:26: I'm able to act.

00:27:29: You mentioned now your SAP customer loyalty product.

00:27:33: in your opinion what's right time for a company?

00:27:41: We said more than three decades, loyalty is none and it's everywhere.

00:27:47: But as soon as I'd say this complexity of understanding your customer's RISC-T is not available you need to rethink.

00:27:57: if able to scale with the network effect and technology cannot provide it, there is a data that demanded to act.

00:28:07: And then looking towards let's say the revolution which is coming based on AI capabilities we have really this robust platform in enterprise trade level.

00:28:23: I

00:28:25: think this is also a really good point because what i noticed when i talk to customers that all the programs they have at how many vouchers are out there at the moment, and from our experience this is something where SAP Customer Loyalty really took a step forward of not just making it another marketing tool but also make it financially secure planning tool that's deeply embedded with ERP processes.

00:29:02: Absolutely.

00:29:02: This counts not only how we define loyalty management, for us the differentiator is understanding of backend data and linking this to how we engage with our customers in the front-end.

00:29:17: absolutely.

00:29:18: What's your opinion currently?

00:29:21: The one thing that companies should stop doing immediately when they do loyalty

00:29:28: throwing

00:29:29: rewards without

00:29:30: meaning in mass and volume to their potential customers.

00:29:39: Why?

00:29:40: This can disrupt more the relation as it is, cannot be meaningful... someone doesn't make value out of the collected points.

00:29:54: In a worse case, they miss their timeline and are hundred percent frustrated.

00:30:00: so this is most likely something as well.

00:30:04: defining loyalty really with discount programs.

00:30:10: why?

00:30:11: This?

00:30:12: it's really costly to not bring this linkage into the brand you want achieve with loyalty in

00:30:22: twenty-twenty six?

00:30:24: Yeah, I agree.

00:30:27: Where brands can learn a lot from sports do it really well and this is also where the trend will go more to utilize micro influencers.

00:30:38: so basically use Instagram influencers as your brand advocates but using them for your loyalty program.

00:30:47: One example, Gymshark does that really well.

00:30:50: So they are a clothing brand for sports and their partnering with Instagram influencers and then do like set of events... For example run club for women that goes on tour and is sponsored by gymsharks.

00:31:05: get to sample products, you also get invited to join a loyalty program.

00:31:10: You basically already get incentivized to join the next event like a store opening or something and this is really well thought through.

00:31:30: attracted to their brand because they see somebody else use it.

00:31:33: So, It's not like the go-to shop and say yeah cool I buy this.

00:31:36: They're more like oh i seen my favorite sports person using this My trainer is using this And This Is Something That Companies Need To See start doing a lot more.

00:31:46: Yeah,

00:31:46: absolutely.

00:31:47: Our as well.

00:31:47: good example is in hospitality.

00:31:50: so for hotel brands if they are using my information and let's say my favorites that I would never drink beer and Coca-Cola And i opened the fridge to have exactly drinks on it.

00:32:06: or my points not only linked.

00:32:11: For example, I mean this concert or interview is coming from a hotel brand who then said thank you very much for staying ten nights with us.

00:32:24: We host concert XYZ and by the way come to meet and greet as an example so linking it again if money can't buy aspect.

00:32:34: but i think what's crucial that reward no matter how we define the rewarding is coming in shortness.

00:32:43: So if you get really this attraction and interest, an energy into it then that's key to getting running for life.

00:32:52: because especially

00:32:53: when you say

00:32:54: thankyou very much after your third hundred stay with us You'll get a cookie.

00:32:59: Then most likely I will eliminate the app In a second.

00:33:04: And dermisomol is quite good That's

00:33:07: true.

00:33:07: In general, like you said hospitality also marry a convoy.

00:33:11: does that really well?

00:33:12: where?

00:33:12: You're like exactly at check-in.

00:33:14: You might get an upgrade or something based on your status and this makes me feel special.

00:33:18: This makes we feel important And that's ultimately what your loyalty program should do.

00:33:23: Yeah It it makes me personally appreciated not just part of another discount email chain.

00:33:30: Ten thousand other people also got

00:33:32: totally and as well if you let's say play with your portfolio As well, If you have regulated an aspect in it.

00:33:40: For example Taliya I mean book price is somehow limited into flexibility.

00:33:45: but then What they are doing?

00:33:48: really well my perspective?

00:33:52: In that program You can on the other hand as well than get some benefits for the cross-portfolio as they have as well toys or pencils, so making a mix of the experience.

00:34:07: And on the other hand I'm having again this really focused membership in regards to their core business meaning deciding books with lectures and then again this emotional event-driven linkage.

00:34:26: And there again, even if you don't have that cross portfolio a good loyalty tool like SAPs can do is that it allows to partner with brands that complement your portfolio and get exactly this cross-portfolio aspect in.

00:34:40: I think these are what companies need to stop being afraid of because they're so much potential there

00:34:48: Using the network, but as well talking about complexity being seen no matter if I have experience in Germany or Switzerland.

00:35:02: How annoying is it to purchase a bag and get destroyed during your vacation?

00:35:08: And then you start from scratch because data is just located on one store

00:35:17: at a time.

00:35:18: And also, I hate that it's not aligned.

00:35:22: It's also the programs are different.

00:35:25: When you see a company with different loyalty programs in different countries and get super annoyed because they're almost jealous of their experience like why can't we have them?

00:35:38: This actually lowers my brand loyalty.

00:35:40: instead I

00:35:46: could imagine that this happens in cosmetic shoppings, right?

00:35:53: So then you go because... This is not a real case which happened to me.

00:35:57: but if i imagined your vacation.

00:36:01: You need lipstick and what did just said there's an annoying moment And you jump on the other side of street Sephora, for example.

00:36:10: And they say oh I wasn't there.

00:36:12: amazing what you are providing and ma'am... You're gone!

00:36:17: That's exactly that leads nicely back to what i explained in the beginning.

00:36:21: these sort of moments absolutely cannot miss as a company.

00:36:25: That's what I meant by these classical planning and iteration cycles, you have the summer marketing campaign in the winter marketing campaign... Yeah!

00:36:34: You will still need them.

00:36:36: but your customers don't live their lives in your campaign cycle.

00:36:40: they live in moments They have needs.

00:36:42: things happen The weather changes..I get stuck at the airport for some reason or another i miss a train hotel booking goes wrong And those are the moments you absolutely cannot miss as a loyalty program because there, you can shine.

00:36:57: Yeah

00:36:58: and um... As well really let's say finding your individual way as a company in the war of AI or in the possibilities of AI?

00:37:08: Because where is the differentiator if use some prompt?

00:37:14: who most likely is used by your competitor in the same way, and that wording then not authentic.

00:37:22: So I would say a loyalty programme only means if it really is repeatable.

00:37:30: with regard to brand recognition It's not always linked to a purchase moment,

00:37:38: so as

00:37:39: well how you define the percentage of brand work versus triggering need and triggering this demand.

00:37:51: And still it sticks to this human aspect just supported by AI capabilities.

00:37:59: I always like to compare it with an orchestra And I think this is how the future will look like because in an orchestra, it's not about who plays the loudest or best.

00:38:08: Basically your orchestra would be your AI agents that do stuff but one gives tone and emotion as a conductor on front and those are people planning programs.

00:38:20: so you'll actually get much more ownership of things like brand voice, brand tone... How does customer feel?

00:38:29: Because these cannot really copy.

00:38:34: It can be instructed, but it still needs a human touch always and I think this is something where especially with loyalty the Human Factor will become much more important in planning.

00:38:45: The execution can be done by the AI...

00:38:48: Exactly

00:38:49: what my program about?

00:38:51: What emotions do i want to give my customers?

00:38:54: how do i wanna make them feel ?

00:38:56: This would stay uniquely human and uniquely in the company's departments with people.

00:39:03: I know you are very close as well to a differentiator, what is there for your top of mind?

00:39:13: You already said data but that's not technology thing.

00:39:21: it's more like Technology.

00:39:30: change, where you really have this autonomous enterprise running will only work if companies also do the legwork to human-change management between their departments.

00:39:41: because especially in large enterprises they taught their department's to think in silos.

00:39:46: Vertical silos that never talk with one another.

00:39:49: Always

00:39:49: well restricted KPIs.

00:39:50: They cannibalize your cycle of journey

00:39:53: and this is a change aswell.

00:39:56: The AI will never be able to use its full potential.

00:40:02: I always like to tell my customers the quote that your customer doesn't care about your org chart, can you think?

00:40:08: This is the first thing that needs to

00:40:10: change.".

00:40:11: That's what a demo organization does

00:40:12: well if

00:40:13: not only linked to loyalty

00:40:15: but something where there are still big ways to go.

00:40:20: and stop the silo thinking –not just technology-wise.

00:40:26: make people work together.

00:40:28: And then you can, because then the customer ultimately will also feel that it's one voice and.