Michael Maoz
Appearances
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Number one rule, do not be creepy. And that's a real thing because you can know something about a person or a business, but should you know that? And should you let them know you know that? Sephora doesn't really know you. They have to make everything as operationally efficient as possible or they can't make a profit. But what do they do? Then they say, but... How can I make this personal?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
So what's the conversation here? It's about how you can do marketing right inside of a support call. And that we're seeing in all sorts of B2B and B2C, but it all comes back to, you have to be able to imagine it. So we're now saying to people and putting in predictive AI and generative AI, you know, you can also look at sentiment while you're doing this. So now you can...
Experts of Experience
This One Thing Will Generate 400% More Customer Data
start to analyze the words people are using, or the frequency which they write, the cadence, their tone. And you can see, are they a happy customer? Are they a content customer? Are they an anxious customer? And if they're A, B, C, or D, you can now treat them this way or that way. And you also take a learning. What task were they performing?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
What process was going on during that that made them upset? And maybe there's some flaw there. in that task or in that process that we need to look at. So we bring that list of things in. And again, we have this flywheel of, like Toyota says, better, better, never, best. And people would never have imagined they could do that.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Yeah, there are a few things in there. And the first one pops into my head is don't be creepy.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Number one rule, do not be creepy. And that's a real thing because you can know something about a person or a business, but should you know that? And should you let them know you know that? It's just like you'll see people put anything and everything on TikTok or Insta or whatever, but don't.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Goodness gracious, if you actually put that in one of their emails, oh, look at that picture of you passed out on the beach. What? Well, of course I can know that. It's publicly available information. I could pull that into your profile. You're creeping up. And there's a line. So this whole thing about involving the customer, and we have to talk about that a lot because you want all this stuff.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
We're at a moment when employees are afraid. You're talking all about jobs being lost or task substitution or labor replacement. That sounds like my job is going away. And the second thing, customers, consumers are thinking, hmm, you're just after my data. And there's a big world between you're after my data and goodness, take my data. And I give that example of Insta.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
You'll post anything there, but if someone used it inappropriately, suddenly that's bad. And we're finding that businesses who earn the trust, and we're gonna talk more about trust, I'm sure you're gonna ask questions about trust, If I trust you, and this is large studies done by people like Boston Consulting Group.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
If I trust you, I will pour out 400% more information, accurate data about myself than if I don't trust you, just like in a relationship. If I trust you, I'm all known and all forgiving. forgiven. But if I don't trust you, my lips are sealed. And I think that's one of the things.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
So those two things about getting trust and make sure you don't go over that border, you're always working in tandem with the customer to improve it. I think those are the two big things I'm seeing.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Yeah, well, what is the mantra at Salesforce? What's number one? Trust. And what we're really trying to do, all of us are trying to do the same thing. If I trust you, I will spend a lot more time. Getting that into the DNA of everyone, the first thing is trust. They sometimes look at above the iceberg and below the iceberg when they're talking about generative AI.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
The first thing you worry about is, does it work? But I look at trust.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
relationships and i said what's below the surface so above the surface is it's a transactional relationship i want your money you want my service but it's like peter drucker said the customer never buys what you sell and you sit back and say what and you think about i don't buy what you sell you're selling sneakers i'm buying an experience the reason i go with on versus This one versus this one.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And I could buy an Adidas. I could buy a new Balance. I could buy. They're all great. Or automobiles or anything else. I could buy. But there's something about the relationship. There's something intrinsic that I say, hmm, I would rather have this one rather than that one. It's no longer a commodity to me. It's personal.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And if you can get into that, get into that, go beyond the transaction of selling this for this and instead be able to, like Steve Jobs, the iPhone. It drew you in. It drew you in, and it did it because they thought, you're someone who deals fairly with me, and I can trust you. And the perception is that you're an ethical business. Why do we have an office of ethics and humane use?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Because we know, especially as you get towards retirement, Jen said, in the millennials, in the alphas, who knows what they're going to think. But we do know that they want you to be ethical. They do know you want to be fair. They sense you're not fair. They're out.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
If they think you're ethical, if they think you care about your employees, care about sustainability, even though it's going to drift away, it's a desirable place to work. Guess what? There's a sense of adventure there. I've been at work for, I don't know how many years and I wake up every morning here and I, wow, I am so lucky.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
I am surrounded by people with great thinking, great brains, trying to do great things. I wanna come to work and that's amazing. And I also feel like we're committed to the community. If something's going down, we're out there in places like Wegmans or places like Lego or places, you name them. That's how they, Muji in Japan, I can think of hundreds of them, people know that.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And so in the perception of that, is that service is not a department only. Customer service is us. It is what we live for. And that kind of stuff, when you get all those things, it becomes a talent magnet. Why do we have 90 applicants for every one role? I mean, that's crazy. And we want to have people as influencers.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
We want to have them sharing information, sharing a point of view, giving us more insight into our products and how we can improve. The best companies that I just mentioned, all those people, that's what they've got going for them. And we think about wig maniacs, right? Wig maniacs, have you ever heard that term?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
We had a store that opened in Brooklyn. I remember this. And three times more people than live in that place showed up outside in the pouring rain at 6.30 a.m. to have the opportunity to be at Wegmans. So that kind of thing of building that culture. And there are people who go, wow, how did they do that? But IKEA, you know how they did it. They had their way. And Patagonia, they had their way.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
OK, that's terrific. And you yourself, when you started, you said AI. And then you qualified it with generative AI. And that's the thing. I was covering AI for probably 10 or 12 years. And if I mentioned it, eyes would glaze over. No one cared because it was predictive. And predictive AI was just, what are you doing? It's inferential reasoning on a data set.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And I mentioned Muji. People said, no brands, no logos, just great stuff. And of course, Salesforce. So all these people, they've got that thing. And yes, they're doing their AI thing. And yes, they're doing their innovation thing. But they're thinking more broadly about what sews that customer into the fabric of our being.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Yeah, very much so. And people flip-flopped around the value of the employee, the need for the employee. And especially now as we're starting to say, hey, what is the goal of this stuff, this AI stuff, this generative AI, this agentic AI? Well, and part of it, it's to lift that cognitive load off of me.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
I know that when young people come to get hired at Salesforce or anybody else, they come and they say, well, wow, these are the systems you use? Oh my God, it's terrible. Not so much at Salesforce because we have pretty good systems. But they go, it's a spreadsheet. It's a field. It's a table. It's a form. That's how I'm spending all of my day. Why are you doing this to me?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And we look at 40% to 60% of anyone's time at work. It's filled with this mundane, repetitive stuff. So far from saying, oh, we're trying to get rid of employees. Many jobs we can't even fill. Field technicians, we can't even find them. Nurse practitioners can't even find them. There are so many jobs that you can't even fill.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
But if we could take away, especially since the pandemic for health workers. They're burned out. So we're saying, let's relieve that burden from you. Or call center agents, who the heck ever grew up and in sixth grade, when they ask you what you want to be, you raise your hand. I don't want to work at a call center. Like that didn't happen.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
But today, we think that's going to change because the job, we'll get to that in a bit, but all these jobs, we're trying to lift off the boring, put in the exciting. And for the customer, it's the other side. It's like, why do you have to do all this stuff? It's repetitive. It's boring. It's useless. It's a dead end.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Why don't we change all that so that you feel that this company really thinks about me. They invest in me. So both things are happening. We're lifting up the employees. So your top 10% of all performers, we know how they are. But imagine if we could take 80% more of them and lift them up so that they can work just like that 10%. Mm-hmm.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
So if this, then that likely is the next thing. And it's great for predictive maintenance. And it's awesome for field service scheduling and all sorts of other things. But then we got to this thing, and more young people know when ChatGPT was launched than know when Kennedy was assassinated. And my generation, that's what you learn, right? That was the pivotal moment.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
To that point, they wonder why there aren't field service technicians. My furnace, I live in New England, and it's been very cold. It was about 10 degrees outside. My furnace went. Of course, that's when it went. It didn't go in the summer. Of course, of course. And the furnace doesn't have any IoT. It doesn't transmit a signal. It doesn't say what's going on. We'll get to all that stuff in a bit.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
But the technician finally gets there, and the gentleman who works on it is a great person, doesn't have the part, comes back. I finally get it fixed. And he says, we're talking about it because I like to do ride alongs with technicians. He said, you know what I've got to do now? I've got to take this whole sheet, which he hand wrote.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And now I've got to go back to the depot, turn it into another person. And she is now going to enter all that information. This is the billing. This is the invoice. This is the inventory. This is the time card. It's 45 minutes for me. It's 30 minutes for her. And guess how many times we have errors. And we're like, there's an app for that. All of that into predictive and agentic AI.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
I agree with you. And one of the things our customers are struggling with is what are the things that I have the algorithm do and what do I have my employee do? And that's the big one. And basically, I'm like, look, you got to write these two rules right on your wall, your digital wall, your physical wall, tattooed on your arm if you have to. But the humans handle these high value engagements.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
That's what you want to do it for. These are moments that are important. strategic moments that are like emotionally nuanced emotionally complex my house just burned down my spouse just died i want to change the benefits i don't want to talk to a bot about these things right all those things that you absolutely are going to need a human then they're going to be aided by the AI.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
But then the things that we talk about, I can measure this. I can literally do a task measurement and say there's task substitution. This is repetitive. This is predictable. This is transactional. This is data driven. This is workflow intensive. All these things are binary. And the net on the one side, I have the AI optimizing the human. And let's make that list.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And now it's ChatGPT was released because this predictive thing was very cool. But now when you add a generative component, that's even cooler. And we'll get to that. But the main mistake is to see that that is the end state, that generative AI we have arrived and it's really not that case. The reality is that it's part of the evolution and we started with predictive and that's gonna be important.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And I can give examples of both if you're interested. And then on this side, it's these are the things that are going to be the AI is going to do. And when there's a need, then they're going to flow to a human. But we have to get that right and find out what are the indicators of each.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Yeah, absolutely. And sometimes it's when you stop freaking overcomplicating all this. Yeah. Why don't you talk to your employees? Why don't you talk to your partners? Why don't you talk to your customers? Why don't you talk to your different segments of customer? Like if you have emerging market versus small business versus large business versus a consumer business. Guess what?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
You've got to speak to all four. And you'll find that there are all these indicators that would say, no, this is just about IQ. And IQ goes to AI. But then you say, no, this is really EQ. This is really the difference between the laws of divorce and what do you think, should I get divorced? It's the difference between the laws of bankruptcy and what do you think, should I go bankrupt?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
You know, one is, well, why don't you take the couch and we'll talk about this. And the other is, here are all the rules and AI is fantastic, better than any human will ever be at many, many things. So is it IQ or is it EQ? Because we are so good at body language. I think dogs are good. We are 10 times better. We have these social cues and we can get things right.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
So, you know, basically I'll give you an example. Take a B2B company. You can throw out any kind you want. Let's say chip makers are in the news right now. So let's say a chip maker. And I'm making chip maker chips for the auto industry. And that's cool. So I'm going to sell it to the company I sell to, Toyota. And all good. So what happens? AI-powered chatbot, my FAQs.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
They can tell me the voltage requirement and do order tracking. Let's make the list ourselves. We know predictive maintenance, the warranty, the RMA. Dude, put all of this in AI, energetic AI. But where is the human? Suddenly, I've got an emergency. Turns out this chip has a defect, and I want a human stat because I am freaking out. Is there a replacement part?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
I don't want to talk to the bot about that. When will I get it? Do I have to send an engineer? Or I want a custom chip designed. What do you think? How much is it going to cost? What are the risks? What's the timing? Is it a good? That's what I'm doing. I'm paying you a fortune of money. It's high touch. And that's a classic B2B. So B2B, you're trying to give a highly personalized relationship
Experts of Experience
This One Thing Will Generate 400% More Customer Data
It's gonna remain important because a lot of the things I need to do, just look up what time is this arrived? That is just predict. I know what that is. It's a simple case. And then this new thing generative, it creates. And when there's good things and bad about that, we're going to get to also hallucinate, it generates.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And then you operationalize anything you can. But what about B2C? Let's talk about that. And there, it's the exact opposite. Sephora doesn't really know you. They have to make everything as operationally efficient as possible or they can't make a profit. But what do they do? Then they say, but how can I make this personal? That's why I know. Hey, this guy, his skin's getting older. Who would know?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
He uses a moisturizer. But not only that, when it comes to the month when they've got a sale, In my email, I get a completely curated list as though they live with me. They know I buy three of these a year. This is the product. They've got a new one coming out. If I want to buy this, I should buy three right now because they're 50% out. Price is going to go up. But we also have this new one.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
You didn't think about it, but you need something for the night. You think about the day. I feel like they know me. They've curated it. They've personalized it, but they've really operationalized the heck out of it. So in banking, for example, we have a great banking customer, checking accounts, loans, wealth management, normal thing. Who is their customer?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
It's not a small number of people like that chip maker. It's every, it's Main Street, it's millions, it's tens of millions of people. So they have customer support and they have a formula where Okay, balances, inquiries, transaction history, routine account changes, fraud detection, small fraud, loans I want to put out, pre-fill all the forms, small disputes, all of that.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
they are automating with agent force right now. And they're also putting in an agentic layer so they can launch actions. But, and what did we remove? That was searching the knowledge base. It can do it faster. Finds the answer to the question. It composed the email, sent it out. It kept an eye on the customer sentiment. Are they happy or sad?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
It answered the questions about the bill and the delivery and the form and all that kind of stuff. And it summarized the conversations. I just gave you six things which they completely remove from the day-to-day of every one of their people on the phone. But when do they step in? Large-scale fraud. Your account has been compromised. I don't want to get a freaking message about that. Call me.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
If I trust you, I will pour out 400% more information, accurate data about myself than if I don't trust you, just like in a relationship. You're either building the brand or you're killing the brand. I don't care if it's the person doing billing, but if every person in the business, that's your customer success. If one person is rowing out of sync, you're just going nowhere.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
High-stakes financial advice. I'm taking out a million-dollar loan to open a bakery or a negotiation or I have a crisis. So what were we talking about? What goes here and what goes here? Sit with your customers. Sit with your employees. Sit with your different employees. Figure this out. It is not rocket science.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
But then I don't worry about hallucinations because human beings also, part of being a creative being is that you generate, you generate new ideas. The exciting thing is, one, we now take the generative We're going to move into all sorts of possibilities around what we'll call agentic.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
No, it's not. And if it was a $5 charge, you wouldn't freak out because you'd say, oh, you know what? They charged you that because you were late by a week. You know what? Let the bot figure it out. And your bot will talk to my bot, which is happening, by the way. And instead, I've got to call up and go, OK, we'll erase that charge. Why did you waste my time? You knew darn well.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
I'm a longstanding customer, and you're going to erase it. So how about if my agent speaks to your agent And you negotiate this, you know, because you say, oh, yeah, you're a good customer. And you don't really do that every single month. It's a rarity. Oh, yeah, I am a good customer. Thank you very much. Canceled. And all I get is a message saying your $5 charge was removed.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
So even in that case, it really it's contextual. Does it rise to the occasion of this? And if not, and I just slipped in there, by the way, agents speaking to agents. We're going to talk about that a little bit about where things are coming. But there's two things we said. One is the emotional component. But the second one was the complexity.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And I gave the example of the divorce and bankruptcy because there's symbolic analysis there. That was Robert Reich's term, symbolic analysis. It really depends what you're trying to achieve. Buy the house, rent the property, stuff the money in the 401k, buy a treasury bill, take a gamble on this new thing. nuclear energy fusion company. Let's talk about that.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Let's talk about your long-term, you know, your young, your old, this. Those are the kind where you say, let's pop to a human and have a conversation.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
A few things come to mind. One is, can we have a little fun here? And let's not think that everything has to be built here. And so we have companies that are light on IT, and they totally get that. Like, I don't have the IT staff anyway. What do you got? We'll try. You have to understand the buyer's mindset. So people who are over on one end of the continuum, they're super innovators, and they're
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And agentic is really neat because those are not just large language models, which I've been talking about from people like OpenAI and Cloud and all the others. But action models allow you to, just as the name implies, I can now look up your order and see where it's stuck and see where the inventory is. And I can then... complete the form on your behalf.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
They're up for taking some risk because they see the big reward of jumping out in front. They're a minority. At Gartner, we call those type A's. I'm willing to absorb more risk than normal. I don't care about de-risking because I want the advantage to get ahead of you. And then you see pragmatists who start to say, hmm, I see what they're doing. I'm willing to take a little bit of risk.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
I don't really have a budget right now, but I can redirect some budget that I was going to put over here. I'm going to try this out and I'll even pay you some, maybe a little bit of money for it. The type A is not going to even pay you money for it. It's like, I'm taking risk. You're going to take some risk. And we're doing that with some of our big customers. You want to go big?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Let's go big together. We'll figure out the economics later. And then over here, it's like, you put some money in, we put some money in, we make a little, you're going to get some value. We have to define the value. We're not there where it's Main Street. That's a Jeff Moore term of the pragmatist and goes to the tornado and out to main street.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And over here is the, because the main street needs to de-risk and they're not loving this stuff right now. The pragmatist is the pragmatic person is usually someone in it, whose line of business, like the services. Yeah. Everyone else is doing this. This is FOMO. Everyone is trying this. They're doing these cool things with email or with chat.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Or we have one of our great clients in banking in Brazil, and they're not doing almost all their interactions through our conversational AI inside of WhatsApp. So once you WhatsApp, you speak in your normal voice. Right now, you still have to type, but we're getting to voice very quickly.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
You tell it what you want in natural language, like get rid of that stupid interactive voice response thing, press one, press two. They were already there. They're inside of WhatsApp because that's the line of Japan. This is the rest of the world. We have iMessage, but you know that. WhatsApp, all my messages from foreign people are in WhatsApp.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
All my Americans are here. So suddenly they said, oh, put that for the lower end of the market. The lower end of the market, we can't serve them with high touch. And guess what happened? All those low touch customers, the lower end of the market are just jamming on that WhatsApp, loving that conversational bot.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And when it has to escalate, because it's a little bit beyond what the bot can do, all the context flows through WhatsApp to the agent. And she said, hey, hi, Maria, what can I do for you? I see you're trying to do X. I love it. It's fantastic because it's a continuation of the dialogue. But guess what happened? Now their high-end customers saw and they go, why can't we have that? I want that.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
We don't care about your freaking high touch. This is something we go back. This is a binary thing. I just want to cash this check. I want to pass this money. I want to find out the current loan conditions. I don't need a human. And so they're actually driving the bank to think more and more about this stuff.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
So A is have a little fun, start with little use cases and also start doing your homework. Like, why don't we think about this from the customer journey? And this is a very important part. And sorry, I'm going a little bit long on this one.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
How do I reach this person for this different thing? And you think, oh, we have 45 channels. But should you really? Because they don't do that at Amazon, and they don't do that here, and they don't do that here. Why are you, oh, OK, we need all these channels. That's fine. But how do customers want to reach you for this task?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
I can do all sorts of wonderful things with that. So think about this as a continuum. And all these are going to be focused on where do I substitute labor, which today is being wasted on all these kind of mundane things, which kind of gum up our day. That's what's really going to be cool.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And it turns out this one, they want it on mobile messaging, whichever one they choose. This one, they want to do it through your app. or on your website, which is very information-rich, and it's a large form factor. That's two. They might want to do conversational through your IVR, but not through your IVR.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
They want to just pick up the phone and speak and say, hey, I'm trying to get a phishing license, and I'm over 16 and under 60. What do I do? And it gets sent right out to me. That's all there is to it. That's how I'm rolling with you. It's through your app or your website. It's through your voice response thing that you're going to now evolve into voice driven.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Or it's going to be through one of these things. And of course, the other one is if you have internet of things. Now the car is talking. Now the bridge is talking. Now you have machines as customers. And that's a cool and very neat thing, where the machine itself, just like your phone, is doing all its own updates, and your apps are doing their own updates.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Now your printer is ordering itself its own printer fluid and your dialysis machine is getting the reactants and the scheduling when the technician's gonna come. That's the fourth case that many of us have when you're moving into this world of the machine itself as a customer. But that's what I'm saying is, figure it out. For each one of those, where does your customer wanna start?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
So now I got the channel and now ABCD. which ones they should be no touch. So these actions right here, as we just find earlier, they should be no touch. The customer should be in an automated way. If we have our information architecture in order, they can look it up and get the answer.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
So I'd say that the reality is that the real winners are going to be those people who kind of get that that's where it's going. And they're interlocked with maybe three other things. So you got AI in all of its three guises, but then it's molded together with clean data. And we're gonna talk a lot about that. You got clean data.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
That's right. And we're doing that already. Think about your health. You're wearing all these devices that tell you about your heart rate or they're telling you about whatever it might be. Your body itself is starting to stream information. So when you get your doctor for your checkup, they already know. And it's going to get all the better and more and more and more advanced.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
All the devices are doing these things. As we build new ones, there's that whole world that's coming online. And the most incredible thing coming forward is it's all going to be voice-driven. Just like you say, Alexa, whatever. We're starting to see that the new world of applications, the application disappears.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And I think one of the most exciting things for so many people is this idea that the interface is your voice. and the AI and the workflow and the accurate data in the CRM process. They're the one that fill in what we used to think about that field or that spreadsheet or that form. They're doing it on your behalf and they're negotiating on your behalf.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
They're doing that exchange of value that you yourself stipulated and defined. And you can change it as you change or it can actually change it for you as your needs. Just like when you put money into a 529 for a child, as the child gets older, the risk factors change and they automatically move the investment.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
I was putting my expenses into our expense system, which I will go unnamed. So I go into my own system, lodge our expense system, and I see a charge I don't recognize happens. I do my best. I'm looking through all my stuff. I cannot figure it out. So I call our credit card company. The credit card company looks at it, and they can't find it. There's the date. There's the sum. Can't find it.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
You know what? Why don't you just say that it was fraudulently or incorrectly, and we'll just write it off. Like, that doesn't sound very ethical. Maybe I did. So I think, okay, maybe it's from Amazon. I'll go onto the Amazon site and I look for my orders on Amazon at that date. Can't find it. Something, hmm, I really feel uncomfortable
Experts of Experience
This One Thing Will Generate 400% More Customer Data
I mean, not just not right about saying it's a fraudulent charge. So I think maybe I can call them. So I've never done this in my life, but I found that they actually have a chat feature. So I went into the chat feature from my order system would come in your orders. I go to the chat and the one says, you know what? How about if I call you? And I said, sure. A second later, my phone rings.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
So first of all, the chat launched in about 10 seconds. Next, my phone rings and I see it's from Amazon. I'm like, what the hey? And it's this woman, Dot. And she says, explain this to me. It's like, well, here's the thing. And I explain the whole story. She goes, oh, yeah, yeah, yeah, yeah. You know what? That's a third party. It's not Amazon.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
It's this, it's this. Let me send an invoice to your text message right now if that's good for you. Good for me. Is there anything else? I wish I could give you like a digital hug. You are crazy good. This is amazing. But that's how life should be. So my own company couldn't do it. My expense system couldn't do it. My credit card company couldn't do it. And self-service on Amazon couldn't do it.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
But they had a fallback for that one in a thousand. They had a fallback. And guess what? She knew what I was looking at. She knew where I was on their site. She had all the different forms, right? She had my phone. She had my text. She had my records. And that's what you want. You want to be all known.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And I emphasize that all the time because people say data is the new oil. I don't like that idea. That's like an extractive thing, which has an end. But data is always being produced. And if you can get just like water, clean water, clean data, you can do amazing things. And then if you have the CRM processes that are hooked in, And then you have the channels to talk to your customer on.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
You want a single point of knowledge where you can have things resolve to your full satisfaction. That's the exciting future that Salesforce is delivering. Mm-hmm.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
It was just training. She sees that. She's like, oh, and those, that's where the humans are so good. She's, ah, I could engineer that with AI, but you know how much it would cost me? And this is like one in a thousand. Let me impress the guy. That we have a human touch. And she gives the invoice to my phone. And I just uploaded that into our expense system. And I was done. Amazing.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Who knows? They might know.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Let's have Dot here next time.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Yeah. Oh, my gosh. I'm going to tell you this. This is something you're not going to hear. If you're working for a company where your executive leader is not down with this initiative, find a new job. Get out of Dodge. You're probably a really talented person. They're holding you back. You're trying to soar with an eagle and you're walking with turkeys. Get out.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Because this is a profit first, customer second. And you want to be at a place like Salesforce, which is customer first. You get the customer by treating the employees right, you build great technology, and you're off to the races. I can mention other people, like Julie Sweet from Accenture, or Colleen Wegman, I mentioned Wegman.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
They're all about treat our employees right, give them the right tools, give them some autonomy, And I did this from the top, pushing down excellence. It's when Michael Bloomberg ran New York City. He's like, no, they're not. They're not citizens. They are customers because realtors work here. They come in from out of town. Financial people come in here. Tourists come in here.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
They're all citizens. Our customers and we have to, he drove it from the top until it was done. And it's never done because it's you're better, better, but never best. So that's my, my thing is like always be inspiring. Think about it. Like this woman, she started the whole customer service for me. And she was amazing because her boss knew nothing about customer service.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And he came to her and he said, well, what do you want me to do? I really need just to have a customer service support thing. And we're in Land's End, for goodness sake, the end of the world. What's the first thing you as a customer experience person need to do? And she said, open a daycare center. Like, no, I'm talking about, do you need an IVR, ACD?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Do you need, and she's like, no, I need a daycare center. If you can give me that, I can get the best people in town. Like that's the mindset you want to have. What is going to drive me to be the best? What's going to make me attract the best people? And then what's going to make me attract the best customer? Because every part of you, every part of you is building the brand.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
You're either building the brand or you're killing the brand. And I don't care if it's the person doing billing or the person like me on the phone with you right now on this great thing. By the way, thank you. Such an awesome opportunity. But if every person in the business, that's your customer success. When everyone is aligned, it's like in a skull team when you're in crew.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
If one person is rowing out of sync, you're not going faster or straighter. You're just going nowhere. So we have to kind of have everyone aligned and then you're just bound for success.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
If you can put those four things together, AI, data, a CRM process and system, and put it out any channels, you've just closed that whole loop. And that's what's going to really give you what we've been looking for for 20 some years, that single view of the customer, that one-to-one personalization.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
They have to drive it, not understand it. They've got to own it. And that's the best companies you always see that from the top are like, make it so. You're the experts. You in sales, marketing, service, billing, field support. I trust all of you. You're great people. But there's no, I don't want to play.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
It's like you're either on the team and you're a great member of the team or you're off the team. And there's nothing else to do. Go somewhere else. We need greatness. And leaders say, we need greatness. And there is no alternative. IT can't hide. The business can't hide. There's no excuses. You've got to measure it, report it up. Is it making... customer more loyal?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Are they attracting other customers? Are we growing? Are we lowering our costs? It's very simple stuff in the end of the day. It's not that complicated.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
You have a choice. And what I love about millennials and Gen Z is is that they they will do it they will just go they go where they feel the passion because it's not just a job for them the best employees we hire it's like you're you're so it's so amazing because they're here for more than just the doll they don't care primarily about the paycheck they're here for the whole package completely
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Sure. This is like one of those YouTube algorithms where you're going to take it dark first. I'm going to bring you to the light, but okay, let's take you first to darkness. And I think that's a good thing. We'll start with what can go wrong. And there's, there's, There are really too many of them to start, but I'm going to take with one, who was several months ago.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Service is not a department only. Customer service is us. It is what we live for.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And they set up this really great thing, conversational AI, which is a form of a bot. And it looked really compelling, had a great UI. People jumped into using it, but suddenly Something went wrong. And what went wrong was this was a siloed application. It wasn't connected to anything else. So if you had an issue or you ran out of runway with the bot, what happened?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
You picked up the phone or went into a chat session or you sent an email, whatever you did. And they're like, who are you? I don't even know who you are. This is like the great corporate amnesia, which everyone just loathes. And the second thing we did was it didn't really understand the issues because the data was not accurate. So it had a bunch of data. It worked on that data.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And this happened to be tax information. And so people were putting in their taxes and asking all sorts of stuff, this conversational bot. And it was reading stuff from all different sources and giving you answers because that's what it does when it doesn't. know what to do. A year ago, if you asked ChatGPT, what are bigger, cow eggs or chicken eggs, it would say cow eggs.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
But come to think of it, that's a bovine, and it doesn't lay eggs. Well, thank you very much for that insight. Yay. But that's all improving very quickly. And what you saw was happening is it was pulling in information actually from places it wasn't allowed to. It was going out to the web. It was looking at social media. It was looking at Pinterest. It was looking at Facebook.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
It was looking at Google searches. So the problem is, and we're going to get on with it. That's why I talk about clean data. So it was siloed. It was a great algorithm, but it didn't connect with the right information.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And it also violated privacy and a whole bunch of rules that would get you shut down in Europe for GDPR or in California or any place where you really have to know the provenance of the data.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Yeah. And you're asking a question that could be phrased a little bit differently. And how do I do something right away with the data I have so I don't have to do that big, just like people spent years building a big snowflake repository of information or Databricks or whatever. And it's like, well, we'll get around to fixing our customer process when we get that project done.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
We don't want you to do that because the tools are there now with things like Agent Force and other tools, but... to do something now. So the first thing to say is, why don't we take information that you can trust? You probably have a knowledge base around simple things. So we have a client in the UK in the health care industry. And they said, we really want to jumpstart our generative AI program.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Let's just take all the emails that we have answered over the last year and analyze them, ask us some very basic things. It turns out there are only three or four things that people ask repeatedly on this site. So I said, that's a great thing. We know this data is clean. We know that the search doesn't go outside of this canonical database that we created or knowledge base we created.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
So let's point AgentForce at that. And what happened immediately out of the box was that 80% of the emails disappeared. Now, not 100%, because if agent force detected that it wasn't really sure that the answer it was giving was accurate enough to send directly to the customer, they put it to the agent. But the 80% went away, the 20% stayed. And of course it's getting better.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
It's an iterative process. And now they're, you know, they're, they're improving, but having that human in the loop so that the technology can detect, I'm not really that confident with this. I'm going to send it back. And we'll talk later about our Atlas reasoning engine, which is also doing an amazing thing on helping automate that process as well. But in parallel, the,
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Then you can go a little further and say, we have six projects going, eight projects going, but every one of them points back to different places in different systems. It's in Jira. The data's in Confluence. The data's in SharePoint. The data's in a Salesforce CRM. Some of it's in SAP or wherever it might be.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Let's, just as we do with marketing, where we built these campaigns and said, okay, we want data to come from here, here, and here. That's what we're doing over here. We're saying this information, which, by the way, I can't see because I'm not a supervisor, but you can see because you are a supervisor.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Or I can read this, but the customer can't read that because it's a price sheet and I can use that information. So the beautiful thing that we did building something like Data Cloud was build, if you want to think about it, as a data ingestion engine and then put all of those data governors, all of those filters on there to say, which data has it been checked? Is it up to date?
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Is it allowed to be read by this person for this task for right now? And then we go forward with the process. So what I'm pointing out is we are telling our customers we're doing a great job with data. Don't wait until you've got all your data right. You can do probably 20 or 30 things right now with the data you have.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And then in parallel, think about that strategic program you're trying to build around generative AI and agentive AI.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Well, sure. One of the things we're finding is it's imagination. This is an age of storytelling. And the reason we get up on stage and we tell so many stories, you'll see if you go to Dreamforce or to a world tour, you're going to hear story after story after story. And the reason we're doing it, we're trying to ignite the imagination because it's the art of the possible.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
And it's just like with language, until you're exposed to an object and then have a word for it, It's hard for you to even perceive what that is because you have no word for it in your language. So we're giving people the language, if you will, to say, hey, and let's look at customer service or let's look at marketing.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Or by the way, did you know, think about you're doing service inside of marketing or marketing inside of service. So I'm going to give an example of one of our customers who their job basically is to sell alarm systems. Very simple. They also have cameras, they have alarm systems, and so it takes a while just to get a technician slotted to go out to that job.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
You have to look who's got the right tools, who's got the right parts, what's their schedule look like? Are they on vacation? How many truck rolls do they have? So we do all that with our AI, our general predictive AI.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
But what we're doing right now is when they come in on the telephone, as they do right now, to ask that question, we're already running in the background a marketing analysis of that customer. So we have the data about what do they own. perhaps what size business they have. We see their install base.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
When they call and say, hey, I want to go from hardwired cameras to digital cameras, you look and say, hey, by the way, did you know with those cameras, we also have the new alarms throughout your house that are digitized. And by the way, we can also record them. By the way, we can also do the analysis for you.
Experts of Experience
This One Thing Will Generate 400% More Customer Data
Now, the reason we have the permission, the customer has permission to do that is because instead of spending three, three and a half, four minutes on that call just to get the technician to go to the place, we've automated all that. So now you have the goodwill and then you are not just throwing out one of a hundred offers, you've pinpointed it. You have made that offer really personalized.