As part of our Burning Questions series, SmarterCX sat down with some of the top CX minds at Oracle’s ModernCX 2019 to see how they would recommend implementing machine learning for first time users.
Hear what the CX leaders have to say in our video interviews and read their quotes below.
Machine learning for managing data
I think machine learning is best implemented when it’s something that you can do with a lot of data. For example, in our industry and what Ellie Mae does is we provide a solution to the mortgage and banking industry. We provide a software solution that allows people to enter their information as a borrower and then fund a loan to then selling off the loan. There’s a lot of data in there.
For us to gather that information and that data and provide it to our customers is an important aspect, so it’s thinking about machine learning in a way that really says, “Here’s all the data that I’m gathering. How can I feed that back into better metrics in terms of actually improving the business?”
Daniel Jay, Director Channel Marketing, Ellie Mae, Inc.
Machine learning for search and chatbots
I would say first you should start with search and chatbots, because these are the touchpoints with your customer on your website. Then you can start adding some more machine learning, or as Oracle says, “Adaptive Intelligence”. You can use it in search and then with chatbots.
Heiko Mock, Head of Digital Business and Customer Experience, VOQUZ IT Solutions
Machine learning for content personalization
I think content personalization is the best place to start, because it is relatively easy to implement. You can do it on your website, you can do it in emails, and those channels reach your largest audience.
Your goal is to keep them engaged longer and with personalized content — that’s the goal that it will accomplish. They will remember your brand, they will stay on your website longer, and hopefully come back. I would say this is the best place to start.
Arpine Babloyan, Director of Acquisition Marketing, Verndale
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This transcript may be edited for readability.
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