CLASSIC CASE STUDIES
CLASSIC CASE STUDIES
In this chapter, we will look at some of the classic case studies about digital transformation, artificial intelligence, intuitive learning etc. , and how it helped so many companies walk on the path of innovation and helped them brace in case of uncertainties.
How Is Amazon Improving Customer Experience Through Artificial Intelligence?
Being an early adopter of AI and automation, Amazon consistently had an edge in utilizing AI to improve its business efficiencies. Amazon uses AI to build better customer experience and focus internally as well. From utilizing AI to foresee the number of users willing to purchase another item to running a clerk-less supermarket, Amazon’s AI capacities are intended to give customized solutions to its customers. As indicated by a report, Amazon’s recommendation engine is driving 35% of its overall sales.
One of the principal territories where Amazon is applying AI consistently is to better know their client search inquiries and the reason behind their search for a specific item. For an online business organization to make significant proposals to its users, it isn’t just vital for them to understand what their users looked for, it is also important to understand why a client is looking for an item. Understanding the reason can assist the retailer to recommend relative products, and Amazon is on its way to work out this riddle by applying AI to the issue.
“Every good business story has a conflict and triumph at the core and a turning point where a transformation takes place.” – Dinesh Paliwal
Amazon specialists portrayed how most retailers use product algorithms to search for connections between query they typed in and products; nonetheless, Amazon utilized their AI to distinguish the best matches relying upon context. Hence the system predicts ‘running or jogging’ from client questions like “Puma men’s Shoes”.
As indicated by Amazon, anticipating the goal of the search is a huge segment of data retrieval which then improves the relevance of results. The researchers say this may improve individuals’ shopping experience by coordinating with quality product recommendations to queries that are searched.
The initial step of the process was to prepare the framework for which the team at Amazon needed to prepare a data set. To construct the data set, the team amassed a list of 172 categories divided into 110 activities – like jogging, cleaning, and running – and 61 audiences – like a daughter, woman, child – on the basis of common queries. They utilized standard references to make aliases for the terms they used to denote categories. For example, for the classification ‘father’ they included ‘father’, ‘daddy’, ‘dad’ and so on or for ‘mother’ they included ‘mum’, ‘mom’, ‘mommy’ and so forth and afterward they utilized their in-house dataset to co- relate millions of their items to specific inquiry strings.
In continuation they created various models, fed data to it to check which worked the best. As Amazon keeps on improving its models, user shopping on Amazon will see relevant product recommendations.
Such innovation could open a totally different possibility for customized digital shopping associates. In this dynamic existence where the tech companies are still battling with their interior organization and innovation storehouses, it is amazing of Amazon to keep continuing to arise with innovations that better the customer experience.
How Does McDonalds Pair with Tech Digitally to Build the Lasting Future of Fast food?
In March, McDonalds acquired personalization startup Dynamic Yield for more than £232.8m with the objective of making a customizable drive-through experience that could be changed to fit climate, traffic and popular items of the day. This started a progression of acquisitions, making ready for seemingly the start journey for one of a kind fast food chain to turn into the Amazon of food.
After a month, it purchased a 9.9% stake in Plexure – a software company valued at about £3.8m, as indicated by reports. It helps with McDonald's mobile app. However, this flood of speculation will see the chain have exceptional admittance to Plexure’s new tech for its application.
The arrangement of acquisitions comes after CEO Steve Easterbrook spread out McDonald’s Velocity Growth Plan in 2017. The turnaround methodology is essential for his central goal to make a McDonald’s of the future and ensure it grows.
It contains three key components: regain current customers; recover lost customers; and convert – attracting new customers. McDonald’s looks to drive development and adhere to its three objectives. Each has technology immovably at its middle.
“Changing is not just changing the things outside of us. First of All we need the right view that transcends all notions including being AND non- being, creator AND creature, mind and spirit. That kind of insight is crucial for transformation and healing.” – Thich Nhat Hanh
First is ‘digital’, which is about re-forming McDonald’s cooperation with the client at each touchpoint. Second is ‘delivery’ and offering it to clients; and finally is ‘experience’, which is about betterment of customer experience in restaurants via technology.
Their belief is that the individuals who aren’t investing into digital innovation, eventually will be behind and will have to catch up. Hence they want to be ahead of the race and spend the right amount that will foster the future growth.
To demonstrate this, the business has been working on new tech. Dynamic Yield’s services is presently being used in more than 9,500 US drive-through eateries, with full carry out to essentially every US eatery with an outside digital menu board.
The magnificence of this is there isn’t anything the client needs to adjust to, they nearly don’t have the foggiest idea about this experience occurring for them as they have dynamic advanced menu boards.
In addition, adequately as they begin to submit their request, the menu boards respond to the ordering process and hence are likely to recommend items customers will need and less likely to show items that they don’t need.
Innovation isn’t just about serving the customer; McDonald’s is additionally utilizing AI to enhance its recruitment system. In September, McDonald’s dispatched its Apply Thru activity in which owners of Amazon Alexa or Google Assistant gadgets can apply using standard Alexa or Google voice commands.
This way, McDonalds underwent digital transformation to enhance user experience and ease its recruitment system.
How Did Audi Change the Way Vehicles Are Sold Using Digital Transformation?
We have often been in a situation where we want just the right model, color, look and feel of the car we are going to buy. Sometimes, the model is not available in the color we want or the seating is not too comfortable or the features spread out amongst different cars. The crux of the matter here is customer experience. Let’s see how Audi came up with a new concept in 2012.
They introduced a new showroom and named it Audi City that gave an interesting brand insight and permitted visitors to see and explore the whole range of Audi’s models that too held in stores situated in city centers, where the big showrooms did not have a chance.
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They let the user choose and customize the car, select the seating, the color, alter the look and feel – All through a virtual arrangement. The customers were so invested in the activity. They felt so much engaged and built an empowering relationship with the brand.
At Audi City London sales surged to 60% from the conventional Audi showroom that was previously present at that site. Besides, they just stock four cars, lessening the expense of holding a huge volume of stock that regularly doesn’t align with a client’s requirements.
This is a classic case study of Digital Transformation wherein use of innovation and technology has prompted cost effectiveness and expanded consumer loyalty and satisfaction.
“Transformation is an ongoing process that tends to appear ordinary, when, in fact, something extraordinary is taking place.” – Suzy Ross
How Harley Davidson Used Intuitive Learning to Rocket Its New York Sales?
The Harley Davidson, an American motorcycle manufacturer in New York was once at a stage when they only used to sell one or two motorcycles in a week. They wanted to do better sales, this wasn’t enough for them. They took help from an AI company and aimed to use a digital driven marketing method. Before going all in, they wanted to give it a try and in a weekend after adopting the digital platform, their sales went to 15 motorcycles. In 3 months, the dealership leads had risen by around 2930%.
On account of Harley-Davidson, the AI tool drove in-store traffic by producing leads, characterized as customers who express interest in addressing a salesman by filling a form on the website.
Creative ads and visuals given by Harley-Davidson, and performance targets, they started to use existing customer data from Harley’s CRM system to separate characterizing qualities and practices of high-esteem past clients: the individuals who either had finished a buy, put items in cart, seen website content, or were among the top 25% as far as time spent on the site.
Then, small groups were created to run different test campaigns in order to understand what worked the best. Say there were two advertisements – One said, ‘To avail early bird discount, buy from store’ and the other said, ‘To avail early discounts, Call now!’ They came to know that advertisements with the word Call in it got more response and hence they knew what to follow next.
“The key to our transformation is simply this: the better we know ourselves the better equipped we will be to make our choices wisely.” – Gregg Braden
Al helped to evaluate what kind of options were working on the relevant channels. They knew what was working and hence there was no trial and error. The guesswork was eliminated and the digital marketing return on investment was seen in the form of skyrocketing sales. Intuitive learning based tools find real people by understanding what actual online behavior has the enhanced likelihood of getting converted. Then the next step would be finding the potential buyers who have this kind of behavior.
Though equipped with digital platforms and upcoming innovative marketing technologies, people can just deal with one or two hundred keywords all at once, and struggle to apply experiences across channels with any accuracy. Alternatively, an AI device can deal with a large number of keywords in a moment, oversee countless keywords, and run tests on many messages and new variations to foresee ideal results.
The most ideal approach to find intuitive learning’s latent capacity is to run some little, fast, reversible experiments, maybe inside a one geographic region, brand, or channel. Inside these tests, it’s essential to characterize key wanted execution results, for instance, new clients, leads, or an expanded profit from advertisements expenses.
That is how intuitive learning was leveraged by Harley Davidson in order to grow its sales beyond ever expected.
How Cognizant Helped Healthcare Using Artificial Intelligence to Detect Addictive Behavior?
Sometimes, the drug addiction comes in the way of treating patients as they might be suffering from other conditions as well. In addition to this, caregivers in the healthcare sector who provide treatment of drug-addiction must look at shifting significant resources from other patients.
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Individuals hoping to get addictive medications behave in ways predictable and have common qualities. They proposed an AI based solution that joins text processing performed on doctors’ notes from patient visits—including their impressions of a patient’s conduct, appearance and diagnoses—with information in their customer’s third party medical records.
“Transformation does not start with someone else changing you; transformation is an inner self reworking of what you are now to what you will be.” – Byron Pulsifer |
| MR. PRAKASH ARYA |
Enthusiast, Strategist, Keen Planner and Strong Charisma, these are some of the motivations with which I associate myself. I describe my self as an eProfessional, who evangelizes digital media as Entrepreneur, Mentor, Management Consultant, Speaker and Writer and Domain Knowledge Expert. In my phenomenal more than two decades of long career, I have played varied roles and been an eSpecialist in the sphere of Digital and Online Communication as well as in eBusinesses in different organizations in India and abroad.
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