S2 | Ep 4 | The Value of 1:1 Engagement with Rob Walker, Vice President of Decision Management & Analytics at Pegasystems
In Episode 4 of Season 2 on Driven by Data: The Podcast, Kyle Winterbottom is joined by Rob Walker, Vice President of Decision Management & Analytics at Pegasystems, where they discuss the value of 1:1 customer engagement and how organisations are executing it, which includes:His journey with entrepreneurship and selling his business How they coined the term next best action The transformation to the 1:1 spaceWhy the returns are amazing Why the current model of segments and/or averages isn’t working The link between trust, interaction and relevance Identifying the best thing to talk about with your customer right nowWhy the messaging can’t always be “sales”How personalizing 1:1 can increase conversion rate by 3-5x How organisations are making hundreds of real-time predictions within each interaction to predict next best actionThe importance of getting things into productionWhy attempting to perfect the data can come at huge expense in terms of revenue/profitsWhy trust in AI has led to the breakthrough of any organisations doing thisWhy you need to start the conversation with ROIWhy 1:1 engagement makes ROI at a domain level unpredictable but very predictable at an enterprise level The change required to move away from pure sales messaging The role of responsibility in AI: transparency, fairness, robustness & empathy