GenAI CRM 指南：改善人際關(guān)系

Guide

to

GenAI

for

CRM:Improvinghuman

connectionsbetween

buyers

and

brandsOctober

2023A

Deloitte

Digital

Perspective2

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Copyright

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Development

LLC.

All

rights

reserved.ContentsG

EN

ER

A

T

I

V

E

A

I

F

O

R

C

R

M01Introduction

and

the

Enabling

End-to-End

Customer

Lifecycle

with

GenAIFunctio02nal

Domain

Deep

DivesMarketing03Sales04Commerce05Service06Customer

Success07Building

Trusted

AI

for

CRM08How

to

Get

Started

withGenAI09Conclusion3

|

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Development

LLC.

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rights

reserved.I

N

T

R

OD

U

C

T

IONGenerative

AI

can

unlock

untapped

value

forcustomers

and

organizationsOverthe

past

year,

the

emerging

possibilities

of

generative

AI

(GenAI)

have

been

awe-inspiring.Today,

however,

leaders

are

beginning

to

look

past

the

hype

to

separate

facts

from

fiction

andidentify

the

best

ways

to

get

started

in

leveraging

this

technology

to

create

tangible

value.

Webelieve

one

of

the

most

powerful

applications

of

GenAI

is

in

managing

customerinteractions.

Implementing

it

effectively

can

improve

customer

engagement,

deliver

betteremployee

experiences,

and

increase

the

human

connections

between

buyers

and

brands.

Butachieving

these

outcomes

will

require

both

creativity

and

the

ability

to

execute.01I

NT

R

OD

U

C

T

I

O

NManaging

customer

interactionswith

GenAI

andCRMMany

companies

have

sought

to

improve

customer

experiencesthrough

technologythe

last

few

years.The

focus

has

beenon

trying

to

makeinteractions

more

responsiveand

personalized,

increasing

digital

capabilities

and

self-service,

and

being

morepredictable

and

efficient.

Results

have

been

mixed,

with

many

organizationsstill

facingcomplex

and

manual

processes,insufficient

insights

from

data,

and

inconsistentadoption

of

new

capabilities.

However,

GenAI

provides

a

renewed

opportunity

toaddress

these

challenges

and

accelerate

unprecedented

change

and

impact.WhileGenAIhas

potential

across

the

enterprise,

one

of

the

most

impactfulapplicationswill

be

in

creating

new

experiencesfor

customers,

partners,

and

employees

acrosseach

of

the

customer-impacting

functionaldomains.Thesenew

GenAI

solutions

willbewoven

into

the

organization’s

CustomerRelationship

Management

(CRM)

ecosystem.CRM

in

the

context

of

this

guide

refers

to

all

thecapabilities

that

touch

and

enable

customerinteractions,

including

the

applications,

data,orchestration,

and

workflow

that

supportMarketing,

Sales,

Commerce,

Service,

andCustomer

Success

functions.MARKETINGSALESCOMMERCECUSTOMER

SUCCESSSERVICEFUNCTIONAL

DOMAINS

IMPACTINGTHE

CUSTOMER

JOURNEY014

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rights

reserved.I

NT

R

OD

U

C

T

I

O

NDemystifying

emerging

GenAI

technologythrough

key

guiding

principlesThere

are

myriadquestions

that

come

to

mind

when

considering

applying

any

emerging

technology,

especially

GenAI.

What

arethe

best

use

cases?

How

should

I

divide

investments

in

GenAI

across

my

organization

for

the

greatest

return?

How

will

it

impactthe

trust

and

relationships

I

have

built

with

customers

and

employees?

These

are

all

the

right

questions

to

be

asking,

as

thisinflection

point

can

either

allow

organizations

toleap

into

a

new

era

of

prosperity

or

stumble

by

not

taking

the

right

strategicsteps.

To

help

ensure

the

former,

consider

the

following

key

principles.Key

Guiding

PrinciplesUnderstand

end-to-end

interactions

and

design

across

silosFocus

on

tangible

business

valueDesign

for

Trusted

AI

bythinking

beyond

the

dataBe

pragmatic

and

start

through

experimentationThis

guide

will

explore

these

principles

by

starting

with

applicationsacross

the

customerjourney,divinginto

whichuse

cases

have

highestbusiness

value

for

each

functional

domain,

and

then

concluding

withchapters

on

Trusted

AI

forCRM

and

how

to

get

started.

First,

let’s

look

atwhat

the

possibilities

are

when

it

all

comes

together…01I

NT

R

OD

U

C

T

I

O

N5

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rights

reserved.1.

Understand

end-to-end

customer

journey

and

design

across

silosOrganizations

should

start

with

buyer

personas

and

interactions

across

end-to-end

touchpoints.

Siloed

solutions

can

result

in

not

only

a

variety

ofmodels

and

architectures

but

also

disconnected

interactions.

We

begin

by

exploring

interactions

across

an

end-to-end

customer

journey

(Exhibit

1).However,

each

organization

will

need

to

think

creatively

about

its

own

target

experiences.In

the

remainingdocument,

we

will

deep

dive

into

each

domain,

but

we

believe

winners

will

be

the

ones

who

bestorchestrate

across

them.Exhibit

101I

NT

R

OD

U

C

T

I

O

NApplicationsacross

the

customerjourneyEXPAND

/

RENEWIDENTIFYPRE-

SALE

ADOPTLANDEXPAND

/

RENEWPOST-

SALE

ADOPTEVALUATE

PURCHASE

ONBOARDFind

prospects,understand

needs,

anddraft

sales

calendar41Receivetrialsautomaticallygenerated

forunique

needsCustomize

offerbased

ontrial

data

and

conversationsObtain

offer

thatmeets

needsWrite

emails,

take

notes,captureactions,

and

sendinvites2Search

catalog;generate

customoffer6Get

personalized

productrecommendations8Get

predictiverecommended

actionsto

close

dealsObtain

customer

usageinsights

and

preventfulfillment

issues113Receive

personalizedtraining

materials12Receive

data

on

customersatisfaction

and

friction16Generatescripts

toshowcasenew

productvalue

propositionsAuto-generaterenewal

quotes

withcompetitive

pricingand

mixbusiness

outcomesUSE

/

MANAGEGet

hints

to

leverage

newproduct

features

foradditional

use

cases135CUSTOMERSSELLERS710Monitor

real-time14Access

personalizedbusiness

valuerealization

reports1596

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Copyright

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Development

LLC.

All

rights

reserved.Realizing

business

valueand

maintaining

trust2.

Focus

on

tangible

business

valueOneof

the

risks

with

new

technology

such

as

GenAI

is

buildingcapabilities

without

a

clear

plan

for

how

it

will

generate

businessvalue.

To

get

meaningful

value

from

GenAI,

it’s

important

to

start

withintegrated

use

cases

in

the

context

of

customer,

partner,

andemployee

interactions,

and

then

design

solutions

that

leverage

GenAI

along

with

other

technologies

and

not

just

GenAI

on

its

own.The

true

potential

of

GenAI

is

harnessed

when

integrated

with

othertechnologies

such

as

predictive

AI,

voice,

experience

management,and

workflow

technology,

and

when

it's

connected

to

processes

anduser

interaction

capabilities.Each

use

case

should

beevaluated

and

measured

in

terms

oftangible

value,

including

feasibility,

adoption,

and

the

impact

it

hason

customer

and

seller

interactions.

For

example,

does

it

makecustomer

interactions

more

personalized

or

faster?

Does

it

create

anew

or

differentiating

experience?

And

will

it

help

employees

spendmore

time

on

higher

value

activities?01I

NT

R

OD

U

C

T

I

O

N3.

Design

for

Trusted

AIby

thinking

beyond

the

dataTrust

and

ethics

are

hot

topics

around

GenAI,

but

we

believethereare

unique

considerations

that

must

be

factored

when

we

design

forthe

customer

domain.

Trusted

AI

for

CRM

must

go

beyond

justthinking

about

data

privacy,

but

also

the

impacts

on

customers,partners,

and

sellers.

Broken

or

impaired

trust

with

these

individualsis

hard

to

repair

and

directly

impacts

business

results.Customers

lose

trust

when

the

personalized

communications

theyreceive

turn

out

be

from

a

machine

versus

the

human

they

thoughtthey

were

interacting

with.

And

sellers

may

beconcerned

that

digitalassistants

could

steal

and

automate

the

secret

sauce

that

makesthem

successful

in

a

competitive

sales

environment.We

will

explore

how

trust

must

be

proactively

designed

for

acrossboth

machine

(e.g.,

data,

models)

and

human

(e.g.,

transparency)elements,

and

how

reinforcement

learning

from

human

feedbackcan

build

trusted

AI.7

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All

rights

reserved.Getting

started01I

NT

R

OD

U

C

T

I

O

NCONSIDERATIONS

TO

GET

STARTED

WITH

GENAIAlthough

every

organization

has

unique

needs,

this

checklist

canbe

a

helpful

starting

point:Takea

user-centered

approach

by

designing

GenAIexperiences

into

user

journeys

to

address

pain

points

andunlocknew

valueIdentifyhigh-value

use

cases

that

balance

desirabilityofexperiences,

feasibility

of

implementationand

viability

ofprojected

returnsCollect

and

vet

the

required

data

to

support

the

prioritizeduse

casesSet

a

flexible

test

and

learn

pilot

plan

to

help

de-riskimplementationsDefine

a

technology

and

model

strategy

to

build

solutionsSet

a

communication

and

governance

strategy

to

establishtrust

and

drive

adoption

amongst

customers

and

employees4.

Be

pragmatic

and

startthrough

experimentationTaking

a

pragmatic

approach

to

GenAI

implementation

will

help

identify

theuse

cases

that

work

best

for

your

organization,

deliver

promised

value,

anduncover

risks

that

need

to

be

addressed.

This

means

beginning

withexperiments

and

learning

quickly.GenAI

will

not

be

uniformly

successful

across

every

organization

due

todifferences

in

business

models

and

selling

motions,

culture

and

expectations,and

data

accuracy

and

availability.

Additionally,

there

are

various

approachesto

model

and

application

architecture

to

be

considered

and

it

won’t

be

a

one-size-fits-all

solution,

even

foruse

cases

within

one

organization.By

starting

with

an

understanding

of

which

use

cases

will

create

the

mostmeaningful

value,

and

designing

for

end-to-end

interactions,

commercial

andoperational

leaders

will

be

able

to

prioritize

the

best

candidates

to

beginpiloting

new

GenAI

capabilities

and

integrating

into

the

processes

of

theirorganizations.Exhibit

2

explores

the

key

steps

to

consider

when

beginningyour

GenAI

for

CRM

program.

We’ll

conclude

this

document

by

exploring

howto

get

started

and

scale

the

capability

in

more

detail.Exhibit

28

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rights

reserved.Functional

Domain

DeepDiveMarketing0210

|

Copyright

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Development

LLC.

All

rights

reserved.Introduction:

GenAI

and

MarketingGenAI

can

catalyze

an

inflection

point

for

the

marketing

function

by

enacting

personalization

at

scale.Given

the

domain’s

inherent

focus

on

content

creation

and

creative

generation,

the

marketingfunction

will

inevitably

become

an

arena

where

GenAIcan

drive

massive

transformation,

enabling

marketersto

shape

better

strategies,

optimize

campaigns

forimproved

brand

outcomes,

and

quickly

connect

withcustomers

on

a

more

personal

level.

GenAI

alreadydoes

a

lot

to

increase

marketer

output,

efficiency,

andcreativity.

It

can

produce

text

and

images,

generatecreative

briefs,

anddevelop

multiple

versions

of

adcampaigns

customizedby

geography

and

language.

As

the

technology

matures,

itisexpected

thatmarketers

willplay

a

critical

role

inhelping

lead

theGenAI

charge

as

their

respective

organizationsexperiment

and

evolve.KEY

POTENTIAL

BENEFITS

FOR

MARKETERSKeep

customers

first

by

quickly

scaling

more

personalized

and

engaging

experiences,staying

ahead

of

the

competition,

and

going

to

market

fasterEnhance

marketing

teams

by

improvingcreative

ideation,

enhancingproductivity,leveraging

data

more

efficiently

for

decisionmaking,

and

scalingmarketing

initiatives

acrossplatforms,

segments,

and

regionsOptimize

costs

by

reducing

the

cost

of

contentdevelopment,

localization,

and

multi-brandmanagement,

and

decreasing

the

marginal

costof

personalizationAlthough

many

marketers

are

racing

to

explore

andexperiment

with

GenAI,

even

the

most

matureorganizations

are

just

getting

started.

Without

the

right

data

management,

tech

stack,

governance,

andoperational

capabilities,

organizations

can

fail

to

fullycapitalize

on

this

once-in-a-generation

opportunity.Speed

is

of

the

essence,

but

marketers

should

bethoughtful

about

implementation,

recognize

thepossibilities

and

limitation

of

GenAI,

and

proceed

withthe

right

foundations

in

place.02MAR

K

ET

I

N

GIn

this

chapter,

we

explore

the

following

use

cases:Content

Creation,

Transcreation,

Partner

Co-Marketing,Social

Media

Sentiment

Analysis,

andSearchWould

you

like

toconnect

with

our

AI

leaders?REQUEST

A

MEETING11

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Copyright

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Development

LLC.

All

rights

reserved.GenAI

Capabilities

and

Use

Cases

for

MarketingConsumers

are

demanding

more

personalized

and

engaging

content.

GenAI

enables

marketers

to

deliver

on

this

promise

while

driving

cost

savings,speed

to

market,

and

workflowefficiency.Enhanced

experienceHigher

engagementGreater

personalizationOmnichannel

consistencyImproved

marketerefficiencyIncreased

speed

to

marketEnhanced

customerofferingsFaster

product

adoptionBetter

targetingHigher

conversionGreater

brand

reachIncreased

LTVCUSTOMER

CROSS-JOURNEY

POTENTIAL

BENEFITSMARKETER

CROSS-JOURNEY

POTENTIAL

BENEFITSHigher

revenueLower

agencycostsImproved

use

of

co-marketing

fundsHigher

satisfactionBetter

discovery

andsearch

outcomesIncreased

varietyMore

relevant

contentBettertargeted

offersand

notificationsTailored

supportDISCOVERBUYEXPAND

/

RENEWEVALUATE

/

TRYUSEGetrelevant

offers

and

contentbased

on

purchaseReceive

follow-up

service

orsupport

notificationsReceive

personalizednotifications

of

new

featuresGet

placedonto

prioritizeddistribution

lists

for

product

dropsObtain

renewal

and

extension

offersCUSTOMERSWhat

AIcan

dofor:MARKETERSACTIVATIONLeveragesocial

sensingandsentiment

analysis

to

develop,post,

and

optimize

socialtrending

collateral,

quickly

setup

UI

web

pagesand

materialswith

autonomous

codingMEASUREMENTAggregate

insights

togenerate

reporting

andtrack

KPIs,

automate

risk,and

run

quality

compliancereviewsAnalytical

AI:

Deploy

A/B

Testing

and

Optimization,

recognize

patterns

for

segmentation,

predict

propensity

to

purchase,

trackengagement,

score

relationshipsReceive

relevant

content

that

resonates

with

targeted

preferences

and

drives

a

consistent

omnichannel

experienceMARKETER

USE

CASES

TYPICALLY

SPAN

THE

ENTIRE

CUSTOMER

JOURNEYReceive

co-branded

marketing

collateralReceive

hyper-localizedmarketing

contentGet

targeted

product

recommendationsAccess

personalized

offersReceive

tailored

messaging

when

trialis

about

to

endGet

personalized

notificationsReceive

personalizedrecommendationsReceive

curatedtraining

/

how-to’s

GettargeteddiscountsAccess

user

community

benefitsPRODUCTIONAutomate

content

production(social,blogs,

email

campaigns);generate

co-marketing

content,convert

2D

to

3D;

customizecollateral;

regionalizewithtranscreation

and

localizationSTRATEGIC

PLANNINGGenerate

marketing

plans,includingidentifying

the

highest-potential

initiativesand

assessmarketing

budgeting

decisionsCAMPAIGN

PLANNINGAssess

competitor

andinfluencer

content

to

identifytactics

to

engage

audiences;Craft

channel

strategy

andsummarize

campaign

goalsCREATIVE

CONCEPTand

MEDIA

PLANNINGGenerate

images

across

formatsbased

on

brand

guidelines;Extract

insights

to

inform

mediaplanning

and

generate

ideasValueProvided02MAR

K

ET

I

N

GContent

CreationCreative

horizons

expanded:

Acceleratingspeed-to-market

and

scale

using

GenAI1.

Multiformatcontent

creation:

GenAI

can

generate

contentacross

diverse

formats

(e.g.,

blogs,

socialmediaposts,emailcampaigns)

by

analyzing

existing

content,

understanding

thetarget

audience,

and

generating

copy

for

the

desired

format,tone,

and

campaign

outcome.

This

allowsmarketers

to

moreefficiently

scale

content

across

platforms

and

channels.2.

A/B

testing

and

optimization:

GenAI

can

generate

multiplecontent

variants

for

A/B

testing.

It

helps

marketers

identifywhich

content

resonates

best

with

the

audience

and

refinecontent

strategies

accordingly

to

drive

greater

engagementand

conversion.3.

Integration

into

existing

workflow:

GenAI

can

be

integrated

into

a

marketer's

existing

workflow,

eliminating

needfor

multiple

content

generation

tools

or

processes.

Marketerscan

directly

input

requirements

and

refine

AI-generated

content

within

established

processes.GenAI

has

the

potential

to

enhance

content

creation

across

allformats

(social

media

posts,

ad

and

web

promotional

copy,email

marketing,

etc.)

by

intelligently

selecting

and

tailoringcontent

elements

that

maximizeend

user

engagementacrossthe

marketingfunnel,

catalyze

conversion

rates,

and

enhancebrand

outcomes.Issues

and

opportunitiesLeveraging

AI

for

marketing

content

creation

can

revolutionizehow

marketing

organizations

engage

with

andacross

audiences.Conventional

(manual)

content

creation

methods

are

time-consuming

and

often

lack

the

agility

to

both

be

specific

to

aconsumer’s

needs

and

adapt

as

the

person’sneeds

evolve.With

AI-generated

content,

companiescandrive

creativegeneration

at

scale

across

multiple

content

formats

and

acrossdesiredcampaignand

marketing

outcomes.

This

helps

brandsdeliver

the

right

messages,

through

the

right

channels,

and

atthe

right

times

to

target

audiences,

maximizing

the

potential

forbrand

impact

and

sustainablegrowth.This

applies

if

you

have…Diverse

content

needs

across

audiences

andcustomer

segmentsVaried

customers

requiring

different

messagesLimitedcapacitywith

the

marketing

/

creative

teamsDecentralized

content

creation

processSlow

time-to-marketHow

GenAI

can

helpImproved

customer

engagementDeliver

content

that

resonates

withpreferences

and

results

in

deeperconnections

and

more

meaningfulinteractionsPotential

benefits12

|

Copyright

?

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Deloitte

Development

LLC.

All

rights

reserved.Personalization

at

scaleBetter

tailor

content

to

individualpreferences

to

foster

strongerconnections

and

drive

improvedengagementEfficiency

and

time

savingsFree

marketers

from

time-consuming

manual

tasks

and

unlockprioritization

of

strategic

planningand

creative02

MAR

K

ET

I

N

G1.

Cultural

adaptation:

GenAI

can

analyze

the

culturalnuances

of

both

the

source

and

target

languages.

It

helpsensure

that

the

transcreated

content

not

only

accuratelytranslates

words,

but

also

captures

the

cultural

context,idioms,

references,

andsentiment

leading

to

highercustomer

engagement

globally.2.

Maintaining

brand

voice:

Transcreation

enablesconsistency

in

the

brand's

tone

and

voice.

GenAI

cangenerate

content

that

aligns

with

the

brand's

identity

whilematching

the

complex

linguistic

and

culturalspecifics

of

the

target

audience.3.

Localization

for

various

channels:

Different

regionsmight

have

preferred

marketing

channels.

GenAI

canadapt

transcreated

content

for

various

platforms,

such

associal

media,

websites,

or

print.This

applies

if

you

have…International

presence

with

content

localization

needsImperative

to

maintain

cultural

relevance

in

global

marketsChallenges

with

accurate

translation

and

adapting

messagingEfforts

to

streamline

and

speed

up

transcreation

processesScaling

capabilityScalevolume

of

localized

contentacross

markets

with

limitedadditional

resourcingGlobal

consistencyMaintain

consistency

across

regions

byensuring

uniformity

of

key

phrases

andbrand

messagingCost-effectivenessDeliver

longer

term

cost

savings

byreducing

the

need

for

extensivemanual

transcreation

work,especially

for

repetitive

content

inmultiple

marketsHow

GenAI

can

help02

MAR

K

ET

I

N

G13

|

Copyright

?

2023

Deloitte

Development

LLC.

All

rights

reserved.Potential

benefitsTranscreationAcross

bordersand

languages:

Enhancingmessaging

withGenAI

transcreationGenAI

can

elevate

global

marketingcampaigns

throughtranscreation

and

localization

that

preserves

cultural

nuances,resonates

across

diverselocalized

audiences,

and

helps

drivesuccessful

brandoutcomes

across

markets

and

geographies.Issues

and

opportunitiesTranscreation

refers

to

the

adaption

of

content

from

one

local

market

to

another

while

preserving

its

intended

message,

tone,

andcultural

nuances.

This

process,

whichtakes

translationa

step

further,haslong

been

a

critical

component

to

global

marketing

campaignsand

activations.The

process

involves

capturing

the

essence

and

tone

of

the

originalcontent

while

tailoring

it

to

resonate

within

a

different

cultural

context.

It

requires

a

deep

understanding

of

both

the

source

andtarget

languages

and

culture,

as

well

as

the

nuances

that

make

eachunique.

For

example,

transcreation

includesboth

languagetranslationas

well

as

localization

of

images

for

a

specific

market

(e.g.,changing

a

U.S.-market

fire

hydrant

to

its

equivalent

in

the

U.K.).GenAI

removes

the

significant

complexity

andoverhead

oftranscreation

by

delivering

linguistically

and

culturally

accuratecontent

that

can

lead

to

better

campaign

engagement

worldwide.1.

Collaborative

content

generation:

GenAI

can

generateco-marketing

content

that

aligns

with

the

messaging

andbranding

of

both

partners,

as

well

as

formalized

partnerprogram

guidelines.

It

analyzes

each

partner's

content

style

and

merges

both

to

create

cohesive

materialsthatbetter

resonate

with

the

shared

target

audience.2.

Cross-platform

adaptation:

Co-marketing

often

involvespromoting

content

across

different

platforms.

GenAI

canadapt

content

for

various

platforms,

help

ensureconsistency,

and

optimize

the

content

for

each

channel

toenhance

user

engagement.3.

Integration

into

partner

workflows:

GenAI

canintegrate

into

the

workflows

of

both

partners,

reducingworkflow

steps

and

coordination,

and

increasing

theconvenience

of

collaborating

on

marketing

materials.Expanded

audience

reachBetter

target

new

segments

thatmaynothave

been

considered

byidentifying

audience

overlaps

andopportunities

between

partnersIncreased

brand

visibilityEnhancebrand

visibilityby

generatingamore

consistent

flow

of

captivatingco-marketing

conten