Customer Experience (CX) from Theory to Code Transforming Customer Experience with Marketing Science, Big Data and A.I 

About myself ● Currently working at Tiki.vn as Senior Software Engineer ● Started BigDataVietnam.org as Knowledge Hub since 2014 ● Former Head of Platform at Blueseed Digital ● Former Lead Software Engineer at FPT Telecom Details at https://www.linkedin.com/in/tantrieuf31 2 

AGENDA Case study: Customer Experience (CX) in Retail 4.0 How Amazon could build great CX platform for e-commerce Introducing the Customer Experience Theory When psychology, marketing and technology can be unified as one concept The architecture of CX Platform Data Analytics, Predictive Analytics, Personalization Engine, CJ Analytics and Cost Optimization Should we build a CX Platform or buy ? 1. 2. 3. 4. 3 

AGENDA Case study: Customer Experience (CX) in Retail 4.0 How Amazon could build great CX platform for e-commerce Introducing the Customer Experience Theory When psychology, marketing and technology can be unified as one concept The architecture of CX Platform Data Analytics, Predictive Analytics, Personalization Engine, CJ Analytics and Cost Optimization Should we build a CX Platform or buy ? 1. 2. 3. 4. 4 

Case Study in Amazon How Amazon optimized profit model with Customer Experience ? Key of profit 5 

pioneered CX implementation in E-Commerce Amazon started developing their CX Platform from the beginning. Source: https://www.quora.com/What-is-the-best-customer-data-platform https://www.bigdatavietnam.org/2019/09/how-to-build-personalized-news.html 6 

Amazon is the Unified Commerce Platform 7 

The CX Strategy of Amazon is built on Omni-Channel Source: https://www.researchgate.net/publication/318305200_Understanding_the_customer_experience_in_the_age_of_omni-channel_shopping 8 

The Omnichannel Purchase Journey https://www2.deloitte.com/content/dam/Deloitte/uk/Documents/consumer-business/unlocking-the-power-of-the-connected-consumer.pdf 9 

Amazon Go Stores: from Online to Offline for Retail 4.0 10 

Customer Experience Model at Amazon.com 11 

The profit model of Amazon 12 

How Amazon built such great Customer Experience with CDP Programmatic Ad Tech Metric: Total Lead Branding and Usability Metric: Total Order Search Engine Optimization Metric: Keyword Ranking Social Media + Affiliate Network Metric: User Engagement 13 

The Virtuous Cycle, as drawn by Amazon 14 

AGENDA Case study: Customer Experience (CX) in Retail 4.0 How Amazon could build great CX platform for e-commerce Introducing the Customer Experience Theory When psychology, marketing and technology can be unified in one concept The architecture of CX Platform Data Analytics, Predictive Analytics, Personalization Engine, CJ Analytics and Cost Optimization Should we build a CX Platform or buy ? 1. 2. 3. 4. 15 

Customer Journey Context From Psychology to Customer Experience and Action Behavior Action Behavior Data (Story) Customer Experience 16 

https://www.researchgate.net/figure/Action-based-behavior-model_fig4_51621526 Action-based Behavior Model can reinforce Customer Experience 17 

Customer Experience can be reinforced with social media 18 

Experience is the integration of emotional data in customer journey 19 

Happiness is the integration of experience data in your life (Hạnh phúc là phương trình tích phân của toàn bộ dữ liệu bạn đã trải nghiệm trong cuộc đời) 20 

Experience Analytics: feel customer's pain to make better product 21 

Source: https://www.futuristgerd.com/2019/04/the-experience-economy-is-booming-but-it-must-benefit-everyone/ 22 

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https://www.weforum.org/agenda/2019/01/the-experience-economy-is-booming-but-it-must-benefit-everyone/ 25 

CX Platform is the solution for data-driven company in the age of Industry 4.0 Source: https://www.amazon.com/Predictive-Marketing-Marketer-Customer-Analytics/dp/1119037360 Industry 4.0 26 

Brand of Platform (e.g: Amazon) vs Customer Experience (e.g: price, delivery) 27 

Customer Journey Analysis, Customer Need Analysis & Digital Marketing Analytics are the top requirements from business Source: Gartner Investment in customer analytics (Q04,Q05) exclude unsure, n=142 Question: “Thinking about your organization’s customer analytics priorities, which will be the focus in 2018?” Multiple responses allowed 28 

Social Media, Retail 4.0 & Gig Economy empower customers Customer Experience (CX) Strategy KEY TREND Social Media Gig Economy Customer-centric Business Model 29 Retail 4.0 

https://www.youtube.com/watch?v=JoE2GUDtzps Book to understand Customer Experience Theory 30 

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Digital Transformation should begin with Customer Experience 32 

Book to understand Customer Experience Theory ● https://tiki.vn/tu-duy-nhanh-va-cham-tai-ban-2019-p912264.html ● https://www.ted.com/talks/daniel_kahneman_the_riddle_of_experience_vs_memory 33 

AGENDA Case study: Customer Experience (CX) in Retail 4.0 How Amazon could build great CX platform for e-commerce Introducing the Customer Experience Theory When psychology, marketing and technology can be unified as one concept The architecture of CX Platform Data Analytics, Predictive Analytics, Personalization Engine, CJ Analytics and Cost Optimization Should we build a CX Platform or buy ? 1. 2. 3. 4. 34 

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https://hbr.org/video/2235625008001/a-better-way-to-measure-your-ad-campaign Processes in general CX Platform 1. Collect data from touchpoints 2. Build customer attribution 3. Optimize CX Model 4. Marketing Budget Allocation 5. Build A/B testing models 6. Measure Customer Response 7. Improve Business outcomes 37 

3 key problems to build CX Platform 38 1. Unify Customer Data into single-view of database (ID Graph) 2. Build Customer Experience Data Pipeline (Interest Graph) 3. Apply Machine Learning & AI Technology (Cognition Graph) 

First problem: Unify Customer Experience Data into single-view (database) 39 

Second problem: Build Customer Experience Data Pipeline 40 

Third problem: Apply Machine Learning Technology 41 

Details: https://bit.ly/bdvn-uspa-intro 42 

With CX Platform, Sales Activation could be simpler 43 

Let’s code: Customer Insight Analytics with ArangoDB and Python 44 

Sentiment Analysis can help company understand customer 45 

Case study: Customer Analytics from social media with ArangoDB 46 

Sentiment Analysis in Vietnamese with Python Source: https://github.com/undertheseanlp/underthesea#6-text-classification 47 

Example problem: Classify social media data into 3 segments 48 

User Story 1. You need to do social media analytics to find key trends 2. You develop a social media crawler to crawl public data from FaceBook API 3. After crawling, you have 988 records in the collection “fb_feeds” Key task: classify all data feeds into 3 segments to understand user experience 1. High value: top trending feeds that have more than 1000 LIKES 2. At risk: top feed with users that have any ANGRY reaction 3. Sell opportunity: top feed with users that have LOVE reaction 49 

High value: top trending feeds that have more than 1000 likes 50 

At risk: top feed with users that have any ANGRY reaction 51 

Sell opportunity: top feed with users that have LOVE reaction 52 

AGENDA Case study: Customer Experience (CX) in Retail 4.0 How Amazon could build great CX platform for e-commerce Introducing the Customer Experience Theory When psychology, marketing and technology can be unified as one concept The architecture of CX Platform Data Analytics, Predictive Analytics, Personalization Engine, CJ Analytics and Cost Optimization Should we build a CX Platform or buy ? 1. 2. 3. 4. 53 

Should we build or buy a CX Platform ? 54 

Should we build or buy ? Build when you have ... Buy when you have ... ● Data Analysts and Data Scientists in-house ● Strong data engineering team with availability ● Pieces of CJA solution already in place ● No data scientists in-house ● Data engineering team lacking or stretched thin ● Lack of customer analytics tools 55 

Solutions Build Define Customer Journey Map and CX metrics Integration and collecting data from omni-channel Build a strong tech team (engineer and data scientist) Open Knowledge about CDP and CX Platform https://www.bigdatavietnam.org/search/label/Customer%20Data%20Pl atform Buy Need a fast solution for your problem For product support 24/7 For scalability and the quality of predictive marketing analytics ● https://www.adobe.com/experience-cloud/customer-ex perience-management.html ● http://www.netscoretech.com ● https://www.resulticks.com ● https://www.agilone.com ● https://exponea.com ● https://www.blueconic.com ● https://tealium.com 56 

Key takeaway 57 

How to enhance the profit of your business with CX Platform ? 1. Optimizing media touchpoints (Relevance) using Personalization Analytics & A/B Testing 2. Improving customer experience (CX) using Customer Insight Analytics & Product Analytics 3. Improving customer retention (Loyalty Loop) using Predictive Analytics & Uplift Modeling 4. Maximizing customer lifetime value (CLV) using Customer Analytics & Product Innovation 5. Reducing customer acquisition cost (CAC) using Marketing Analytics & Ad Tech Fx{Customer Experience, Relevance, Retention} + CLV - CAC Fx is the force of a true customer (active as KOL with social media) can co-create value for your business growth 58 

3 key problems to build CX Platform 1. Unify Customer Data into single-view of database (ID Graph) 2. Build Customer Experience Data Pipeline (Interest Graph) 3. Apply Machine Learning & AI Technology (Cognition Graph) 59 

Details: https://bit.ly/bdvn-uspa-intro 60 

https://www.bigdatavietnam.org/p/about.html 61 

Recommended books https://www.cambridgescholars.c om/customer-centricity https://connected-strategy.com https://connected-strategy.com/wp- content/uploads/2019/03/Fitness-G yms.pdf https://www.agilone.com/predictive-marketing-book Customer-Centricity Connected Strategy Customer Data Platform 62 

Ref links in this slide ● https://www.futuristgerd.com/2019/04/the-experience-economy-is-booming-but-it-must-benefit-everyone/ ● https://hbr.org/1998/07/welcome-to-the-experience-economy ● https://hbr.org/1998/07/welcome-to-the-experience-economy ● https://www.ted.com/talks/daniel_kahneman_the_riddle_of_experience_vs_memory ● http://rejoiner.com/resources/amazon-shopping-cart-experience/ ● https://fourweekmba.com/amazon-leadership-principles/ ● https://thefinancialbrand.com/70509/banking-customer-experience-cx-lessons-amazon/ ● https://uxplanet.org/how-to-run-a-customer-experience-design-workshop-in-your-organization-f70af760ac89 ● https://modus.medium.com/the-key-to-a-better-customer-experience-strategy-674a6f712f55 ● https://uxdesign.cc/how-uber-uses-psychology-to-perfect-their-customer-experience-d6c440285029 ● https://uxdesign.cc/brand-experience-greater-than-the-sum-of-its-touchpoints-a773119fd93a ● https://mkto.eventbrite.com/rs/269-CEG-133/images/DS01_Millenials%20Fueling%20the%20Experience%20Economy.pdf ● https://medium.com/@daverothschild/use-this-simple-psychology-rule-to-improve-your-customer-experience-41aa4f3f2124 ● https://uxplanet.org/why-understanding-customer-experience-makes-you-a-great-ux-designer-73b99c95fb6d ● https://uxplanet.org/how-to-run-a-customer-experience-design-workshop-in-your-organization-f70af760ac89 ● https://modus.medium.com/the-key-to-a-better-customer-experience-strategy-674a6f712f55 63 

Thank you! https://BigDataVietnam.org facebook.com/bigdatavn [email protected] 64