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Oignature Reaactea William K Using artificial intelligence to enhance personalization of customer relationship management in the contact center space: Afiniti's technology case study By Jerme de la Croix de Castries Bachelor in History Sorbonne University-Paris IV, France, 2013 SUBMITTED TO THE MIT SLOAN SCHOOL OF MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE IN MANAGEMENT STUDIES (MSMS) AT THE SLOAN SCHOOL OF MANAGEMENT MASSACHUSSETS INSTITUTE OF TECHNOLOGY JUNE 2017 ( 2017 J6r6me de la Croix de Castries. All Rights Reserved. The author hereby grants to MIT permission to reproduce and to distribute publicly paper and electronic copies of this thesis document in whole or in part in any medium now known or hereafter created. ..... Signature of Author: Signature redacted MIT Sloan School of Management A May 12, 2017 Supervised By: oignature reaactea William K. Aulet Managing Director, Martin Trust Center for MIT Entrepreneurship Senior Lecturer SdT Sloan School of Management Accepted By: Rodrigo Verdi Associate Professor of Accounting MASA H ESI TITUTF OF TEQHN MGY Program Director, M.S. in Management Studies Program MIT Sloan School of Management LIBRARIES 1 ARCHIVE8 THIS PAGE IS LEFT BLANK INTENTIONNALY 2 Using artificial intelligence to enhance personalization of customer relationship management in the contact center space: Afiniti's technology case study By J6r6me de la Croix de Castries Submitted to MIT Sloan School of Management on May 12, 2017 in partial fulfillment of the requirements for the Degree of Master of Science in Management Studies. ABSTRACT Increase in worldwide data generation and decrease in data storage costs associated with increase in computing power and decrease in computing costs that we are experiencing globally are opening a brand new world of opportunities. Yet, new technologies still fail to mimic humans inner ability to interact and influence each other, thus failing to efficiently replace human when comes the time for companies to talk with their customers. Yet some technologies in this field contribute to enhancing such interactions and may open the way for a sustainable Al revolution. Such a revolution is not one of human labor substitution by intelligent machines but one of collaboration through augmentation of human capabilities. One company, Afiniti, has developed such a technology and associated it with a very unusual business model and sales strategy that could very well be a game-changer in the space. Afiniti enhances human interactions by applying behavior-based personalization in the contact center space. Having developed a precise measurement system it only gets compensated on the precisely generated benefits it delivers. Selling such a business model has led the company to transform its sales engagement approach in order to tackle firms' organizational inefficiencies that hindered its ability to sell efficiently. Building the structure, levers and channels necessary to support this strategy, it has also strengthened its competitive position in its newly open market through its first mover advantage business model, its aggressive intellectual property building and its sales network. Finally, it appears that its approach to personalization is fitting in numerous academic fields and very relevant to the specific characteristic of the contact center space. Said to expect public offering in 2017 we still need to see what will be the long-term trajectory of a product that will probably not stay alone in its space. Thesis Supervisor: William K. Aulet Title: Managing Director, Martin Trust Center for MIT Entrepreneurship Senior Lecturer - MIT Sloan School of Management 3 THIS PAGE IS LEFT BLANK INTENTIONNALY 4 Acknowledgements To my Parents without whom I would not be where I am today. Thanks for giving me a great and structuring education, solid and coherent values, a happy life and being amazing role models. Thanks for trusting me, for helping me get up when I was down for making me understand that life is about doing Good not doing well and that effort and hard work is the only way to realize your dreams. To Bill Aulet, for his amazing help throughout the production of this thesis, for his advice and for helping me understand that entrepreneurship is about discipline and people and not genius. I hope this is only the first of many collaborations and the start of a great friendship. To Zia Chishti, for bringing me on such an unbelievable journey and believing in me, as well as for allowing me to go to MIT and live the Afiniti experience at the same time. I hope this is only the beginning of an amazing adventure. To Tom Inskip and Rod Phillips for their support, friendship and trust during what has been the busiest year of a lifetime. Thanks as well for helping me grow my skills as well as become a better leader. Working with you was and still is a privilege. To Bernard Ramanantsoa, Larry Joe Shrum and Frederic Genta, without their support and recommendations I would never have been able to realize this dream and live the experience of a lifetime in one of the most fascinating place on earth. To Nicolas Gallot and Eric Le Flour for helping me throughout this year and achieving so much in my absence. It is an every day pleasure to work with you. To my friends from MIT, P6n6lope, Charles, Andreas, Stephan, Alain, Marc, Thomas, Thilo, Kalman, Andr6 for making this year so special and fun, this is only the beginning of lasting friendships. 5 THIS PAGE IS LEFT BLANK INTENTIONNALY 6 Table of content 1. INTRODUCTION 11 11. MARKET OVERVIEW 13 A. WHAT MAKES Al AND BIG DATA RELEVANT NOW 13 B. WHAT MAKES CALL-CENTER MARKET RELEVANT TO Al AND BIG DATA 17 I1. GENESIS AND OVERVIEW OF AFINITI AND ITS TECHNOLOGY 19 A. FOUNDER'S VISION 19 B. TECHNOLOGY OVERVIEW 20 C. THE MAGIC BEHIND THE BLACK BOX: A CLOSER LOOK AT THE TECHNOLOGY 25 i. Data inputs 25 ii. Importance of choice in a matching algorithm 26 iii. Model Design and influencability analysis 27 IV. BUSINESS MODEL ANALYSIS 29 A. STRENGTHS OF THE MEASUREMENT METHOD 29 B. BIASING THE DECISION PROCESS: No COST / NO INVESTMENT APPROACH 30 C. GETTING THE PRICE RIGHT: AN ANALYSIS OF CHANNEL ECONOMICS AND PRICING METHODOLOGY 31 D. UNIQUENESS OF THE SALES APPROACH: THE CEO OBSESSION IN A B2B CONTEXT 33 i. Challenges to technology deployment: an analysis of organizational inefficiencies 33 ii. Redesigning the sales approach by understanding the role of a CEO in overcoming organizational inefficiencies and driving innovation 35 iii. Building the network of your ambitions 36 E. PROTECTING AN UNTAPPED MARKET BUILDING HIGH BARRIERS TO ENTRY 39 i. Intellectual Property 39 ii. First-mover advantage technology and opportunity cost 41 iii. Accelerated roll-out and Network effects 42 F. WEAKNESSES OF THE BUSINESS MODEL AND POTENTIAL THREAT TO THE BUSINESS 42 i. Lack of comfort of big firms for pay-for-performance models 42 ii. Difficulty to evangelize for a technology in the absence of competition 43 iii. Data security 44 iv. Regulatory framework for the usage of data 45 v. Sales strategy is making people extremely valuable to the company and business very sensitive to key employees churn 46 V. RELEVANCE OF PERSONALIZED AND BEHAVIOR BASED APPROACH TO CUSTOMER MANAGEMENT 47 A. DEFINING PERSONALIZATION IN THE CONTEXT OF AFINITI 47 i. General Concept 47 ii. Feature(s), target, agent & means of Afiniti's personalization 49 iii. Afiniti's personalization within Fan & Poole's ideal type framework 50 B. RELEVANCE AND BENEFITS OF PERSONALIZED CUSTOMER RELATIONSHIP MANAGEMENT IN A DATA ENHANCED WORLD 52 i. Favorable global trends 52 7 ii. Relevance of call-center channel generated information to data-driven commercial personalization 53 iii. Importance and impact of personalized human customer service 54 VI. CONCLUSION 56 VII. BIBLIOGRAPHY 57 8 Exhibits List Exhibit 1: Annual data generation globally Exhibit 2: Microprocessor Cost per Transistor Cycle Exhibit 3: Raw compute performance of global supercomputers measured Exhibit 4: Price per unit of compute Exhibit 5: Comparison of companies' analytical capabilities and business performance Exhibit 6: Customer Service Satisfaction by Channel Exhibit 7: Afiniti intelligent routing solution Exhibit 8: Afiniti measurement cycles Exhibit 9: Data inputs into Al matching algorithm Exhibit 10: Choice influence on Afiniti's algorithms performance Exhibit 11: From historical data to real-time pairing optimization Exhibit 12: Influencability Matrix by Industry Exhibit 13: Afiniti Incremental Sales Value Creation - Telecom Industry Example Exhibit 14: Reporting function for call-centers within organization Exhibit 15: Traditional firm organizational structure vs. Afiniti impact and benefits Exhibit 16: Afiniti's sales effort focus Exhibit 17: Afiniti's Coverage Map of Global Telecoms & Pay-TV Industry Exhibit 18: Afiniti's Coverage Map of Global Financial Services Industry Exhibit 19: List of registered patents by Afiniti at the United States Patents and Trademark Office Exhibit 20: Data protection legislation in the EU from DPD (1990) to GDPR (2012) Exhibit 21: Personalization Ideal Types by Fan & Poole (2006) 9 THIS PAGE IS LEFT BLANK INTENTIONNALY 10 I. Introduction "The sad thing about artificial intelligence is that it lacks artifice and therefore intelligence." Jean Baudrillard This quote by French philosopher Jean Baudrillard highlights one of the key challenges at stake when it comes to the development and usage of Artificial Intelligence (AI) technologies. This challenge is that computer enabled intelligence, despite its intrinsically strong computational power that matches and exceeds the one of humans in many fields, is nowhere near to match or even mimic humans inner ability to interact with or influence on one another. In the information age, Al is the ultimate step that will and is already shaking and redesigning the world. We are living in a world where intelligent machines are starting to take over jobs and disrupt entire industries in what is our world's Third Industrial Revolution (Rifkin, 2011).
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