Rebecca Clyde: hi good morning everyone, this is Rebecca climb joining you here today from bako Ai.
Rebecca Clyde: I am the co founder and CEO of bako Ai and I am joined today by three amazing people that i'm really, really excited to talk to you about.
Rebecca Clyde: But before we get started, I wanted to share just a couple of things today in terms of what we're going to cover and make sure that everybody.
Rebecca Clyde: That we set the stage right for for today's conversation we will be talking about.
Rebecca Clyde: Some of the different challenges that those of us in enterprise marketing are facing, I know, certainly, these are things that I have experienced I hear a lot of my customers experiencing these issues.
Rebecca Clyde: And Merkel is also supporting their customers with some of these challenges.
Rebecca Clyde: And they include things like you know figuring out how are we going to get by without third party tracking in the next year or two and that comes to fruition.
Rebecca Clyde: we're all struggling with you know how to deliver personalization at scale and some different ways that we can do this.
Rebecca Clyde: we're going to talk a little bit about also being able to generate rich conversational experiences and doing this.
Rebecca Clyde: Through a conversational website we're going to share some really cool examples of how some different brands are accomplishing that this strategy.
Rebecca Clyde: So with that I want to make sure that you all have a chance to also ask your questions, you can certainly ask them throughout the webinar I will be.
Rebecca Clyde: interrupting as needed so that we can make sure we get to everybody's questions.
Rebecca Clyde: And that way, we can make this a really productive our all of us together so now i'm going to turn it over to a quick introduction with my guest today we have a deepak their study would you introduce yourself, please.
Deepak Narisety: how's it going um, thank you for having having me and Jason on this and partnering with us at merkle.
Deepak Narisety: We love working with you guys you guys have got some amazing technology i'm i'm really excited about what we can do together in the future i'm hoping that over this one hour we we get everyone on this on this webinar excited.
Deepak Narisety: Thought get some ideas going my role really guys here at merkle has always been challenging our teams to solve customer problems in innovative ways so really excited to work with barcode as their technologies some pretty cool stuff.
Rebecca Clyde: hey thanks deepak we love working with YouTube and they said let's turn it over to you Jason college and joins us from the park, he is handling enterprise solutions there and tell us a little bit.
Rebecca Clyde: about working on these days Jason.
Jason Conley: yeah Thank you Rebecca happy to be here representing Merkel with deepak you know my my role is one of sales and solution right and so.
Jason Conley: What that means is that you know deepak reference solving problems I that's my favorite part of the day, which is talking with.
Jason Conley: Our our clients and prospective clients and partners who are are are seeing opportunity to address pain points see opportunity to address quick wins right and and so helping to to lock arms and solve those problems typically in a function that addresses marketing architecture deficiencies.
Jason Conley: or or that address you know friction in the customer experience.
Rebecca Clyde: Great Thank you Jason we're excited to have you here today with that and then Jacob, who is also joining us from team bako I I realized we didn't wear our football jerseys i'm feeling like.
Rebecca Clyde: You should have done that Jacob.
Jacob Molina: yeah so i'm Jacob Molina and product manager at bought co.ai and i've been building conversationally I experiences for last six years, build them from.
Jacob Molina: automating all privatization and dispatching of operational staff and airports to building a sports fantasy chat APP for 10s of thousands of sports fans.
Jacob Molina: And today i'm happy to help bako Ai help health healthcare facilities, improve the patient journey through conversational Ai and send them analysis and all these cool technologies.
Rebecca Clyde: excited to have you here today alright so let's kick it off with my first question, and this one has to do with just kind of getting a little bit of a sense of the state of.
Rebecca Clyde: The the customer landscape that we're seeing out there um what kinds of requests are you seeing these days over at Merkel.
Rebecca Clyde: From your enterprise customers, what are some of the big issues that they're grappling it with when it comes to customer experience and the state of the digital customer.
Jason Conley: yeah i'll start with this one deepak if that's all right, so you know what's interesting you know it, and I just I saw in the chat.
Jason Conley: I keep I think it was Molina.
Jason Conley: referencing the winning culture of the browns and the jets I this, this is actually that I could i'll have to send you a $5 starbucks card or something, because that that T, is it up perfectly right.
Jason Conley: You know the the browns so being a Cleveland guy you know the experience for years and years, many years ago was outstanding championships right winning.
Jason Conley: And then the experience relied on the old brand and really fell away then was pretty poor and now there were changes made and reason for hope right and and reason for a better experience and and heightened.
Jason Conley: Heightened winning and and and and experience as a fan, so what i'll say is you know these trends that we're seeing hold across.
Jason Conley: Industries and verticals so that was my first example is like entertainment hospitality.
Jason Conley: I guess is where we're seeing this not the real browns example because we know that's football but, but just in the entertainment hospitality industry.
Jason Conley: In the food and beverage industry with quick serve restaurants right really transformational change and financial services and retail recently.
Jason Conley: buy online pick up in store shipped to store our expectations have changed in these industries.
Jason Conley: And I would go as far as as to say the health industry, while lagging for many years is is really starting to come along.
Jason Conley: And I have an example here a little while but we'll get to that specifically in the health vertical now speaking specifically to trends.
Jason Conley: You know i've got four or five items here that are on everyone's mind, who I talk to you the first is helping you rationalize my disconnected martek investments.
Jason Conley: we've been buying and i'm putting my my my client side voice on right now been buying an investing in technology that we're point solutions are that are no longer that are not connected and we need to rationalize that right size it make sure it's talking.
Jason Conley: We need to support that those investments with identity that helps us go from the advertising to the site traffic and funnel to the marketing architecture.
Jason Conley: Right, so the handoff that customer experience handoff from ad tech to site traffic to martek that's another one right that then important we remove friction in that experience okay remove that friction, knowing the current customer journey.
Jason Conley: In where the experience needs to be where the ideal journey is and what's that gap in between those places and then importantly apply insight to bridge that gap, it can be data and insights data and analytics can be research and ux.
Jason Conley: But really optimizing that site traffic funnel.
Jason Conley: Okay, now a part of that could also be right, I just hit on the customer experience another part of it might be your internal system so redirect reducing the disconnect among cross functional teams within your business.
Jason Conley: that's another one that comes up as a trend on almost every one of these calls is held our teams, be better operationally okay with safe data with data that's democratize safely.
Jason Conley: The last one i'll hit on the fourth one is you know, an issue can be that the business team right the teams gathered here today know the business too well and assume the market also knows that.
Jason Conley: Right, so you put out there on your side, or you put out there in your APP things that are neat to you and a good example I just ran into recently was with a legal and contracting side that that.
Jason Conley: Wild technically correct and probably the industry leader was too complicated for me, I had too many questions I couldn't transact with confidence and so was able to fall back on maybe a less technical.
Jason Conley: solution, maybe with not as much brand presence, but was easier to buy right the experience was better so Those are some of deepak I know you can jump in here Those are some of the trends that i'm starting to see Rebecca.
Deepak Narisety: Jason.
Rebecca Clyde: Point I was actually noting in the Channel some of these are issues that we're constantly hearing about especially around a single source of truth for data.
Rebecca Clyde: really being able to handle it in a safe way, especially in some industries that require a lot of clients, protection of data privacy is that added layer of challenge ahead what were you wanting to add.
Deepak Narisety: I would have to say, some of the things that people are saying you know they do have a lot of technology.
Deepak Narisety: Technology is great that gets you to baseline but all your competitors are also running and gunning to get the same technology right, so I think.
Deepak Narisety: What i'm hearing and what i'm seeing what we're helping people with is I got all this stuff what do I do and it's not what do I do, that makes me look the same as everybody else, because I don't know if you guys have ever heard the expression see the same you know.
Deepak Narisety: Every company has a baseline that's the sea of the same, and you have to analyze if your company is that that baseline if you're not the baseline and you got a lot of work to do to get to the baseline.
Deepak Narisety: Because your competitors are already there, and the next piece is well give me some ideas, give me some new experiences, what else can I do and and that's where I get really excited about.
Rebecca Clyde: How about you Jacob.
Rebecca Clyde: Some of the things you're seeing across our customers and some of the different clients you're talking to.
Jacob Molina: yeah I mean I mean a lot of organizations today have several platforms collecting data storing data and it's often behind their it departments and that's that's a big challenge for for mostly companies because, like obviously.
Jacob Molina: Like we've heard it countless times like data is gold and and how that's so important to leverage it to improve the experience.
Jacob Molina: But the bigger the big issue we're finding is that you if you're not going to be able to leverage that if you're not interacting all your.
Jacob Molina: Your systems and allowing that data to be to be useful to her to your end customer because that's that's the whole point here is using that data to enhance the experience.
Jacob Molina: And so we've seen that a lot and using conversational Ai where we would connect to several different systems where the the CRM where the the HR.
Jacob Molina: or insurance programs, where we can verify the benefits for them, and so tapping into all these.
Jacob Molina: data sources allows us to really customize and and and build that experiencing for for each individual user so that it's they're not just going through.
Jacob Molina: Just like we said, like and sort of the topic of this of webinars that the conversational website aspect of it, meaning that, like every week, but he goes on your website sees the same content.
Jacob Molina: While using conversational line or conversation websites allows you to dynamically change that experience and customize it, but you have to have access to that data to be able to do that at scale.
Rebecca Clyde: Absolutely so let's talk a little bit about experiences, you know really everybody's talking about how we moved into this experience economy how people are really seeking experiences, more than ever before.
Rebecca Clyde: Why do they matter, and how can brands better prepared to be able to deliver on these experiences.
Jason Conley: yeah i'll i'll speak quickly on this one it's going to tie back the back to a prior comment that I made also going to try to hit on Stevens question in the chat around benchmarking.
Jason Conley: So you know.
Jason Conley: What i'm seeing in terms of current trends.
Jason Conley: That that are directed enix variance is removing the friction right I hit hit on that one earlier so.
Jason Conley: We all as as consumers or businesses in many ways, have have volunteered a degree of transparency, to have a superior experience right privacy compliant superior experience and and I want to call back to.
Jason Conley: An example here that I just I just ran into yesterday, which was, I tried to schedule an appointment with a health provider that we see as a family and and.
Jason Conley: So I went to the site and in it, I landed on a page by clicking the schedule an appointment button and in that page give me three options.
Jason Conley: The first call to action on that page was call the call Center it gave me a phone number, I was like color be confused at this point, I, like my expectation is in a different place now because of Amazon and marissa and others so.
Jason Conley: And this is a leading institution in the country right for help, so I click I tried to make an appointment and it tells me to call them.
Jason Conley: Now there are a lot of really expensive people and process sitting in a call Center somewhere right, and I know that's important to the business.
Jason Conley: And they would love to reduce that expense in some ways, now the second call to action on that page was to log into a different system or APP that they use.
Jason Conley: Again, what no i'm here, I want to schedule it on this page right and that was the third call to action is I could actually fill it out and schedule it there.
Jason Conley: There was definitely a disconnect because all I was going to do is submit a form they went into a.
Jason Conley: Gray area where I get a phone call back eventually right so Stephen I think identifying the kpis in terms of your site funnel and traffic.
Jason Conley: that's going to be important and that can be different right by industry and that's where you know we have market, we do have some trends, we do have some benchmarking.
Jason Conley: That we do on our side across clients, but you know, looking at how that funnel and click and the side engagement and then what is a conversion for you right what is a lead, what does a conversion what is a revenue generating activity.
Jason Conley: Then compare that against our industry benchmarks that's how we how we typically approach at at the high level.
Jason Conley: deepak i'll hand it to you in terms of you know from an experience perspective, what are your what trends are you seeing and when your solution opportunities or solution with a client, you know what have you been seeing.
Deepak Narisety: Well, the the concept of website is has matured a lot right, so we started with creating static pages static images with links.
Deepak Narisety: And then it moved into E commerce and so now you're very transactional.
Deepak Narisety: And over the years, the transactional pieces are getting better because people want less clicks people want less information, and so you need to move information from face to face to face.
Deepak Narisety: Well, I always look at the websites in two ways there's websites, as it relates to marketing perspective and then there's websites that are transactional what Jason just talked about was the transactional pieces of it right.
Deepak Narisety: He needs to get in get something done and get out, but what about the marketing aspect, when you look back at the mediums that we've all are used to television.
Deepak Narisety: Radio the exciters they excited we want to watch something there even the commercials are getting better there.
Deepak Narisety: Well websites also need to be in that fashion right, so you can't always have the same homepage the same transactional same functionality over and over again without exciting delighting and exciting customers.
Deepak Narisety: So it's important that you bring in things that make the website, a little bit more mature what you're seeing back here is a concept using barcode technology, where.
Deepak Narisety: The people want to come in and get some research from vanguard it's a research was presenting itself as a PDF form well, what about.
Deepak Narisety: interacting with that PDF form, instead of downloading a 3000 page PDF form because you need to satisfy some seo need.
Deepak Narisety: Well, you definitely need to satisfy the seo need, but now you have an experience here that gives your customers a lot more lot more thinking, a lot more interactivity.
Deepak Narisety: And, and now you've satisfied both the marketing transactional and marketing and transactional needs through an experience provided by bako and.
Deepak Narisety: And hitting on the kpis that you originally wanted, which is like you know what am I trying to do get more engagement on my site sure, but ultimately, I want to build a better brand build a better experience and have those conversions right.
Deepak Narisety: Not only does it have to be external now I think when Kobe has taught us something if you want to go to the next example.
Deepak Narisety: Communist or something really big, which is our employees are also part of the experience right so it's important that.
Deepak Narisety: When you look at your ecosystem of technology that you don't make things harder for your employees, because if you make it harder for your employees it's harder for them to create these experiences harder for them to live your brand and.
Deepak Narisety: So why not look at all the experience that you're offering to your to your own employees, you can make things better right, so in this case, an example again leveraging barcodes technology, we are now enhancing the search bar to enable employees a refresh Co.
Deepak Narisety: asked questions about the company get information about how they make drinks if they're in a particularly as we used a coffee shop.
Deepak Narisety: you're not sitting there clicking through pages and pages and links and links and links, you get into the answer quickly you're getting interactivity you're talking to these websites and getting information back.
Deepak Narisety: we're know I mean look at the technology, where it's coming and where it's going videos prevalent.
Deepak Narisety: chat is prevalent you're able to talk into a website now because you have all this new technology, well, those are the experiences that we should offer to our customers routed and data and rather than science, but ultimately it's that idea right these websites are cool cool and creative.
Deepak Narisety: But, finally, one one last piece about the experience and experience shouldn't just be there because you want to do something cool.
Deepak Narisety: I think if you move to the next slide Rebecca you point out a couple of things that we hear about what the experience should be doing you gathering information.
Deepak Narisety: We always talk about you have the website, but what the website, in order for it to work for you, you got to provide.
Deepak Narisety: Engaging experiences engaging ideas, so that people could give you that nugget of information, especially with third party cookies going away and you're not sneaking out information.
Deepak Narisety: You got to get people excited to give your first party site information and, over time, we called sprinkling a sprinkling of information is bringing in data.
Deepak Narisety: You know by interacting with a chatbot as an example you're gathering data that people are actually providing to you about and formulating that opinion about that person, if you have CDP.
Deepak Narisety: Customer data platforms tied into this experience you know, enhancing and hydrating that user and thus.
Deepak Narisety: it through to an experience gaining more more trust with the consumer gathering the right data being able to segment that so that they could get relevant information and, all in all, you got a perfect experience that's not stale that's on hold and it's not just a click bait site.
Rebecca Clyde: yeah that's absolutely true, the back, thank you for sharing that and Jacob, you know what are you seeing in terms of how these kinds of personalized and interactive approaches are really driving some of the metrics around our digital marketing programs.
Jacob Molina: yeah I mean the thing with conversational experiences, is that it really enhances it's like every single company has Google analytics setup or any sort of.
Jacob Molina: website tracking set up, whatever the mixed mixed panel or go out and one of the.
Jacob Molina: Others sets of data that we're not really capitalize on or we're not seeing customers to capitalize on until we were helping them, as is conversational insights.
Jacob Molina: So the compositional insights are really interesting because they allow you to get access to information that the customers.
Jacob Molina: Are visitors wouldn't usually share because they're just navigating static website and if they can't find what they're looking for and they just bounced and and you don't really have any.
Jacob Molina: Exact reason you can map out the flow try to understand where they were coming from, but until you ask them questions or give them the opportunity to speak to your website and ask questions that's where you start.
Jacob Molina: Understanding the potential and understanding also what what they're exactly what they're looking for, and I think one of the examples that if I was just mentioning is one of our clients massage envy.
Jacob Molina: I discovered a brand new line of products, because our users their users were visiting their website and asking questions about acne.
Jacob Molina: related massages, and so they developed a brand new product line based on that and they couldn't have discovered that other otherwise if they didn't have.
Jacob Molina: chat analytics built into their into their website so on, and I think it goes back to when all the organizations were moving.
Jacob Molina: To building websites will be their products or services or information and there's one thing I.
Jacob Molina: Keep noticing that they're not moving is is their staff, like the staff is not on the website like when you walk into a store dick's sporting goods, for example, you have somebody there's review they let you look around you look for.
Jacob Molina: You look at equipment and then eventually it will come and talk to you and and often if you if you ask that question.
Jacob Molina: Like do you need help you have any questions they might they might just blow you off, but.
Jacob Molina: Often chance, where are the options were they do say hey yeah I do have questions they turned out to be.
Jacob Molina: A customer nine times out of 10 and you convert them much faster because you're there just as them and so having a conversational piece to your website is key, because it allows you to to convert those those users much more efficient way.
Jacob Molina: And all that because natural language processing has made like tremendous way since since the very beginning of of Ai so um and so that's what we're really excited about building your barcode.
Rebecca Clyde: Now you know, I think that example you shared about massage envy is really true, I think that in the past that would have been tracked in Google analytics bounce.
Rebecca Clyde: rate somebody would have come to the site didn't find what they wanted bounce but you wouldn't actually know why they bounced.
Rebecca Clyde: And you wouldn't know what they had come looking for that they didn't find and so it's really through that conversational experience that we can uncover those opportunities that are usually that were blind to otherwise.
Rebecca Clyde: Great example there, I have another question when we actually have a few from the Channel, so I want to make sure we also give ourselves some time to get to those um can you talk a little bit about.
Rebecca Clyde: Some of the new expectations that consumers have today, relative to these types of experiences, you know I always think about the on demand economy really driving people's expectations these days.
Rebecca Clyde: And what are some of the things that you're working on within your respective organizations that deliver on these types of experiences and I think if we can start with you and then go the other way, this time.
Jacob Molina: yeah I mean as Jason was saying, like some expect some some of the companies out there has said, tremendous expectations, you could just look at.
Jacob Molina: The first web experiences, most people will have will be just searching on Google when you type in the question and you get 3 billion results in about point 39 seconds right, so in that in that.
That.
Jacob Molina: level of the expectations is across all our our organizations right, we have to incur level of our experiences and deliver real time.
Jacob Molina: Answers to to the to these customers, whether they're looking for a product or service but it's really just key to.
Jacob Molina: To build an experience that allows them to find everything they need us to stop as soon as possible and we've been seeing a lot of these.
Jacob Molina: Natural language processing companies pull up in Google and Facebook and acquire them, not even just developing them internally they've been acquiring these companies to be to make their offering it even more sensitive.
Jacob Molina: And yeah so these these these all these companies have been have been moving in that direction and every single company's been adding an LP and Ai to their websites or their applications and using it to connect all their channels and.
Jacob Molina: The The reason for that is to deliver that that ultimate experience, and so I think conversational Ai and leverage coupled with all the data sources that we can that we can feed into.
Jacob Molina: From from our from our our data tables is what's ultimately going to give the best personalization and the ultimate experience dormitory users.
Rebecca Clyde: Jason.
Rebecca Clyde: Do you want to add anything to that.
Deepak Narisety: yeah and because there was a good a good debate on the on the chat about seo efforts and.
Deepak Narisety: Ultimately, content is content right and we have to conform to the monopolistic ways of Google and Microsoft, as far as their their search algorithms and the search algorithms constantly change.
Deepak Narisety: So you definitely need the words there because that's what they're used to indexing pretty soon.
Deepak Narisety: You saw about you saw I would google's doing with video they're in their indexing video transcripts because they know that people are watching more video and reading less pages So things are changing.
Deepak Narisety: With everything that happens in the industry about finding the information, yes, you gotta be able to find information and still.
Deepak Narisety: still make sure that you have the words there, but people aren't actually going to spend the time.
Deepak Narisety: If people have to read that much information to understand what they need to find they're going to leave and go somewhere else, and you see all these new blog.
Deepak Narisety: post or blog sites that are coming up scary mommy all the all these sites that are incredibly well written.
Deepak Narisety: They have blurbs they have much better ways of interacting with customers.
Deepak Narisety: They they're not inundating you with thousands of words they're just much better ways to get the information that people are looking for.
Deepak Narisety: While still meeting as you need so that's where I think conversational websites and taking advantage of barcodes technology is handy.
Deepak Narisety: and also one of the things I want, I want to call out guys is we're not suggesting that we're trying to achieve, we are suggesting that you don't put.
Deepak Narisety: A buckle logo at the bottom of your website that's that that's not what we're trying to say here, you really need to look at their experience their technology and change the website.
Deepak Narisety: If you're if you're thinking you're meeting the needs of conversational websites, but just throwing a little icon on the bottom right and someone clicked on it.
Deepak Narisety: And you know, every time you go to verizon or T mobile frickin chat box comes up and you're like God stop talking to me i'm just trying to get a pricing table or I want to know when my.
Deepak Narisety: When I can get a new phone you know that's that's not a good experience a good experience is seamless good experience is intuitive and you should be able to talk to a website and get the right information quickly.
Jason Conley: i'm going to i'm going to pile on to that deepak and Jacob i'm going to refer to something you.
Jason Conley: You said as well, and the lane I This may, this may help answer your question, I think your question is really compelling which is.
Jason Conley: You know, fewer clicks and consolidation right in in that process, yet we have to be personalized and relevant right so.
Jason Conley: it's a bit of you know it's not a linear path typically right or it can be arduous, so I made this comment earlier and I think that that connecting the dots between the Ad tech and the site experience and the martek is really.
Jason Conley: A really exciting opportunity in so much as you have the ability to build your first party data identity.
Jason Conley: graph right so for so long now we've been hearing and clock's ticking on third party cookie graphs blah blah blah you got a little bit of a breather there right everybody on the call got a little breather.
Jason Conley: From Google, but the, the idea is when when we have a means to resolve identity quickly with your own first party graph.
Jason Conley: We know it's Rebecca we know it's Jacob, we know it's deepak when we drive that traffic to the site, therefore, we remove clicks increase experience through.
Jason Conley: Speed right, I value that, in my experience, but to then getting to that relevant content like deepak mentioned whether it's images videos.
Jason Conley: You know, but I think that's a double that's that's that's a seesaw right and both both things can be working there.
Jason Conley: right which is make it quicker but make it relevant and I think that that identity foundation Jacob image from a data table right perspective that's all something bad code can handle right to support that identity on the site.
Rebecca Clyde: You bring up a really good point one thing a lot of people don't realize it's time fast these these experiences be so any.
Rebecca Clyde: Traffic driver that you might have say a display ad or an ad on Facebook or.
Rebecca Clyde: Any kind of third party link that you're driving toward your website, you can set up a YouTube parameter and know exactly what the source of that traffic might be in personalize the conversation, or even the.
Rebecca Clyde: landing experience based on that and, as a result, like you said you're starting to develop.
Rebecca Clyde: party at data for yourself understanding what does this person actually come looking for what questions do they ask us when they arrived and did we service them did we provide.
Rebecca Clyde: The best response and did they work, and you can get down to a granular personal level with that level of information.
Rebecca Clyde: I was going to cover a couple of questions that are in the Channel one of them somebody asked about benchmark, I think it was Steven earlier of how our organizations benchmarking against their peers, are they determining what data is best used to drive decision making.
Deepak Narisety: It take the one from what we you know, since we're on the delivery side we come up with these experiences and how to deliver them.
Deepak Narisety: The benchmark actually this is relevant, last week I was at a client a major sporting goods goods retail and I asked them what does success mean to them, and obviously the the key pieces were.
Deepak Narisety: drive sales drive revenue sure drive better brand experience they want to be the first to be thought of when people have sporting goods needs, but a lot of other things that came out were around just enablement.
Deepak Narisety: They wanted to be able to put content out quicker they wanted to know if if they the success of something they put out right so.
Deepak Narisety: So, like if I put out a page on my website geared around a particular marketing or an offer, is it is it performing well.
Deepak Narisety: If it's not performing well why is it not performing well and how can I change it.
Deepak Narisety: Those are the kinds of things that people people want to know, and so, when we're looking at marketing technology and advertising technology we're trying to put in place those those of his guard guard rails are those.
Deepak Narisety: I guess events that capture those that type of information so benchmarking against your competitors.
Deepak Narisety: has to move past I just need to drive more sales I have more page views page views and basket, the size of a basket and driving sales are all standard I think what the other pieces that people that people are now looking forward to is how engaging is my content that I put out there.
Deepak Narisety: And how frequent is that content being engaged with as I put it out there.
Rebecca Clyde: Do you want to add to that at all.
Jacob Molina: yeah I think that's that's a great point, because I think like the.
Jacob Molina: The content that you're putting out is is one of the things i've noticed is some our customers having challenges is putting it that relevant content out there and adapting their their their website or their their assets.
Jacob Molina: in real time, based on the demand, and I think that's what we're seeing a shift in in moving from coded applications and having to hire.
Jacob Molina: software developers internally to build your custom applications to outsourcing it and working with no code platforms that allow you to.
Jacob Molina: dynamically move moving build custom flows right away as soon as you see, like insight and be more agile in the way you develop experiences and and come up with solutions to your customer calm challenges so.
Jacob Molina: I think it's a we're going that direction and we see massive rounds from from software companies that are that are doing the no code.
Jacob Molina: applications and putting the power from from the it departments or two into the marketers hands directly to be able to optimize like conversion rate and and and page views and average cart value, but that doing that on on on the fly and and much faster and iterative much faster.
Deepak Narisety: yeah I think it'd be great if you're you know, using your technology on one of the things that I could see enabled is that you can create a an experience within the chat Bot technology.
Deepak Narisety: that's that's engaging right, so you don't have to sit there and wait for your it department to do a release cycle before you get something that you're testing out there to see what's actually working.
Jason Conley: You to have hit on exactly where I was going to go with this, which is the ability to test all the things that have always been sitting in that fifth sixth, seventh.
Jason Conley: position right and and to optimize those things that never get to the top one, two or three positions and to be able to do it cheaply.
Jason Conley: Right and so failing fast right if you use that analogy, or whatever analogy you use, but the just the idea that you now get two more of those things right and personalize more of the experiences as opposed to just the one, two or three telephones.
Rebecca Clyde: I always like to think about a couple of different metrics rate of course engagement and fall back and when we're talking about callback what.
Rebecca Clyde: we're referring to instances percentage of times in which the Ai may or may not recognize what the person is asking and constantly optimizing around that so that we have these highly high quality successful conversations taking place at scale.
Rebecca Clyde: And the goal, there is always to the every consumer that arrives get their question answered find the information they're looking for and ultimately produces the outcome that you're hoping will be achieved, whether it's informational or transactional through the through the website.
Rebecca Clyde: What are some of the different.
Rebecca Clyde: You know efforts that it really takes to make this happen, you know, I think, for some of us, it sounds a little daunting.
Rebecca Clyde: You know I know certainly whenever we first introduced these ideas to some of our customers they think Oh well, this is going to be a 12 month initiative, I need to have a whole team, I need to hire a bunch of engineers.
Rebecca Clyde: You know this needs to go on a roadmap, you know, so there they get a little overwhelmed the idea of putting together a conversation website, because every every website redesign that they've ever done is like.
Rebecca Clyde: A massive undertaking right that could be yours, what does it really take from a resource standpoint, what are you seeing and how can organizations prepare or allocate those kinds of resources for this what's the reality.
Deepak Narisety: Let me jump in real quick on that one that's ultimately you have to have the right tech stack right, so if your entire marketing department is working off a wordpress.
Deepak Narisety: And you know you don't have the right analytics and you're not you're not connecting your platform, then.
Deepak Narisety: You probably need to get up to the baseline right we talked about getting to the baseline, but if you have an industry strength.
Deepak Narisety: Content management digital asset management platforms and and strong analytics platforms and you know hey your sites perform, but you need to you're already at the baseline you need to get ahead.
Deepak Narisety: It shouldn't be that daunting right because we provided you with just two examples.
Deepak Narisety: What we did with just taking a PDF and putting putting a different lens on how to train the but to understand what's in a in a huge huge Allah PDF was like they were like 6070 pages.
Deepak Narisety: Really really boring content and now you're just going into the chat Bot and typing in you know the the key relevant points that you're trying to get out of it, would you present on a marketing page.
Deepak Narisety: But it's still there, from an seo perspective right and and also from an employee integral interaction perspective, you know, being able to.
Deepak Narisety: Because you point the chat bots at the content that you're already creating So if you have a good pipeline and a good process to create the content.
Deepak Narisety: The chat box go in there and read and present that information and then you just tweaking it in the back end so.
Deepak Narisety: Within a good month or two depending on how much content you're you're serving you know, obviously, if you're trying to train it on hundreds of thousands of pages versus you know 50 pages, the effort effort, obviously, is more challenging with hundreds of thousands of pages of content.
Rebecca Clyde: Do you want to add to that at all.
Jason Conley: i've got nothing to add Jacob.
Jacob Molina: yeah no, I think, I think, and I, one thing that needs to be clear is that, like it's not just about populating like your shirt your comedy show experience with with your websites, not the idea is not to replicate your website within the chat it's really about.
Jacob Molina: Building like dragon analyzing chatting so that you can come up with the content that needs to be delivered through chat.
Jacob Molina: And, and also, you have to think about it's not it's a chat interface right people use it as like the same way, they would text their friends or.
Jacob Molina: chat chat with with somebody it's it's short format you got to keep it short you got to keep it interactive and you got to keep it entertaining.
Jacob Molina: As the fact that, like in jason's like customer like the customers that are coming to their website or are coming with.
Jacob Molina: baggage of other experiences, and so you need to be able to live up to that and that's I think through engaging through quiz quizzes interactions gaming experiences that could that could pull that that that first party data more more.
Jacob Molina: more easily because you're building trust and you're building a relationship with those users, and so I think it just the key thing here is just not to replicate your website and chat and just think of chat as a unique experience.
Jacob Molina: That that has its own requirements and and sort of iterate over time as fast as possible.
Jacob Molina: With with tools that that allow you to do it yourself.
Rebecca Clyde: And you bring up a really interesting point Jacob, which is the do it yourself approach, so you know i've seen a really broad range of.
Rebecca Clyde: Initiatives in organizations from some that have decided we're going to build this thing ourselves we're going to create our own experience.
Rebecca Clyde: from the ground up starting from scratch, you know so i've seen that approach, and then i've seen everything from off the shelf implementations, which is essentially what we're people usually come to releasing in that continuum and what are the differences between those different approaches.
Jacob Molina: yeah so obviously the big players, like the google's that have say, for example, dialogue flow or Facebook that has acquired with Ai.
Jacob Molina: And then there's also Einstein salesforce and IBM Watson there's every every single large tech company has developed or nlp engine and the way I ended and so.
Jacob Molina: The key different series that most of these larger players are not are not going to be building your experiences for you and they're not going to walk you through.
Jacob Molina: Building experiences, based on what your needs are and so it's really those technologies will usually require having an internal team of software developers and LP engineers to build out the experience from scratch.
Jacob Molina: Rather than taking an experience ready.
Jacob Molina: niche or vertical like a vertical applications like like Bosco Ai that we specialize in health care, but we we've done also in them in the wellness.
Jacob Molina: Space as well, is that you take a solution that already exists and and just be able to build on top of it using training that's been that's been done before as well.
Jacob Molina: So the time to money or or time to market is much faster with a with an experience ready solution, so if you're looking to cut your your your cycle and not having to build like an extensive roadmap I would.
Jacob Molina: strongly recommend to go towards an experience ready solution, just because you'll be able to iterate faster you'll get feedback faster and you'll be able to build.
Jacob Molina: A better experience much, much faster, and so, but if you if you're looking to build it all in House and you have the engineering capabilities to do it.
Jacob Molina: Then I mean i'm going to go for I tried tried, you can you can go in and build your models yourself using calico and and the other players, but I think the key here is is really the differentiator here is how fast will get to market and how fast, you will you'll you'll deliver that experience.
Rebecca Clyde: That just depends, you are going to be able to get behind a long list of other to do that maybe your it or engineering teams have or not, you know, can you move it up to the top of that list.
Rebecca Clyde: I find that, in my experience in marketing, we always want to iterate quickly, we want to move fast and response to what's happening in the environment, especially right now with with.
Rebecca Clyde: The pandemic and all of the dynamic components in society that that's creating asters right now seems to be the choice, usually versus a slow arduous implementation.
Rebecca Clyde: So thank you, what are some of the the most successful use cases or examples that you're seeing out there, right now, i'd love to hear.
Rebecca Clyde: from each of us, as some of those you know we've kind of thrown out some bigger ideas showed some examples from a couple of big brands Where are you, seeing that these types of conversational experiences are really making a difference and what are those use cases.
Deepak Narisety: And I started Jason.
Jason Conley: yeah i'll i'll start which with with one example of draw back to this it's actually a different example but it's in health again and, and you know the example is are the use cases, you know we we've got let's just say a.
Jason Conley: very long document or PDF right that that's very technical it medically and.
Jason Conley: And that physicians use that so i'm going to draw on a B2B use case here all right that physicians use that information when talking to their patients about what's right for you to solve your your problems and.
Jason Conley: And, and what currently happens right is is if you're a pharmaceutical company, you need to then be able to articulate.
Jason Conley: That technical information quickly right to a physician into the patient, so now you've got to audiences here right so you've got.
Jason Conley: And this is where the use case comes i've got a B2B like the healthcare provider audience and then you've got to consumer a patient audience and the ability to distill it down from technical jargon.
Jason Conley: And, and I know, one of the comments and there was like a siri analogy is to be able to say you know let's take it out of that really long technical jargon and put it into a questionable conversational.
Jason Conley: Experience where either the health care provider can eliminate calling their sales REP or calling a call Center to understand what other medical interactions might happen get to that answer fast.
Jason Conley: While the patient sitting there address it now in the moment and the patient say.
Jason Conley: Doc i'm on i'm on these three other things, am I safe to do this, or what does this mean, and the ability to take the fear out of that right so that's one of the use cases that i'm seeing is solving multiple technical questions at the same time.
Rebecca Clyde: Great one I mean especially right now there's, so much so many people talking about adverse effects for vaccines, for example, or.
Rebecca Clyde: You know coven so being able to educate and understand these complex topics distill them down in a way that is consumable or a you know, a regular person, a lay person versus a medical professional and super absolutely.
Deepak Narisety: I think.
Deepak Narisety: I don't think anyone's doing it really well right now, because this technologies, new a lot of folks are trying to understand it.
Deepak Narisety: I myself i'm having a difficult time trying to convince folks that they should look at this.
Deepak Narisety: They still fall back on the easy, which is, I got to create a couple of pages I got a great category pages got a great product detail pages, and you know they're not getting past that because.
Deepak Narisety: It depends on the baseline baseline a lot of customers are struggling with just getting to the baseline.
Deepak Narisety: And once we get there, I think, why we're so excited about presenting this now and working with you guys now is because a lot of companies are getting to the baseline and now we're moving up the up the chain in the conversation right.
Deepak Narisety: So i'm excited to see what happens in the next year or two where companies are changing i'll definitely guarantee that any customer that i'm working with we're going to be talking about how they should be bringing in conversational Ai into their into their experiences.
Rebecca Clyde: So how about you Jacob, what are some of the unique cases you're seeing there.
Jacob Molina: yeah there's one you can use case I can think of is it's something we're working on right now to release very soon as his his insurance and verification of benefits, I mean some of our.
Jacob Molina: Customers would would take the phone and basically asked her the information and then verify that.
Jacob Molina: The benefits on different systems and then get back to you later it's like no I want my information now like people want that now, and so.
Jacob Molina: I think it it somebody's life experiences are can be automated and you just need to take the time to evaluate them and and and build a flow and experience that allows you to to.
Jacob Molina: connect to that data and be able to deliver that experience in real time, and I think leveraging that connection with.
Jacob Molina: insurance providers and and and and the end user.
Jacob Molina: Because there's so many barriers that have been set up for for users, not to be able to see their their benefits themselves and have to go through these these these these these providers to get that information and now that those barriers are slowly.
Jacob Molina: dropping so it's allowed it's allowing companies like ourselves, to be able to connect those systems and provide.
Jacob Molina: The business with an opportunity to deliver that experience seamlessly through conversational Ai instead of having to an end, delivered instantly instead of having to wait a few days or a few hours, even to just to get their their information.
Rebecca Clyde: yeah I think that's the part that is often missed in this conversation that it's not just about answering a question right with some becomes it's also facilitating the automation of an important workflow that may be a bottleneck right now.
Rebecca Clyde: or a point of Shin and your customer experience, so you know you brought up that verification of benefits example this, I have three kids.
Rebecca Clyde: Some braces and you know all that becomes a thing when your kids get to a certain age and every single time I don't know why, but it is always like.
Rebecca Clyde: 20 phone calls that have to happen for me to figure out how much these braces are actually going to cost and when can we get them approved so that we can move them through.
Rebecca Clyde: And you know you think we would have solved this problem by now like you know millions hundreds of millions of people are getting braces off of teenagers.
Rebecca Clyde: What, why is it so difficult and every parent started with this at some point.
Rebecca Clyde: And we're playing phone tag and the dentist leaves that the orthodontist leaves a message and then, when I call them back their clothes and then, when they call me back they're busy, and it just never ends and in the meantime their time to read.
Rebecca Clyde: any longer and longer because until they install those nothing gets collected in terms of payment right.
Rebecca Clyde: So these are the kinds of things that we're constantly thinking about it's like How do we make these experiences were seamless more fluid where can we eliminate those choke points using Ai using automation and and really drive that philosophy and in your business.
Rebecca Clyde: All right, we were running out toward the end of our time here together because I want it, I always like to give a few minutes at the end, I did have one more question here, and it has to do with.
Rebecca Clyde: Be uplifted metrics somebody here was asking know what kind of increases in my metrics able to see if I make shift to conversational websites, what are you seeing there Jacob Jason.
Jacob Molina: yeah So if I go for this one um I mean conversational way I allows you to unlock like I said.
Jacob Molina: insights that would typically not be covered in Google analytics I mean so some of the insight might be average chapter ation, for example, so you know how exactly how long.
Jacob Molina: Your users have been engaging with your with your application and also, but the the the more interesting one, is actually the.
Jacob Molina: The free form text that's been inputted into the into the chat So this is the kind of data that they use the websites are not typically been able to access and so that's sort of.
Jacob Molina: Random data that's just thrown your way can now be.
Jacob Molina: parsed and search through as transcripts and is left behind and stored, where you can leverage it for either training chat Bot need improving the experience.
Jacob Molina: or creating a new product line or adding a new page or making sure that it's covered and maybe maybe your headline wasn't wasn't wasn't clear enough about what your your services provide and that's why you're getting so many questions about it so.
Jacob Molina: I think the most valuable data set is definitely the the free form text inputs that could that the users are entering but also, I mean you.
Jacob Molina: there's conversion rates at different levels that can happen in chat as well, so we're the way we build our chat experiences is through is through funnels and chat flows, and so we, we like to measure.
Jacob Molina: let's say a form that's in chat and and sort of track drop off rates similarly that you would do it like an a funnel visualization tool.
Jacob Molina: um so yeah Those are some of the ways we like to track and measure and but there's also like sentiment analysis is another like whole other.
Jacob Molina: metric that you could be tracking based on how the conversation going if it's positive negative or neutral, which is, which is really telling about your your overall web experience.
Jason Conley: yeah Jacob, I want to pile on to that Rebecca here really quickly that Stephen has to have made a comment it wasn't a question as much of a comment about qualitative and quantitative.
Jason Conley: And, and I think Jacob what you get out there is really important, which is you provide a means for.
Jason Conley: The consumer to voice their qualitative feedback right in a way right, and now you could also look and I don't want to misquote anything so Rebecca Jenkins, you can tell me, but I think i've ever really valid metric as someone who has been a.
Jason Conley: In website design and and and building for years is just how often is it used.
Jason Conley: Right so that's a that's a really significant metric is just you know to what degree Is this being accessed by individuals right because that can get you know if it all of a sudden becomes one of the top priorities of the site in terms of engagement.
Jason Conley: Well then, you've got a lot of data right there you know just in terms of in terms of accessibility and you know people are going there for that quick enter.
Jason Conley: And that's going to lead to total commerce conversion.
Deepak Narisety: But when you look at what what's out there, as some of the chat box that are out there are more customer service related right, so people are going and asking those types of questions.
Deepak Narisety: I don't really think there's metrics out there, because what we're talking about is it's almost new in theory in in concept.
Deepak Narisety: You don't go to websites and have this Ai experience with the site presenting information presenting new new ideas new ways of thinking.
Deepak Narisety: Out there so but I do have one thing that that, I quote, and it might sound like a weird Stat but recently fast company did this whole article about.
Deepak Narisety: burnout and they're like the people are burnt out because they're using these sites they're using these functionalities they're being presented with a lot of information from the size of this was to us.
Deepak Narisety: And they've been birthed out because they're getting stressed out because they can't find the right information, the ux and the presentation is bad.
Deepak Narisety: They have to use some internal applications, I mean we all use salesforce how painful is salesforce to use and I get burnt out from just using like salesforce for like two minutes.
Deepak Narisety: Imagine they had a much better experience there, we all know, experience matters, the better the experience the longer you stay on there.
Deepak Narisety: And and decrease the burnout right, and so we need to make a shift here to say well let's all do better let's get the baseline because, without baseline you can have the better experiences.
Rebecca Clyde: And I think there's an opportunity here to you know, one of the exciting things about.
Rebecca Clyde: This last year, even though I know it was rife with a lot of challenges is there's been a lot of new entrance into the market.
Rebecca Clyde: And what we're seeing is a lot of these fresh companies are coming with a new set of eyes they're really wanting to start from a modern platform they don't have a legacy to deal with.
Rebecca Clyde: And what they're really interested in is rapid iteration, and so what we're seeing is that many of these newer entrants are much more open.
Rebecca Clyde: To starting with conversation first they're actually using chat as a mechanism to understand what should even be on our website.
Rebecca Clyde: What kind of content should we be generating what kind of experiences do people want because it's like a 24 seven survey that they can have on their website.
Rebecca Clyde: And and for some of these things we're seeing very high engagement rates like 40 50% of the drivers to visitors to the website.
Rebecca Clyde: are engaging with these chat experiences and providing really, really rich data first party data yay that they can now utilize to to create this on feedback loop with their customer and with the brand team, so they know what type of experiences to generate.
Rebecca Clyde: All right, we have expired our time here together today Thank you so much, and Jacob Jason deepak for sharing your expertise with us.
Rebecca Clyde: I did want to mention that we are going to go back through our channel and people who are asking questions we have some fun swag that we're going to be sending your way we have.
Rebecca Clyde: Some T shirts and some fun things we always like to make sure to reward our audience if you missed the live session and you still have a question for.
Rebecca Clyde: You can always post your question on linkedin all of us are very active on linkedin and we'd love to you to chime in and answer questions and keep the conversation going, and because we know that there's a lot of rich topics here we're also going to post the.
Rebecca Clyde: video recording so that you can watch this on demand, you can share it with other people.
Rebecca Clyde: And that way, if you have a colleague or friend that missed it today, you can share it with them thanks everybody for joining us Thank you again deepak Jason Jacob have a great afternoon and it's great to see you again take care.
Jacob Molina: Everyone Thank you.