Lo speech che Renée Richardson Gosline terrà al World Business Forum si intitola: ‘cosa vogliono i clienti: strategie di customer experience d’avanguardia’, in attesa di ascoltare dalla sua stessa voce come le aziende si relazionano con i clienti e costruiscono strategie di marketing e branding e come debba essere progettata una strategia di customer experience guidata dai dati, ma anche profondamente consapevole dell’elemento umano, Youmark le ha chiesto in anteprima qualche anticipazione.
In summary, what would you like those listening to your speech at the WBF to take away from it, in short, what is the ultimate meaning of your speech?
“I would like the audience to no longer fear friction – to seek opportunities to embrace it when it serves progress. Leaders are currently seeking to remove as much friction as possible to create seamless processes and maximize automaticity. This is a response to the popularity of both behavioral economics “nudges” and machine learning “artificial intelligence” that beget frictionless strategies. But if we think about the science of physics, friction is neither good nor bad by definition, rather, “bad friction” inhibits optimal speed in a direction, while “good friction” permits acceleration and change of direction. So instead of uncritically trying to remove friction from our organizations and experiences, we must take a more nuanced approach and assess where there is “bad friction,” which we must remove, and where there could be “good friction,” which we must embrace. Good friction interrupts flawed or outdated “autopilot” processes, enables a culture of experimentation, and combats bias in algorithms. For this reason we must not fear friction but, rather, celebrate the progress that can come from it when applied correctly. We can conduct “friction auditing” in our professional and personal lives and identify touchpoints where bad friction stands in the way of performance, and places where good friction can provide guard rails and opportunities for innovation. Ultimately, this means that we must become comfortable with being uncomfortable and invest in a culture of experimentation”.
You are a super-professional, your CV speaks for itself, moreover a woman, and we would like for it to stop making headlines, and become the norm, especially under 40. What advice do you give to young people who want to succeed in today’s world?
“Thank you, you are very kind. It is an exciting time, one of great technological change, but it is also a time where structural challenges persist. Center the humans behind the data points and place ethics at the core of your decisions. We need principled leaders. Get clear on your values early on, they will be your north star along your career journey. So, though you may be young, think about your retirement day – what kind of impact would you like to make? What narrative would you like to be written about the kind of leader you became? Think about how you can create that future and revisit it often. You have the power to be the author of your story, so be intentional about that every day”.
For a company, the brand is the most important asset. In its relations with consumers, the relationship becomes fundamental. Based on your studies on human behavior, but also on your expertise in the field of AI and data, as well as the multifaceted experiences you have gathered working with companies such as LVMH or Leo Burnett, what advice would you give to those who want to safeguard and increase the value of their brand, while navigating in contemporary complexity?
“Branding is about CX – customer experience. 77% of B2B and 70% of B2C customers say they share good experiences with others. How your customers experience your brand at touchpoints along the customer journey can increase (or decrease) the probability of adoption, satisfaction, and loyalty. This means 2 things: first, we should rigorously collect qualitative and quantitative data at these touchpoints to better understand the experience and serve customers. These experiences become the cognitive associations that affect consumers’ judgments about the brand. Second, we must understand that value is not only meant for the firm, customers want to share in value creation as well. Brands must not be solely extractive but create a value exchange with their customers. If we expect them to co- create, advocate for, and be loyal to brands, customers must feel that they are receiving value in return”.
Chi è Renée Richardson Gosline
Professoressa della MIT Sloan School of Management, leader in materia di AI ed economia comportamentale, è Professoressa all’MIT Sloan School of Management dove dirige la nuova Human-AI Integration Pillar dell’Initiative on the Digital Economy (IDE) del MIT. La sua area di competenza è l’intersezione tra la scienza comportamentale, la tecnologia e le implicazioni dell’intelligenza artificiale sui bias cognitivi nel processo decisionale umano. In passato ha lavorato nel settore privato per LVMH e Leo Burnett, Gosline ha collaborato con i leader di aziende della Fortune 500 tra cui IBM, P&G, Johnson & Johnson, Salesforce e BMW. Nominata da Poets and Quants una dei migliori 40 Professori under 40, nel 2020 è rientrata nell’Inaugural #Blacklist100 del “Black Thought Leaders Creating Positive Change”.
