Blog

Become a Member SIGN UP!
  • Customer Experience Audit: eBay’s Vibrant Marketplace of the Future

    Editor’s Note: This post is part of a series of Customer Experience Audits. See all audit stories.

    Two years ago RJ Pittman and eBay made a big bet and made AI (artificial intelligence) a core discipline of the company, similar to brand marketing and sales. The organization was able to focus and build upon existing technologies to create a truly personalized experience on eBay. This is the definition of a big bet, and the reason why eBay is part of our AI (Artificial Intelligence) series.

    In the retail world of RJ Pittman, the conversational commerce does more than assist us in buying an outfit, it uses predictive analytics and AI to design the outfit if it does not exist anywhere in the world.  Now that is the ultimate personal relationship any brand can have with a customer. Once eBay is able to consistently deliver this value proposition to the customer and to scale it for the 3Bn online users today, Amazon will finally have a match – and become less ubiquitous.

    How did eBay get here?

    “Don’t start from the tech, start from the experience and start with transformative experiences that your customers will feel…” is how RJ Pittman summed up his approach at the Forrester conference in San Francisco this fall.  eBay is an excellent case study of a brand that followed the principles for self-service that we laid out last week – the brand will enable the customer of the future to post and sell any item without any effort or friction. Through computer vision, deep science looking at images, real time pricing, conversational commerce with interactions, and a world price guide, eBay is building an AI-enabled ecosystem that will have the power to create many real personalized experiences for all of us.

    What about the eBay brand?

    “The brand is the product is the brand” are the words of RJ Pittman that sum up the future of marketing. Today, marketing is less about ad campaigns and more about a brand’s products and the customer experience that accompanies them. This year JetBlue achieved $33M of ad spend equivalency with its launch of facial recognition technology at the gate. This is much more brand exposure than an ad campaign. Without the existing social media and mobile technologies, that would have been impossible. But in the world in which we live, the brand is more about keeping and living the promises you have made as an organization and less about what those promises are.

    This is an important note of caution for all those who have brand marketing and customer experience under two different executives. How are you ensuring that there is a real alignment between those two legs of your customer relationship?

    What did eBay really do?

    eBay applied technology to build a dream no one has imagined yet. The innovative brand did not merely optimize its responsive website (some of us actually even call responsive design digital revolution:( ), it invested heavily in a conversational commerce that will define how customers purchase in the future.

    This disruptive strategy is not a science project. It is the birth/built of a vibrant marketplace of the future. Rik Reppe said on stage in San Francisco that courage, flexibility and imagination will make or break our efforts with AI. Listening to RJ Pittman it felt like he has all three of them. Do you?

    Share Your Ideas about How to Transform Customer Experience

    Network, learn and share as a Member of The Petrova Experience.

    Culture and Access to Information

    By and large, people perceive culture as an HR discipline. The most common perception is that culture covers the soft side of performance. Culture is about how you do things, not so much about what you do. This approach to culture could not be more wrong. In fact, organizational culture is about so much more than a few words in a performance review sheet.  It is about leaders expressing values, and the action guidance their cultural behaviors provide.

    Continue reading

    Get Customer Experience Basics Right and You Don’t Need to Invest in Wow Moments

    Wow Moments are a Customer Experience hot topic. Customer experience professionals ideate how to build, prioritize, finance, and measure these Wow Moments. Chip and Dan Heath wrote a whole book on the topic: The Power of Moments. No Wow Moment saves you from negative word of mouth if your brand fails to get the customer experience basics right or to deliver the expected brand experience consistently.

    Continue reading

    How a Personal Interaction builds Customer Loyalty

    A customer-centric methodology is key to the successful outcome of my interaction with Hello Spud. It is the reason this story appears here, and not among the CX Big Fails! The company did not send an automated response. It did not deliver a message stating “sorry we couldn’t help you, would you like something else.” Instead, the company co-founder reached out to me personally across multiple channels (a handwritten note, followed by personal emails).

    Continue reading

    2 THOUGHTS ON "Customer Experience Audit: eBay’s Vibrant Marketplace of the Future"

    1. How to Prepare for AI: Dispatches from CR Summit, Charleston – DoingCXRight 03/13/2018 at 8:07 am

      […] depending on a brand’s growth cycle, customer base and business challenges. Companies like eBay place big bets on AI, while others use natural language processing (AI) only to build smart […]

    2. How Well Do You Understand AI Applications? – DoingCXRight 05/02/2018 at 12:07 pm

      […] year we wrote about eBay and their big bet to make AI the center of their product design. E-Bay is building the ultimate personalization, […]

    SHARE YOUR COMMENTS ON THIS POST

    Leave a Reply

    Price Based Country test mode enabled for testing Colombia. You should do tests on private browsing mode. Browse in private with Firefox, Chrome and Safari

    %d bloggers like this: