On Brand: LivePerson’s Manlio Carrelli On Elevating Customer Experience

On Brand: LivePerson’s Manlio Carrelli On Elevating Customer Experience


I’m Manlio Carrelli from LivePerson. I run
our Enterprise Business. We create conversational commerce for the world’s biggest brands. Consumers want to be able to say what they want, whether it’s out
loud in their home or by typing in their phone, and the brands that give them that
experience are gonna be way more successful than the brands that make you call 1-800 numbers, websites, apps, etc. For us, what makes partnerships successful is clarity on the roles in the partnerships. We do really, really well working with the large systems integrators in the creative shops, because they’re able
to do what they do best, right? Co-create ideas with their clients and use
technology like ours to bring those experiences to life. Our own marketing
strategy is interesting. Instead of thinking in terms of broad
demographic groups, we like to go an inch wide and a mile deep. We really work
backwards from the specific executives that we’re trying to build relationships
with. We also do a lot of investment in events. When a customer comes to one of our events, I like them to see every single touchpoint. I think that’s
what the best brands really do with their advertising and with the
experiences they create for their consumers, is to bring a level of
delight and amazingness to it that changes how people look at the world. That’s what we try and do in our own marketing. What do brands need to think
about when they’re bringing AI? One of them is to be intentional about this
from a brand perspective. What this AI experience means for their consumers. A
lot of them manifest it in an experience like a bot. You go out and look at all
these bots and you notice a trend pretty quickly: they’re all women. We started making these for our brands and we’ve actually asked ourselves, “Why is that? Does that make sense? Should it be for them?” What is the impact of all
these being women, particularly the bots that are personal assistant bots… we don’t think that’s necessarily a positive thing. We think
brands need to be a lot more thoughtful about the personalities that you could give these, because children interact with them… people interact with them and it creates
a bias in our society. We created this initiative, EqualAI, to bring attention to it and to have brands start to take a look at it. I think a lot of marketers worry about getting your message out with fidelity in a very, very busy
world, where attention units are very precious. It’s one of the reasons
for us that we really like to bring people together in person from a B2B
perspective, because I find that you get the highest fidelity. The return on what
we’re able to do in person is just much much higher. We also take that very, very
seriously. You just can’t come at people with a presentation about your product. You’ve got to co-create with them. That’s where we’ve had the best success
in our customers when we unlock that potential with them for co-creation as
part of the peer group and as part of their dialogue with our company.

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