MEA Q1 2018

MEAMARKETS / Q1 2018 19 Five Steps for Re-tooling Your Organisation with Machine Learning Create the Best Possible Customer Experience Using machine learning for automation will boost operational efficiency, but do not overlook the ROI of accelerating decision making (without sacrificing accuracy) to improve the customer experience. Start by envisioning the customer experience you want to create, then prioritise investment against those elements of business processes that could most improve the customer experience. Machine learning allows organisations to personalise advertisements, call-centre interactions and even products and services for individual customers—and to predict what they want next. Set and Measure Metrics CIOs understand the value that machine learning offers, but the other members of the senior executive team and board may not. CIOs must therefore set expectations, develop metrics of success before beginning the implementation process and prepare a solid business case to present to the leadership team when requesting the necessary funding. Metrics will need to change as you adopt machine learning capabilities and reap the benefits of intelligent automation. Understand the Effect on Corporate Culture How employees’ roles will change as the organisation introduces machine learning requires CIOs to adjust their hiring and training processes. This should not be too difficult, as it requires the same skill sets needed for the cloud era, such as data science, engineering, math and critical thinking. This transformation will likely be uncomfortable for some employees, so be sure to communicate the value machine learning will bring to their day- to-day work. The machines are not taking over the enterprise— they will alleviate employees of tedious manual processes and free them up to focus on more strategic projects. It’s also important to understand that CIOs are not immune to that uncomfortable feeling. Their roles must evolve as well from being responsible for keeping the lights on when it comes to operational matters to an executive who has a much broader engagement across the business and, therefore, a new level of strategic importance. Realising a return on machine learning investments requires planning and disciplined follow- through—all while adjusting employees to how rapid and ongoing technology changes will affect their day-to-day work. Following the five steps described above will ease that transition for Middle East organisations.