Extending Your Brand with Artificial Intelligence

October 17, 2017 Sarita Myers

 

Artificial intelligence is showing up everywhere—from Siri to Alexa to Google Home.  Let’s face it, AI makes our lives easier. Every morning Alexa wakes me up, gives me the weather, delivers my news brief and updates me on all the sports highlights. While my coffee is brewing, she lays out my daily work schedule. And I can speak to Alexa; I add meetings and my boxing workout, create shopping and errand lists. With a $39 investment, Alexa is my personal assistant that takes up no space and does not cost me a dime.

Now, don’t think this is an endorsement for Alexa. Instead, it’s a practical example at how artificial intelligence enhances my life and makes my day more efficient. I am not alone; 84% of respondents to a Pega study, “What Consumers Really Think About AI: A Global Study,” use AI daily for customized engagement. Google search, spam filters for email, Facebook news recommendations, and online shopping recommendations are ways we engage with AI daily. AI can scale to efficiencies in club management as well as help you personalize your member engagement.

So, imagine this…what if Daxko could add this efficiency in your clubs? Cue Olivia, the invisible sales agent. With up to 85% of your revenues coming from memberships, what if you used artificial intelligence to drive efficiency in the membership process? What if Olivia’s sole job was to nurture prospects into qualified leads ready to take action and then serve them up to your membership sales team? How precise would this be?  Olivia, who requires no W2, earns no wages, takes up no space, who is impervious to rejection and can work 24/7 with no breaks, can drive your prospects into leads in the pipeline. Ah, the value of artificial intelligence. The best part, Olivia will amplify your brand in how she engages your member. 

Have we piqued your interest? Artificial Intelligence in the make-member process is the future—and while cliché, the future is now. The product strategy team at Daxko has teamed with artificial intelligence gurus for the past year to learn how Olivia can impact your prospect/lead management and membership engagement. We have been at work, gathering test examples of how AI can bring efficiencies to your membership process. 

The future value of AI is in delivering exceptional experiences. Retention and member engagement are areas that Olivia can enhance your club. Today’s CMOs are looking at automating customer interactions to deliver personalized rapport. Olivia can be your brand ambassador for delivering success messages to members. “Sarita, congratulations on working out 6 consecutive weeks.”  Or, “Sarita, we miss you!  Time to come back!” Boutiques have created intimacy with their members by sending these 1:1 messages and celebrating member milestones. Well, clubs can get into the action as well. AI done right in member engagement can amplify your member experience.

Putting Olivia to work at personalizing your member experience will not happen overnight. Olivia may not work for money—but Olivia thrives on data. The more member data—the better the predictability of AI. This predictability is what enhances Olivia’s conversations with your members. So, yes, the benefits of Olivia will be driven by strategic vision. Simply put, you’ve got to do the work of building the experience so that Olivia can deliver the experience to your members.

Why AI? Why Daxko?  Daxko is known for exceptional experiences and we have won services awards.  One of Daxko’s many R&D investments is bringing artificial intelligence to the market to enhance the member experience. Daxko acquired CSI Software about 20 months ago. Our product strategy team has been at work on not just enhancements and overhauling the Daxko Spectrum club management platform user interface and our API partner integrations, but also understanding how we can enable you to be more efficient and engaging at making members. Using AI has many benefits to the membership process—but most understated is how we can use AI, or Olivia, to extend your brand. We are actively looking at how to deploy AI across all experiences and how to use the 20+ years of membership data we have collected to give Olivia “the brain” to empower real time contextual engagement with members.

How you do what you do matters to us, and artificial intelligence in the right setting will get us there.  Yes, we are your invisible partner and with Olivia, we are going to make some major things happen.  Artificial intelligence done right, is the next best thing to being there.

About the Author

Sarita Myers

Sarita Myers is a Business Strategist and a Transformation Leader that likes to fix things with her head. Finding strategic solutions to solve “big” market problems is her work nirvana. Customer Obsessed, Sarita believes customer discovery and customer experience mapping are the keys to identifying market problems and developing solutions to fix market needs. A lover of challenge and change, Sarita is excited to be leading the product strategy team at Daxko (Spectrum CSI). Sarita’s long game is to deliver strategy, positioning and products to the market that will deliver exceptional experiences.

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