Benchmarking against industry standard and world class AI experiences

Benchmarking is an effective way to determine appetite for change. It helps organisations to visualise what they could offer should they invest in technology, design and new skillsets.

Challenge

A sports industry body felt as though they were way behind on their digital maturity, but also weren’t clear about the value of investing in what they perceived to be emerging technology from an experiential perspective.

Approach

When developing experience benchmarks, it’s important to start with the gaps. For this client, some of the key issues that could be addressed by AI are disjointed booking processes, limited self and customer service and a disconnect between digital and physical touchpoints.

My colleagues and I looked across multiple industries to explore organisations that are addressing the key experiential gaps we identified. We were able to introduce a barometer to demonstrate maturity. Some organisations have moved from utilising basic Machine Learning models to support personalisation of digital experiences such as recommendations (Industry Standard) to advanced AI generating and predicting text, images, audio, video etc with automated model improvement (world class).

Outcome

The examples and analysis resulted in a scorecard. This enabled the organisaion to mark themselves and their competitors against world class vs industry standards to gauge their aspiration for innovation and change.