Future of CX

The Art of Providing Value to Customers

Elise Quevedo
Apr 17
10-11 mins

Table of contents

Key takeawaysCollaboration platforms are essential to the new way of workingEmployees prefer engati over emailEmployees play a growing part in software purchasing decisionsThe future of work is collaborativeMethodology

Interview with Elise Quevedo

According to Elise, technology needs to focus less on being fancy, it needs to focus more on the value that users gain from it. Even our social media needs to be less about us selling, but more about us providing value to our consumers. Here’s a quick summary of the interview.


What led to you being referred to as “The Digital Ghost Queen”?

Elise says that it’s similar to the concept of a ‘GhostWriter’. Ghostwriters write on behalf of someone else. Their name is not put-up for the entire world to see it.

Now when Elise used to handle a company’s social media, she used to dig deep and do a tremendous amount of research for each client. So, when she handled their social media, it seemed real. It seemed authentic. It brought value to the audience and results to the company without seeming like an outsider was handling it.

Most people would go and scream it from the rooftops when they started working with a major brand, but that wasn’t Elise. She even signed NDA agreements with a lot of her clients. 

Due to her ability to deliver phenomenal results, she earned the title- ‘The Digital Ghost Queen’. Essentially, she became known as someone who’ll make things happen and not just try to get famous off it.


Do you see a difference in the way startups adopt technology as compared to an established business?

It’s less about the companies themselves and more about the people in those companies. 

Of course, when you have a bigger budget, you can afford better technology, hire more people and get work distributed. And when you’re a start-up, you have to do a lot of work yourself.But that’s not what it’s all about. It’s about having the right mindset when it comes to the product. You have the Magic of The Product and also you have the Magic of You.

Both start-ups and established companies can learn a thing or two from each other. A start-up can learn about patience from a well-established company because they know about failures and mistakes. Bigger companies can learn about passion from startups. They can learn about hustle and about lighting that fire in their bellies.

Big companies tend to rest on their laurels. Start-ups have a mindset saying that ‘we don’t have any money in the bank, we don’t have a cushion to rest on. So they know that they have to continuously innovate. They’ve got to continuously do something new. They have to continuously adopt new technologies.

Another thing about startups is that there’s a shorter chain leading up to the decision. A single decision does not need to go through a hundred different people.


You will agree to the fact that social media activities need to be interactive with a human touch. How do you think conversational agents/chatbots fit into this aspect of creating valuable customer experiences?

Elise says that interaction and personalization is very important. Chatbots can deliver a more personalized experience.

We expect faster customer service. We aren’t going to wait for an hour or even for 20 minutes before we get an answer.

And even when it comes to websites, you can’t just expect people to go through a hundred different pages on your knowledge base. Especially if they don’t have a lot of knowledge about your area of expertise.

That’s where a chatbot comes in. It can give them the information they need in a manner that’s easy to understand. They can explain your product/ service and provide information in terms that everyone can understand. Because of these abilities of chatbots, they can even improve your customer experience.


How do you think the young generation is triggering a digital revolution? What can the older, experienced professionals learn from them?

The younger generation is all about urgency. They want to get things fast. They want to try a lot of different things fast to see what’s going to work. If it doesn’t work today, I’ll change it tomorrow. They’re more adaptable. And there’s a saying-

It’s not the strongest that survive. Neither is it the most intelligent ones. It’s the most adaptable ones that survive.

If the older generation wants to get ahead, they need to learn to be more adaptable. They need to learn to be more open-minded. That generation needs to be as tenacious as they were when they were kids.

They need to stop worrying about what anyone else says. Instead of that, they should just put their content out there on the internet. Stop worrying about trolls. 

You may not get millions of views, but you’ll still get hundreds and maybe even thousands of views that may convert into customers.

Embrace the technologies that are coming. Try them out to see whether they work for you.


In a world full of noise, how should businesses leverage AI in social media to make sure their marketing message is heard?

80% of social media users actually want to connect with brands or with celebrities. And chatbots can actually divert you to a person that can answer the questions you have.

Artificial Intelligence can help people to engage with companies, with brands, with influencers and thought leaders.

A lot of influencers and brands post a lot of content. Really good content. But they don’t engage. They’re missing out there. 

It’s like some actors who engage with their audience on social media and even in real, physical life, while others just don’t. And guess what... the ones that do that tend to fare better than the ones that don’t.

It can take a long time for individuals to go through the comments manually. But, AI can go through those comments and pick the ones that warrant a more elaborate answer.


What do you think about influencers who’ve built fake personalities without providing value?

Elise says that without value, you’re nowhere. Sure there are influencers who’ve built their name and reputation without providing value. They claim to be great, but when you actually look at their content, there’s nothing to it. 

Where is the value in that? This is why she feels AI will help. If you just take a résumé without doing your research, you may be disappointed, but AI can look into them and tell you which of them know their stuff.

So providing value to your customers and to your audience becomes extremely important now. Your content needs to be helpful to your customers. They need to benefit from it. They need to be able to learn something from it.

You can’t just put out fluff and expect to be taken seriously, providing value to your audience is very important, especially if you want them to someday turn into customers.


You have been honored in the ‘Top 100 Women of E-Commerce Awards’. What role do you see AI playing in transforming the E-Commerce industry?

Elise says that chatbots are going to be really big here. 24/7 support due to the timezones. There are intelligent product recommendations that come with Artificial Intelligence. The data about everything you do- where you like, what products you look at, what you buy- is all being collected and processed to make your experience better.

AI can even help with inventory issues, making sure there always is sufficient stock to meet the demand for a product.

AI can even interpret data and interpret it to predict at what time of the year a certain product may have a higher level of demand.

Even when it comes to email marketing. Companies like Amazon are using this AI to find buying patterns and then send emails recommending products that you might like. And because of this, these emails feel personalized.

Zara is now using AI for a different purpose. It’s already suggesting sizes and similar clothing items but guess what, it's doing this based on your history with them. It’s like having a shopping assistant, but online!


There are some companies that are still hesitant to adopt chatbots and new technology. How do you see that changing after the lockdowns?

She says that she definitely expects this situation to change. You’ve essentially got two choices- either you adopt the new technology and roll with it, or you get left behind.

Everyone wants to get rich faster, everyone wants to move further, everyone wants their brands to be on the Top 100 or even the Top 20. But if they don’t use chatbots and AI, it’s gonna take them much longer to do that.

Robots aren’t here to get rid of humans. This isn’t The Terminator. Artificial intelligence isn’t going to be create large scale unemployment. Instead, it’s here to help us humans work better. It’s going to create new jobs that we can’t even imagine right now.


Any other thoughts that you’d like to share with our viewers?

Embrace social media. Embrace new conversational technologies. You may think you’re too late or maybe that it’s not for you. But what the whole world can see right now, that you can still do it. People are building businesses in their own homes and sharing them with the world on social media.

Learn from all the knowledge available all across the world. And then share it on social media. But, be authentic. Be you. Be your own story-teller. Don’t copy anyone else.

Check out the 200 CX Thought Leaders to follow in 2021!


Elise Quevedo

Known as “The Digital Ghost Queen” for her behind the scenes work, Elise Quevedo is an author, keynote speaker, advisor, and social/digital media marketing consultant and a global thought leader. She has been voted 'Top 100 Entrepreneurs to Follow on Twitter' and is ranked among the Top 2% most viewed profiles on Linked In.

She has also been honored in the Top 100 Women of E-Commerce Awards.

Andy is the Co-Founder and CIO of SwissCognitive - The Global AI Hub. He’s also the President of the Swiss IT Leadership Forum.

Andy is a digital enterprise leader and is transforming business strategies keeping the best interests of shareholders, customers, and employees in mind.

Follow him for your daily dose of AI news and thoughts on using AI to improve your business.

Catch our interview with Andy on AI in daily life

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