21 November 2023

ChatGPT Tips, Opportunities and Risks

Interview with Lauren Turner from Alyce

Have you taken the ChatGPT plunge yet? The AI tool has barely been around for a year, and already it’s having a transformative effect on communications. In this post, we’ll touch on ChatGPT tips, opportunities and risks for customer marketers. Used well, it can save time, particularly time spent on writing, data analysis, strategy and research. But it also has critical limitations, which all users need to be aware of.

That’s why I was so interested to speak with Lauren Turner, Director of Customer Marketing with Alyce. Lauren is a tech-lover and an early adopter of ChatGPT—she uses it daily in her work life and is well acquainted with its benefits and challenges.

Read about Lauren’s experiences with ChatGPT and her top ChatGPT tips. She talks frankly about her efforts to learn how to use the tool and offers tips and encouragement for others ready to take the plunge. Lauren also gets real about the risks of ChatGPT, and what you can do to manage them.

Lauren Turner interview

Lauren Turner, Director of Customer Marketing, Alyce

Name: Lauren Turner
Job title: Director of Customer Marketing
Company: Alyce
Previous companies: Qlik, UserTesting
Hometown: Coral Springs, Florida, USA
Degrees: BA, Economics and Government; MBA, Marketing and Management

Fun facts about Lauren Turner:

🐼 Your favorite animal is: Dog
🎞️ Your all-time favorite movie is: Spaceballs
⛸️ Your top 3 hobbies: Improv comedy, word games and reading
🌍 Top 3 places you want to visit someday: Japan, Spain and Tanzania
✒️ Your favorite author/poet is: Brad Meltzer
🛫 Last place you’ve traveled to: Boston for CustomerX Con!

Tell us a little bit about your career journey. 

Lauren Turner: I was a product manager for several years in consumer electronics and pro audio. When the economy took a downturn in 2008, it became clear that product managers in my field also needed to be engineers. But I wasn’t an engineer; I did research by interviewing customers. I transitioned out of product management into product marketing. I’ve taken that thread of customer research and getting customer feedback into all of my roles.

I moved to a company that was rebranding as a massive end-to-end CX company. The company brought in Influitive to encourage employees to share blog posts and other assets to social media because there wasn’t budget for an agency. 

That was my first exposure to a platform that could be used for customer advocacy, and I found an opportunity down the line to build a community using Influitive. That was how I transitioned from product marketing into customer marketing.

One of the great things about customer marketing is that you’re essentially “promoting” people–their experiences and successes– rather than products. It’s an opportunity to combine elements of human behavior, research and relationship building, with the creativity of finding new ways to engage customers. That’s what I’ve been doing for the last 10 years or so.

I saw #improv on your LinkedIn profile. Does improv ever benefit you in your professional life? 

Lauren Turner: Yes! I have an undergrad degree, I have an MBA, and I went through ImprovBoston’s comedy school, and honestly, that’s the education that I rely on the most. I use improv every day. Life is unscripted. Improv works those muscles of being able to think on your feet, to react in real time, and listen actively.

I’ve learned to hyperfocus on what’s going on in a conversation, to really take in what a customer is saying, and to evaluate where to go from there, rather than going in with a clear script.

So much of what we do is iterative, and you can plan everything a million different ways, but you never know for sure what the outcome of any initiative is going to be. Improv can also help with not beating yourself up over everything and trying not to analyze everything to death.

What was your motivation for diving into the world of ChatGPT?

Lauren Turner: I have always been interested in technology. When ChapGPT came out, I immediately thought about the opportunity it offered and how cool it would be to be among the early adopters. It’s fun to play with—I usually spend an hour or so at night asking it questions, trying to see what else I can make it do.

If I were to provide any ChatGPT tips, it would be to experiment with it. For work, I use ChatGPT to help create content and analyze data. It’s fantastic for condensing the time it takes to complete a case study. I use it to create customer email campaigns, and it helps me segment customers. 

It’s also helpful in giving me CliffsNotes versions—for example, I could ask it to explain in simple terms what a company does, how it makes money, and the top 3 concerns that somebody in a specific role would have. That gives me a quick and dirty summary of what I need to know to quickly relate to my customer.

What opportunities does ChatGPT offer customer marketers?

Lauren Turner: ChatGPT is pretty much only limited by your imagination.

As an example, here are my ChatGPT tips for how I used it in building a community. First, I asked ChatGPT to pull together arguments and statistics about the ROI of having a community site. Because ChatGPT can occasionally hallucinate things, I clicked on all the links to verify that all sources were real and accurate. It spat out useful, relevant and recent statistics as well as studies that talked about the value of community, which I turned into a PowerPoint about the business case for why we should have a community.

I then used ChatGPT to help plan strategy and goals. I asked for examples of content and ways that I could better engage with X, Y, Z. I provided themes and I prompted ChatGPT to use those themes to craft invitations to the people I want to invite to the community and to explain the value proposition.

ChatGPT has also been helpful for demand gen. I taught ChatGPT how to scrape a website. I could go to a conference website and, with a series of prompts, cut and paste the list of speakers, have ChatGPT filter out all the information that I don’t need, and format that into a spreadsheet. Otherwise, I would be cutting, pasting, cutting and pasting with my mouse. It would take a huge amount of time. This way it got it all done in maybe two minutes.

What are some of the dangers and limitations of ChatGPT in customer marketing? 

1. Privacy and data security

Be aware of proprietary data. If you’re going to be using real numbers, you need to make sure that your company is OK with that. An important ChatGPT tip to remember is that any text or data you enter becomes publicly available. You don’t know who might be able to see that data if it’s getting stored and being spit back out. 

So, for example, before I upload any proprietary data (like a transcript of a customer interview) into ChatGPT, I do a search and replace–changing the name of the company to ACME and the name of the person to John Doe. I add the correct names back into a Word document after ChatGPT is done doing its thing.

2. Accuracy

Be careful not to take what ChatGPT gives you verbatim. If you have a thorough prompt, ChatGPT will probably get you 75 to 80% of the way to a finished document. You still need to edit it. You still need to fact-check URLs and statistics because sometimes it makes stuff up. You need to supervise–think of it like a really smart intern! You can get great ideas and output, but it’s critical you provide the right context, guardrails and oversight.

And you need to iterate. To put in a prompt and take what ChatGPT spits out verbatim? That’s how you get yourself in a heap of trouble.

3. Human connection

You still need to think about what you want to say to customers. You still want to have human conversations and find interesting ways to connect. Maybe, with the time you’re saving by using ChatGPT to help generate customer-facing content, you can schedule another 2 Zoom calls with customers that week and build upon that relationship. Or maybe it gives you more time to help with another project that needs an extra pair of hands.

What ChatGPT tips and advice do you have for a customer marketer just getting started with the tool?

Lauren Turner: Here are my ChatGPT tips. It’s like any other skill: the more you do it, the better you get. No one comes to ChatGPT out of the gate with the perfect prompts that are going to give perfect output. It hasn’t even been around a year yet. We’re all new at this.

Learning what you can do with ChatGPT can be fun. Get in there and try it. Start with a prompt. If it doesn’t give you what you want, then tweak the prompt. Always be as detailed as possible—the more detail you give, the more thorough and on-the-mark the output is going to be. If you’re putting together a prompt for an outbound communication, explain what it is you want, who your audience is and what you’re trying to say. And maybe give it a couple of bullet points:

  • What format do you want?
  • How long should the response be?
  • What tone are you looking for?
  • Do you have a theme?

If you want to use puns, say something like: ‘Use as many dental puns as possible because you’re speaking to an audience of dentists.’ And you can ask for suggestions like: ’Give me 10 name suggestions for a customer-facing community of people who will be doing X activity.’ That’s how I got the Alyce Gifting Gurus as the name for our customer community.

You can also ask ChatGPT if anything is unclear as part of your prompt. You have to be creative in what you’re asking it to give you to get creative in the output that it gives you.

What do you say to people who feel like they don’t have time to experiment with ChatGPT? 

Lauren Turner: Ultimately the amount of time you save being able to get good prompts and good output is going to be so much more than the time that you invest in learning the basics. There are LinkedIn courses you can follow, and YouTube videos about it. 

But the best way to learn is by doing. Just jump in and ask for something simple and low-stakes. Maybe you ask it to recreate a campaign you’ve already done and just see what the difference is between what you came up with and what it came up with.

Several times I’ve given it an older campaign and I’ve outlined what I like about it, and what I don’t, and I ask it to rewrite it in a particular way. See what it does with what you already have, rather than creating something from scratch. That gives you something that you can compare against. 

Thanks for spending time with us!

Thanks to Lauren for her insights and ChatGPT tips—and thank you, reader, for spending part of your day with us. I hope you enjoyed my interview with Lauren as much as I did. 

Here’s how you can connect with Lauren:

Want to read more about customer marketing?

Check out these related Uplift blog posts: 

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Emily Amos

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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