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Harnessing the power of contextual customer communications

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Keynote given at the RealTIme Web Solutions Conference 2016

Published in: Technology
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Harnessing the power of contextual customer communications

  1. 1. Harnessing the Power of Contextual Customer Communications Roland Selmer, Product Lead
  2. 2. About Nexmo Reinventing communication Nexmo’s Cloud Communications Platform enables you to develop faster and easier than ever before Our Platform A set of cloud-based communication APIs designed to remove the pain of integrating with multiple carriers 7 Billion Phones reached globally 130,000 Developers 5 Billion API calls annually 99.997% Platform uptime 1235+ Networks connected 2Copyright © Nexmo, a Vonage Company. All rights reserved
  3. 3. Nexmo’s Cloud Communication Platform Messaging API High deliverability & low latency globally Verify API & SDK Turnkey solution for phone verification IoT API (alpha) Next generation solutions for connecting IOT devices and M2M Voice API Call control, recording, conferencing and SIP Number Insight API Know your customers, communicate with context Phone Number API Largest global reach, instant provisioning for SMS & Voice Chat App API Access to chat apps through one API 3Copyright © Nexmo, a Vonage Company. All rights reserved
  4. 4. About Nexmo 4Copyright © Nexmo, a Vonage Company. All rights reserved
  5. 5. Back to the future “By 2017, 70% of customer communications will be digital, contextualized and consumed on demand via multiple channels, including the web, mobile devices and social media.” - Gartner (2014) Copyright © Nexmo, a Vonage Company. All rights reserved 5
  6. 6. What is contextual communication? 66 Contextual communication (n): the bidirectional transfer of information between two parties where both parties are aware of the relational, environmental and cultural context of the exchange (both sides know what the conversation is about) Copyright © Nexmo, a Vonage Company. All rights reserved
  7. 7. Most customer contact isn't contextual Copyright © Nexmo, a Vonage Company. All rights reserved ▪ 76% of consumers view customer service a reflection of company values ▪ 62% of consumers stop doing business due to a poor customer service experience ▪ Selling to an existing, happy customer is up to 14X higher vs selling to a new customer Source: microsoft.com
  8. 8. Why context is so powerful Copyright © Nexmo, a Vonage Company. All rights reserved ▪ Dopamine makes you curious about ideas and fuels your search for information ▪ Dopamine loops - Dopamine drives discovery, and when you find what you’re looking for, you get rewarded, which makes you seek more ▪ Contextual communication sparks a positive emotional reaction 8
  9. 9. Sources of customer context 99 Intent Physical Social Copyright © Nexmo, a Vonage Company. All rights reserved ▪ Intent: the goal you’re trying to achieve (e.g. purchase vs support) ▪ Physical: location, speed, cameras, microphones ▪ Social: preferred segmentation of your social graph (e.g. Linkedin vs Facebook, SMS vs WhatsApp)
  10. 10. Trends in contextual communication Copyright © Nexmo, a Vonage Company. All rights reserved ▪ Advanced notifications (e.g. SMS, push notifications) ▪ Bots (e.g. Slack, Chat) ▪ Chat in apps (e.g. LinkedIn, AirBnB) ▪ Apps in chat (e.g. WeChat, Line) ▪ Humans chatting with each other (e.g. PSTN, WebRTC) Source:.msg.ai
  11. 11. Mobile in omnichannel communications Source: lightspeedhq.comCopyright © Nexmo, a Vonage Company. All rights reserved ▪ 82% of smartphone users consult their phones on purchases they're about to make in a store ▪ 25% of smartphone users shop in-store for an item they later buy online ▪ 33% of smartphone users have switched brands due to information received during a purchase decision
  12. 12. Omnichannel customer journey Copyright © Nexmo, a Vonage Company. All rights reserved Social www Store Phone Mobile 1 2 4 3 5 12
  13. 13. Channels vs Experience “...customers don’t value channels, they value experiences...” - Peter Nordstrom Copyright © Nexmo, a Vonage Company. All rights reserved 13
  14. 14. Contextual creation loops 1414 Establish identity Problem Definition Problem Resolution Copyright © Nexmo, a Vonage Company. All rights reserved ▪ Context gets created at the start of each touchpoint ▪ Transferring to new channels often results in loss of context ▪ Contextual creation loops lead to a poor customer experience
  15. 15. Early efforts: new social graphs don't work 1515Copyright © Nexmo, a Vonage Company. All rights reserved ▪ Some attempts to create new social graphs for brands have failed ▪ At its peak, ESPN had 1,696,752 Circles ▪ Some efforts are too soon: Wave
  16. 16. ...but leveraging existing ones do 1616Copyright © Nexmo, a Vonage Company. All rights reserved ▪ 2015 Uber integrated ridesharing into Facebook ▪ Blurring the line between networks, apps & services ▪ Emergence of in-app contextual communications
  17. 17. Case Study: WeChat ▪ 1.1B+ registered users ▪ 700M+ monthly active users ▪ WeChat Moments ads target based on location, interest, age, gender, device and phone network ▪ WeChat contributes to $1.76B in lifestyle spending in China Copyright © Nexmo, a Vonage Company. All rights reserved 17
  18. 18. Chatbots in your contacts Source: intercom.ioCopyright © Nexmo, a Vonage Company. All rights reserved ▪ Chatbots can exist in your contacts just like any other contact ▪ Messaging is convenient because it is uses NLP, is asynchronous and location-aware ▪ Cards embedded within messages reduce the friction of checkout
  19. 19. Location context Copyright © Nexmo, a Vonage Company. All rights reserved Source: intercom.io
  20. 20. Omnichannel evolves Copyright © Nexmo, a Vonage Company. All rights reserved 20
  21. 21. Conversational Commerce “...pertains to utilizing chat, messaging, or other natural language interfaces (i.e. voice) to interact with people, brands, or services and bots that heretofore have had no real place in the bidirectional, asynchronous messaging context.” - Chris Messina, Developer Experience Lead at @Uber, inventor of the #hashtag Copyright © Nexmo, a Vonage Company. All rights reserved 21
  22. 22. Conversational Commerce Conversational commerce typically uses cognitive computing technology such as IBM Watson to have a true dialogue with consumers. These applications can ask shoppers what they want and allow them to express their needs in their own words. Copyright © Nexmo, a Vonage Company. All rights reserved 22
  23. 23. Cognitive Commerce Copyright © Nexmo, a Vonage Company. All rights reserved ▪ Built on deep natural language understanding and adaptive learning ▪ Joins the dots between unstructured datasets and build context ▪ North Face: 55,000 total sessions during beta, 2 minutes average session time, 60% clickthrough, 75% of users said they would use it again 23
  24. 24. Context doesn’t move across channels today Siloed access using different APIs Copyright © Nexmo Inc. All rights reserved. Confidential – Do not distribute without permission. 24 IP MessagingPSTN IP Voice SMS
  25. 25. A context aware API PSTN SIP SMS IP Messaging WebRTC Copyright © Nexmo, a Vonage Company. All rights reserved Bot Nexmo API 25
  26. 26. Case Study: mobile banking Copyright © Nexmo, a Vonage Company. All rights reserved ▪ Identity defined through passwords or biometrics (e.g. touchID) ▪ Intent defined through app journey (e.g. business account) ▪ In-app direct call conveys context to bank contact center or cognitive AI bot ▪ Contextual communications reduce friction, improve product engagement and safety 26
  27. 27. Harnessing the Power of Contextual Customer Communications ▪ Focus on the customer experience, not channels ▪ Avoid creating contextual communication loops ▪ Allow customer contact through their social graph not yours ▪ Utilise the power of cognitive computing to scale ▪ Utilise contextual APIs to power your omnichannel communications through conversations with customers Copyright © Nexmo, a Vonage Company. All rights reserved 27
  28. 28. Thank you Roland Selmer roland.selmer@nexmo.com @RolandFlyBoy 28Copyright © Nexmo, a Vonage Company. All rights reserved

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