Presentatie voor Online Tuesday #71 over Artificial Intelligence en de vermenselijking van online marketing en service.

1. Hello.

2. Getting the customer
job done
Customer experience
in a connected world
Automating conversations to
get the customer job done
Smart. Personal. Easy.
Personal conversations on
every channel or device

3. CX COMPANY ONTWIKKELDE DE EERSTE FINTECH CHATBOT (YVETTE) OP MSN IN 2005

4. Bijna vier jaar geleden stond
ik hier ook. Met dit verhaal. Ik
trok drie conclusies

5. Een sterk merk
heeft meerwaarde

6. Consumenten
hebben een job
to be done,
maar geen plan

7. Ze hebben
behoefte aan
service die ze maar
zelden krijgen

8. En de kansen liggen voor het
oprapen

9. Digitale
transformaties …

10. Big Data…

11. Programmatic komt
naar TV…

12. Clickfarms…

13. En gaat feitelijk
over bereik…

14. En daar wringt
de schoen..

15. Digital interaction volume
Growth rate
Live Contact
growth rate?
WE MISSEN DE OPPORTUNITY ONDER ONZE NEUS...
Digital interaction already
10x live
Telematics and IOT will 10x
that
What if 10% is escalated to
live…?

16. RESULTS
Social media is
slechts 2% van
het live service
volume
Live
contacts
Social
Media

17. Teveel vragen op social
worden nooit
beantwoord

18. wordt in 50% van
de gevallen niet
beantwoord

19. 74%
ONDANKS ALLE BIG DATA
Source: ‘Global Contact Centre Benchmarking Report’, Dimension Data, 2015
van consumenten is gefrustreerd met
de onpersoonlijke service online

20. Broken journeys everywhere
How do I start a Live Chat in My Company app?
Where can I find the nearest Company store?

21. Please hold, while I transfer
your call to the right
department where you need
to tell your story again!

22. We need to
humanise digital…

23. …not robotise
employees.

24. Gaat artificial
intelligence
ons helpen?

25. RESULTS
Humans: 90%
Random: 44%
AI High-score:
58%
AI Low-score:
32%
WINOGRAD CHALLENGE
Who is
“he”?
Babar wonders how he
can get new clothing.
Luckily, a very rich old
man who has always
been fond of little
elephants understands
right away that he is
longing for a fine suit.

26. Er is een 50% kans dat
er over 50 jaar sprake is
van HLMI
HLMI = High Level
Machine Intelligence
Source:
WAT DE EXPERTS (WETENSCHAPPERS) DENKEN

27. EEN RETAIL SALES-MEDEWERKER ZOU AL OVER 15 JAAR VERVANGEN KUNNEN
WORDEN DOOR EEN ROBOT. MAAR DE MENINGEN ZIJN VERDEELD

28. Understand customer job (AND GET IT DONE!)
Personalise communication
Be responsive to behaviors & emotions
Reduce uncertainty with notifications
Be helpful and conversational
Deliver on the brand promise
Learn from each conversation
Source:
https://experiencemat
ters.blog/2017/04/12/
report-humanizing-
digital-interactions/ automating conversations
to get the job done
DE ZEVEN BEGINSELEN VAN HUMANISED DIGITAL
ASSISTANCE (& smart chatbots)
Based on

29. T-Mobile: From static Q&A to intelligent, dynamic & conversational

30. Customer Adoption

31. Customer Satisfaction

32. Ohra Pet insurance
Case study

33. • Key objectives:
• Increase online conversion rates from new campaign
• Go live within 10 weeks
• Key assumption:
• Offering automated pro-active, conversational
support in the consumer decision journey can
improve the experience and increase conversion
rates
• Key challenge:
• Offer web chat support with warm transfer, but
prevent contact center to be flooded
Pro-active support in the Consumer Decision Journey

34. • We designed a conversational chatbot that
pops-up pro-actively when the consumer is on
relevant web pages (campaign site, product-
pages, self-service portal etc)
• It is designed to capture 30% to 50% of data that
would normally be captured through a static
form
• Free format data entry is limited to prevent
consumer failure
Use conversations to capture data

35. • The bot captures the name of the pet first and
uses that name in other parts of the conversation
to increase engagement
• We believe that consumers that feel engaged
and have already invested time are more likely to
stick to the end
Make it personal to increase engagement

36. Guiding the customer journey
• The bot compliments the consumer in a natural
way to keep a fluent flow of the conversation
• It guides the consumer to provide answers the
bot is likely to understand to avoid the “sorry I
don’t understand what you are saying”-
experience

37. • At some points the conversation needs to be
escalated to live for underwriting purposes
• At other points in the journey escalation to live has
been designed in with intent to increase the
likelihood for a sale
• We are currently in the process of evaluating based
on data to optimise these escalations
• For the future we are considering to develop a
decision engine with machine learning algorithms to
optimise conversation flows automatically
Intentional escalation to live

38. The consumer chooses the channel
• At the point of escalation to live a warm transfer
to web chat is offered, but the consumer can
make his own choice
• The consumer can also be jumped to the sign-up
form where all known data from the automated
conversation is pre-filled
• Escalation to a live contact occurs in less than 5%
of conversations

39. Make consumers notice a human has stepped in
• The escalation to web chat has been
intentionally designed in a different interface to
mark the transfer from bot to human
• The live agent can review the entire conversation
with the bot and continues where it was
transferred

40. The first results are far above expectations
A/B-tests show that
conversion rates when the bot
is offered are 35% to 100%
higher

41. Bedankt.