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Intelligent Customer Service 진화 방향과 SK Telecom 내부 적용 사례 공유
김일영, 전상웅 Manager / SK텔레콤 Data사업본부
Trend 1. Omni-Channel
Single Channel Multi-Channel Cross-Channel Omni-Channel
Single type of touch-point
Single type of touch-point
Multiple touch-point Acting independently
Technical & functional
silos
Multiple touch-point as part of the same brand
Single view of the customer Operate in functional silos
Experience a brand not a channel within a brand
Leverage their Single view of
the customer
Customer
Retailers in
Trend 1. Omni-Channel
Business Rules
Orchestration & Routing
Context Service
Engage with Real Time Next
Best Action
Prediction
COLLECT ANALYZE ENGAGE OPTIMIZE Customer behavior, intent,
engagement profile and opportunities Customer context, business rules and
Predictive next best actions Identify customer and link
interaction across channels Reflection to channel
and business rules
Trend 2. Self-Service
Source: Gartner, Nuance Communications
Self Service가 고객 서비스 문제를 해결하는
편리한 방법이라고 답했습니다.
상담원에게 이야기하는 것 보다 Self Service를 선호한다고 답했습니다.
온라인 지식기반(KB)을 사용할 수 있고
필요에 맞게 사용한다고 답했습니다.
Self Service로 질문에 대한 답변을 찾아본 후 콜 센터에 문의한다고
답했습니다.
Trend 2. Self-Service
8.15
8
US Dollars($) Minutes(min)
physical correspondence
4.09
11
fax
3.10
6
telephone speech
self-service
1.76
4
telephone IVR
self-service
1.00
4
web chat
7.79 9
telephone agent
6.79
5
web co browsing
6.00
8
online self-service
4.21
7
text messaging
0.78
6
Source: Global Contact Center Benchmarking Report
[Cost & Time per Customer Interaction for each Channel]
Trend 2. Self-Service
[Customer Self-Service Journey]
Mobile or online search
Visit company website
Initiate a text or call
Use self-service
Speak to a representative
Consumers start on mobile
or computer first
Consumers prefer mobile or web self service for low effort interactions
The Contact center is an escalation channel for
more complex and difficult interaction
Consumers digital experience heightened expectations for fast,
personalized care
Calls are more complex
40% 67%
Trend 3. Virtual Assistant
[Virtual Assistant Technology Usage EMEA] [Virtual Assistant Technology Usage USA]
Source: Global Customer Support Outlook Survey
Trend 3. Virtual Assistant
Reduce costs
- Increase first call resolution
- Reduce misrouted
- Improve automation
Improve Satisfaction
- Describe in their own words
- Shorten call time
- Easy menu navigation
Increase capacity
- Improve efficiency, Handle more calls
- Focus on more Challenging inquiry
[Potential Annual US Salary Savings Created By Chatbots]
Source: BI Intelligence
Potential Annual Savings
Total Annual Salary Expenditure
Insurance sales representatives
12
20
Securities, commodities and financial services representatives
15
32
Sales representatives
15
43
Customer service representatives
12
79
Billions(USD)
Trend 3. Virtual Assistant
H L ….
Customer Virtual Assistant Hidden Agent Live Agent
1차 2차 3차
Learning
Learning
기술의 진화가 Support
[Gartner’s Hype Cycle of Emerging Technology(2013)]
기술의 진화가 Support
[Gartner’s Hype Cycle of Emerging Technology(2014)]
기술의 진화가 Support
[Gartner’s Hype Cycle of Emerging Technology(2015)]
기술의 진화가 Support
[Gartner’s Hype Cycle of Emerging Technology(2016)]
SKT Intelligent Customer Service
SKT Intelligent Customer Service
당사가 보유한 STT(Speech To Text), NLU(Natural Language Understanding)
엔진을 활용하여 고객의 문의를 파악하고 자동 대응
STT NLU Answering Agent
SKT Intelligent Customer Service
• 인공지능 목소리 인증
• 고객 정보 사전 파악
• 실시간 텍스트 변환, 자연어 이해
• 자동 응답 또는 전문 상담원 연결
• 자동학습을 통한 지속적인 성능유지 및 개선
KNOW
HELP
LEARN
Demo
Thank you!
전상웅 Manager
sw.jeon@sk.com
김일영 Manager
ilyokim@sk.com
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