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#IASA2018 1
Session 374Find Your Voice: Using Data & AI to Improve Customer Experience
Tara Kelly, President & CEO
Sherif Gemayel, President
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• Challenges for Consumers in Customer Experience
• Challenges for Insurers in Customer Experience
• The Insurance Customer Journey
• The Power of Voice
• Implementation of Voice at Sharp Insurance
• Pitfalls to Avoid in Implementing Voice First Strategies
• Q&A
Agenda
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Challenges for Consumers in Customer Experience
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Consumers see value in engagement…
Source: Marketo, “The State of Engagement”, 2017
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…but they don’t think it’s done well.
Source: Marketo, “The State of Engagement”, 2017
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Most think their personal data should be integrated.
Source: Marketo, “The State of Engagement”, 2017
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Only a quarter think providers understand them…
Source: Marketo, “The State of Engagement”, 2017
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…and even fewer think they are innovative.
Source: Marketo, “The State of Engagement”, 2017
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Consumers WANT to be advocates.
Source: Marketo, “The State of Engagement”, 2017
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Challenges for Insurers in Customer Experience
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#1: The need to take a digital-first approach
Source: PwC top Issues, 2018
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#2: Exploring the possibilities of core transformation
Source: PwC top Issues, 2018
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#3: Privacy & data protection concerns
Source: Deloitte 2018 Insurance Outlook
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#4: Use of Artificial Intelligence will drive competitive pricing
Source: Deloitte 2018 Insurance Outlook
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#5: The impact of InsurTech
Source: Deloitte 2018 Insurance Outlook
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The evolving customer journey
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The evolving customer journey
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The evolving customer journey
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The Insurance Customer Journey
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The Power of Voice
Use of Voice is rising…
Source: Google/Northstar2014
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…in both search…
Source: Google I/O Keynote2016
“1 in every 5 Googlesearches is done by voice.”
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…and in everyday life.
Source: Stone Temple201763.7%
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Use of Personal Assistant Devices is soaring…
Source: Parks Associates2017
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…and Voice is coming into more homes…
Source: Google/Northstar2014
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…but who is building the relationship?
Source: Insurance Business2017
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Elements of Voice
• Resonance
• Relaxation
• Rhythm
• Pacing
• Volume
• Articulation
• Pronunciation
• Fluency
• Flow
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Voice needs to be emotionally relevant
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Implementation of Voice at Sharp Insurance
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How We Do Voice
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Test & Learn is a must!
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The Power of Voice: growing success
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• Information people want quickly – How can you eliminate the need for people to login to an account on a computer or phone?
• Quick, useful actions – Adding to lists, setting alerts, ordering items, checking statuses.
• Actions better suited for voice – information people want while driving, walking, eating, with hands full, or while in the middle of something else.
What functions work best in Voice First?
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• Start where the customer needs you the most
• Be prepared to adjust and change
• Know that you need to be available to your customers
• TEST & MEASURE!
When you go Voice First consider the following:• Avoid thinking hierarchically – Web & apps need to follow a visual
hierarchy; Voice doesn’t • Explore the linguistics – People ask questions in different ways• Consider the most likely questions – FAQs are a great place to
start• Keep responses short – Alexa/Google speak slowly• Avoid too many clarifying questions • Avoid too many options – Remember the 8 seconds• Optimize the audio
Best Practices
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• Don’t wait to secure your Invocation Name
• Don’t lose the data – Are you getting the data back into your organization?
• Don’t skip the Beta Test
• Don’t try to put everything into V1
• Don’t promote your Skill as something it’s not
Pitfalls to Avoid at All Costs!
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