Self-Service and Bots set to change customer and user experience

©2016 Aspect Software, Inc. All rights reserved

DIGITAL SELF-SERVICE

Pommie LutchmanChief Innovation Officer – OcularCloud™

©2016 Aspect Software, Inc. All rights reserved2

Omni-Channel Customer Engagement


Why is Customer Service on Messaging so Attractive?

3

SecureIdentity protected through username and

password on messaging apps like Messenger

PersistentDialogs are archived in message apps

automatically

More robustNo speech recognition challenges through

noisy environments or accents

Less intrusiveMessaging dialogs can be conducted silently,

during meetings, in presence of others, while

travelling, etc.

ConsistentOne client, central storage of messages

PersonalCell phone or Messenger account belongs to

one person, not shared

Ubiquitous900 million individuals use Messenger

already, growing fast. EVERY phone can text

AsynchronousDoes not take user’s entire attention, i.e. they

can pursue other tasks while messaging

THINK beyondthe app!


MESSAGING

Asynchronous communication, apps on billions of phones, discovery built-in through embedded address book – just “send your question”

SMS

Asynchronous communication, app on every phone – find phone number, then just “send your question”

WEB/APP

App requires discovery and download – apps require download, question needs to be translated into menu options

Synchronous, i.e. requires full attention, slow –question needs to be translated into menu options

PHONE CALL

What’s the LEAST EFFORT way to get your question answered?

Effo

rt/T

ime

Sp

en

t

Channel


IVR and Contact Centre: Bridge the GapSubmit context and history of IVR interaction to agent

Self-Service Live Service

Welcome back to DStv!

Please enter your smartcard or ID

number…

3 – 8 – 5 – 1 –2 – 0

Contextual Handover to Live Agent

CLI recognition

Hello Mrs. Smith. I can see you are calling in with an account query…

Thanks. I can see you have a negative

account balance. Would you like to

arrange payment or speak to an agent?

“I’d like to speak to an agent”

Personalization


SMS and Contact Centre: Bridge the Gap Extend self-service to textual channels, and seamlessly hand over to live service on same channel

Contextual Handover

to Live Agent


MOBILE and Contact Centre: Bridge the GapOffer contextual callback in mobile apps

Hello Mr. Lutchman. You

wanted us to call you back regarding

your account payment?

Contextual Handover

to Live Agent



Chat and Contact Centre: Bridge the GapPrequalify a web chat user, then hand off seamlessly to live agent


Contextual Handover

to Live Agent

of consumers are annoyed

when they have to repeat

themselves about the same

customer service issue

89%


Show them you know them!

• Wow your customers by knowing when and why

they contacted you last, and whether there are any

outstanding issues

• Provide a seamless Omni-Channel Customer

Journey by preserving session state across customer

touch points – self-service and agent assisted

• Dynamically personalize and ease self-service

interactions by managing customer preferences and

segmentation data

The Solution: Context Continuity

CONTEXT

CONTINUITY

CONVENIENCE


How? Context Cookies

12

Examples

▸ Dropout points in IVR interactions

▸ Business tasks that weren’t completed on last call

▸ Last transaction performed in mobile app

▸ Last time the customer talked to an agent

▸ Last issue discussed with agent

▸ Most recent page of your website the customer visited

Think “browser cookies”:

Small data bits that track the customer journey


13

1. Max calls in and tries to update his

credit card expiration date. His call

gets dropped.

2. Max calls in again, expecting to start

from scratch. To his surprise, the IVR

remembers his transaction.

http://aspct.co/continuity1


Prime Telecomcall endedconnectedconnectedcall ended

Prime Telecom will always offer to complete

the last transaction if unfinished in previous session

DEMO




14

1. Max calls in and tries to update his

credit card expiration date. His call

gets dropped.

2. Max calls in again, expecting to start

from scratch. To his surprise, the IVR

remembers his transaction.



OR

Max decides to turn to SaskTel’s

mobile Web app instead

SaskTel will always offer to complete

the last transaction if unfinished in previous session

DEMO




would rather

CLEAN A TOILET

than talk to

customer service*

33%

* http://www.aspect.com/millennials

# http://info.localytics.com/blog/23-of-users-abandon-an-app-after-one-use

Messaging: It’s no longer the

42% 23%of app users

ABANDON

AN APP

after 1 use#

72%of customers

PREFER TEXT

over talking on the

phone


we could come up with the ultimate way to serve

customers the way they communicate with each

other… …WHILE SAVING COST

INTERACTIVE TEXT RESPONSE

ENTER

The 4 Faces of Messaging


The 4 Faces of “Messaging”

22

Direct Answers to

Questions

Basic Information

What’s my balance?

Your balance as of 6/13 is

$89.13. It is due on 6/30

ABC Bank



23

Direct Answers to

Questions

Basic Information

How many minutes

have I used

You have used 35 of your free

100 monthly domestic minutes

Prime Telecom



24

Direct Answers to

Questions

Basic Information

What’s my rewards

balance?

24,133 points

ABC Airlines



Display of rich media,

or collecting/sharing

sensitive information:

link to disposable app

ABC Bank

Can I pay my bill

with a different card

To pay your bill securely, tap

https://m.abcb.com/lH78yU5

Rich Media or Secure Content


Rich Media or

Secure Content

26






Prime Telecom

Can I pay my bill

To pay your bill, please tap

https://m.stel.com/lH78yU5


Rich Media or

Secure Content

27






ABC Airlines

Need a flight from BOS

to DFW tomorrow

We have 2 direct flights:

#1199 at 4:05pm, #541 at

7pm. Book here:

https://m.swa.com/lH78yU5


Detour: What’s a “Disposable App”?

• Reach the 96% of customers who aren’t regular

users of your mobile app

• Turn texting into a secure channel

• Complements your existing mobile native app

A special-purpose, context-aware, secure HTML5

mobile Web app that requires no prior download,

works across all smartphone platforms, lets your

customer engage on the spot

28

• Pay bills • View lab results

• Enter data • …


Transactions


“Form Filling”, e.g.

Appointment

Scheduling

I’d like to meet with a financial

advisor. Can I come in Monday?

On Monday we can offer: 10am,

2pm, 3:30pm

ABC Bank

10am works

We’re looking forward to seeing

you Monday, 10am


Transactions


Transactional

Dialogs

Want to add SMS roaming

package for $15?

Prime Telecom

Sure

Great! Charge the $15 on your

card ending in 9002?

Yes

OK. Your package has been

added


Transactions


Transactional

Dialogs

Want to add Early Bird Check-in

for $15 for your upcoming flight?

ABC Airlines

Sure

Great! Charge the $15 on your

card ending in 9002?

Yes

OK. Early Bird Check-in added!


Transactions

32


Proactive Outreach

Communicate changes proactively

through outbound text

“Form Filling”, e.g.

Appointment

Scheduling


Contact Center

33


Getting Human

Help –

bypassing IVR

Call me

What do you need help on? E.g.

send “loan”, or “card”

ABC Bank

Credit card

A card specialist will call you

shortly

ABC Bank


Contact Center

34


Getting Human

Help –

bypassing IVR

Call me


send “roaming”, or “billing”

Prime Telecom

My bill looks wrong

A billing specialist will call you

shortly

Prime

Telecom


Contact Center

35


Getting Human

Help –

bypassing IVR

Call me


send “rewards”, or “flight

information”

ABC Airlines

I need to make a

reservation

A booking agent will call you

shortly

ABC

Airlines


Contact Center

36


Getting Human

Help –

bypassing IVR

Respect Channel Choice

Stay in messaging channel or escalate

to voice



Meet Edward, ‘s SMS Virtual Host

WHAT?Adapt to our guests’ ever-evolving needs

and deliver a new level of service excellence

WHY?Respond to new guest behavior, stay relevant,

stay competitive through service quality, reduce

cost through automation

HOW?

Welcome guest with a text, respond to questions

instantaneously via AI, involve staff where needed,

offer option to receive call to bridge self- and live

service

Welcome to the Radisson Blu Edwardian Grafton. My name is Edward and I’m your virtual host. If I may be of assistance, please text me. Examples: apps.edwardian.com/ e/003ed.html


Help page


Edward Combines…

41

▸ The business value of a blend of personal touch and automation

▸ The response times and accessibility of self-service

▸ The proven methodologies of Interactive Voice Response

▸ The consumer appeal of texting/messaging as a communication channel

▸ The ubiquity of SMS across the world

▸ The benefits of Natural Language Understanding for free-form dialog

▸ The value of CRM to show the guest we know them

▸ The human touch through live service integration where needed


Edward – An Overview Customer

Question

General

Question

Extract

Intent & Content

“Call me”Complaint

AnswerFront or Back

Office

Follow-Up

Acknowledge

Humor/

Other

Front Office

Follow-Up

Account-

Specific Q

Respond

KudosNeed

2025 2 122


Challenging Dialogs…

43

How do I open the fridge

door in my roomI am sorry to hear that your door

is not cooperative; a member of

staff will be with you shortly to

rectify the issue.

I wanted a cold drink but can't

open fridge door but I'll leave

it until the morning thanks Apologies about the door.

Housekeeping will be with

you shortly to assist.

No thanks I don't wish to

disturb my wife who is asleep

at 3:40am!!!


Why is Customer Service on Messaging so Attractive?

4

5

SecureIdentity protected through username and

password on messaging apps like Messenger

PersistentDialogs are archived in message apps

automatically

More robustNo speech recognition challenges through

noisy environments or accents

Less intrusiveMessaging dialogs can be conducted silently,

during meetings, in presence of others, while

travelling, etc.

ConsistentOne client, central storage of messages

PersonalCell phone or Messenger account belongs to

one person, not shared

Ubiquitous900 million individuals use Messenger

already, growing fast. EVERY phone can text

AsynchronousDoes not take user’s entire attention, i.e. they

can pursue other tasks while messaging

THINK beyondthe app!


Some experiments to look beyond texting…

61

https://vimeo.com/165934123

https://vimeo.com/165934123