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AI Powered Customer ServicePhil Davis – Managing Director, Strategy, Accenture
AI POWEREDCUSTOMEREXPERIENCEJUNE 2019
AI TECHNOLOGIES & APPLICATIONSHOW DOES THIS ALL FIT TOGETHER?
Knowledge Representation
Search and Optimization
Predictive Systems
Biometrics, Facial & Gesture
Recognition
Genomic Analysis
Virtual Agent
PersonalityInsight
Expert Systems
(Inference)Intelligent
Automation
RecommendationSystems
Text, speechimage &
video analytics
Augmented Reality
Deep Learning
Shallow Learning
Deep Neural Networks
RegressionSVM
Intelligent Products
NaturalLanguage
Understanding
Computer Vision
Speech to Text
Audio & Signal
Processing
MARKET DEFINITION:
The theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages.
ARTIFICIAL INTELLIGENCE DEFINED
MARKET DEFINITION:
The theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages.
ARTIFICIAL INTELLIGENCE DEFINED
ACCENTURE DEFINITION:
Smart machines that extend human capabilities by sensing, comprehending, acting and learning – allowing people to achieve much more.
THREE AI MYTHS1. Robots are
Coming for Us
THREE AI MYTHS1. Robots are
Coming for Us2. Machines Will
Take Our Jobs
THREE AI MYTHS1. Robots are
Coming for Us2. Machines Will
Take Our Jobs3. Current
Approaches Will StillApply
AUTOMATE
RE-ENGINEER
RE-IMAGINE
1. Reimagine Business
THREE AI IMPERATIVES
THREE AI IMPERATIVES
MISSING MIDDLE
COLLABORATIVE INTELLIGENCEMACHINES HUMANSHUMANS HELP MACHINES HELP
TRAIN EMBODY
EXPLAIN INTERACT
SUSTAIN AMPLIFY
1. Reimagine Business
2. New Approach To Work
+
THREE AI IMPERATIVES
Isaac’s ThreeLaws…UpdatedAccountableTransparentHonestFairHuman-Centric
1. Reimagine Business
2. New Approach To Work
3. ResponsibleAI
ADVANCING MISSING MIDDLE SKILLS FOR HUMAN–AI COLLABORATION2
In the age of intelligent technologies, the majority of jobs will require humans to work with machines to create new forms of value.
HUMAN-ONLY ACTIVITY
MACHINE-ONLY ACTIVITY
HUMANS COMPLEMENT
MACHINES
AI GIVES HUMANS
SUPERPOWERS
HUMAN & MACHINE HYBRIDACTIVITIES
THE MISSINGMIDDLE
THE MISSING MIDDLE
Copyright © 2017 Accenture All rights reserved.
LET’S BRING IT TO LIFE
14
Copyright © 2017 Accenture All rights reserved. 15
Copyright © 2017 Accenture All rights reserved. 16
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Most calls lack a transaction
Copyright © 2017 Accenture All rights reserved. 18Right Experience | Thoughtful Foundation | Optimal Placement | Continuous Improvement
Copyright © 2017 Accenture All rights reserved.Right Experience | Thoughtful Foundation | Optimal Placement | Continuous Improvement
Copyright © 2017 Accenture All rights reserved.Right Experience | Thoughtful Foundation | Optimal Placement | Continuous Improvement
Copyright © 2017 Accenture All rights reserved.Right Experience | Thoughtful Foundation | Optimal Placement | Continuous Improvement
THREE AI IMPERATIVES
Isaac’s ThreeLaws…UpdatedAccountableTransparentHonestFairHuman-Centric
1. Reimagine Business
2. New Approach To Work
3. ResponsibleAI
Copyright © 2017 Accenture All rights reserved.
Copyright © 2017 Accenture All rights reserved.
BUT WHAT ABOUT THE CUSTOMER?
25
Copyright © 2017 Accenture All rights reserved. 26
ENSURE TIMELY, PERSONALIZED HANDOFF OF THE CUSTOMER INTERACTION REGARDLESS OF THE CHANNEL …
CUSTOMER
RetailCall
CenterDigital Self-Serve/
PersonalizationIVR &
Visual IVRWeb Chat/Message
Chat
Sales (Chat, Digital,
Telesales)Video
Plan
Voice Assistant (Alexa)
Bill Upgrade Account Troubleshooting Payment Usage International
Social
INCREASINGLY VALUE DIGITAL EXPERIENCES DUE TO CONVENIENCE
SEEK CONVERSATIONAL INTERACTIONS THAT ARE RELEVANT AND HELPFUL
DEMAND A PROVIDER DELIVER CONSISTENCY ACROSS CHANNELS
DEPENDING ON SEGMENT, MAKING CALLS TO THE CONTACT CENTER IS A LAST RESORT
EXPECT THAT YOU KNOW THEM WITHOUT HAVING TO EXPLAIN THEMSELVES
FOR PROVIDER: REDUCE COST OF CARE
FOR PROVIDER: INCREASE CROSS-SELL AND UPSELL
WHAT GOOD LOOKS LIKE
CUSTOMERS EXPECT QUALITY INTERACTIONS ACROSS ALL CHANNELS
Copyright © 2017 Accenture All rights reserved. 27
… BY ENABLING YOUR SYSTEMS TO CONNECT INTO THE …
ENSURE TIMELY, PERSONALIZED HANDOFF OF THE CUSTOMER INTERACTION REGARDLESS OF THE CHANNEL …
CUSTOMER
RetailCall
CenterDigital Self-Serve/
PersonalizationIVR &
Visual IVRWeb Chat/Message
Chat
Sales (Chat, Digital,
Telesales)
DIGITAL CONVERSIONFACTORY VIRTUAL AGENT KNOWLEDGE
ENGINEERS
AI-POWERED CARE SOLUTIONOMNI CHANNEL ANALYTICS SERVICE PLATFORM
ARTIFICIAL INTELLIGENCE SERVICES
Video
Plan
Voice Assistant (Alexa)
CONTEXTUAL INTENT DRIVEN …Bill Upgrade Account Troubleshooting Payment Usage International
Social
INTELLIGENT CUSTOMER ENGAGEMENTTRANSFORMS CUSTOMER EXPERIENCE AND DRIVING DOWN COSTS
SPECIFIC CLIENT EXAMPLE WITH SYSTEMS
Copyright © 2017 Accenture All rights reserved. 28
MULTI YEAR VISION: SHIFTING THE MIX OF CUSTOMER CONTACTS
5%Ask Telco
10%Chat Now
25%
60%Voice Calls
30%+Digital Assistant
15%
10%Voice AI
Interaction
25% Voice Calls
TODAY FUTUREAI ACROSSCHANNELS
12%CALL
CENTER
IVR
HUMAN CHAT
DIGITAL ASSISTANT
CALL CENTER
IVR FALLOUT HUMAN CHAT
HUMAN CHAT
AI POWEREDDIGITAL
ASSISTANTS
More Human Chat Adoption
AI Powered Chat DeliversHigher Chat Concurrency & More
Productivity 8%
IVR
Voice BasedDigital Assistant
Artificial IntelligenceDigital Assistant
Voice BasedArtificial Intelligence Call
Center Assistant
Chat Now
% by Channel are illustrative
Copyright © 2017 Accenture All rights reserved. 29
1 30% SERVICEVIRTUAL AGENT
3X AGENTPRODUCTIVITY
OPTIMIZE CHAT CHANNEL – GO 1:2 à 1:6 CHATS DIRECT VOICE TO DIGITAL
4 UNIQUE OMNICHANNEL EXPERIENCE
SEAMLESS EXPERIENCEACROSS CHANNELS
Leverage contextual information across all
channels to create a unique omni channel experience
REDUCE CUSTOMER CARE COST >30%
Empower your Chat Agents with Intelligent Automation Tools to
drive higher concurrency
2
Deploy Virtual Agents to automate chat experiences,
both transactional and informational
Leverage analytics and digital conversion capability to
divert incoming voice calls to automated channel
3 40% AUTOMATEDVOICE VOLUME
AI-POWERED POWERED CARE VALUE PROPOSITION
Copyright © 2017 Accenture All rights reserved.
HOW WILL IT WORK?
30
AI-POWERED DIGITAL CARE SOLUTION VOICE EXPERIENCE
Jim calls customer care; IVR unable to answer question/intent
He is connected with a Customer Service Agent
Jim calls customer care and is offered
Enhanced Care.
• CALL DEFLECTION
• SPEED OF RESOLUTION
Jim sees his bill, tailored explanation and a box to
chat. Jim types his question about a charge and receives explanation
• INCREASED SELF SERVICE
• MAXIMIZE USE OF DIGITAL ASSETS
Jim is asked whether his question is
resolved and clicks the happy face
• ENHANCED CUSTOMER CONTEXT CAPTURE
• REDUCED CUSTOMER EFFORT & AHT
KEY BENEFITS
CU
RREN
TTO
MO
RRO
W
Jim has a billing question
Jim accepts, receives a text,
and clicks on the link.
*Voice AI in the future
Jim has a billing question
If unresolved, Jim chats with a knowledge
engineer, who has all the interaction
contextKnowledge Engineer resolves & Updates AI
AI-POWERED DIGITAL CARE SOLUTION CHAT / DIGITAL EXPERIENCE
Paul receives a higher bill and
isn’t happy
Paul logs on to MyTelco, and sees
high International Call Charges
Paul initiates a chat to try to understand charges. Paul sees
both Ask Telco and Chat Now on the billing page.
Paul receives a high bill and isn’t
happy.
• DIGITAL ADOPTION
• INCREASED SELF-SERVICE
Paul sees the single chat entry and the Virtual Agent
proactively provides a personalized explanation
KEY BENEFITS
CU
RREN
TTO
MO
RRO
W
Paul engages a human chat agent who resolves chat in
15 minutes
• Virtual Agent is Q&A based; limited personalization
• Inconsistent customer experience between Web Chat and MyTelco
PAIN POINTS • Chat Agent does not receive context or assistance; driving higher effort and low concurrency
Paul logs on to MyTelco, and sees
high International Call Charges
Paul wants a credit on his bill so quickly gets routed to a knowledge engineer
who can process the credit within 2-3 minutes.
• Low usage of MyTelco
• NEXT BEST ACTION BASED ON INTENT, RISK AND VALUE
• REDUCED TIME TO RESOLUTION AND IMPROVED CONCURRENCY
• SEAMLESS CHANNEL ESCALATION
Copyright © 2017 Accenture All rights reserved.
WHAT ABOUT EMPLOYEES?
HOW TO GET THEM ONBOARD
33
The importance of creativity, complex reasoningand social-emotional intelligence is rising
Questions?
JUNE 2019
20
APPENDIX
CREATING INTELLIGENT VALUE INMARKETING, SALES, AND SERVICE
AI USECASESCANBE CHARACTERIZEDINTOFOURAREASBASEDON THEUSECASES’COREOBJECTIVE
CATEGORIZATIONOF AI USECASES
Deliver superior experience in direct front end customer interactions (e.g. sales/service bot,product advisor (dialog)), through virtual agent capabilities, integrated with automation and augmented intelligence
Drive efficiencies and effectiveness based on a combination of robotics and machine learning capabilities with automated and self-optimizing elements to streamline processes and reducerepetitive caseload activities
Augment human intelligence on core human-driven processes, enriching a decision processthrough insight generation out of smart data analysis or data sets that could not be processed manually with reasonable effort
Develop AI-enabled products and services that can sense, think, and act based on environmental conditions and communicate independently with other processes and products (ecosystems) (e.g.smart metering)
CUSTOMER INTERACTION
INTELLIGENT AUTOMATION
ENHANCED JUDGEMENT
INTELLIGENT PRODUCTS
37
AI CREATESVALUEIN THEFRONTOFFICETHROUGHTOPLINEGROWTHANDEFFICIENCYINCREASE
AI VALUELEVERS
CUSTOMER EXPERIENCE
Apply predictive analytics and sentiment analysis to prevent customer churnChurn prevention & Retention
NEWREVENUE Conversion Apply recommendation systems to offer highly-personalized
products / services at the right time to the right customer
Cross-/ upselling Products sell products via sensor processing and advancedanalytics based on usage / preferences
COSTOPTIMIZATION
Average Handling Time Apply unstructured text processing and call-automation tosignificantly decrease AHT
Avoided human intervention Automate standard processes E2E and across channels to avoid customer contacts in costly channels
Process Performance Apply RPA to reduce headcount and allow the right service portfolio based on customer value
Customer Intimacy Ease of access, thorough understanding and responsive interaction of customers with brand or product via touchpoints
VALU
ECR
EATI
ON
CUSTOMER INTERACTION
INTELLIGENT AUTOMATION
ENHANCED JUDGEMENT
INTELLIGENT PRODUCTS
New Offerings Technology enabling new revenue models through new value-adding offerings, e.g. autonomous driving
Consistent Quality High quality in a repeatable way that is not dependent on varying human conditions
ILLUSTRATIVE
38
23
IDENTIFIEDUSE CASESARECLASSIFIEDALONGTHEAI USECASESOVERVIEW
INTELLIGENT AUTOMATION
INTELLIGENT PRODUCTS
ENHANCED JUDGEMENT
CUSTOMER INTERACTION
SALES
MARKETING
CUSTOMER SERVICE
Hyper-personalized products
AI powered social CRMs
Bold = Deep dive available.Deep dive selection based on:• Existing project experience• Quantified impact• High client relevance
Dynamic marketing channel mgmt
Social media bots for brand building
Active loyalty account management
Auto. surveys and feedback analysis
Marketingattributionto actual sale report
Data-driven customer clusters
Missing customer data gap filling
Web market trend/ sentiment insights
Chat bots for cust. service queries (multiple sub use cases)Mail bots answering mail queries(multiple sub use cases)Auto. clarifying of vague mail queriesNLP/ Voice sentiment recognition
NextGen programmatic media buying
Marketing & sale forecast
Marketing spend optimization
Auto. customer micro-segmentation
Auto. marketing content creation
Enhanced lead identification
Enhanced lead understanding
Enhanced lead generation/ scoring
Sales force task schedule mgmt
Price/ fraud/ debt anomaly detection
Dynamic individual pricingVirtual sales agents/ assistant
Physical shop navigation assistant
Identity analytics to simplify purchases
Visual search
Predominant value lever: New Revenue Cost Optimization
Self-replenishing products
Self-configuring productsOptimal price/ promo determination„Next best offer/ action“ suggestion
Customer insights from transactiondata
Product portfolio/ assortment optimiz.
Trend-/ Sales-/ Demand forecasting
Inquiry classification/ indexing
Intelligent process automation
Document query to customer history
Intelligent query response
Sentiment barometer
Conversational analytics
Customer churn prediction
Predictive/ proactive service mgmt
DEFINEDAI AREASANDVALUELEVERSBrief descriptions for all use case are held separately. Contact the team for more information
NON-EXHAUSTIVE
Copyright © 2017 Accenture All rights reserved. 40
Digital Assistant - Automate 30% Of Existing Human Chat
Human Agent Assisted Chat -Efficiency Chat Concurrency from 1:2 to 1:3
Self Serve Complete - Direct 20% Calls into DigitalSelf Service
Digital Assistant - Direct 10% Calls into Digital Assistant
Agent Assisted Chat - Direct 10% Calls into Digital with Human Assisted Knowledge Engineers
Omni Channel Experience –Provide contextual, predictive information to other channels to improve customer experience
L1
L2
L3
L4
L5
40% Voice Calls
L6
OPTIMIZE CHAT CHANNEL DIRECT VOICE TO DIGITAL
AI-POWERED DIGITAL CARE SOLUTIONVALUE FRAMEWORK
VoiceChat
Escalation / Fallout
Digital Conversion Factory
zzzzzz
PHONE
IVR Agent
Self Service
Single Digital Assistant
Agent Assisted Chat
L1
L2
MOBILE APP
L3
Knowledge Engineers
L4
OMNI Channel Analytics Service
Platform
L6Where the Business Rules
are Housed
Where we train the tool from
fallout
Where the Learning Happens & Customer
Interacts
Where the Learning Happens & Customer
Interacts
L5
WEB SITE
Mobile Chat Web Chat
Training Tool
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