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Hi! I am TOBi, Vodafone’s digital

sales and support assistant.

My job is about making life easier to customers.

• I provide answers, shortcuts, personalized recommendations, and

innovative solutions.

• I create meaningful connection by directing customers to the right area

of expertise across all Vodafone channels.

• Sometimes, I work as an engineer, solving customers’ maintenance

issues.

I am knowledgeable of all Vodafone products and services.

I listen, understand and assist.

I am a fast-solving enabler and a proactive and

conversational expert to anticipate customer needs.

Facts about TOBI TOBi (he, his)

27 year old

Digital Assistant at Vodafone

Live in 15 markets

Channels Live in

Handling on Avg.

28mConversations Per month

Covering Use Cases across:

Care, Sales, Fixed line and TV Services

VOICEWEB ASYNCApp

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Who is TOBi today?

TOBi has some common characteristics – but we also saw

many differences and contrasts

Interviews and assessments showed that markets have

different understandings of TOBi’s personality and that

personalities come across as inconsistent

In order to streamline the identity and personality of TOBi we

have combined Local and Group knowledge, research and

creativity to agree a common persona

Chilled or relaxed?

Smart or humble?

Professional or witty?

An audit of Experience was carried out across 15 markets, identifying…

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We conducted an online survey with 1,461 Vodafone customers in 7 different markets

Questionnaire outlineMarkets:

UK, Italy, Spain, Germany, Turkey, South

Africa, Portugal

Sample:

1,461 customers who had spoken to digital

agents (human and chatbot) in the past 6

months

Quotas:

Natural fall out of gender, age, income and

geographical distribution

Timings:

November-December 2020

Methodology:

Online survey

• Screeners and demographics

• Age, gender, region, mobile network provider, have spoken to digital

assistant

• Usage & Attitudes Towards Chatbots

• What methods would they use to contact customer care for different

customer service and sales scenarios

• What their priorities are when speaking to a digital agent

• What they use chatbots for

• What makes a good and bad experience when dealing with digital

agents

• Building the Ideal Vodafone Digital Agent

• Describe their ideal digital assistant

• What are the ideal customer service agent and sales agent traits,

including age and gender

• What conversation style they prefer for different scenarios

• Classification: Employment, income

Positive experiences with chatbots largely driven by access and efficiency. Knowledge, empathy and efficiency come to mind when customers describe their ideal digital agent

U4. You said you have spoken to both a human agent and a chatbot before, when answering the below, please think your last

experience. Which of the below reasons describe why you liked these experiences? Base: All respondents (1374)

What drives a positive experience when speaking to a digital agent?

All respondents

Drivers of a positive

experience with a

human agent

Drivers of a positive

experience with an

automated agent

Understood my query

Very helpful

Knowledgeable

Quick and efficient

Easy to contact

Engaging /entertaining Clever

Funny

Polite and courteous

Friendly and empathetic

Trustworthy and reliable100%

What does the ideal digital agent look like for customers?

All respondents

P1. In your own words, please explain what your ideal Vodafone digital agent would look like. You could list personality

traits you think they might have, how they might handle a certain situation or describe a person who they most remind you

of. Base: All respondents (1461)

Key Themes Customer Comments

High intelligence and agility

Customers would like automated agents

who are widely knowledgeable and can

be specific with their issues

Not many digital agents are able to solve

questions when it becomes a bit

difficult. Doesn't have to act as a human,

knowledge is the key aspect.

Male | 55-64 | S. Africa

Empathy and kindness

Politeness and personalisation is highly

valued by customers when engaging

with digital agents, particularly when

getting complex information across

I want to feel like I’m talking to someone

who understands what I’m saying.

Someone who does not shoot me “copy-

and-paste” answers

Female | 18-24 | Germany

High efficiency and speed

Customers want digital agents who can

understand and resolve queries quickly

while matching their needs

They should understand my needs and

produce solutions around me

Male | 25-29| Turkey

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A Summary of TOBi’s Identity & Persona 1. Job and Demographics:

TOBi has been defined as a 27 years old male, with a job role to provide

digital support and sales assistance to the customer. His personal goal is

defined as ‘wanting to create meaningful connections by directing

customers to the right area of expertise across all Vodafone channels’.

2. Personality:

TOBi’s personality steers his presence and determines his answers. It

was agreed that TOBi’s mission is his ability to do a thorough job by

being prompt and dependable. When communicating to the customer

he should be considerate, understanding, self confident and calm, with

an ability to adapt his friendliness and how innovative his solutions are.

3. Tone of Voice:

TOBi’s ToV guides how he communicates to the customer through text

and speech. It has been defined that TOBi’s primary goal is to create

high levels of trust through the use of honest and empathetic dialog,

without trying to become too human. Humour and professionalism will

adapt from market to market. All ToV attributes contribute to his goal of

creating trust.

4. Hobbies and Interests:

To aid in conversation and marketing direction, TOBi’s hobbies and

interests are related to the digital/tech/innovation space - grounded in

the reality that TOBi is a digital being. This allows for market

specification and the ability to reference Vodafone products and

services.

TOBi care actions for our customers

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Journeys as proof that TOBi «cares»

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Network Problems

High Bill Complaint

Best Offer Display

«We believe that understanding the customers’ needs and creating a good experience for them is the most important aspect. ‘‘Experience matters’’The key element of success is to integrate TOBi’sgeneral persona and tone of voice to fully meet

the needs and expectations of Turkish customers.»

300+ Care Journeys

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Experience Matters | High Bill Complaints

• With this journey TOBi helps customer who complaint about their high bill.

• Steps of journey;

TOBi checks the bill

of the customer and

displays the details

of the bill.

With the bill card which

TOBi displays,

customers can examine

their previous bills and

compare them with

eachother.

At this point, TOBi

offers the customer if

they would like to

switch to a tariff in

order to avoid any

possible high bill

problem.

If the customer

accepts to see new

offers, TOBi displays

the best tariff offers

for the customers to

upgrade.

Average Volume (Monthly) 56K

NPS +36

Containment Rate 89,5

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Experience Matters | Coverage Problems

• With this journey TOBi helps customers who faces coverage problems (data, voice, text).


TOBi asks the

customer to pick

the problem type

(data, voice, text)

Asks several

questions to specify

the problem.

(i.e. Do you face this

problem in a certain

area?)

If the customer is

facing the problem in a

certain area, a map

opens up for the

customer to pin their

location

If the customer is

facing the problem in a

certain area, a map

opens up for the

customer to pin their

location

According to pinned

location, customers are

being informed of the

cause of their problem. If

there is no cause,

customers are directed to

a page where they can

open a ticket for

strengthening the signal.


NPS +5


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Experience Matters | Remaining Usage Check

• With this journey TOBi informs customers about their remaining usage.


TOBi gives a detailed

information about

the customer’s

remaining usage.

After inquiring the

remaining usage, if

TOBi detects that the

customer reached 80%

or more usage ratio,

TOBi display best new

offer or addon.


NPS +67


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TOBi displays a notification on the icon to inform the customer about their data usage.

Welcome Messages | special greeting for customers

When the customer opens TOBi, after the detailed information messages, best offers are shown to avoid overusage.

The notification is shown for those who have used more than 80% of their total data.

Proactive Welcome

Displaying a notification on TOBi icon resulted 50% increase in traffic & NPS.

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TOBi proactively supports customers

Digital top up

✓ TOBi suggests to

change the Method

of Payment from

standard top up to

credit card or bank

account

✓ TOBi suggests

customers to top

up with digital

channels in App

or self care

✓ TOBi informs

customers

regarding negative

balance and

suggests to top up

✓ TOBi informs

customers in case

of insufficient

credit timely

closed to offer

renewal, thus

suggesting to top

up

Offers renewal Expiring sim cardNew method of

paymentInsufficient balance

✓ If a customer has

issues with network

and contacts TOBi, it

starts the diagnostic

tool to analyze it. If the

problem is WI-FI off,

TOBi switchs it on

Support for trouble in WI-FI

connections

✓ TOBi informs

customers if the

sim card is going

to be expired. It

suggests to top up

with Vodafone

digital channels

Engagement to create bond with customers

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Events’ story

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Events’ story | Purpose

TOBi Events were born in 2018 to reduce the distance between

customers and the chatbot, considered at that time as a merely

cold machine

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A TOBi event is a playful interaction

we use during a special celebration or

national holidays.

It is easily recognizable because TOBi is

always dressed-up in the topic's theme

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National Holidays Public Celebrations Vodafone’s initiatives

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Ramadan FeastNational Sovereignty

and Children’s Day Guess & Win

134.315 engagements

in 4 days / 33.5K per day

12.407 Engagement

in a day

3.898 engagements

in 10 days / 389 per day

22.141engagements

in 14 days / 1.5K per day

Coronavirus

82.262 engagements

in 6 days / 13.710 per day

Daily Horoscope

Events’ story | PurposeEvents’story | Purpose across markets

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Events’ evolution

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Events’ evolution

2018

Greetings playful

interactions

National

holidays

(10 per year)

Push

engagement

2019

Quiz playful

interactions

National holidays

and

Public celebration

(25 per year)

Push

engagement

2020

Quiz/true-false

playful

interactions

National holidays and

Public celebration

(50 per year)

Push engagement

Sales

Vodafone brand

purpose

WHEN

GOAL

HOW

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Inclusion for All

Woman’s in Science Day

Planet

Planet Day

Digital Society

Digital Privacy and

Security Day

Events’ evolution | TOBi Events support Vodafone purpose

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Design of an omnichannel experience

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Design | Content creation - Entry points

Entry points app Entry points website Entry points social media Vocal entry point on 190

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Design | Full experience

To craft amazing experiences✌️

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Design | Content creation - Chat welcome interaction

QuizDiscover the gift True/False

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Design | Content creation - Vocal welcome interaction

Automatic gift activationSMS Switching channel Multiple gift: automatic activation + SMS

Hi, I’m TOBi!

Today is my 3rd birthday and I

want to celebrate it with you

Hi, I’m TOBi!

Merry Christmas! I make you a

present giving you unlimited Gigas

for today

How can I help you? How can I help you?

Hi, I’m TOBi!

Happy Valentine Day! I want to

celebrate by giving you unlimited

Gigas for today until midnight

How can I help you?

I've just sent you an SMS with a

link to discover my gift for you

Gigas are already active on this

number and they deactivate

automatically at midnight

Also, I’ve just you an SMS with a

code to activate 6 free months of

cinema with Infinity!

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AB test plans

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Design | Content creation - Offer proposition

We always run AB Tests to progressively

improve the funnel CR

Test 1: image

Sei stato selezionato per un

REGALO! Happy Black con

cinema e sconti per te

Solo per oggi un regalo per te!

Happy Black con cinema e

sconti er te

Test 2: description

ATTIVA SUBITO GRATIS ATTIVA GRATIS Test 2: CTA

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Our lessons learnt

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Design | Lesson learnt

SimpleInclusive Consistent

• Making easy questions

to be as much inclusive

as we can

• Proposing not more

than 2 choice

suggestions to

maintain the user’s

focus

• Answering just with

“Correct/Wrong”

instead of explaining

the solution rises the

Conversion Rate

• Promising a gift in the

Welcome Interaction

rises the Click Through

Rate

• TOBi should be always

recognizable and

Brand aligned

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Documents