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Project Modesto | Landscape Analysis 2

Table of Contents

Amazon Prime Cont’d � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �22

S E R V I C E O N YO U R T E R M S

Coca-Cola � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �25

Coca-Cola � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �26

Siri � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �27

Siri (cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �28

Google Now � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �29

Google Now � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �30

Cortana � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �31

Cortana (cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �32

S U P P O RT A S A P O L I CY

Lookup � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �35

Penny � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �36

TA K E AWAYS

Delivery vs� Destination � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �38

Inject into Existing Experiences � � � � � � � � � � � � � � � � � � � � � � � � �39

Human-Augmented AI � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �40

Data � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �41

Overview � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 3

L A N D S CA P E T H E M E S

Landscape Themes � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 5

T H E E X P E R I E N C E I S N OT T H E D E ST I N AT I O N

Overview � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 7

Digit � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 8

Digit (cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 9

Uber � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �10

Uber (cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �11

E F FO RT L E S S N E S S I S D E L I G H T F U L

Redbeacon � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �14

Redbeacon (cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �15

x�ia � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �16

Facebook M � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �17

Facebook M (Cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �18

P U S H V S . P U L L

Amazon Prime Now � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �21


Support is a clear area of opportunity to position Comcast

competitively in a new product realm. Mobile devices have

conditioned users to expect immediate gratification; how does

Comcast manage these expectations while providing world-class

customer support? As we move into 1.5, we are examining what

unique features and underlying principles can be applied to gain

this edge.

Landscape Analysis Overview

Landscape Themes


Experience Theme Overview

The Experience is Not the Destination

Support as a Policy

Effortlessness is Delightful

Service on Your Terms


THE EXPERIENCE IS NOT THE DESTINATION

As we strive to make the most beautiful and intuitive UI possible,

it’s critical to remember that a truly exceptional XFINITY Mobile

experience is one that doesn’t demand user attention. Like an

experienced concierge it’s just there, ready to provide a helping

hand whenever, wherever, and however.



DigitDigit monitors a user’s income and spending

habits, and will begin putting away funds

whenever it feels the user will not miss them.

Digit changes the way users think about saving

money, by helping them save money without

thinking about it. Digit’s primary mode of

communication with users is through SMS, as

opposed to accessing bank information through

a website. Its main goal is to simplify the process

of saving money.

Comparative / Competitive Experiences Digit


K EY B E N E F I TS

• SMS is primary source for providing updates and

interacting with users

• Automated process that requires little attention from user

• Provides recommendations based on user habits

• A good range of command words reinforce user trust and

provide a large selection of capabilities

Comparative / Competitive Experiences Digit (cont’d)


UberUber keeps their customers updated on

the status of their ride via SMS alerts and

notifications. These notifications inform the user

about the status of their request, when a driver

accepts their request, when the driver is less

than one minute away, and if the ride has been

canceled. Uber has made proactive alerts and

notifications a key component in their customer

communication strategy in order to reduce

the number of calls to contact centers and to

improve the customer experience.

Comparative / Competitive Experiences Uber


K EY B E N E F I TS

• SMS for proactive alerts and notifications

• Provides visibility, live mapping, and driver tracking

• Convenience of use

• Rating system provides valuable feedback on customer

experiences

• Can text & call driver directly when a trip is initiated, which

transfers to customer service after the trip is ended

Comparative / Competitive Experiences Uber (cont’d)

Effortlessness is Delightful


Strategic Themes

EFFORTLESSNESS IS DELIGHTFUL

We’re currently obsessed with customer “delight”. We often focus

on finding ways to delight our customers during effortful tasks when

what we really should be doing is making their tasks effortless. In

fact, sometimes the very act of delighting is effortful. In the world of

customer experience specifically, understated satisfaction with an

effortless experience is the way to truly delight a customer.


RedbeaconRedbeacon is an online marketplace that

provides consumers with the ability to find and

interact with home improvement professionals.

Service providers are notified by email and

text message and are given the opportunity

to submit a bid if their skills match the user’s

needs.

Comparative / Competitive Experiences Redbeacon


Comparative / Competitive Experiences Redbeacon (cont’d)

K EY B E N E F I TS

• SMS and email notifications (sent to home improvement

professionals)


• Provides recommendations based on user needs

• Allows customers to easily connect with the best

businesses for their needs


x.iaAI personal assistant that schedules meetings

for you, based on availability and preference, by

just cc’ing [email protected] on meeting invites.

K EY B E N E F I TS

• Simple & invisible

• App learns user preferences and schedule

• Automated process that requires limited

attention from user


Comparative / Competitive Experiences x.ia


Facebook MM is a personal virtual assistant that learns from

human behavior and has the capability to find

information and complete various tasks for

users. M operates based on artificial intelligence

that is trained and managed by humans. M has

the ability to perform an array of functions and

activities such as; making purchases, booking

reservations, making travel arrangements or

scheduling appointments. M’s software can

decode natural language and ask users follow

up questions to better understand the user’s

needs.

Comparative / Competitive Experiences Facebook M


K EY B E N E F I TS

• AI & humans working together, best of both worlds

• Easily performs multi-step tasks

• Understands context. (ie: user can respond to “make a

reservation there”, and M knows what “there” is referring

to, can reply “do it up!” instead of “yes”.)

• Learns a user’s behavior/habits to better understand their

needs and make more accurate recommendations.

Comparative / Competitive Experiences Facebook M (cont’d)

Push vs. Pull


Strategic Themes

PUSH VS. PULL

At the end of the day, websites and apps are friction between our

customers and their goals. Let’s look for moments where we can

reduce that friction by pushing the experience to them, reducing

unnecessary steps and barriers, rather than asking them to jump

through hoops to come to us. Finding these “push” opportunities

will create real customer “wow” moments and further differentiate

us from the competition.


Amazon Prime NowAmazon Prime Now is a delivery service feature

that allows members to place orders for fast

same-day delivery. Once an order is placed,

users receive tracking updates via SMS. Users

can also track the location of their order by using

the map feature in the app.

K EY B E N E F I TS


• SMS for alerts, notifications, dialogue

• Live delivery tracking

Comparative / Competitive Experiences Amazon Prime Now


Amazon Prime Now utilizes SMS to push support

communication to customers before an issue happens.

In the instance shown, an item that was ordered was

out of stock, so a representative contacted to suggest a

replacement item instead. While fulfillment services may

not have control over inventory, their reaction to an out-of-

stock item can make or break a customer experience. SMS

allows Amazon to push support to customers in critical

times before an issue escalates.

Comparative / Competitive Experiences Amazon Prime (cont’d)

Service on Your Terms


Strategic Themes

SERVICE ON YOUR TERMS

As the needs and contexts of our customers change, literally by

the minute, so must our methods of addressing them. By creating

an adaptable, multi-channel communications framework we can

better align with their everyday habits and deliver a service that’s

on their terms.


Coca-ColaCoca-Cola Enterprises services more than

600,000 coolers and vending machines in

restaurants, supermarkets, cafes, and newspaper

stands throughout Western Europe. In order to

provide effective repair and technical assistance

to their customers, they implemented an SMS-

based dispatch system. SMS notifications

provide technicians with important information

and addresses to various locations for service

tasks.

Comparative / Competitive Experiences Coca-Cola


The integration of SMS communication into Coca-cola’s

field service management application allows agents to

communicate with technicians no matter where they are.

This helps to create faster response times, and provide

technicians with additional information and insight about

what the service call entails.

K EY B E N E F I TS

• SMS for alerts and notifications, provided when call is

deemed “urgent”

• Faster response times

• Sending accurate information to the correct person

• Accurate technician arrival window

Comparative / Competitive Experiences Coca-Cola (cont’d)


SiriSiri is a virtual and personal assistant that

enables users of the Apple iPhone (and newer

iPad and iPod Touch devices) to use voice

commands to operate the device and access

apps. Users can initiate speech commands

to accomplish various tasks and receive

audible confirmation from Siri. Through

voice commands, Siri has the ability to send

messages, place calls, set reminders, and

operate iTunes.

Comparative / Competitive Experiences Siri


Comparative / Competitive Experiences Siri (cont’d)

Siri also supports extended dictation, which enables users

to have their words translated into text format. This allows

the user to create e-mails, text messages, Facebook status

updates, tweets, take notes and perform web searches.

The “Proactive” feature can suggest contacts, apps, news

articles, and nearby locations based on user habits.

K EY B E N E F I TS

• Ease of looking up information





Google NowGoogle Now is a virtual personal assistant that

uses a natural language UI to answer questions,

make recommendations, and perform actions.

In addition to answering user-initiated queries,

Google Now proactively predicts information

that a user wants based on previous search

habits and pulls data based on home, work,

and calendar event locations. The information

provided to the user is automatically organized

into customizable cards that appear when the

user interacts with the app.

Comparative / Competitive Experiences Google Now


K EY B E N E F I TS



• Overtime, it evolves and adapts to match user’s lifestyle

based on frequent interaction

• Provides the user with relevant information when they

need it

• Works silently in the background, isn’t trying to impress

the user

Comparative / Competitive Experiences Google Now (cont’d)


CortanaCortana is a virtual personal assistant available

on the Windows Phone, powered by the Bing

search engine. Cortana has the capability to

set reminders, perform searches, browse the

web, and can predict information and provide

recommendations for the user based on

previous search habits and requests. Cortana

features voice activation that allows users to

interact with the system without having to input

a predefined series of commands or press a

button.

Comparative / Competitive Experiences Cortana


K EY B E N E F I TS

• Cortana is a stand alone app, always displays the most up

to date information

• Does not rely entirely on voice command, users can

communicate by typing

• Users can manually set their likes and interests

• Automatically scans email to provide things like flight info

and package tracking

Comparative / Competitive Experiences Cortana (cont’d)

Support as a Policy


Strategic Themes

SUPPORT AS A POLICY

Support should not be packaged up tightly into a single application

that forces customers to adjust their behavior for ours. Rather,

the entire experience should be built upon a policy of customer

support that defines everything from the ways a customer inquires

about a bill to the implementation and operation of the customer

experience team. The customer experience is the experience.


GoButlerGoButler is a free, text-based service that

operates as a personal virtual assistant. Trained

operators, known as ‘Heroes’, can be contacted

via SMS to complete a range of tasks – from

food delivery and travel bookings to restaurant

reservations and more.

K EY B E N E F I TS

• Available 24/7

• The service is 100% free to use

• Partners with companies to extend delivery

ranges and offerings

Comparative / Competitive Experiences GoButler


LookupA free and secure chat app to directly chat with

local stores to get everything done with a simple

message on chat. Built atop Google Maps’

Api. Basic requests are handled by bots, more

complex passed on to human agents.

K EY B E N E F I TS

• Facilitates chat through existing experiences

(map & sms)

• Gives brands a human element

• Offsets needs for total human agent team by

asking simple requests to bots

Comparative / Competitive Experiences Lookup


PennyPenny is a personal finance app that talks with you

about your spending and coaches you to spend

better. To learn your finances, we scrape your

banks’ transaction histories. Our vision is to do for

personal finance what Google Now did for day-to-

day life: to learn who you are and surface personal,

actionable insights exactly when you need them.

K EY B E N E F I TS

• Simplifies something that can be daunting for

new users (first bank account, etc)

• Quick visuals and friendly tone, turns potentially

stressful subject matter into something less scary

Comparative / Competitive Experiences Penny

Takeaways


DELIVERY VS. DESTINATION

Categorizing support as a destination limits users to a reactive self-care experience. While

support documentation and channels should be accessible to pull from a singular place, the

competitive advantage lies within the moments before the customer decides that they need

to reach out. In creating customized delivery strategies based on customer epics, support

can be proactively pushed to users when they need it most, on their terms. Good customer

support goes beyond dialogue… tone, method, frequency, and channel are all delivery

characteristics that can be optimized based on user, making every point of contact count.

Delivery builds trust, destination validates it.

Takeaways Delivery vs. Destination


INJECT INTO EXISTINT EXPERIENCES

The increase of digital touchpoints between companies and users has allowed the need

for instant gratification to bleed into support communication channels. Customers expect

to obtain ubiquitous support in the way they normally communicate and interact with

each other, without breaking their routines. Utilizing existing experiences, such as SMS, as

touchpoints for customer support establishes a level of trust and reliability without the added

weight of new channel adoption.

Takeaways Inject into Existing Experiences


HUMAN-AUGMENTED AI

AI is a great tool for efficiently managing support requests, but lacks the “human” element

that is so necessary to establish trust and truly provide world class customer experiences.

Because AI needs data and training to work it’s best, these disparate forces are currently

used most effectively in tandem via deep learning. Customer support bots can manage the

traditional requests, but will hand off to a human agent when the ask is too complex.

Takeaways Human-Augmented AI


DATA

Data collected on the types of support questions being asked, and the level of satisfaction

based on answers given, provides valuable insights into the patterns of support needed

throughout Comcast’s customer base. This data can be used to automatically infer rules

for recognizing patterns of success through training examples, allowing bots to establish

communication algorithms based on actual human-to-human contact.

Takeaways Data

Thank You

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