Aspect Digital Self-Service

DIGITAL SELF-SERVICE

August 2016

Tobias GoebelDirector, Emerging Technologies

Digital Self-Service

Context ContinuityStaying on Top of the Channel Explosion

Interactive Text ResponseRe-imagining Customer Service through Messaging

Aspect® Customer Experience Platform™The Enabling Platform

Where to Start?Pilot Selection Framework

of consumers are annoyed

when they have to repeat

themselves about the same

customer service issue

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

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

Context Cookies stored in Continuity Server

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

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.

Max decides to turn to Prime Telecom’s

mobile Web app instead

Prime Telecom will always offer to complete

the last transaction if unfinished in previous session

With the explosion of messaging channels,

Context Continuity becomes more important

A chatbot, or bot for short, is an automated, Conversational User Interface (CUI) to any

kind of service on the Internet. As opposed to a Graphical User Interface (GUI) such as a

website, a mobile app, or a kiosk terminal, a chatbot exposes information through text-

based chat, leading a conversation with the user using natural language, buttons to

advance the dialog, or a combination thereof.

Chatbots are typically embedded in messaging apps such as Messenger or WeChat, but

could also be offered on a website via web chat, or over the carrier channels SMS and

most used apps globally

are Messaging Apps

6+ of the Top 10

http://www.kpcb.com/internet-trends 2015

60 billion messages are sent daily on Messenger and WhatsApp

More than 3x the peak global traffic of SMS

would rather

CLEAN A TOILET

than talk to

customer service*

Millennials…

* 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

we could come up with the ultimate way to serve

customers the way they communicate with each

other…

What if

…WHILE SAVING COST

INTERACTIVE TEXT RESPONSE

Monument Cable

The 4 Faces of Messaging

The 4 Faces of “Messaging”

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

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

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

• 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

Proactive Outreach

Communicate changes proactively

through outbound text

“Form Filling”, e.g.

Appointment

Scheduling

Contact Center

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

Getting Human

Help –

bypassing IVR

Respect Channel Choice

Stay in messaging channel or escalate

to voice

DEPLOY ANYWHERE

Monument+1 800 425

“To make a

reservation, please

say the city and

state first”

To make a

reservation, please

send the city and

state first

To make a

reservation, please

send the city and

state first

IVR TEXT

MOBILE APP SOCIAL

DESIGN ONCE

Aspect CXP: Design Once, Deploy Anywhere

Application Lifecycle Management

CXP Analyzer

Debugger, Trace Viewer,

Phone-less testing,

Load Testing

Project

Documentation

Storyboard Manager

CXP Designer

NLU BrowserGrammar IDE

CXP Commander

Business User Interface

Why is Customer Service on Messaging so Attractive?

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

Ubiquitous1 billion 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”

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?

Channel

Where to Start?

Enter the world of Chatbots/ITR with a Pilot

① Schedule a “Customer Journey Mapping” exercise

(Onsite or over the phone)

② Brainstorm and Agree on Use Cases

③ Start Pilot Project (~ 8-12 weeks from idea to go-live)

Pilot Selection Criteria

Predictability

Design ITR app for

predictable user

responses

Limit domain

High WOW Factor

Pick a use case

that will make an

impact

Design for “ I did

not expect that!”

High Visibility

Choose a use

case that will be

noticed

Market it

Low Integration

Complexity

Limit required

backend integrations

Standard APIs

(Web Service)

Pilot Assessment Worksheet

Guiding principles

inbound reservations SMS Low $$$

inbound reservations FB Messenger Low $$$

Outbound upsell SMS opt in for promotions Med $$

Outbound upsell FB Messenger promotions Med $$

inbound “confirmation" SMS Low $

inbound “confirmation" FB Messenger Low $

inbound "concierge" SMS High $$

inbound "concierge" FB Messenger High $$

SAMPLE

THANK YOU

m.me/tpgoebel

Industry Examples: Meet Edward

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

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…

▸ 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/

Front Office

Follow-Up

Account-

Specific Q

Respond

KudosNeed

2025 2 122

Aspect Technology Used

Aspect® CXP™

• For dialog management and backend integration

Aspect ® NLU™

• For natural language understanding and extracting intent and sentiment

Aspect ® Proactive Engagement Suite™ (PES)

• To schedule and pace initial welcome message

Prophecy CCXML/VXML

• To connect staff member and guest to a conference call

Lexical Ambiguity

I’d like a paper I’d like some paper

subwaymetro

underground

métrosubterraneo

isfforddطرق جانبية

地鐵

지하철

30755 32476

Straßenbahn

Challenging Dialogs…

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!!!

Some experiments to look beyond texting…

Other Industry Examples

Mortgages

Are you buying or re-financing?

buyingLoan Prequalification

Yes or No: Are you a veteran, or

currently on active duty?

How much do you make in a

month – before taxes?

Collections

What’s my account balance

Account Balance

Bill Pay Your balance is $89.30 and is

due on 6/13/16. Would you like

to pay now with card on file?

Yes, pay full

You have paid $89.30. Your new

balance is $0. Thanks and have

a great day

ABC Bank

Public Transportation

Service Status

Status Info

Retail – Self-Service

Where is my order?

Which phone number was used

when you placed the order?

321-201-3789

Your order WRX13187005

was shipped on 05/20/16

Order Status

(ctd.)

Payment status

Balance on order

WRX13187005: $221.50. Next

payment will be charged on

05/13/16 for $50. Payments

will reoccur every 30 days until

the balance is paid in full

Payment Status

(ctd.)

What is an aerocart?

The Aerocart is an 8-in-1 all-

purpose mover and lifter. The

Aerocart uniquely combines

the capabilities of a wheel-

barrow, hand truck dolly,

extended dolly, bag holder,

cylinder holder, rock lifter &

mover, flower pot carrier and

trailer mover all in one. More

at aspct.co/j19k7Y

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