ai powered customer experience...

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


Coming for Us2. Machines Will

Take Our Jobs


Coming for Us2. Machines Will

Take Our Jobs3. Current

Approaches Will StillApply

AUTOMATE

RE-ENGINEER

RE-IMAGINE

1. Reimagine Business

THREE AI IMPERATIVES


MISSING MIDDLE

COLLABORATIVE INTELLIGENCEMACHINES HUMANSHUMANS HELP MACHINES HELP

TRAIN EMBODY

EXPLAIN INTERACT

SUSTAIN AMPLIFY


2. New Approach To Work

+


Isaac’s ThreeLaws…UpdatedAccountableTransparentHonestFairHuman-Centric



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


Most calls lack a transaction


Isaac’s ThreeLaws…UpdatedAccountableTransparentHonestFairHuman-Centric



3. ResponsibleAI


BUT WHAT ABOUT THE CUSTOMER?

25


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


… 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


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


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


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


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



ENHANCED JUDGEMENT


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



ENHANCED JUDGEMENT


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


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

ai powered customer experience...

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