presentatie: wim rampen - emoties in digital marketing

Hello.

➤ CMO CX Company sinds januari 2017

➤ 20 jaar ervaring in Customer (Experience)

Management

➤ Digitale transformatie OHRA (2011 – 2015)

➤ Customer Experience transformatie Delta Lloyd

2015 - 2016

➤ Gast-docent School for Customer Management

(2012 – heden)

➤ Gast-docent Master Marketing RUG (2013 –

heden)

Hallo Ik ben Wim

wim.rampen@cxcompany.com/ +31 (0)6 105 36 223 / @wimrampen

Getting the customer job done

Customer experiencein a connected world

Automating conversations toget the customer job doneSmart. Personal. Easy.

Personal conversations on every channel or device

CX COMPANY ONTWIKKELDE DE EERSTE FINTECH CHATBOT (YVETTE) OP MSN IN 2005

Bijna vier jaar geleden stond ik hier ook. Met dit verhaal. Ik trok drie conclusies

Een sterk merkheeft meerwaarde

Consumenten hebben een job to be done, maar geen plan

Ze hebben behoefte aan service die ze maar zelden krijgen

En de kansen liggen voor het oprapen

Digitale transformaties …

Big Data…

Programmatic komt naar TV…

Clickfarms…

En gaat feitelijk over bereik…

En daar wringt de schoen..

Digital interaction volumeGrowth rate

Live Contact growth rate?

WE MISSEN DE OPPORTUNITY ONDER ONZE NEUS...

Digital interaction already 10x live

Telematics and IOT will 10x that

What if 10% is escalated to live…?

RESULTS

Social media is slechts 2% van het live service volume

Live contacts

SocialMedia

Teveel vragen op socialworden nooit

beantwoord

wordt in 50% van de gevallen niet

beantwoord

74%

ONDANKS ALLE BIG DATA

Source: ‘Global Contact Centre Benchmarking Report’, Dimension Data, 2015

van consumenten is gefrustreerd met de onpersoonlijke service online

Broken journeys everywhere

How do I start a Live Chat in My Company app?

Where can I find the nearest Company store?

Please hold, while I transfer your call to the right department where you need to tell your story again!

We need to humanise digital…

…not robotiseemployees.

Gaat artificialintelligence ons helpen?

RESULTS

Humans: 90%

Random: 44%

AI High-score: 58%

AI Low-score: 32%

WINOGRAD CHALLENGE

Who is “he”?

Babar wonders how he can get new clothing.

Luckily, a very rich oldman who has always

been fond of littleelephants understands

right away that he is longing for a fine suit.

Er is een 50% kans dat er over 50 jaar sprake is van HLMI

HLMI = High Level Machine Intelligence

Source:

WAT DE EXPERTS (WETENSCHAPPERS) DENKEN

EEN RETAIL SALES-MEDEWERKER ZOU AL OVER 15 JAAR VERVANGEN KUNNEN WORDEN DOOR EEN ROBOT. MAAR DE MENINGEN ZIJN VERDEELD

Understand customer job (AND GET IT DONE!)

Personalise communication

Be responsive to behaviors & emotions

Reduce uncertainty with notifications

Be helpful and conversational

Deliver on the brand promise

Learn from each conversationSource: https://experiencematters.blog/2017/04/12/report-humanizing-digital-interactions/ automating conversations

to get the job done

DE ZEVEN BEGINSELEN VAN HUMANISED DIGITAL ASSISTANCE (& smart chatbots)

Based on

T-Mobile: From static Q&A to intelligent, dynamic & conversational

Customer Adoption

Customer Satisfaction

Ohra Pet insuranceCase study

• Key objectives: • Increase online conversion rates from new campaign• Go live within 10 weeks

• Key assumption:• Offering automated pro-active, conversational

support in the consumer decision journey can improve the experience and increase conversion rates

• Key challenge:• Offer web chat support with warm transfer, but

prevent contact center to be flooded

Pro-active support in the Consumer Decision Journey

• We designed a conversational chatbot that pops-up pro-actively when the consumer is on relevant web pages (campaign site, product-pages, self-service portal etc)

• It is designed to capture 30% to 50% of data thatwould normally be captured through a staticform

• Free format data entry is limited to preventconsumer failure

Use conversations to capture data

• The bot captures the name of the pet first anduses that name in other parts of the conversationto increase engagement

• We believe that consumers that feel engagedand have already invested time are more likely tostick to the end

Make it personal to increase engagement

Guiding the customer journey

• The bot compliments the consumer in a natural way to keep a fluent flow of the conversation

• It guides the consumer to provide answers the bot is likely to understand to avoid the “sorry I don’t understand what you are saying”-experience

• At some points the conversation needs to beescalated to live for underwriting purposes

• At other points in the journey escalation to live has been designed in with intent to increase thelikelihood for a sale

• We are currently in the process of evaluating based on data to optimise these escalations

• For the future we are considering to develop a decision engine with machine learning algorithms tooptimise conversation flows automatically

Intentional escalation to live

The consumer chooses the channel

• At the point of escalation to live a warm transfer to web chat is offered, but the consumer can make his own choice

• The consumer can also be jumped to the sign-up form where all known data from the automatedconversation is pre-filled

• Escalation to a live contact occurs in less than 5% of conversations

Make consumers notice a human has stepped in

• The escalation to web chat has been intentionally designed in a different interface to mark the transfer from bot to human

• The live agent can review the entire conversation with the bot and continues where it was transferred

The first results are far above expectations

A/B-tests show thatconversion rates when the bot

is offered are 35% to 100% higher

Bedankt.