sxsw interactive | brands & marketing chatbots & …...co-founder of reply.ai serial...

Kevin Kelly kevin@bigbuzz.com

Debbie Zmorenskimoren.enterprises@gmail.com

Clara de Sotoclara@reply.ai

SXSW Interactive | Brands & Marketing

Chatbots & Pixie Dust: Extraordinary Service Sells

Get involved: participate at bigbuzz.com/sxsw

“There is no magic in magic, it’s all in the details.” Walt Disney - 1960

Pioneer of the happiest place on Earth

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“A computer would deserve to be called intelligent if it coulddeceive a human into believing that it was human.”

Alan Turing - 1950Pioneer of Computer Science

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We will cover:Three pillars of great customer service

What chatbots can do (and what they shouldn’t do)An exploration of how we combine the two

How extraordinary service can be your greatest marketing tool

Our Panel

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Debbie Zmorenski

● 34 years with the Walt Disney World Company ● 25 years as Operational Leader with WDW● 6 years at Disney Institute ● 8 years as Co-founder/V.P. LSA Partners● 4 Years as Independent Business

Consultant/Advisor/Trainer/Coach specializing in Customer Service

Our Panel

Clara de Soto ● Co-Founder of Reply.ai● Serial Entrepreneur focused on the human element in tech● Currently co-founder of Reply.ai, an enterprise-level

chatbot building & management platform● Named one of The Next Web’s 100 Tech & Business

Women Speakers

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Our Panel

twitter.com/claradactyl

Your Moderator

Kevin Kelly

● President & Chief Growth Officer - Bigbuzz Marketing Group ● Host of The Buzzbubbble - Marketing Video Podcast ● Speaker on Digital Marketing Trends ● Recording Engineer, Drummer... Former “Rockstar” (NOT)

Your Moderator

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twitter.com/bigbuzzkev

Your Moderator

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twitter.com/bigbuzzkev

Your Metalhead

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twitter.com/bigbuzzkev

Your Star Wars Freak

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CLARA

Technology Test Drive

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Interactive PollGo to PollEv.com/bigbuzz to participate

Have you eaten a taco this week?

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OK… For those who said “maybe”.THIS is a taco…

Our Audience - Getting to know you

Have you ever had a chat with any customer service rep?

Do you know if your chat was a bot and had human hand-off?

What brands are using chatbots?

What does extraordinary customer service look like?

How does great service make you feel?

What can extraordinary service do for your brand?

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Can we deliver that kind of magical service through a bot?

Bots, so hot right now. What’s really going on?

Powering 1:1 Communication at Scale

EXPENSIVE

UNSCALABLE

LEGACY

* Facebook Messenger, Kik and LINE opened up their platforms for business-to-consumer communication in April 2016

OF THE WORLD

is on messaging

75%

Messaging is Global

* Facebook Messenger, Kik and LINE opened up their platforms for business-to-consumer communication in April 2016

Changing Behaviors

ACTIONS

SERVICES

INFORMATION

A.I. CHAT BOTS

MACHINELEARNING

Data driven tech that can learn to perform some pattern recognition and problem solving at human levels or above

-Neil Jacobstein

NATURALLANGUAGE

PROCESSING(NLP)

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Can my company use a chatbot?Chatbots are not just accessible to big fortune sized companies.

Reply.ai has created a bot that created bots - check it out at - https://botbot.reply.ai

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What is your service culture & can it be “structured”?

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The Premier Service ExperienceWhat does great customer service look like, feel like

Service Advantage Foundation

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Consists of three elements:

Building a Service Advantage Foundation (SAF)Foundation for customer-centric service

Statementof Purpose

Common overarching goal

Creates unity across all lines of business

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Consists of three elements:

Building a Service Advantage Foundation (SAF)Foundation for customer-centric service

Statementof Purpose

Standards of Service

Common overarching goal

Creates unity across all lines of business

Supports the Statement of Purpose

Criteria for delivering service excellence

Prioritized and clearly defined

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Consists of three elements:

Building a Service Advantage Foundation (SAF)Foundation for customer-centric service

Statementof Purpose

Standards of Service

Standards of Behavior

Common overarching goal

Creates unity across all lines of business

Supports the Statement of Purpose

Criteria for delivering service excellence

Prioritized and clearly defined

Define behavioral expectations

Support the Standards of Service

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A practical approach to creating a dynamic cultural foundation that provides the tools and philosophies for customer-centric service.

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How could we combine the two concepts? The foundations and “rules” of great customer service along

with a consistent delivery mechanism like chatbot

Chatbot Examples

AskForARaise Bot Lifefolders Emily Bot

Notable Bots

Casper

Weather and News Bots Text Generating Bots Bot Bullies

Bots That Learned the Hard Way

Chatbots + Extraordinary Service Delivery Structure

The measure of a bot isn’t its ability to mimic humansBut the service it provides

“If the Wright Brothers’ plane didn’t have to flap its wings like a bird in order to achieve flight, why should we assume that a chatbot has to be able to

communicate like a human in order to achieve intelligence?”-David Cancel, Co-Founder Drift Messaging

It’s not just building a bot, but launching aCONVERSATIONAL STRATEGY

Who *are* the Bot MakersThe biggest opportunity around bots is their freedom from developers

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Visit bigbuzz.com/sxsw and take something with you:Contact information for the panelists & moderator

Downloadable version of the presentationDebbie’s Service Advantage Foundation Creating a Customer Centric Culture one pager

Q & A

[ ]what's next

Kevin Kelly kevin@bigbuzz.com

Debbie Zmorenskimoren.enterprises@gmail.com

Clara de Sotoclara@reply.ai