chatbot strategy - visa conf 2017-03-08
TRANSCRIPT
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A newconversation
___________________________
Brian GrossAeroméxico
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• Hello, I’m Brian Gross. I’m here to tell you about a new conversation at Aeromexico. A project to build a chatbot and implement artificial intelligence, or AI.
• Just quickly let me tell you about myself.• VP of Digital Innovation, Aeromexico• Almost 3 years Aeromexico• From Los Angeles area• Degrees in Economics from UCLA and MBA from Rotterdam School of Management in
Netherlands• Previously I was the product manager for Internet banking at a big international bank based in
Holland, then in Atlanta I worked at AT&T – with new consumer apps & sites
• In Summer 2014, Aeromexico contacted me to do a 3-month consulting study in e-commerce• I identified the areas of opportunity, and Anko (our CMO) asked me to stay on and launch a
completely new e-commerce area with a $50 million investment, staff grew from 5 to more than 50.
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Heritage
• Flag carrier• Only legacy airline in Mexico• Part of SkyTeam• Was government-owned
1970-1988, 1995-2006
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Now!• Great drive to modernization and efficiency from our large
stakeholder Eduardo Tricio (Lala, largest dairy in the Americas), and Delta Air Lines.
• New fleet including Boeing 787 Dreamliners, the most modern airliner in the industry
• Network carrier connecting North and South America• Starting a JV with Delta Air Lines (49%)
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• Insourced, staff 5 à 80• New website • API • New check-in kiosks• Chatbot, AI• Doubled Web as % of sales
Digital transformation
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• YouTube https://www.youtube.com/watch?v=GUozhzDBP5I
AM New Web site launch video
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AM Digital Innovation supportsProfit Customer Experience Brand
Best Latin American airline in e-commerce
Global top 10 airline in digital innovation
• So, why are we doing all this? We have three main goals• Increase Profit – this means we want to shift sales from agencies to direct
sales• Improve Customer Service – we want to increase our NPS score, this
translates into long-term profit and success• Support the Brand – including the image of a modern, tech-forward company• We want to be the Best Latin American airline in e-commerce• And in the world’s top 10 airlines in digital innovation.
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It used to be so simple…
We need to bewhere our customer is
• We had a website already in 1999. For ten years, very little changed.• Then in 2008 iOS App store opened – and in June 2012 AM came out with its first app
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• And then came social media…• Facebook, Twitter, LinkedIn, SnapChat, Instagram and YouTube.• And we have to be present on all of them, with different messages, different purposes, and different audiences.• But in parallel to this, people started using a new channel to communicate with each other…and not just privately
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so we mustprovide anOmnichannelExperience
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Mexico is crazy for messaging…Highest use in the world!
#1WhatsApp
#5Facebook Messenger26 million users
Only USA, Turkey and Brazil have more
34 million users
app in MX app in MX
122m
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Then three things happened…
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1) Bots happened…
April 2016FB releases bots
June-August 2016AM partners with Yalo
and Visa
April 2016KLM bot goes live
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Bots happened…
• FB wanted to replicate the success of WeChat in China
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2) Artificial Intelligence happenedTop hot AI technologies:1. Natural Language Generation2. Speech Recognition3. Virtual Agents4. Machine Learning Platforms5. AI-optimized Hardware6. Decision Management7. Deep Learning Platforms8. Biometrics9. Robotic Process Automation10. Text Analytics and Natural language
processing (NLP)
— Forbes, Jan. 2017
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3) Our API happened
Aeromexico.com
New App
Aeromexico API
NewKiosks
Sabre Shopping, Booking Sabre PaymentsSabre Check-in
Chatbot/Messenger
Adyen
Artificial Intelligence
(Yalo)
WorldPay
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Bots – what for?!“Be where your customers are”
QuestionsAnd
Answers
Inspiration Check-in and Trip
Notifications
Ticket sales CustomerService
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We’re in the press and winning awards!Press Release Dec 6, 2016 –articles in El Financiero, Milenio
AMIPCI (MX Internet Assn) 2 awards on Dec. 1, 2016:“Best project in the Travel vertical”, “Best project in the Technology category”
*although they didn’t quite understand what Messenger or a chatbot are…
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V1.0 September 2016
• Search flight (view choices in the responsive website)
• Track flight• Get information
– Baggage policy– Travel documents required
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Select flight and book in Messenger except payment on AM.comFebruary 2016
1849 184
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Demo
Mexico – full functionality m.me/AeromexicoMXUSA – m.me/AeromexicoUSEurope – m.me/Aeromexico (planned)LATAM – m.me/AeromexicoLATAM (planned)
Access may be limited from some countries
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What’s next?Five tracks
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With Visa assets e.g. • Cybersource Decision Manager• Tokenization• Visa Checkout
• Secure, PCI• High approval rate• Reconciliation
• Automatically issue ticket• Confirmation page and email
1) Payment in Messenger
Concept by Visa Innovation Center
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2) Questions and AnswersPhase I - April• Natural language (NLP)• Spanish• Answers and links• System learns - AI
Future• Salesforce Knowledge Base• English• Voice• 1 on 1 marketing
¿Cuánto equipaje puedo llevar?
¿Cómo trabajo en Aeroméxico?
No entregaron mi maleta…
¿Cuánto cuesta el vuelo a León?
¿Mi vuelo está a tiempo?
¿Necesito visa para Canadá?
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3) Trip Concierge• Alerts• Check in• Boarding pass• Sell ancillaries• Help at Airport
• Notifications– Messenger– Aeromexico App– Built-in Android,
iOS, Chrome, Safari
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4) Inspiration and fun
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4) Inspiration and fun
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5) VoiceVendor Virtual
assistantSmart speaker Built into OS Mobile
app
Amazon AlexaEcho+many “things”
Google Google Assistant Google Home Android Allo
Apple SiriiPhone /iPad (iOS)
Microsoft Cortana Windows 10, Xbox Cortana
Amazon Alexa
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• 10 million Alexa devices sold• Google advantage – Gmail, calendar• 3rd party apps• Voice + screen?
Voice…
Google Home
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• Mission, KPIs• Roadmap• Outsource – but be informed• Local startups or global integrators
So you think you want a bot?
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bgross @ aeromexico.com
MX: m.me/AeromexicoMXUS: m.me/AeromexicoNA
Thank you