smart customer assistance platform catalyst project · 2018-06-07 · • openet solution is fully...

© 2018 TM Forum | 1

Smart Customer Assistance PlatformCatalyst Project

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Catalyst Champion and Participants

Catalyst Champion

Catalyst Participants

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Catalyst Objective

• To demonstrate the effectiveness of a smart customer assistance platform which leverages network context, natural language processing and artificial intelligence to automate customer service resolution.

• Taking advantage of subscriber intel to further enhance the experience by automating relevant and personalized product offering delivery, in context, as part of a digital customer journey.

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Artificial Intelligence Why Now?

DATA

44 Zettabytes by 2020*

CLOUD

Cheap, scalable compute

DATA SCIENCE

Data scientist is the sexist job

INTERNET OF THINGS

212B connected things by 2020*

STORAGE

Access to cheap, abundant storage

ALGORITHMS

Open Source and democratized

*IDC Digital Universe report, 2014 http://www.emc.com/infographics/digital-universe-2014.htm

**Data Scientist: The Sexiest Job of the 21st Century, Oct 2012 https://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-21st-century

http://www.emc.com/infographics/digital-universe-2014.htm

https://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-21st-century

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Benefits of using AI

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Use Case - 1 : Automated Customer Service Resolution

• Turk Telekom has to handle 6.000 customer emails per day

• 11.000 large account customers served

• 130 agents employed for handling customer emails

• Monthly OPEX: 1.950k TL (~400k €)

• Average processing time per email: 15 mins

• Turk Telekom willing to utilize AI/ML/NLP to automate the resolution of common business issues

Business Drivers:

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• As a Customer Service Representative

• I need to assist my customers by replying their emails in an autonomous and self-service manner

• so that I can assist my customers in a more efficient, automated, standard and cost effective way

• To do this I need to build a smart customer assistance platform that is capable of interacting, helping and guiding customers with no or limited human intervention by leveraging Artificial Intelligence, Machine Learning and Natural Language Processing techniques

• I know that I am successful when through the use of the smart customer assistance platform, customers can mostly accomplish their requests automatically, without having to dial a call center or go to a store.

User Story:

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Customer Emails Emails Received

Emails Replied

Email ServerPull Emails

Auto Reply Emails using NLP & AI

AI Driven CustomerService Management

CRM

Billing

Order ManagementTM Forum

Open APIs

BILLING NETWORK

DATA

PROFILE

SUBSCRIBER

HISTORYANY DATA

SOURCE

SMART DATA MANAGER

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AI Driven Customer Service Management

1. Customer inquiry initiated via social media, email, web form

2. Etiya CSM reads the ticket, infers the customer’s intent & selects best response based on historical trends

3. Answers with high accuracy are returned directly to customer

4. Answers with high accuracy are returned directly

5. Agent responses and any customer followups are fed back to AI to improve future results

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How AI Driven Customer Service Management Works?

Incoming Message

Natural Language Processing & Categorization

Category Product SentimentCustomerRequest

Priority

Integrations & Recommendation Engine

Generate Ticketand Route

Feedback Machine Learning

RecommendResponse

Account & Network Context

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Development Cycle of Machine Learning

Problem Analysis

Solution Development

Preprocessing

Solution Test

WebService

Updating TrainingData Set

Dataset Creation Model Training

1 2 3

45

?

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Etiya CSM Functional Architecture

WEB PAGES FACEBOOK

Etiya CSMFRONTEND

Etiya CSMBACKEND

Etiya CSM API Etiya CSM SOCIAL

Etiya AI Engine AWS SQS

MAILCRAWLER

2.W

EB FO

RM

2. S

UB

SCR

IBE

PA

GES

3.FEED

4.PO

STs &C

HA

T

1.A

DD

PA

GES

1.R

egis

ter

Snip

pet

3. Pro

cessedFo

rm1.TIC

KET 2.

TAG

S

4.P

ULL

E-M

AIL

REST CALL1.Register

Mail Channel

3.PUSHE-MAIL

2.COLLECTE-MAIL

MAILSERVER

Recommendation Engine

Sentiment Analysis

Predictive Analytics

NLP

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AI Capabilities

Smart Categorization, Abuse Detection

Intelligent Routing

Emotional and Contextual Analysis

Solution Proposition via Machine Learning

Prioritization and Duplicate Detection

Entity Recognition

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0%

5%

10%

15%

20%

25%

30%

35%

Customer Service Request Types

Service Fault Account Issue New Purchase Order Package Change Order Move Order

Information Request Suggestion Appreciation Spam


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• Automated customer service resolution

• Auto categorize, prioritize, route emails

• Reduce number of agents by 30% (130 90)

• Save 600k TL (~120k €) per month

• Average processing time per email reduced from 15 mins 7 mins (53% save)

• Up to 95% accucary in AI predictions

Turk Telekom Business Value Propositons:

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Advantages attained for Users & Customers:

Customer service representatives willspend less time to

respond customers.

CSRs will require lesstraining.

CSRs will be dealingwith less tools and

complexities.

CSRs will show a happier and healthier

attitude towardscustomers.

BetterUser

Experience!

Customer will waitless and their problemwill be solved faster.

Customer will get thecorrect treatment at

the first contact.

Customers will havemore alternatives tocontact and will get a

consistent service fromall channels.

Customer will be greeted and served

properly.

BetterCustomer

Experience!

Etiya will populate allthe information and

make it ready for yourcustomer service representative.

Etiya will guide theticket resolution flowand suggest the best

resolution/respond forthem.

Etiya will collect therequests from differentchannels and present

them to CSRs in a similar fashion.

Etiya will do all therepetitive and

monotonous tasks.

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Give Jane a personal online experience in real-time

Use Case - 2: Offer Personalized Products

Pre-emptive Recommendations Through Unified Experience Across all Digital Channels

Persona32, mother of 2, entrepreneur,

lives in city, postpaid

ContextTravels a lot, now in New York for work. Tomorrow in Miami

for holidays.

Analytics/ModelsIn the last 3 months has

travelled across USA. Streams a lot, loves watching movies

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Also personalize John’s experience in real-time


Persona Context Analytics/Models

Pre-emptive Recommendations Through Unified Experience Across all Digital Channels

Almost never travels, takes public transports, mostly

connects to hotspots

Has subscribed to 3 online news. Listens to music, has a

corporate limited subscription

35, single, lives in rural area, prepaid, works hard for a city

corporation

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• Offer personalized products to its subscribers

• Improve customer loyalty & satisfaction

• Enable the same omni channel customer experience at every touch point

• Increase revenue

• Gain competitive advantage

Business Drivers:

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• As a Customer Sales Representative

• I need to sell the best fit, personalized offers to my customers

• so that I can ensure that my customers buy exactly what they really need

• To do this I need to build a smart customer assistance platform that is capable of offering personalized products to customers based on usage, social media entries, history and customer journey by leveraging Artificial Intelligence, Machine Learning, Predictive Analytics and Natural Language Processing techniques

• I know that I am successful when customers are satisfied with their products and feel that the offered products are tailored for them

User Story:

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ETIYA

Order Capture

ETIYA

Recommendation Engine

SMART DATA MANAGER

Subscriber Activity Monitoring

INNOVA

Payment SolutionsB

SSO

SS

REAL-TIME

OFFER

MANAGER

Contextual engagement

TM Forum Open APIs

TM Forum Open APIs

TM Forum Open APIs

TM F

oru

m

Op

en A

PIs

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Segmentation to Personalization

• Today any customer facing offers should be real-time and context-aware. Old-fashioned offers with pre-planned/pre-configured schedules, and off-line processing based on historic activity continue to deliver terrible uptake rates for offers

• Openet’s Real-time Offer Manager enables real-time offer presentation after intelligent offer mapping, andpresentation of contextually appropriate offers enhancing an operators inbound campaign management capability.

• Real-time Offer Manager also provides, orchestrated offer provisioning, and simplified offer management and reporting.

• Our experience with operators has shown that offer uptake is up to 75% higher when offers are sent to the right customer, with the right context at the right time

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Virtualized, Scalable, Massively Parallel

23

Mobile Devices

Network

Incidents Sub.

Data -

Static

Customer Centre

Records

Alarms

Billing

Information

Smart

Data

Manager

Analytics

AI

NLP

• Openet solution is fully virtualized, scalable as per customer needs.

• Replicated dynamically on demand for different types of input, volume and complexity

• Completed events are delivered to multiple downstream platforms

• All of above is performed in real-time by multiple parallel instances in memory.

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• Increase in revenue

• Improve customer satisfaction & loyalty

• More upsell, cross sell, new sale

• Enable omni channel experience

• Predictive analytics facilitates offering customers the right product, at the right time

Turk Telekom Business Value Propositons:

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TM Forum Frameworx/Assets Used & Contributions

• Information Framework (SID)

• Business Process Framework (ETOM)

• Open APIs

• Business Metrics

• *** New Open API Contribution “Text Analyze API” that analyzes a given text by leveraging Natural Language Processing and Artificial Intelligence and returns sentiment analysis, recognized entities, category and priority.

smart customer assistance platform catalyst project · 2018-06-07 · • openet solution is fully...

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