transforming the digital customer experience · digital transformation isn’t its own strategy, it...
TRANSCRIPT
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© 2017 [24]7.ai, Inc.
Transforming the Digital
Customer Experience
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© 2017 [24]7.ai, Inc.2
Vijai Shankar
Senior Director,
Industry Marketing
[24]7
The presentation and recording will
be sent to you after the webinar. It
will also be available on our website.
There will be a short Q&A period
after the presentation.
There is a short survey after the
live session. We would love to hear
your feedback!
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© 2017 [24]7.ai, Inc.3
What is DIGITAL
TRANSFORMATION?
A. Connecting all digital customer touchpoints
B. Creating a personalized, predictive and
effortless customer service experience
C. Connecting all digital channels and devices
D. A nirvana that can never be achieved
E. My personal nightmare
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© 2017 [24]7.ai, Inc.4
What is DIGITAL
TRANSFORMATION?
A. Connecting all digital customer touchpoints
B. Creating a personalized, predictive
effortless customer service experience
C. Connecting all digital channels and devices
D. A nirvana that can never be achieved
E. My personal nightmare
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© 2017 [24]7.ai, Inc.
Does Digital Transformation Include…
• Artificial Intelligence
• Machine Learning
• Chatbots
• Chat
• Speech
• Agents
• C-level buy in
• Lots of buzzwords
• …5
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© 2017 [24]7.ai, Inc.
Sound Impossible?
• It’s not!
• Cut through the hype
• Separate fact from fiction
• Utilize proven strategies
• Lend us your ear for the next
30 minutes and we’ll discuss
how to tackle this with 6 steps
6
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© 2017 [24]7.ai, Inc.© 2017 24/7 CUSTOMER, INC. 77
Achieving Success with
Digital Transformation of
Customer Service
© 2017 [24]7.ai, Inc.
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© 2017 [24]7.ai, Inc.
• Build it once and leave it alone
• Added cost of doing business
• Takes years to implement
• No need to worry about maturity
• All about adding more channels
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Separating Myths and Facts
• Ongoing with continuous
optimization
• Decreases costs of customer
service
• Progress in months
• Have an overall vision
• Focus on journeys not channels
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© 2017 [24]7.ai, Inc.
1. Defining the Vision
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Ongoing with continual opportunities to optimize
and improve the customer experience.
Use consumer-driven analytical insights
Empower customers to choose their channel
Automate customer journeys
Connect the conversation across channels, devices and time
Reduce voice calls and increase digital interactions
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© 2017 [24]7.ai, Inc.
Connecting Journeys
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“Hi PV, it’s nice to have you
back. Would you like to change
your reservation or make a
new one?”
POWERED BY [24]7
TIME
Across
DEVICES
CHANNELS
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© 2017 [24]7.ai, Inc.
TIME
Across
DEVICES
CHANNELS
Connecting Journeys
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© 2017 [24]7.ai, Inc.
TIME
Across
DEVICES
CHANNELS
Connecting Journeys
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© 2017 [24]7.ai, Inc.
2. Drive Real ROI
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Designing and delivering digital customer
experiences drives real ROI.
Attract more customers and grow market share
Drive higher revenues
Improve or maintain margins
Integrate the customer lifecycle from pre-purchase
research through post-purchase service engagements
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© 2017 [24]7.ai, Inc.
3. Take a Practical Iterative Approach
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Real progress can be seen in a few months.
Identify and analyze customer journeys
Select the right channel strategy
Assess the current technology environment
Automate journeys
Measure, analyze and optimize journeys
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© 2017 [24]7.ai, Inc.
Understand Consumer Journeys In and Across Channels
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Using structured and unstructured data
to understand cross-channel leakage
patterns and user presence.
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© 2017 [24]7.ai, Inc.16
Connecting Touchpoints
Customer
Authenticated IVR
Agent can push rich content to end user
Starts on web
Voice Agent
Existing IVRs can
only fall back on
voice agents as
“safety net”Authenticated
If agent assistance is
needed, full context transfer
accelerates resolution
Chat Agent
Voice Agent
Unified speech + visual
experience reduces
self-service effort
Presence determines
customer on website
concurrently
Escalates to IVR
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© 2017 [24]7.ai, Inc.
Informational Transactional
Single-response
Task Complexity
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Automating Journeys
Conversational
Inte
rac
tivit
y
Complex Dialog“My Internet is slow”
Bot: diagnoses problem
General Answers (e.g. FAQ)“How do I change my Wi-Fi password?”
Targeted Answers“Where is the nearest retail store?”
Personal Transactions“I need to change my mobile plan”
“I want to pay my bill”
Personal Answers“How many prepaid mobile minutes do I have left?”
Complex Questions“I have an iPhone 6 and want to upgrade to the new 7”
“How much will it cost?”
Simple Dialog“How do I contact you?”
Bot: “Is it about billing, service or complaints?”
Guided Task Completion“I want to unlock my iPhone”
“I want to replace my SIM card”
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© 2017 [24]7.ai, Inc.
4. Map the Transformation
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Having an overall vision helps with a maturity model.
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© 2017 [24]7.ai, Inc.
Level 1: Multi-channel
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© 2017 [24]7.ai, Inc.
Level 2: Cross-channel
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© 2017 [24]7.ai, Inc.
Level 3: Omni-channel
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© 2017 [24]7.ai, Inc.
Level 4: Nirvana
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© 2017 [24]7.ai, Inc.
5. Understand Technologies that Transforms CX
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Selectively adding channels at minimal cost
as business evolves.
AI-based Chatbots
Integrate chat with chatbots
Digitize and modernize IVR
An AI and ML platform that leverages build once, deploy
anywhere approach
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© 2017 [24]7.ai, Inc.
AI Chatbots and Chat
Chatbot either can’t answer the question
or you purposely don’t want it to
Seamless transition to a live chat
agent with the Chatbot conversation
Chat agent introduces himself and
repeats the customer’s intent
Chatbot and human Chat conversations
share the same form factor
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© 2017 [24]7.ai, Inc.
Digitizing Phone Channel
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Welcome to Premium Airways, am I speaking to Sara Long?
Thanks. Are you calling about your flight back to New York on
Sept 2, 2017?
OK. Let me connect you with a live agent.
Yes.
Yes. I need to fly back on Saturday.
Yes.
Hi Sara, this is Susan, I can send you a text with a link with a list
of flights from San Francisco to New York on Saturday,
September 24, 2017 – is that OK?
OK, I’ve sent the link.
Premium Airlines:
premiumairlines.com/flights
Touch to return to call 0:12
Text Message
Tue, Sept 13, 11:38 AM
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© 2017 [24]7.ai, Inc.
Touch to return to call 0:12
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Alright an email confirming those flight and car
reservation changes has been sent to the email address
on file. Is there anything else I can help you with?
Great, you are confirmed on Flight #731 from San Francisco
to York. Now our car rental partner Premier Rentals, shows
that you are renting a car in San Francisco. Would you like to
extend that rental through Sept 24th?
Got it, you should see the updated charge for your rental
reservation on your screen. Please press submit to
authorize this update.
The screen is showing the flights from San Francisco to New
York that have available seats. Please choose a flight.
No that’s it. Thanks.
Yes, I would.
premiumairlines.com/flights
Digitizing Phone Channel
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© 2017 [24]7.ai, Inc.
6. Corporate Alignment
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Digital Transformation isn’t its own strategy, it has to be
aligned with the overall business strategy.
1. Link organizational teams – this is not a siloed project
2. Seek executive sponsorship – it will make your life easier
3. Be aware of changing mindset – this is new to most everyone
4. Connect technology siloes
5. Get access to the data you need
6. Use a sandbox to test
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© 2017 [24]7.ai, Inc.
Learn from Others
• Don’t reinvent the wheel
• Learn from others that have done this
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© 2017 [24]7.ai, Inc.
Key Takeaways
Digital
Transformation
Transforming
every business
Future-Proof:
Build once,
deploy anywhere
Technology
AI, Chatbots,
Connected IVR
Strategy
Aligned with
business
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Web: www.247.ai
Email: [email protected]
Twitter: @24_7_inc
Twitter: @vshankar05
LinkedIn: https://www.linkedin.com/company/24-7-inc
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