Aspect Digital Self-Service

©2016 Aspect Software, Inc. All rights reserved
DIGITAL SELF-SERVICE
August 2016
Tobias Goebel
Director, Emerging Technologies

Digital Self-Service
2
Context Continuity
Staying on Top of the Channel Explosion
Interactive Text Response
Re-imagining Customer Service through Messaging
Aspect® Customer Experience Platform™
The Enabling Platform
Where to Start?
Pilot Selection Framework
Go!

of consumers are annoyed
when they have to repeat
themselves about the same
customer service issue
89%

Show them
you know them!
• Wow your customers by knowing when and why
they contacted you last, and whether there are any
outstanding issues
• Provide a seamless Omni-Channel Customer
Journey by preserving session state across customer
touch points – self-service and agent assisted
• Dynamically personalize and ease self-service
interactions by managing customer preferences and
segmentation data
The Solution: Context Continuity
CONTEXT
CONTINUITY
CONVENIENCE

5
Examples
▸ Dropout points in IVR interactions
▸ Business tasks that weren’t completed on last call
▸ Last transaction performed in mobile app
▸ Last time the customer talked to an agent
▸ Last issue discussed with agent
▸ Most recent page of your website the customer visited
Think “browser cookies”:
Small data bits that track the customer journey
Context Cookies stored in Continuity Server

6
1. Max calls in and tries to update his
credit card expiration date. His call
gets dropped.
2. Max calls in again, expecting to start
from scratch. To his surprise, the IVR
remembers his transaction.
http://aspct.co/continuity1
Prime Telecom
call endedconnectedconnectedcall ended
Prime Telecom will always offer to complete
the last transaction if unfinished in previous session
DEMO

7
1. Max calls in and tries to update his
credit card expiration date. His call
gets dropped.
2. Max calls in again, expecting to start
from scratch. To his surprise, the IVR
remembers his transaction.
OR
Max decides to turn to Prime Telecom’s
mobile Web app instead
Prime Telecom will always offer to complete
the last transaction if unfinished in previous session
DEMO

With the explosion of messaging channels,
Context Continuity becomes more important

12

13
A chatbot, or bot for short, is an automated, Conversational User Interface (CUI) to any
kind of service on the Internet. As opposed to a Graphical User Interface (GUI) such as a
website, a mobile app, or a kiosk terminal, a chatbot exposes information through text-
based chat, leading a conversation with the user using natural language, buttons to
advance the dialog, or a combination thereof.
Chatbots are typically embedded in messaging apps such as Messenger or WeChat, but
could also be offered on a website via web chat, or over the carrier channels SMS and
USSD.

most used apps globally
are Messaging Apps
6+ of the Top 10
http://www.kpcb.com/internet-trends 2015

60 billion messages
are sent daily on Messenger and WhatsApp
More than 3x the peak global traffic of SMS

would rather
CLEAN A TOILET
than talk to
customer service*
33%
Millennials…
* http://www.aspect.com/millennials
# http://info.localytics.com/blog/23-of-users-abandon-an-app-after-one-use
Messaging: It’s no longer the
42% 23%
of app users
ABANDON
AN APP
after 1 use#
72%
of customers
PREFER TEXT
over talking on the
phone

we could come up with the ultimate way to serve
customers the way they communicate with each
other…
What if
…WHILE SAVING COST
INTERACTIVE TEXT RESPONSE
ENTER
Monument Cable

The 4 Faces of “Messaging”
19
Direct Answers to
Questions
Basic Information
What’s my balance?
Your balance as of 6/13 is
$89.13. It is due on 6/30
ABC Bank

22
Display of rich media,
or collecting/sharing
sensitive information:
link to disposable app
ABC Bank
Can I pay my bill
with a different card
To pay your bill securely, tap
https://m.abcb.com/lH78yU5
Rich Media or Secure Content

Detour: What’s a “Disposable App”?
• Reach the 96% of customers who aren’t regular
users of your mobile app
• Turn texting into a secure channel
• Complements your existing mobile native app
A special-purpose, context-aware, secure HTML5
mobile Web app that requires no prior download,
works across all smartphone platforms, lets your
customer engage on the spot
25
• Pay bills • View lab results
• Enter data • …

Transactions
“Form Filling”, e.g.
Appointment
Scheduling
I’d like to meet with a financial
advisor. Can I come in Monday?
On Monday we can offer: 10am,
2pm, 3:30pm
ABC Bank
10am works
We’re looking forward to seeing
you Monday, 10am

Transactions
29
Proactive Outreach
Communicate changes proactively
through outbound text
“Form Filling”, e.g.
Appointment
Scheduling

Contact Center
30
Getting Human
Help –
bypassing IVR
Call me
What do you need help on? E.g.
send “loan”, or “card”
ABC Bank
Credit card
A card specialist will call you
shortly
ABC Bank

Contact Center
33
Getting Human
Help –
bypassing IVR
Respect Channel Choice
Stay in messaging channel or escalate
to voice

DEPLOY ANYWHERE
Monument
+1 800 425
“To make a
reservation, please
say the city and
state first”
To make a
reservation, please
send the city and
state first
To make a
reservation, please
send the city and
state first
IVR TEXT
MOBILE APP SOCIAL
DESIGN ONCE
Aspect CXP: Design Once, Deploy Anywhere

Application Lifecycle Management
CXP Analyzer
Debugger, Trace Viewer,
Phone-less testing,
Load Testing
Project
Documentation
Storyboard Manager
CXP Designer
NLU Browser
Grammar IDE
CXP Commander
Business User Interface

Why is Customer Service on Messaging so Attractive?
Secure
Identity protected through username and
password on messaging apps like Messenger
Persistent
Dialogs are archived in message apps
automatically
More robust
No speech recognition challenges through
noisy environments or accents
Less intrusive
Messaging dialogs can be conducted silently,
during meetings, in presence of others, while
travelling, etc.
Consistent
One client, central storage of messages
Personal
Cell phone or Messenger account belongs to
one person, not shared
Ubiquitous
1 billion individuals use Messenger already,
growing fast. EVERY phone can text
Asynchronous
Does not take user’s entire attention, i.e. they
can pursue other tasks while messaging
THINKbeyond
the app!

MESSAGING
Asynchronous communication, apps on billions of phones, discovery built-in through
embedded address book – just “send your question”
SMS
Asynchronous communication, app on every phone – find phone
number, then just “send your question”
WEB/APP
App requires discovery and download – apps require download,
question needs to be translated into menu options
Synchronous, i.e. requires full attention, slow –
question needs to be translated into menu options
PHONE CALL
What’s the LEAST EFFORT way to get your question answered?
Effort/TimeSpent
Channel

Enter the world of Chatbots/ITR with a Pilot
40
① Schedule a “Customer Journey Mapping” exercise
(Onsite or over the phone)
② Brainstorm and Agree on Use Cases
③ Start Pilot Project (~ 8-12 weeks from idea to go-live)

Pilot Selection Criteria
Predictability
Design ITR app for
predictable user
responses
Limit domain
High WOW Factor
Pick a use case
that will make an
impact
Design for “ I did
not expect that!”
High Visibility
Choose a use
case that will be
noticed
Market it
Low Integration
Complexity
Limit required
backend integrations
Standard APIs
(Web Service)

Pilot Assessment Worksheet
42
Guiding principles
AspectExperience
FrameworkAlignment
Journeyimpact/need
identified
Lowintegration
Complexity
Predictability
Highvisibility
highWOWfactor
CustomerMission/Value
Alignment
DevelopmentEffort
Value
inbound reservations SMS Low $$$
inbound reservations FB Messenger Low $$$
Outbound upsell SMS opt in for promotions Med $$
Outbound upsell FB Messenger promotions Med $$
inbound “confirmation" SMS Low $
inbound “confirmation" FB Messenger Low $
inbound "concierge" SMS High $$
inbound "concierge" FB Messenger High $$
SAMPLE

THANK YOU
m.me/tpgoebel

Industry Examples: Meet Edward

45

Meet Edward, ‘s SMS Virtual Host
WHAT?
Adapt to our guests’ ever-evolving needs
and deliver a new level of service excellence
WHY?
Respond to new guest behavior, stay relevant,
stay competitive through service quality, reduce
cost through automation
HOW?
Welcome guest with a text, respond to questions
instantaneously via AI, involve staff where needed,
offer option to receive call to bridge self- and live
service
Welcome to the Radisson
Blu Edwardian Grafton.
My name is Edward and
I’m your virtual host. If I
may be of assistance,
please text me. Examples:
apps.edwardian.com/
e/003ed.html

47
Help page

Edward Combines…
48
▸ The business value of a blend of personal touch and automation
▸ The response times and accessibility of self-service
▸ The proven methodologies of Interactive Voice Response
▸ The consumer appeal of texting/messaging as a communication channel
▸ The ubiquity of SMS across the world
▸ The benefits of Natural Language Understanding for free-form dialog
▸ The value of CRM to show the guest we know them
▸ The human touch through live service integration where needed

Edward – An Overview Customer
Question
General
Question
Extract
Intent & Content
“Call me”Complaint
Answer
Front or Back
Office
Follow-Up
Acknowledge
Humor/
Other
Front Office
Follow-Up
Account-
Specific Q
Respond
KudosNeed
2025 2 122

Aspect Technology Used
50
Aspect® CXP™
• For dialog management and backend integration
Aspect ® NLU™
• For natural language understanding and extracting intent and sentiment
Aspect ® Proactive Engagement Suite™ (PES)
• To schedule and pace initial welcome message
Prophecy CCXML/VXML
• To connect staff member and guest to a conference call

Lexical Ambiguity
I’d like a paper I’d like some paper

subway
metro
underground
tube
métro
subterraneo
isffordd
‫جانبية‬ ‫طرق‬
地鐵
지하철
30755 32476
IS A
Straßenbahn
IS A

Challenging Dialogs…
53
How do I open the fridge
door in my room
I am sorry to hear that your door
is not cooperative; a member of
staff will be with you shortly to
rectify the issue.
I wanted a cold drink but can't
open fridge door but I'll leave
it until the morning thanks Apologies about the door.
Housekeeping will be with
you shortly to assist.
No thanks I don't wish to
disturb my wife who is asleep
at 3:40am!!!

Some experiments to look beyond texting…
54

Mortgages
56
Are you buying or re-financing?
buyingLoan Prequalification
Yes or No: Are you a veteran, or
currently on active duty?
No
How much do you make in a
month – before taxes?
Loans

Collections
57
What’s my account balance
Account Balance
Bill Pay Your balance is $89.30 and is
due on 6/13/16. Would you like
to pay now with card on file?
Yes, pay full
You have paid $89.30. Your new
balance is $0. Thanks and have
a great day
ABC Bank

5858
Public Transportation
Service Status
Status Info

Retail – Self-Service
59
Where is my order?
Which phone number was used
when you placed the order?
321-201-3789
Your order WRX13187005
was shipped on 05/20/16
Order Status

(ctd.)
60
Payment status
Balance on order
WRX13187005: $221.50. Next
payment will be charged on
05/13/16 for $50. Payments
will reoccur every 30 days until
the balance is paid in full
Payment Status

(ctd.)
61
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The Aerocart is an 8-in-1 all-
purpose mover and lifter. The
Aerocart uniquely combines
the capabilities of a wheel-
barrow, hand truck dolly,
extended dolly, bag holder,
cylinder holder, rock lifter &
mover, flower pot carrier and
trailer mover all in one. More
at aspct.co/j19k7Y
FAQ

Aspect Digital Self-Service

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