presentatie: wim rampen - emoties in digital marketing
TRANSCRIPT
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Hello.
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➤ CMO CX Company sinds januari 2017
➤ 20 jaar ervaring in Customer (Experience)
Management
➤ Digitale transformatie OHRA (2011 – 2015)
➤ Customer Experience transformatie Delta Lloyd
2015 - 2016
➤ Gast-docent School for Customer Management
(2012 – heden)
➤ Gast-docent Master Marketing RUG (2013 –
heden)
Hallo Ik ben Wim
[email protected]/ +31 (0)6 105 36 223 / @wimrampen
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Getting the customer job done
Customer experiencein a connected world
Automating conversations toget the customer job doneSmart. Personal. Easy.
Personal conversations on every channel or device
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CX COMPANY ONTWIKKELDE DE EERSTE FINTECH CHATBOT (YVETTE) OP MSN IN 2005
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Bijna vier jaar geleden stond ik hier ook. Met dit verhaal. Ik trok drie conclusies
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Een sterk merkheeft meerwaarde
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Consumenten hebben een job to be done, maar geen plan
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Ze hebben behoefte aan service die ze maar zelden krijgen
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En de kansen liggen voor het oprapen
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Digitale transformaties …
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Big Data…
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Programmatic komt naar TV…
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Clickfarms…
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En gaat feitelijk over bereik…
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En daar wringt de schoen..
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Digital interaction volumeGrowth rate
Live Contact growth rate?
WE MISSEN DE OPPORTUNITY ONDER ONZE NEUS...
Digital interaction already 10x live
Telematics and IOT will 10x that
What if 10% is escalated to live…?
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RESULTS
Social media is slechts 2% van het live service volume
Live contacts
SocialMedia
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Teveel vragen op socialworden nooit
beantwoord
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wordt in 50% van de gevallen niet
beantwoord
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74%
ONDANKS ALLE BIG DATA
Source: ‘Global Contact Centre Benchmarking Report’, Dimension Data, 2015
van consumenten is gefrustreerd met de onpersoonlijke service online
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Broken journeys everywhere
How do I start a Live Chat in My Company app?
Where can I find the nearest Company store?
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Please hold, while I transfer your call to the right department where you need to tell your story again!
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We need to humanise digital…
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…not robotiseemployees.
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Gaat artificialintelligence ons helpen?
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RESULTS
Humans: 90%
Random: 44%
AI High-score: 58%
AI Low-score: 32%
WINOGRAD CHALLENGE
Who is “he”?
Babar wonders how he can get new clothing.
Luckily, a very rich oldman who has always
been fond of littleelephants understands
right away that he is longing for a fine suit.
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Er is een 50% kans dat er over 50 jaar sprake is van HLMI
HLMI = High Level Machine Intelligence
Source:
WAT DE EXPERTS (WETENSCHAPPERS) DENKEN
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EEN RETAIL SALES-MEDEWERKER ZOU AL OVER 15 JAAR VERVANGEN KUNNEN WORDEN DOOR EEN ROBOT. MAAR DE MENINGEN ZIJN VERDEELD
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Understand customer job (AND GET IT DONE!)
Personalise communication
Be responsive to behaviors & emotions
Reduce uncertainty with notifications
Be helpful and conversational
Deliver on the brand promise
Learn from each conversationSource: https://experiencematters.blog/2017/04/12/report-humanizing-digital-interactions/ automating conversations
to get the job done
DE ZEVEN BEGINSELEN VAN HUMANISED DIGITAL ASSISTANCE (& smart chatbots)
Based on
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T-Mobile: From static Q&A to intelligent, dynamic & conversational
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Customer Adoption
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Customer Satisfaction
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Ohra Pet insuranceCase study
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• Key objectives: • Increase online conversion rates from new campaign• Go live within 10 weeks
• Key assumption:• Offering automated pro-active, conversational
support in the consumer decision journey can improve the experience and increase conversion rates
• Key challenge:• Offer web chat support with warm transfer, but
prevent contact center to be flooded
Pro-active support in the Consumer Decision Journey
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• We designed a conversational chatbot that pops-up pro-actively when the consumer is on relevant web pages (campaign site, product-pages, self-service portal etc)
• It is designed to capture 30% to 50% of data thatwould normally be captured through a staticform
• Free format data entry is limited to preventconsumer failure
Use conversations to capture data
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• The bot captures the name of the pet first anduses that name in other parts of the conversationto increase engagement
• We believe that consumers that feel engagedand have already invested time are more likely tostick to the end
Make it personal to increase engagement
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Guiding the customer journey
• The bot compliments the consumer in a natural way to keep a fluent flow of the conversation
• It guides the consumer to provide answers the bot is likely to understand to avoid the “sorry I don’t understand what you are saying”-experience
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• At some points the conversation needs to beescalated to live for underwriting purposes
• At other points in the journey escalation to live has been designed in with intent to increase thelikelihood for a sale
• We are currently in the process of evaluating based on data to optimise these escalations
• For the future we are considering to develop a decision engine with machine learning algorithms tooptimise conversation flows automatically
Intentional escalation to live
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The consumer chooses the channel
• At the point of escalation to live a warm transfer to web chat is offered, but the consumer can make his own choice
• The consumer can also be jumped to the sign-up form where all known data from the automatedconversation is pre-filled
• Escalation to a live contact occurs in less than 5% of conversations
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Make consumers notice a human has stepped in
• The escalation to web chat has been intentionally designed in a different interface to mark the transfer from bot to human
• The live agent can review the entire conversation with the bot and continues where it was transferred
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The first results are far above expectations
A/B-tests show thatconversion rates when the bot
is offered are 35% to 100% higher
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Bedankt.