Cover Page#HumanDigitalHow Digital Connectivity is changingService Experience Design

Peter Francis

Vice President, Digital Growth & Acquisition

#DAL17

500,000,000 website visits

4,000,000 Calls

1100 Agents

80 Leaders

$1.1B in Revenue

T-Mobile

Digital

#DAL17

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#DAL17

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#DAL17

Today’s customers want

EXPERIENCES,

NOT THINGS.

#DAL17

Today’s customers want

EXPERIENCES,

NOT THINGS.

Doing good Service Experience Design is harder than ever

#DAL17

WE’RE LIVING

IN

THE MATRIX

WE’RE LIVING

BITE-SIZED

LIVES

WE ♥️

PERSONALIZATION

WE’RE

READY

FOR THE

DIGITAL

FUTURE

#DAL17

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Moment app

LIVING IN “THE MATRIX”

#DAL17

Cover PageMore mobile devices than

desktops.

Mobile traffic is >50% of

total traffic in the US and

worldwide.

LIVING IN “THE MATRIX”

#DAL17

Cover PageGraduating class of

2016 has never known

a world without always-

on, HTML web.

LIVING IN “THE MATRIX”

#DAL17

Cover Page Devices + connectivity are critical to life.▪

UI/UX ▪ “tricks” no longer matter.

The medium of ▪ “digital” no longer

matters. Only the experience matters.

LIVING IN “THE MATRIX”

#DAL17

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“Marketing the myth” no longer works in mixed

reality.

LIVING IN “THE MATRIX”

#DAL17

Cover PageWeb-based messaging has gone from 0 to 2.5 BILLION users since 2011

BITE-SIZED LIVES

#DAL17

Cover PageMulti-tasking has become a basic human skill.

We prefer to take bite-sized connections on digital as we switch realities.

BITE-SIZED LIVES

#DAL17

Cover PageHumans are making 211 MILLION pieces of digital content per minute, 13ZB per year.

Every 2 days, we make as much info as all human history up to 2003.

PERSONALIZATION

#DAL17

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Conversation as the ultimate personalizationparadigm

PERSONALIZATION

#DAL17

Cover PageZAPPOS

1.5x conversion with

human touch vs

without

PERSONALIZATION

#DAL17

Cover PageHOTEL

TONIGHT

With chat

+30% conversion,

+25% repurchase

PERSONALIZATION

#DAL17

Cover Page DELL

Digital Messaging

40% revenue via chat

+20% YOY

PERSONALIZATION

#DAL17

WE NEED HUMAN

STANDARDS FOR

DIGITAL DESIGN

- Luke W, Google

#DAL17

WE’RE LIVING

IN

THE MATRIX

WE’RE LIVING

BITE-SIZED

LIVES

WE ♥️

PERSONALIZATION

WE’RE

READY

FOR THE

DIGITAL

FUTURE

not

#DAL17

Today’s customers want

EXPERIENCES,

NOT THINGS.

The most successful businesses

are blurring the lines between digital and human service experience design

#DAL17

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#DigitalAssistants#DAL17

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#DigitalAssistants#DAL17

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#DigitalAssistants#DAL17

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|

What’s a digital assistant anyway?

““

It’s a thing on

my kitchen counter

that I talk to,

that searches the web and

plays songs

when I ask it to.

#DAL17

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|

What’s a digital assistant anyway?

““

It’s a thing on

my kitchen counter

that I talk to,

that searches the web and

plays songs

when I ask it to.

#DAL17

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|

≠

What’s a digital assistant anyway?

““

Static MobileLocation Everywhere

#DAL17

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|

≠

What’s a digital assistant anyway?

““

Voice KeyboardPrincipal

interface

Static MobileLocation

Camera

Everywhere

#DAL17

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|

What’s a digital assistant anyway?

““

Voice KeyboardPrincipal

interface

Static MobileLocation

Private information

Public Information

Information

basis

Camera

Everywhere

Both

≠

#DAL17

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|

What’s a digital assistant anyway?

““

Voice KeyboardPrincipal

interface

Static MobileLocation

Private information

Public Information

Information

basis

Show results

Take action

Output action

Reactive to user invoke

Proactive event

Trigger

event

Camera

Everywhere

Both

#DAL17

Cover Page

|

What’s a digital assistant anyway?

““

Voice KeyboardPrincipal

interface

Static MobileLocation

Private information

Public Information

Information

basis

Show results

Take action

Output action

Reactive to user invoke

Proactive event

Trigger

event

Camera

Everywhere

Both

#DAL17

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CONVERSATIONS RULE!PERSONALIZATION, HUMAN INTERACTION GROWING*

HUMANDIGITAL

#DAL17

PRODUCT

COMPLEXITY

Hi

Lo

IMPORTANCE/

VALUE

Lo Hi

Path to purchase researchPSB/WPP, n=6000

#DAL17

IMPORTANCE/

VALUE

PRODUCT

COMPLEXITY

Hi

Lo

Lo Hi

Take a

chance

Path to purchase researchPSB/WPP, n=6000

#DAL17

IMPORTANCE/

VALUE

PRODUCT

COMPLEXITY Take a

chance

Hi

Lo

Lo Hi

Read

Reviews

Path to purchase researchPSB/WPP, n=6000

#DAL17

IMPORTANCE/

VALUE

PRODUCT

COMPLEXITY

Read

Reviews

Take a

chance

Hi

Lo

Lo Hi

Ask Friends /

Family

Path to purchase researchPSB/WPP, n=6000

#DAL17

IMPORTANCE/

VALUE

PRODUCT

COMPLEXITY

Read

Reviews

Take a

chance

Ask Friends /

Family

Hi

Lo

Lo Hi

Talk to

an Expert

Path to purchase researchPSB/WPP, n=6000

#DAL17

Easy access to human

Human order review

Personal, visible

human contact

Attract Engage Order Fulfill

OPPORTUNITY

#DAL17

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#DAL17

DigitalForms

Digital Assistants

Digital Advisors

Conversation Cognition

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KNOW YOUR CUSTOMER

CONVERSATIONS RULE!PERSONALIZATION, HUMAN INTERACTION GROWING*

EVERYTHING IS REALTIMEREALTIME OMNI HANDOFFS, REALTIME ANALYTICS

ON YOUR TERMSFLEXIBLE SUPPORT WHEN YOU NEED

DIGITALASSISTANTS

#DAL17

Cover Page THREE USECASES

DIGITAL SELLING

OMNICHANNEL SELLING

SERVICE MESSAGING

HUMANDIGITAL

#DAL17

BUYING WIRELESS ONLINE CAN BE HARD.

“There are so many choices.”

“I don’t know what I want/need.”

“I don’t know if I’m getting the best deal.”

OUR DILEMMA

#DAL17

1-800-TMOBILEHUMAN SMART CART

#DAL17

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9%

42%

OUTBOUND CONVERSION

Baseline +NextGenCart

GREATRESULTS

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OMNICHANNELSELLING

#DAL17

CUSTOMER

JOURNEY

OMNICHANNEL HUMAN DIGITAL

Aware Consider Shop/ compare Buy

Traffic volume

(in 000,000s)

Value of each touch

($ x likelihood to buy)

#DAL17

Geotargeted ad unit

(custom martech

stack)

Personalized web UI

(Adobe Mktg Cloud)

Customized chat skill

(Liveperson)Unified Funnel Systems

(Salesforce + CRM)

#DAL17

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9%

42%

SALES CONVERSION

Baseline +NextGenCart

GREATRESULTS

#DAL17

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Baseline NextGenCart

GREATRESULTS

+Retail

SALES CONVERSION

#DAL17

SERVICEEXPERIENCE

#DAL17

SHOCKING NEWS

CUSTOMERS LOVE

MESSAGING

#DAL17

FIRST COMPANY TO LAUNCH ASYNCHRONOUS MESSAGING SERVICE AS A PRIMARY METHOD OF CONTACT (FOR SERVICE)

1#

DOUBLE THE NUMBER OF CUSTOMERS A SINGLE REP HANDLES A DAY2X

CSAT RATING OF 4.6 COMPARED TO THE 3.8 CHAT AVERAGE IN THE INDUSTRY 4.5

#DAL17

Today’s customers want

EXPERIENCES,

NOT THINGS.

The most successful businesses

are blurring the lines between digital and human service experience design

#DAL17

Cover PageSUPERHUMANS…

ALWAYS ON

KNOW EVERYTHING (in milliseconds)

SCALE INFINITELY (at zero cost)

HUMANDIGITAL

#DAL17

BOTSHORECalibration/AI Training • Continuous Learning • Exception Handling

ONSHORE VS OFFSHORE?

#DAL17

A.I. NEEDS GOOD DATA

#DAL17

A.I. NEEDS GOOD DATA

“X” dataExperience data

“O” dataOperational data

+

#DAL17

A.I. NEEDS GOOD DATA

“X” dataExperience data

“O” dataOperational data

+

“What”

insightsVOC Score AHT, ASA, SLA

“Why”

insights

Why did the customer

hang up?

Why did you ask the customer

that question?

#DAL17

LEARN THE “WHY”

#DAL17

WHAT CAN YOU DO?

LISTEN TO

CUSTOMERS

X+O data

and “Why”

BUILD

PERSONALIZATION

Realtime action on

customer data

TRY MODE

SWITCHING

Human + Digital to

solve painpoints

#DAL17

ONE FINAL THOUGHT

#DAL17

How I succeed as a leader:

Listen to your employees, listen

to your customers, shut the f---

up, and do what they tell you.

- John Legere

T-Mobile

PETER.FRANCIS@T-MOBILE.COM

@PFRNCS

#DAL17