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Transforming Self-service Cost, Revenue, Loyalty: Why cant I pick
all three? Sebastian Reeve, EMEA Director of Product &
Marketing, Nuance June 18th 2015
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Facejacker Copyright Channel 4 Television
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Money Generate Revenue Improve Experience Enhance BrandReduce
Effort
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Technology has become an integral part of our daily lives
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Behaviour.
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Mobile and social media is changing what is deemed socially
acceptable Source: Havas Media surveyed of 3,000 UK consumers, 2014
73% of 16 24 year olds have to have their mobile phones with them
at all times 67% of 16-24 year olds check their phones during a
lull in conversation with friends or colleagues 41% agreed that it
was acceptable for brands to send text messages based on location
as long as permission had been granted
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BUT: There is a risk generational differences are overstated.
Source: Ipsos MORI global trends 2014 (GB) Aged 55+ 35 54 year olds
16 34 year olds Use internet several times a day 82% 78% 68% Aged
55+ 35 54 year olds 16 34 year olds Have shared views about a
company or brand via media/blogs/social media in last year 25% 22%
21%
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people really use this stuff? Unique Monthly Active Users Monthly
Active Users Annual Growth Rate ~1,440M 25-30% ~800M 45-50% ~300M
45-50% ~100M 85-90% ~40M ~0%UK Internet * Nuance combined mobile
speech cloud interactions, global *
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Page 18 Expectations for usability.
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Intelligence will change the game for customer service
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Cognitive Technologies Artificial Intelligence Machine Learning
Speech Recognition Natural Language Understanding Biometric
Authentication User expectations driven by disruption. Consumer
technology is changing expectations on the enterprise Consumers
Baby Boomers Millennials Gen X Enterprises Retail Telecoms Finance
Device OEMs Apple, Google, Microsoft Samsung, Sony, Tesla, Uber,
Driving Demand New Expectations Innovative Experiences You are
here!
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Disrupt in order to differentiate.
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Defining the next generation of human-computer interaction:
Intelligent Systems Deeply invested in creating effortless and
natural user experiences Best known for rapidly advancing
voice-recognition technology Reinventing the relationship between
people and technology
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Customer expectations for Easy service. Key finding: Customer
Effort Score is more correlated with loyalty and conversion than
any other metric Dixon, M, Freeman, K & Toman, N (2010) STOP
trying to delight your customers. Harvard Business Review, 88
(7/8), 11622
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THE BUSINESS CASE FOR THE EFFORTLESS EXPERIENCE Low Effort High
Effort 1% 81% Low Effort High Effort 88% 4% Low Effort High Effort
Repurchase 94% 4% Low-Effort Experience High-Effort Experience
Overall Disloyalty 9% 96% Source: CEB analysis. Increased Spend/
Share of Wallet Negative WOM
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Page 26 Capabilities driving easy experiences. Areas of focus for
consistently low effort omni-channel self service Simplified yet
granular navigation gets users where they want to go in as few
steps possible. Navigate Using Biometrics to improve convenience
and security of authentication Authenticate Conversational dialog
helps users complete transactions by guiding them naturally
Transact High-accuracy knowledge mining that delivers Answers, not
just search results Answer Natural Conversational Precise Secure
Using context to seamlessly escalate to an appropriate resource
Escalate Contextual
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Leading experience: So, in a few words, whats the reason for your
call? clear intent (10) [52%] 1-2 follow-on questions (15) [30%]
Vague (ask again) (30) [9%] Most calls are like these: But some are
not so straightforward! Background noise Not sure about technical
terms
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Reduce Transferred Calls by 20% >90% Tagging of Call Driver
(intent) Increased Self Serve Utilisation by 30% No negative impact
on Customer Satisfaction In fact, side-by-side comparison showing
modest (1%) improvement! Leading experience:
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Leading experience: 4% Customer Satisfaction 84 Staff freed for
other priority work Remove the need for a customer to listen to
menu options - Fast & Easy Understanding the long tail of
customer needs provides: Increased accuracy of transfer to the
right advisor Increases in sales and automation opportunities
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Granular insight into demand. The process of collecting customer
answers gives unparalleled insight into why customers are calling
and in what volume: What requests should be prioritised to which
agents? What could be automated that we are not already addressing?
Are there niche call-types which should be handled in a special
way? IVR IVR !
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Call Steering Business Outcomes Cost Saving Self-Serve - 28% uplift
in utilisation vs. DTMF Transfers - 16.2% reductions in transfers
Repeat calls - 2% reduction (within 7 days) AHT reduction - Wide
range reported Experience & Loyalty NPS improvement - 7% to 16%
Customer Rating - 8-10/10 from 44% to 68% Recognition - Correct
Tagging Rate of 93.5% Time in IVR - average reduction of 26 seconds
Range of measures across existing UK customers: Lloyds, MBNA,
Barclays, HMRC, BT, TalkTalk
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Introducing Nina, for Web & Mobile Nuance Interactive Natural
Assistant Delivering an assistive multichannel experience
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Nina is to digital channels as IVR Call Steering is to the phone.
Delivers a natural and easy conversational experience, obtains
granular customer intent, while increasing self-service containment
and sales.
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Ask Jess Launched in December 2013 Dual Languages with more to come
English [Jetstar.com] Japanese [Jetstar.jp] Ask Jess is deployed to
assistant customers and also support Customer Service Reps. 140k
Nina sessions per month 83% First Contact Resolution 67% reduction
in Web Chat volumes 10% increase in online bookings Top 5 questions
include: I need to change my booking Id like to book a flight
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Customer Service benefits Delivering real value 23%Reduction in
live- agent conversations Benefits to Kaspersky Decrease in
agent-assisted support by 23% Live-chat closed Higher customer
satisfaction Press articles about Lena positive impact on Kaspersky
brand Managing peaks during product launches Prequalifying of
customer calls/e-mails
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Delivering real value 6.8% Increase in e-store sales conversions At
a 11% engagement rate, Nina Web increased the overall Kaspersky
e-store conversion rate by 6.8% 54% Lena queries are related to
What product should I buy?
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Dominos Pizza Over 10m mobile app users. Business drivers: Increase
sales frequency with existing customers Increase average sales
amount Attract new customers to Dominos
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Delivering Value 43% faster 57% less steps 30% checkout rate 4.5%
upsell rate +33% NPS 83.5 SUS
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Nina Virtual Assistants Business results 6.8% increase in sales
conversions 25% increase in purchase value 72% increase 1st contact
resolution 44% decrease in escalation 67% decrease in service chat
2x increase in cart conversion
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Reduce Effort! Generate Revenue Improve Experience Enhance Brand
Reduce Costs
41. 2014 Nuance Communications, Inc. All rights reserved. Thank
you! Sebastian Reeve Director Product Strategy & Marketing EMEA
+44 7501458876 | [email protected] | @rrreevo