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Voice-Commerce
1. V-Commerce Overview
2. Underlying Technology
3. Case Studies
4. Demonstrations
5. Reality Checks and Observations
V-Commerce • Nov 20, 2000 2
… Access web content for the purposes of shopping, buying or obtaining customer service by speaking over the telephone or other connected device
What is V-Commerce?
V-Commerce • Nov 20, 2000 3
Example: • “TickerTalk” Sound Clip
TickerTalk
V-Commerce • Nov 20, 2000 4
System: Welcome to TickerTalk, a service of the Nuance Communications. Please say or key in your 6-digit account number.Caller: 854919.System: Say or key in your 4-digit pin number.Caller: 1234.System: In TickerTalk, you can get stock quotes, make trades and inquire about your
portfolio. Begin a quote, simply say the company name. Say help for more instructions.Caller: How much cash do I have?System: Your account contains $76,722.10.Caller: Give me a quote for Tweedy Browne Global Value.System: Tweedy Browne Global Value Fund, 17.77, down 0.04.Caller: Montana Power.System: Montana Power Company, 52 1/8, down 5/8.Caller: Buy 275 shares at the market.System: Confirming. Buy 275 shares of Montana Power Company at the market. Is this correct?Caller: Yeah.System: Your order is confirmed and pending. I am ready for your next command.Caller: Sell all my Microsoft at 141 1/8.System: Confirming. For the day sell 75 shares of Microsoft at 141 1/8. Is this correct?Caller: Yeah.System: Your order is confirmed and pending. I am ready for your next command.Caller: Goodbye.
Voice Site vs Voice Portal
• Voice SiteIndividual enterprise site that allows customers to access its e-commerce content and services over the phoneExamples: HSN, UPS
• Voice PortalA site that aggregates services as well as Internet-based content and make them available over the phoneExamples: Tellme, ShopTalk
V-Commerce • Nov 20, 2000 5
User’s View• Accessible
• Easy to use
• No need to go through annoying phone menu
• Flexibility
• Security
Why V-Commerce?
Business’ View• Deliver self-service in
an ubiquitous fashion
• Leverage back-end applications and knowledge base
• Better Customer Relationship Management (CRM)
V-Commerce • Nov 20, 2000 6
• Speech In, Speech Out
• Common Business Server
• Speech In, Web Out
• Web In, Speech Out
Common Types ofV-Commerce Implementations
V-Commerce • Nov 20, 2000 7
Speech In, Speech Out
• Dialogue over the phone with a speech system
• Replace:
» Touch-tone keypad
» Live agents in call centres
V-Commerce • Nov 20, 2000 8
Common Business Server(Speech In/Out or Web In/Out)
• Offer the same information and transactionalcapabilities over the phone and the web through a
common back-end
Source: www.v-commerce.com
V-Commerce • Nov 20, 2000 9
Speech In, Web Out
• Users say their requests, response is displayed onscreen
• Replace: keyboard and mouse
V-Commerce • Nov 20, 2000 10
Web In, Speech Out
• Users type in request and receive a voice responsethrough the computer.
• Users click on a link on a web site, get connectedto and converse with a live person.
• Voice over IP (VoIP)
V-Commerce • Nov 20, 2000 11
www.jcrew.com
V-Commerce Technology
V-Commerce consists of:
• Telephony Platform
• Physical Layers
• Speech Technology
• E-Applications
V-Commerce • Nov 20, 2000 12
Source: www.v-commerce.com
V-Commerce • Nov 20, 2000 15
VoXML Example<?xml version=“1.0”?> <vxml version=“1.0”> <form> <field name=“drink”> <prompt>Would you like coffee, tea, milk, or nothing?</prompt> <grammar src=“drink.gram” type=“application/x-jsgf”/> </field> <block> <submit next=“http://www.drink.example/drink2.asp”/> </block> </form> </vxml>
C (Computer): Would you like coffee, tea, milk, or nothing?H (Human): Orange juice.C: I did not understand what you said.C: Would you like Coffee, tea, milk, or nothing?H: Tea.C: (dialog then continues in document drink2.asp)
V-Commerce • Nov 20, 2000 16
Speech Object Example
// Instantiated a new Date object
SODate date = new SODate();
//Set the initial prompt to be "What is your flight departure date?"
date.setInitialPrompt(new PromptAtom("flight_departure_date"));
//Invoke the SpeechObject
SODate.Result dateResult = (SODate.Result)date.invoke(sc, dc, cs);
// Print the result
String month = dateResult.getMonthString();
int day = dateResult.getDayOfMonth();
System.out.println("The requested date was "+ month + " " + day);
How Speech Recognition Works
V-Commerce • Nov 20, 2000 17
Prefiltering (DSP)Echo Cancellation
FeatureExtraction
HMMText or
Command OutSpeech In
ReferenceAudio
Word &Grammar Models
first *leg* Attack
• A secure link is established between a trusted party and the user end who has his line treated with encryption equipment
• In this manner the link in between the trusted party and the user, the home link is 100% secure
• The encrypted call is de-scrambled [decrypted] at the PSTN switch and sent on through the public switch network
V-Commerce • Nov 20, 2000 20
Tele-I.D.
• The Tele-I.D. ™ card generates an ever changing Acoustic Identification Message, more secure and more convenient than traditional, Dynamic Passwords
V-Commerce • Nov 20, 2000 21
Transaction Certificate
• Customer identification
• Data Integrity
• Data Confidentiality
• Non-Repudiation
• Ease of Use
• Ease of Integration
V-Commerce • Nov 20, 2000 23
Case Study: Home Shopping Network
BACKGROUND
• Established 1977• Today:
24 hour programming
74 million households
160,000 calls/day
V-Commerce • Nov 20, 2000 24
Case Study: Home Shopping Network
CHALLENGES
• Database Security• Customer Authentication• Callers forgot their I.D.• Developing 1:1 marketing
V-Commerce • Nov 20, 2000 25
Case Study: Home Shopping Network
REQUIREMENTS
• Automation• Security• Personalized Shopping Experience
V-Commerce • Nov 20, 2000 26
Case Study: Home Shopping Network
SOLUTION
• Nuance speech recognition/voice authenticationsoftware
• Phone number is access code
• Voice imprint identifies caller
• Eliminates need for PIN
V-Commerce • Nov 20, 2000 27
System: Welcome to the Home Shopping Network. Please tell us your home phone number.Caller: 902 422 1234System: Thank you Carolyn. What would you like to do?Caller: I’d like to order the 10 karat gold ring.System: That’s the 10 karat gold ring on sale now for just $5,000 ?Caller: Yes.System: Thank you. We also have CD-R’s, 10 per package for $10. Would you like to order
them?Caller: Yes, I’ll take two packages.System: That’s two packages of the CD-R’s for $10 per package?Caller: Yes.System: Thank you. We also have….Caller: Oh stop this, I’m in a hurry!System: Do you wish to finish your order or do something else?Caller: Finish.System: Your total order comes to $5,020. May we charge this to your credit card on file?Caller: Yes. Goodbye.System: Thank you, Carolyn. Please call the Home Shopping Network again soon. Goodbye….
Conversation Example
V-Commerce • Nov 20, 2000 28
Case Study: Home Shopping Network
RESULTS
• Time saved (20 seconds/call)• Reduced costs ($1.9m/year)• 95% accuracy• Revenue increased 10-20%• Apr ’00: 410,000 imprints• Easier buying process• Increased customer satisfaction
V-Commerce • Nov 20, 2000 29
Case Study: United Parcel Service
BACKGROUND
• World’s largest delivery service• 12 million packages/day• ’98: $24.8b revenue• Deliver 50% goods ordered online• 240,000 tracking calls/day• Tracking by phone preferred
V-Commerce • Nov 20, 2000 30
Case Study: United Parcel Service
CHALLENGES
• Forecasted 10% annual growth• Volume growth > support capacity• Predicted longer customer holds• 18-digit tracking numbers
V-Commerce • Nov 20, 2000 31
Case Study: United Parcel Service
REQUIREMENTS
• Rapid deployment• Alleviate backlogs• Access/provide tracking info• Scalable• Maintain high customer service
standards
V-Commerce • Nov 20, 2000 32
Case Study: United Parcel Service
SOLUTION
• Nuance speech recognition software withintegrated natural language capability
• Alphanumeric recognition
• ’97: Tracking System
• ’98: Extended to Pickup System
V-Commerce • Nov 20, 2000 33
Case Study: United Parcel Service
RESULTS
• 120,000 calls/day; 1000 concurrent
• Tracking calls reduced 60-90 sec/call
• Pickup calls reduced 2 min/call
• 95%-99% accuracy
• Time to market: 4-6 months
• ROI = 3 monthsV-Commerce • Nov 20, 2000 34
BenefitsFor the End User• Accessibility• Ease Of Use• Security• Availability• Efficiency• Personalization
V-Commerce • Nov 20, 2000 35
For the Business/Developer• Reduced costs
• Increased revenue
• Improved ROI
• Protect Investments
• Efficiency
• Enhanced/augmented existing business
• Better CRM
• Expand Markets
Demos
• Tellme.com 1-800-746-7825
• ShopTalk.com 1-800-555-TELL
• What do these web/voice portals offer?
V-Commerce • Nov 20, 2000 36
Reality Checks
• Lack of human interaction – speaking tosystems
• Technical issues – wireless connections,keyword matching
• Language barrier
V-Commerce • Nov 20, 2000 39
More Reality Checks
• Learning curve involved
• Security
• Limited application
• Expensive for companies to implement
V-Commerce • Nov 20, 2000 40
References & Readings
V-Commerce • Nov 20, 2000 42
References:• http://www.v-commerce.com• http://www.nuance.com• http://www.edify.com• http://www.vocalis.com• http://www.syntellect.com• http://www.encotone.com• http://www.tellme.com• http://www.shoptalk.com
Readings:• Speech gets down to business
http://www.inquiry.com/pubs/infoworld/vol21/issue06/E06-06.html
• V-Commerce: Giving Consumers A Voicehttp://www.esummitintl.com/archives/99february/e-summit-Feb99-article1-textonly.htm