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Voice-Commerce Paul Awad Licca Chan Ben Kozak Katie Smith V-Commerce Nov 20, 2000 1 Presented by.

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Voice-Commerce Paul Awad Licca Chan Ben Kozak Katie Smith V-Commerce • Nov 20, 2000 1 Presented by
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Voice-Commerce

Paul Awad

Licca Chan

Ben Kozak

Katie Smith

V-Commerce • Nov 20, 2000 1

Presented by

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

What are we talking about?

V-Commerce • Nov 20, 2000 13

Source: www.zdnet.com

Applications Layers

V-Commerce • Nov 20, 2000 14

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

Security / Attack

Physical AttackTaping Attack

“first *leg*” Attack

V-Commerce • Nov 20, 2000 18

Security / Protection

BodyGuardTeleID

Analogue Encryption V-Commerce • Nov 20, 2000 19

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

Encotone Tele-I.D. System

V-Commerce • Nov 20, 2000 22

Source: www.encotone.com

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

www.tellme.com

V-Commerce • Nov 20, 2000 37

www.shoptalk.com

V-Commerce • Nov 20, 2000 38

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

Government OnLine (GOL)

• Elimination of digital divide?

V-Commerce • Nov 20, 2000 41

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


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