Watson Engagement Advisor

Humans excel at:

DILEMMAS

COMPASSION

DREAMING

ABSTRACTION

IMAGINATION

MORALS

GENERALIZATION

Cognitive Systems

excel at:

COMMON SENSE

NATURAL LANGUAGE

LOCATING KNOWLEDGEPATTERN

IDENTIFICATION

MACHINE LEARNING

ELIMINATE BIAS

ENDLESS CAPACITY

A new partnership between humans and technology.

By 2016, 89% of companies

expect to compete mostly on the

basis of customer experience

Customers are more demanding than ever before

Higher

Expectations

Less

Loyal

Design

Thinking

Social

Media Omni-channel

Expectations

Contact Centers are

struggling to cope

• High staff attrition rates

• Long average handle times

• Low First Contact Resolution

• Long waiting time for free agent

• Inconsistent Level 1 support

IVR is designed to minimize call volumes –

but:

• IVR menus are often unnecessarily

complex

• On average, 4 menus deep

• Customer experience is poor

• Visual IVR and Virtual Hold is only a short

term fix

Self-Service shouldn’t punish customers

In-Store Agent Call Center Agent Cognitive Agent

Your newest employee

Watson displays human-like characteristics

Can listen

Can understand

Can relate to you

Can empathize with you

Is resourceful

Increasing First Contact Resolution with Watson

From:

To:

SELF-SERVICE LEVEL 1 LIVE AGENTS

LEVEL 2 LIVE

AGENTSCOGNITIVE SELF-SERVICE

LEVEL 2 LIVE

AGENTS

- Watson offers better user experience

- Able to resolve calls through integrated actions

- Minimizes call deflections

- Limited self-service options

- Unable to resolve issues

- Customers seek to be passed to live agents

- L1 agents often need to deflect to L2

• Allows a natural language

interaction with the customer

• Q&A, Chit-chat etc.

• Walks customers through

business processes

• E.g. Application forms,

password resets

• Detects emotional states

• Responds in appropriate

ways

• Cross-platform mobile and

web experience

• New channels supported

• Partnerships with leading

robotics manufacturers

• Robot SDK available

• Advanced Machine Learning

capabilities

State of the Art Virtual Assistant Capability Market Leading Platform

Watson Engagement Advisor

Consumers can ask

questions & get answers –

at any time of day

Common business

processes can be

simplified and automated

Watson is available on

more than mobile devices

An automated solution for customer engagement

Training Watson to understand natural language

1 32Most of the time, customers

ask the same things e.g.

their intent is the same

The way that customers ask

the same question can be

infinitely variable

Watson has read nearly 300

million words to better

understand these question

variations

Frequency

of Questions

Unique Intents

100s 100,000+

Short Tail Long Tail

Question distribution

1The number of regularly

recurring intents (the

short-tail) is relatively low

2More obscure questions

fall into the “long-tail”

3These questions can be

answered by a Watson

add-on solution…

4… or passed to a live

agent, dramatically

lowering call deflections

Intents

• Typically end user

questions

• This Teaches Watson

how your users converse

with the system

Entities

• What is important for

Watson to pick out of a

conversation

Train Dialog

• Build Personality

• Chit Chat

Business Processes

• Transactions you want

Watson to help

Query the Watson with Test

set and test users

• This helps ensure Watson

understand your business

• Beta Testing Watson with

users helps you improve

quality of Watsons

understanding

Embed Watson into your

application

• Embed Watson to your

mobile app

• Website

• Any Channel

Extract the responses

from your application log

files

• Review responses

• Modify the Ground

Truth data by adding

additional keys and/or

phrases

Teaching Watson Validation Embed into App Improve Watson

Training Watson

Entity

Extraction

Tone

Analysis

Context

Analysis

Knowledg

e

Expansion

Intent

Extraction

Core concepts

Entity

Extraction

Tone

Analysis

Context

Analysis

Knowledg

e

Expansion

Intent

Extraction

Something’s come up

and I really need to get

back tonight

Intent = Change FlightIntent

I see you’re currently

booked on F142 to

JFK from LAS

tomorrow evening.

Do you want to

change this flight?

Something’s come up

and I really need to

get back tonight

Entity

Extraction

Tone

Analysis

Context

Analysis

Knowledg

e

Expansion

Intent

Extraction

I see you’re currently

booked on F142 to

JFK from LAS

tomorrow evening.

Do you want to

change this flight?

Are you still leaving

from Las Vegas?

Yes that’s right

Yes, but I need to get

to Newark nowYes, but I need to get

to Newark now

Entity

Yes that’s right

Yes please, that’d be

great

There is a $200

change fee. Shall I

charge that fee to your

Amex card ending

1007?

There is one seat on

F133 at 19:30. Would

you like me to change

your reservation?

There is one seat on

F133 at 19:30. Would

you like me to change

your reservation?

Business Process

Entity

Extraction

Tone

Analysis

Context

Analysis

Knowledg

e

Expansion

Intent

Extraction

There is a $200

change fee. Shall I

charge that fee to your

Amex card ending

1007?Really? I fly with you

all the time! Can’t you

do anything about

that?

Really? I fly with you

all the time! Can’t you

do anything about

that?

Let me see what I

can do. I see that

you’re a Platinum

card holder so let me

waive that fee for

you.

Oh thanks, I

appreciate that

You’re welcome.

You’re now confirmed

on F133.

AngerTone

Joy

Entity

Extraction

Tone

Analysis

Context

Analysis

Knowledg

e

Expansion

Intent

Extraction

Seat: 31C Flight: F133

Oh, I forgot to ask. Is

this a business class

seat?

You’re welcome.

You’re now confirmed

on F133.

Oh, I forgot to ask. Is

this a business class

seat?

Context

No, I’m afraid not. A

business class seat

is not available. Is

there anything else I

can help you with?

Entity

Extraction

Tone

Analysis

Context

Analysis

Knowledg

e

Expansion

Intent

Extraction

Actually yes. I’m

travelling with a guitar

and I really don’t want

to check it. Can I take

it as carry-on?Answer Found in

Documentation

No, I’m afraid not. A

business class seat

is not available. Is

there anything else I

can help you with?

Actually yes. I’m

travelling with a guitar

and I really don’t want

to check it. Can I take

it as carry-on?

What Instruments Can I Carry On?

Guitars and other smaller musical

instruments, such as violins, will be

accepted as your free carry-on baggage

item on our flights.

These items must easily fit in the

overhead bin or other approved storage

location in the cabin, based on available

space at the time of boarding.

Musical instruments may be gate claimed

at the discretion of the passenger and as

a result of limited overhead space.

What Instruments Might Need Their Own

Here’s what I’ve

found:

Knowledge Expansion

ImproveCustomer Satisfaction &

Trust

ReduceOperating Cost

IncreaseOpportunities To Sell

MinimizeCustomers At Risk

A 1% improvement in

FCR = 1% improvement

in customer satisfaction

On average it takes

1.4 calls to resolve a

customer problem

When a customer call is

resolved the customer

cross-selling acceptance

rate is increased by 20%

If the customer’s inquiry or

problem is resolved in the

first call, only 1% of those

customers are at risk to go to

your competitors

Watson can both reduce contact center costs &

increase customer satisfaction

Watson at work

Major

Insurance

Company

Deakin

Universit

y

Major Software

Company

International

Hotel Chain

• Helping major

insurer to deflect

calls

• Improving

customer

experience

• Helping students

to get advice

• Freeing advisors

to do higher

value work

• Helping

customers self-

serve

• Walking them

through common

issues and

problems

• Creating a new

guest experience

• Improving loyalty

and advocacy

29

Cognitive systems combine data, information and expertise.

Organized Data Watson APIs

Enable new kinds of engagement

Create better products

Improve your processes and operations

Leverage expertise

Enable new business models

Retrieve and Rank

30

Message Resonance

Concept Expansion

Face Detection

Natural Language Classifier

Speech to Text

Text to Speech

Language Translation

Language Detection

Sentiment Analysis

Dialog

Retrieve and Rank

Image Link Extraction

Tradeoff Analytics

Entity Extraction

Tone Analyzer

Personality Insights

Taxonomy

Author Extraction

Concept Tagging

Relationship Extraction

Concept Insights

Relationship Extraction

Question & Answer

Feed Detection

Keyword Extraction

Visual Recognition

Image Tagging

Text Extraction

Watson’s APIs are the cognitive

building blocks that harness our data.

Natural Language

Classifier

Tone Analyzer

The Watson platform is growing

3

1

What will you do with Watson?

Contact: alexgion@ie.ibm.com

ibm.biz/alexisgion