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Project Modesto | Landscape Analysis 2
Table of Contents
Amazon Prime Cont’d � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �22
S E R V I C E O N YO U R T E R M S
Coca-Cola � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �25
Coca-Cola � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �26
Siri � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �27
Siri (cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �28
Google Now � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �29
Google Now � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �30
Cortana � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �31
Cortana (cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �32
S U P P O RT A S A P O L I CY
Lookup � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �35
Penny � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �36
TA K E AWAYS
Delivery vs� Destination � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �38
Inject into Existing Experiences � � � � � � � � � � � � � � � � � � � � � � � � �39
Human-Augmented AI � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �40
Data � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �41
Overview � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 3
L A N D S CA P E T H E M E S
Landscape Themes � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 5
T H E E X P E R I E N C E I S N OT T H E D E ST I N AT I O N
Overview � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 7
Digit � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 8
Digit (cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 9
Uber � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �10
Uber (cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �11
E F FO RT L E S S N E S S I S D E L I G H T F U L
Redbeacon � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �14
Redbeacon (cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �15
x�ia � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �16
Facebook M � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �17
Facebook M (Cont’d) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �18
P U S H V S . P U L L
Amazon Prime Now � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �21
Project Modesto | Landscape Analysis 3
Support is a clear area of opportunity to position Comcast
competitively in a new product realm. Mobile devices have
conditioned users to expect immediate gratification; how does
Comcast manage these expectations while providing world-class
customer support? As we move into 1.5, we are examining what
unique features and underlying principles can be applied to gain
this edge.
Landscape Analysis Overview
Landscape Themes
Project Modesto | Landscape Analysis 5
Experience Theme Overview
The Experience is Not the Destination
Support as a Policy
Effortlessness is Delightful
Service on Your Terms
The Experience is Not the Destination
Project Modesto | Landscape Analysis 7
THE EXPERIENCE IS NOT THE DESTINATION
As we strive to make the most beautiful and intuitive UI possible,
it’s critical to remember that a truly exceptional XFINITY Mobile
experience is one that doesn’t demand user attention. Like an
experienced concierge it’s just there, ready to provide a helping
hand whenever, wherever, and however.
The Experience is Not the Destination
Project Modesto | Landscape Analysis 8
DigitDigit monitors a user’s income and spending
habits, and will begin putting away funds
whenever it feels the user will not miss them.
Digit changes the way users think about saving
money, by helping them save money without
thinking about it. Digit’s primary mode of
communication with users is through SMS, as
opposed to accessing bank information through
a website. Its main goal is to simplify the process
of saving money.
Comparative / Competitive Experiences Digit
Project Modesto | Landscape Analysis 9
K EY B E N E F I TS
• SMS is primary source for providing updates and
interacting with users
• Automated process that requires little attention from user
• Provides recommendations based on user habits
• A good range of command words reinforce user trust and
provide a large selection of capabilities
Comparative / Competitive Experiences Digit (cont’d)
Project Modesto | Landscape Analysis 10
UberUber keeps their customers updated on
the status of their ride via SMS alerts and
notifications. These notifications inform the user
about the status of their request, when a driver
accepts their request, when the driver is less
than one minute away, and if the ride has been
canceled. Uber has made proactive alerts and
notifications a key component in their customer
communication strategy in order to reduce
the number of calls to contact centers and to
improve the customer experience.
Comparative / Competitive Experiences Uber
Project Modesto | Landscape Analysis 11
K EY B E N E F I TS
• SMS for proactive alerts and notifications
• Provides visibility, live mapping, and driver tracking
• Convenience of use
• Rating system provides valuable feedback on customer
experiences
• Can text & call driver directly when a trip is initiated, which
transfers to customer service after the trip is ended
Comparative / Competitive Experiences Uber (cont’d)
Effortlessness is Delightful
Project Modesto | Landscape Analysis 13
Strategic Themes
EFFORTLESSNESS IS DELIGHTFUL
We’re currently obsessed with customer “delight”. We often focus
on finding ways to delight our customers during effortful tasks when
what we really should be doing is making their tasks effortless. In
fact, sometimes the very act of delighting is effortful. In the world of
customer experience specifically, understated satisfaction with an
effortless experience is the way to truly delight a customer.
Project Modesto | Landscape Analysis 14
RedbeaconRedbeacon is an online marketplace that
provides consumers with the ability to find and
interact with home improvement professionals.
Service providers are notified by email and
text message and are given the opportunity
to submit a bid if their skills match the user’s
needs.
Comparative / Competitive Experiences Redbeacon
Project Modesto | Landscape Analysis 15
Comparative / Competitive Experiences Redbeacon (cont’d)
K EY B E N E F I TS
• SMS and email notifications (sent to home improvement
professionals)
• Convenience of use
• Provides recommendations based on user needs
• Allows customers to easily connect with the best
businesses for their needs
Project Modesto | Landscape Analysis 16
x.iaAI personal assistant that schedules meetings
for you, based on availability and preference, by
just cc’ing [email protected] on meeting invites.
K EY B E N E F I TS
• Simple & invisible
• App learns user preferences and schedule
• Automated process that requires limited
attention from user
• Convenience of use
Comparative / Competitive Experiences x.ia
Project Modesto | Landscape Analysis 17
Facebook MM is a personal virtual assistant that learns from
human behavior and has the capability to find
information and complete various tasks for
users. M operates based on artificial intelligence
that is trained and managed by humans. M has
the ability to perform an array of functions and
activities such as; making purchases, booking
reservations, making travel arrangements or
scheduling appointments. M’s software can
decode natural language and ask users follow
up questions to better understand the user’s
needs.
Comparative / Competitive Experiences Facebook M
Project Modesto | Landscape Analysis 18
K EY B E N E F I TS
• AI & humans working together, best of both worlds
• Easily performs multi-step tasks
• Understands context. (ie: user can respond to “make a
reservation there”, and M knows what “there” is referring
to, can reply “do it up!” instead of “yes”.)
• Learns a user’s behavior/habits to better understand their
needs and make more accurate recommendations.
Comparative / Competitive Experiences Facebook M (cont’d)
Push vs. Pull
Project Modesto | Landscape Analysis 20
Strategic Themes
PUSH VS. PULL
At the end of the day, websites and apps are friction between our
customers and their goals. Let’s look for moments where we can
reduce that friction by pushing the experience to them, reducing
unnecessary steps and barriers, rather than asking them to jump
through hoops to come to us. Finding these “push” opportunities
will create real customer “wow” moments and further differentiate
us from the competition.
Project Modesto | Landscape Analysis 21
Amazon Prime NowAmazon Prime Now is a delivery service feature
that allows members to place orders for fast
same-day delivery. Once an order is placed,
users receive tracking updates via SMS. Users
can also track the location of their order by using
the map feature in the app.
K EY B E N E F I TS
• Convenience of use
• SMS for alerts, notifications, dialogue
• Live delivery tracking
Comparative / Competitive Experiences Amazon Prime Now
Project Modesto | Landscape Analysis 22
Amazon Prime Now utilizes SMS to push support
communication to customers before an issue happens.
In the instance shown, an item that was ordered was
out of stock, so a representative contacted to suggest a
replacement item instead. While fulfillment services may
not have control over inventory, their reaction to an out-of-
stock item can make or break a customer experience. SMS
allows Amazon to push support to customers in critical
times before an issue escalates.
Comparative / Competitive Experiences Amazon Prime (cont’d)
Service on Your Terms
Project Modesto | Landscape Analysis 24
Strategic Themes
SERVICE ON YOUR TERMS
As the needs and contexts of our customers change, literally by
the minute, so must our methods of addressing them. By creating
an adaptable, multi-channel communications framework we can
better align with their everyday habits and deliver a service that’s
on their terms.
Project Modesto | Landscape Analysis 25
Coca-ColaCoca-Cola Enterprises services more than
600,000 coolers and vending machines in
restaurants, supermarkets, cafes, and newspaper
stands throughout Western Europe. In order to
provide effective repair and technical assistance
to their customers, they implemented an SMS-
based dispatch system. SMS notifications
provide technicians with important information
and addresses to various locations for service
tasks.
Comparative / Competitive Experiences Coca-Cola
Project Modesto | Landscape Analysis 26
The integration of SMS communication into Coca-cola’s
field service management application allows agents to
communicate with technicians no matter where they are.
This helps to create faster response times, and provide
technicians with additional information and insight about
what the service call entails.
K EY B E N E F I TS
• SMS for alerts and notifications, provided when call is
deemed “urgent”
• Faster response times
• Sending accurate information to the correct person
• Accurate technician arrival window
Comparative / Competitive Experiences Coca-Cola (cont’d)
Project Modesto | Landscape Analysis 27
SiriSiri is a virtual and personal assistant that
enables users of the Apple iPhone (and newer
iPad and iPod Touch devices) to use voice
commands to operate the device and access
apps. Users can initiate speech commands
to accomplish various tasks and receive
audible confirmation from Siri. Through
voice commands, Siri has the ability to send
messages, place calls, set reminders, and
operate iTunes.
Comparative / Competitive Experiences Siri
Project Modesto | Landscape Analysis 28
Comparative / Competitive Experiences Siri (cont’d)
Siri also supports extended dictation, which enables users
to have their words translated into text format. This allows
the user to create e-mails, text messages, Facebook status
updates, tweets, take notes and perform web searches.
The “Proactive” feature can suggest contacts, apps, news
articles, and nearby locations based on user habits.
K EY B E N E F I TS
• Ease of looking up information
• Convenience of use
• Learns a user’s behavior/habits to better understand their
needs and make more accurate recommendations.
Project Modesto | Landscape Analysis 29
Google NowGoogle Now is a virtual personal assistant that
uses a natural language UI to answer questions,
make recommendations, and perform actions.
In addition to answering user-initiated queries,
Google Now proactively predicts information
that a user wants based on previous search
habits and pulls data based on home, work,
and calendar event locations. The information
provided to the user is automatically organized
into customizable cards that appear when the
user interacts with the app.
Comparative / Competitive Experiences Google Now
Project Modesto | Landscape Analysis 30
K EY B E N E F I TS
• Learns a user’s behavior/habits to better understand their
needs and make more accurate recommendations.
• Overtime, it evolves and adapts to match user’s lifestyle
based on frequent interaction
• Provides the user with relevant information when they
need it
• Works silently in the background, isn’t trying to impress
the user
Comparative / Competitive Experiences Google Now (cont’d)
Project Modesto | Landscape Analysis 31
CortanaCortana is a virtual personal assistant available
on the Windows Phone, powered by the Bing
search engine. Cortana has the capability to
set reminders, perform searches, browse the
web, and can predict information and provide
recommendations for the user based on
previous search habits and requests. Cortana
features voice activation that allows users to
interact with the system without having to input
a predefined series of commands or press a
button.
Comparative / Competitive Experiences Cortana
Project Modesto | Landscape Analysis 32
K EY B E N E F I TS
• Cortana is a stand alone app, always displays the most up
to date information
• Does not rely entirely on voice command, users can
communicate by typing
• Users can manually set their likes and interests
• Automatically scans email to provide things like flight info
and package tracking
Comparative / Competitive Experiences Cortana (cont’d)
Support as a Policy
Project Modesto | Landscape Analysis 34
Strategic Themes
SUPPORT AS A POLICY
Support should not be packaged up tightly into a single application
that forces customers to adjust their behavior for ours. Rather,
the entire experience should be built upon a policy of customer
support that defines everything from the ways a customer inquires
about a bill to the implementation and operation of the customer
experience team. The customer experience is the experience.
Project Modesto | Landscape Analysis 35
GoButlerGoButler is a free, text-based service that
operates as a personal virtual assistant. Trained
operators, known as ‘Heroes’, can be contacted
via SMS to complete a range of tasks – from
food delivery and travel bookings to restaurant
reservations and more.
K EY B E N E F I TS
• Available 24/7
• The service is 100% free to use
• Partners with companies to extend delivery
ranges and offerings
Comparative / Competitive Experiences GoButler
Project Modesto | Landscape Analysis 36
LookupA free and secure chat app to directly chat with
local stores to get everything done with a simple
message on chat. Built atop Google Maps’
Api. Basic requests are handled by bots, more
complex passed on to human agents.
K EY B E N E F I TS
• Facilitates chat through existing experiences
(map & sms)
• Gives brands a human element
• Offsets needs for total human agent team by
asking simple requests to bots
Comparative / Competitive Experiences Lookup
Project Modesto | Landscape Analysis 37
PennyPenny is a personal finance app that talks with you
about your spending and coaches you to spend
better. To learn your finances, we scrape your
banks’ transaction histories. Our vision is to do for
personal finance what Google Now did for day-to-
day life: to learn who you are and surface personal,
actionable insights exactly when you need them.
K EY B E N E F I TS
• Simplifies something that can be daunting for
new users (first bank account, etc)
• Quick visuals and friendly tone, turns potentially
stressful subject matter into something less scary
Comparative / Competitive Experiences Penny
Takeaways
Project Modesto | Landscape Analysis 39
DELIVERY VS. DESTINATION
Categorizing support as a destination limits users to a reactive self-care experience. While
support documentation and channels should be accessible to pull from a singular place, the
competitive advantage lies within the moments before the customer decides that they need
to reach out. In creating customized delivery strategies based on customer epics, support
can be proactively pushed to users when they need it most, on their terms. Good customer
support goes beyond dialogue… tone, method, frequency, and channel are all delivery
characteristics that can be optimized based on user, making every point of contact count.
Delivery builds trust, destination validates it.
Takeaways Delivery vs. Destination
Project Modesto | Landscape Analysis 40
INJECT INTO EXISTINT EXPERIENCES
The increase of digital touchpoints between companies and users has allowed the need
for instant gratification to bleed into support communication channels. Customers expect
to obtain ubiquitous support in the way they normally communicate and interact with
each other, without breaking their routines. Utilizing existing experiences, such as SMS, as
touchpoints for customer support establishes a level of trust and reliability without the added
weight of new channel adoption.
Takeaways Inject into Existing Experiences
Project Modesto | Landscape Analysis 41
HUMAN-AUGMENTED AI
AI is a great tool for efficiently managing support requests, but lacks the “human” element
that is so necessary to establish trust and truly provide world class customer experiences.
Because AI needs data and training to work it’s best, these disparate forces are currently
used most effectively in tandem via deep learning. Customer support bots can manage the
traditional requests, but will hand off to a human agent when the ask is too complex.
Takeaways Human-Augmented AI
Project Modesto | Landscape Analysis 42
DATA
Data collected on the types of support questions being asked, and the level of satisfaction
based on answers given, provides valuable insights into the patterns of support needed
throughout Comcast’s customer base. This data can be used to automatically infer rules
for recognizing patterns of success through training examples, allowing bots to establish
communication algorithms based on actual human-to-human contact.
Takeaways Data
Thank You