The Mobile Game Changer (with audio)

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Spoken free webinar: The Mobile Game-Changer @spokencomm #mobile #callcenter When the caller experience matters © Spoken Communications 2010. All rights reserved.

description

Bill Meisel of TMA Associates is the guest speaker revelaing how the mobile phone speech interface has grown and changed the call center and IVR game as well as growth potential for changing with the mobile game. For more info, visit www.spoken.com

Transcript of The Mobile Game Changer (with audio)

Page 1: The Mobile Game Changer (with audio)

Spoken free webinar:The Mobile Game-Changer

@spokencomm #mobile #callcenter

When the caller experience matters© Spoken Communications 2010. All rights reserved.

Page 2: The Mobile Game Changer (with audio)

The Mobile Game-Changer

• How mobile phone speech interface has grown and changed the game

• How familiarity with the mobile phone interface changes customer expectations of speech interactions in call centers

• Three steps call centers must take to meet these expectations

• Growth potential for changing with the mobile game

@spokencomm #mobile #callcenter

When the caller experience matters© Spoken Communications 2010. All rights reserved.

Page 3: The Mobile Game Changer (with audio)

Spoken Communications

Spoken Communications is a leading provider of proprietary speech recognition technologies for call centers and hosted virtual call center systems. Currently supporting over 2,000,000 minutes per month in hybrid human-assisted speech recognition, call recording, and virtual phone switch and distribution systems, Spoken is a proven leader in the call center customer service, sales and support industry.

@spokencomm #mobile #callcenter

When the caller experience matters© Spoken Communications 2010. All rights reserved.

Page 4: The Mobile Game Changer (with audio)

Bill Meisel, TMA AssociatesBill Meisel, Ph.D., president, TMA Associates (www.tmaa.com), is publisher and editor of Speech Strategy News (a paid-subscription newsletter launched in 1993), and a consultant on market and product opportunities created by the maturing of speech technology. His experience in speech technology includes founding and running a speech recognition company. As an independent consultant since 1991, he is a well-known industry analyst and has edited two books on the Voice User Interface design.

Meisel is co-organizer of the Mobile Voice Conference (www.mobilevoiceconference.com) with the non-profit Applied Voice Input Output Society, where he serves as Executive Director.

Meisel has a B.S. in Engineering from Caltech and a Ph.D. in Electrical Engineering from USC. He began his career as a professor of Electrical Engineering and Computer Science and published the first textbook on computer pattern recognition.

@spokencomm #mobile #callcenter

When the caller experience matters© Spoken Communications 2010. All rights reserved.

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Does your call center match the expectations of mobile

customers?

The Mobile Game-Changer

Bill MeiselPresident, TMA AssociatesEditor, Speech Strategy

News [email protected]

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Mobile communications: A major trend

Worldwide mobile phone sales 417 million units in Q3 2010 (Gartner, Inc.)

Smartphone sales will reach 69 million units in 2010 in North America (Pyramid Research) 39% of total mobile handsets sold during the period

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It’s not just apps & web browsing

35% of U.S. adults have apps on their phone, but only 24% actually use them (Pew) 11% of cell users do not know if they have apps or

not

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That dangerous data channel

Hands-free operation may be mandated

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Impact on contact centers

The mobile phone experience with speech technology changes user perception of automation Also creates expectations of speech technology Different expectations impact IVR application design

The platform differs from landline calls Multimodal interactions possible It’s mobile! Background noise, speakerphone mode

Opportunities Expand contact center effectiveness Expand contact center functionality

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A different speech recognition experience

Call centers Highly structured Narrow context Mental set that the ultimate service is from a human agent

Mobile services Voice search (say almost anything, telegraphically)

“Pizza Tarzana, California” Integrated voice services

“Call John mobile” “Directions to one main street” “Text Joan I’m running late, be there in 15 minutes”

Voicemail to text Acceptable if the gist of the message is clear despite errors

No expectation of a human agent

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What does the user learn about speech recognition?

It works, and gives prompt results

Some error is tolerable

Automation can be convenient and effective

Speaking to a computer is different than speaking to a human Just tell it what it needs to meet your needs

Say what you want Currently, not much dialog The “search” model of language

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What does this say about today’s speech recognition technology?

Satisfying users despite a very difficult environment and application

Contact centers can take advantage of more context Recognition can be more accurate

The experience should be more “mobile-like” to exploit this trend Key is flexibility, rather than structure

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Give callers a similar experience to the mobile experience

Flexible request for information Don’t model your automation with the limitations of touch tone

Result More tolerance of automation Faster results

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Good practices make a difference

Speech in the User Interface: Lessons from Experience (2010), William Meisel (ed.), 50 contributors (www.tmaa.com)

But—beyond that—we’re talking about a paradigm shift

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Technology

Adding flexibility in a call center environment

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“Natural Language” speech technology

“Call Steering”

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Constrained flexibility: Dynamic call flow

Example: Adaptation to user providing additional information Where are you traveling to? I want to go from San Francisco to Boston next Tuesday. Around what time would you like to depart?

Technology can include SLMs and grammars with dynamically updated “category” grammars (e.g., city names) Trash collection around content islands

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More flexibility

Intelligent confirmation and correction

Contextual awareness

Leverage prior knowledge

Problem solving

Islands of meaning, robust parsing, semantic classification

Toolkits help make the technology transparent to developer Advanced Dialog Kits

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Use multimodality

Deliver results to a mobile phone screen or by email when appropriate

Reality: Fractionated environment HTML5?

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Nuance Mobile CareAn App running on the smartphone

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“Conversational Voice Response”

Hybrid machine + human safety net

Guided speech

Human Silent Guides

Call Routing and Self-Service

Builds confidence in automation

Safety net for new functionality

Spoken Communications-- add human intelligence

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When the caller experience matters

Red flag =Speech recognition

low confidence score Guide listens and corrects

Guide Screen: Red flag

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Yellow flag =medium confidence scoreGuide listens and verifies

“Bill Smith” is correct

Guide Screen: Yellow flag

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Agent interceptions as material for tuning

Audio of calls requiring agent

Agent actions create human-labeled data

Grist for tuning VUI designs or Statistical Language Models used in “natural call routing”

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Make access & buying easy

Speaker verification (“voiceprints”)

Requires enrollment

Can be done as a hosted service

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Voice quality

79% of consumers say they experience poor voice quality when talking to call centers

34% of call center agent time is wasted repeating things and redialing Customer Experience Foundation

Technology to address this is available and will become more so At the source (e.g., within the mobile phone or contact center)

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Opportunities

Beyond making today’s transactions easier

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Enterprise “voice sites”

Mobile phones aren’t great web browsers 250,000 apps to compensate

More than half the phones won’t have browsers through 2014 All can make phone calls

Voice sites Voice is a viable alternative to visual web browsing

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Voice-only services

Automated voice-interactive services reached by voice calls Over 300 million new prospects worldwide in Q1

alone

Directory Assistance / Local Search Microsoft’s 800-BING411

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Your call center is your natural voice site

Complementary to the web site Objective of a voice site is to engage customers, not

dispense with them ASAP

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“Conversational Marketing”

Advertising expenditures in 2009— $242 Billion (Advertising Age) $5 Billion mobile advertising spend in 2015 in US (Smaato) How would you like to get a piece of the marketing budget?

Voice sites as interactive marketing vehicles Have a dialog with your customers—Literally! Creativity – engage with humor, drama Information – Product reviews, product finders

Ask.com’s Q&A, and aisle411 store maps Greed – Coupons, price comparisons

Amazon’s Price Check

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Feedback?

Bill Meisel

[email protected]

(818) 708 – 0962

TMA Associates (www.tmaa.com)

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Spoken Communications

www.spoken.com

•Virtual call center solutions•Hosted ACD•Conversational IVR•Call Recording and QA•Serving Fortune 500

@spokencomm #mobile #callcenter

When the caller experience matters© Spoken Communications 2010. All rights reserved.

Page 34: The Mobile Game Changer (with audio)

Spoken free webinar:The Mobile Game-Changer

@spokencomm #mobile #callcenter

When the caller experience matters© Spoken Communications 2010. All rights reserved.