TRANSFORMATIVE DEVELOPMENT - Engage Customer · 2019-06-17 · Digital Customer Care TRANSFORMATIVE...
14
Digital Customer Care TRANSFORMATIVE DEVELOPMENT Natural Language Processing TCS IT BSM - Chris McGrath
Transcript of TRANSFORMATIVE DEVELOPMENT - Engage Customer · 2019-06-17 · Digital Customer Care TRANSFORMATIVE...
Digital Customer Care
TRANSFORMATIVE
DEVELOPMENT
Natural Language Processing
TCS IT BSM - Chris McGrath
Digital Customer Care
ABOUT THIS SESSION
• Objective:❖ Demonstrate how it is possible to:✓ Embrace innovative technologies.✓ Productionise and scale-out.✓ Put people first through automation.
• Contents:❖ Innovation Framework❖ Productionise and Scale❖Manage Change
Digital Customer Care
TRANSFORMATIVE
DEVELOPMENT
Innovation Framework
M&S Digital Customer Care
Digital Customer Care
CONTACT CENTRE INNOVATION STRATEGY
• Simplify• Resource• Automate• Eliminate
Natural Language Processing
• Reduce Costs & Improve Customer Experience
Digital Customer Care
INNOVATE WITH STYLE
New (Lean/Startup) Incremental Development
Discovery MVP1: Intent Capture & Analysis Discovery MVP2: Intent Capture & Routing
Digital Customer Care
THE SCORES ON THE DOORS
Assumption Proven Key Indictors / Measures
High customer engagement rate 92% Recorded an intent.
Accurate transcriptions 89% Accurate (Word Error Rate).
Accurate Intent Classifications (ICs) 92% successfully matched.
ICs can replace Disposition Codes 77% accurately matched to RFC.
Efficiency saving by improved Ops Model Proven reduced AHT.
Technology suppliers can deliver Working solutions delivered / trialled.
Customers prefer efficient automated ops 79% preferred AVA.
Voice automation will reduce costs. Numerous examples discovered.
Discovery MVP2: Intent Capture & Routing
Digital Customer Care
• Use-case:
• Accurately capture customer
intent and route it to the right
destination for all stores in UK&I
• Impact:➢People - Internal➢People - External➢Process (Insight, etc)➢Future (Self Serve, etc)
A BOT IS BORN
Prod MVP: Intent Capture & Routing
Digital Customer Care
UNDER THE HOOD
Technology:
• CPaaS Call handling – Twilio.• Speech Recognition – Twilio.• Intent Matching – Google Dialogue Flow.• TTS synthesiser – Google (Wavenet).• Apps Hosting Service – Azure / Heroku.• Integration – Mitel (Stores).• Integration – Anana Genesys (CC).• Dashboard – Looker.• Reporting – PowerBI.
Prod MVP: Intent Capture & Routing
Digital Customer Care
TRANSFORMATIVE
DEVELOPMENT
Productionise & Scale
M&S Digital Customer Care
Digital Customer Care
TEDIOUS, DIFFICULT, BUT MUST DO
• Contracts / Commercial:• Finance.• Legal.• Procurement.• Security.• Board sign-off.
• Product Development• Systems & Service Design• Platform Operations• Security• Overarching Programme
Productionisation to create IC&R Service
Digital Customer Care
HARD WORK AND GREAT FUN
• Simple milestones• Trust not control.• 3 level contingency.• Platform Ops.• Joint PPT plan.
➢Results – every milestone hit!
IC&R: Scale-out Service To All Stores in UK&I
Digital Customer Care
TRANSFORMATIVE
DEVELOPMENT
Manage Change
M&S Digital Customer Care
Digital Customer Care
MANAGING CHANGE
• Business Programme➢ People➢ Processes➢ Technology
• Benefits Realisation✓ 95% Containment✓ Reduced Ops Costs £M’s✓ Incremental Sales £M’s✓ Improved Insight & CE.
• Lessons Learnt➢ Wider impact.➢ Platform Team.➢ Press/News
Digital Customer Care
TRANSFORMATIVE
DEVELOPMENT
Have Fun!
M&S Digital Customer Care
