TRANSFORMATIVE DEVELOPMENT - Engage Customer · 2019-06-17 · Digital Customer Care TRANSFORMATIVE...

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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...

Page 1: TRANSFORMATIVE DEVELOPMENT - Engage Customer · 2019-06-17 · Digital Customer Care TRANSFORMATIVE DEVELOPMENT Natural Language Processing TCS IT BSM - Chris McGrath . Digital Customer

Digital Customer Care

TRANSFORMATIVE

DEVELOPMENT

Natural Language Processing

TCS IT BSM - Chris McGrath

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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

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Digital Customer Care

TRANSFORMATIVE

DEVELOPMENT

Innovation Framework

M&S Digital Customer Care

Page 4: TRANSFORMATIVE DEVELOPMENT - Engage Customer · 2019-06-17 · Digital Customer Care TRANSFORMATIVE DEVELOPMENT Natural Language Processing TCS IT BSM - Chris McGrath . Digital Customer

Digital Customer Care

CONTACT CENTRE INNOVATION STRATEGY

• Simplify• Resource• Automate• Eliminate

Natural Language Processing

• Reduce Costs & Improve Customer Experience

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Digital Customer Care

INNOVATE WITH STYLE

New (Lean/Startup) Incremental Development

Discovery MVP1: Intent Capture & Analysis Discovery MVP2: Intent Capture & Routing

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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

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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

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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

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Digital Customer Care

TRANSFORMATIVE

DEVELOPMENT

Productionise & Scale

M&S Digital Customer Care

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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

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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

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Digital Customer Care

TRANSFORMATIVE

DEVELOPMENT

Manage Change

M&S Digital Customer Care

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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

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Digital Customer Care

TRANSFORMATIVE

DEVELOPMENT

Have Fun!

M&S Digital Customer Care