Delivered to an international audience of pharma employees in September 2019. A brief overview of why virtual assistants are so popular today, some examples and what is most important when embarking on an automation project.

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{
Experience 4.0
HOW TO CREATE YESTERDAY’S
EXPERIENCES TODAY
Andrew Maher
Customer Experience Evangelist

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{ {“Customer”
Ñ Customer
Ñ User or Employee
Ñ Client
Ñ Doctor
Ñ Patient
“Bots”
Ñ Chatbots
Ñ Voice, Text or Messaging
Ñ Web, phone, app or IOT
Ñ Robotic Process Automation
Ñ Virtual Assistants
Definitions
Ñ Anyone interacting with a
company in a digital sense
Ñ Any intelligent procedure
added to communications

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1.0
Experience 4.0
2.0 3.0
IoT
4.0

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ServicePleaseData without Context is Useless

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Virtual Assistant “Hype”?
© 2018 Gartner, Inc. All rights reserved.
Ñ “By 2021, 15% of all
customer service
interactions will be
completely handled by
Artificial Intelligence.”

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Why ‘bots’?
Optimize
Customer
Experience
• Provide methods to
ideally maneuver
customers throughout
my business with a
minimum loss of
efficiency
• Assure seamlessness of
experiences are
maximized
Optimize
Usage of
Self-Service
• Increase use of
existing resources of
information
• Direct enquiries to the
optimal source for
self-service
• Apply latest
technologies to
advance the use of all
available sources
Optimize
Usage of
Resources
• Apply the best
decisioning when
assigning work to
resources
• Utilize the ideal tools to
maximize the application
of resources
• Provide resources access
to information with
minimum of effort

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Why now?
Ñ Google Trends: “Chatbot”

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Ñ Q: How important is
customer experience in each
of the following industries?
Ñ Q: How would you rate the
customer experience in each
of the following industries
today?
Experience &
Expectation Gap Source: PwC Future of Customer Experience Survey 2017/18

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Bots Examples
Bot
Recommender
Mutual
Learning
Trust
Pharma Logistic
Live Agent Live Agent
Government
BotBot
Bot

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Human & Machine

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Ñ Bot progression
Ñ Example of healthcare bots?
Bots taking my job?
Ñ Google Trends: “Employee Experience”

12. Agent accelerators speed up live interactions

13. 13
Use Case – FAQ
& User Support
(voice enabled)
Virtual Assistant
provides employee
access to FAQ,
providing direct
assistance via tablet
application. Routes any
additional assistance
needs to live agents.

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Use Case – Holiday Bookings
FAQs
Virtual Assistant provides
client with FAQ, logs
reservations, and identifies &
routes any upgrade or buying
signals to live agents based
on Natural Language triggers.

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General bot
• Web linking
• No live support
• Offers 24/7 support
Improved intent
identification
• Expand use cases
• Multilingual support
• Seamless to live
support
Response
learning
• Escalation to live
voice/video
Case handling
• Collectively complete
an application
• Arrange for call back
Proactive bot
support
Chatbot Progression

17. • Limited to a few, simple
processes
• Not "engineer-driven" but
customer-oriented approach
• Do not want to save the world
right away
• Clearly communicate what it
does and offers and what it
doesn’t
Avoid German Over-Engineering
Harald Henn
Marketing Resultant GmbH

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Designing for the Customer

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Ñ Q: How important
do you think each
of the following?
Ñ Q: Which of the
following things
are worth paying
more for?
What Customers value
Source: PwC Future of Customer Experience Survey 2017/18

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3 Takeaways

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Thank you
Andrew Maher
Ñ Customer Experience Evangelist
Ñ @serviceplease20
Ñ http://de.linkedin.com/in/andrewfmaher/