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Ruud Huigsloot • ruud@ruudhuigsloot.nl • @ruudhuigsloot
Heading to a world of great conversations
#inSpiredEvent2017
HEADING TO A WORLD OF
GREAT CONVERSATIONS
Ruud Huigsloot
inSided – 23 November 2017
ONCE UPON A TIME
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
OPEN
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
WHAT DID T-MOBILE DO?
RUUD - DIGITALE TRANSFORMATIE -
RUUD@RUUDHUIGSLOOT.NL
KNOWLEDGE
CUSTOMERS DO HAVE MORE DETAILED KNOWLEDGE
ABOUT YOUR PRODUCT
WISDOM
THE SMARTEST PEOPLE DO NOT WORK IN YOUR
COMP...
RESULTS
• 60% of all forum questions are answered by other
customers
• 25 super users (customers) are more or less running...
CUSTOMERS LOVE CONVERSATIONAL
INTERFACES
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
HOW DO THEY LOOK NOW
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
Primarily text based conversational interfaces ...
THE RISE OF THE BOTS
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
MOST EARLY BOTS ARE LIKE AN IVR
• Based on an existing
(knowledge) system and/or
virtual assistant
• Pre-defined choices
•...
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
Added functionality
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
Added some intelligence
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
Added speach via Siri
GOING TO PARIS
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
Go to the T-Mobile Website
Press login
Forgot my pass...
OR, IF I WAS T-MOBILE
Me: “Hi T-Mobile”
T-Mobile: “Hi Ruud”
Me: “Im looking for a new phone?”
T-Mobile: “Well, we’ve a lot...
Are you talking to me?
T-Mobile: “Hi Ruud, do you have a
minute?”
Me: “Excuse me, who are you?”
T-Mobile: “Hi Ruud, I’m yo...
IF THIS WILL DO IT?
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
DO WE STILL NEED THIS?
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
OR EVEN THIS?
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
THERE’S SOMETHING GOING ON
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
THE GRAPHICAL UI AS WE KNOW IT WILL
DRAMATICALLY CHANGE
Where the web most likely will be focussing
on great visual experi...
CUSTOMER VICTORY!
• Hassle free and fast
• Simple question, simple
quality answer
• Pro-active service
• Doing business vi...
QUESTIONS TO BE ASKED
• Where/how does the conversation
starts?
• How do you identify the customer?
• What will be the rol...
ORGANISATIONAL CHECKLIST
• Luckily we’re all working agile. Are we?
• And we all have a ‘Digital First’ customer journey
a...
THE QUALITY OF YOUR COMPANY’S
CONVERSATIONAL INTERFACE(S) WILL BE THE
ULTIMATE PROOF OF YOUR ‘CUSTOMER FIRST’
PROMISE
RUUD...
Roy Charles Amara (1925 – 2007) was an American researcher, scientist and futurist
RUUD - DIGITALE TRANSFORMATIE - RUUD@RU...
THANKS FOR LISTENING
Ruud Huigsloot
ruud@ruudhuigsloot.nl
www.linkedin.com/in/ruudhuigsloot/
RUUD - DIGITALE TRANSFORMATIE...
Ruud Huigsloot
#inSpiredEvent2017
Email: ruud@ruudhuigsloot.nl
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inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 1 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 2 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 3 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 4 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 5 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 6 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 7 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 8 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 9 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 10 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 11 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 12 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 13 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 14 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 15 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 16 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 17 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 18 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 19 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 20 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 21 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 22 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 23 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 24 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 25 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 26 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 27 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 28 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 29 inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations Slide 30
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inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations

  1. 1. Ruud Huigsloot • ruud@ruudhuigsloot.nl • @ruudhuigsloot Heading to a world of great conversations #inSpiredEvent2017
  2. 2. HEADING TO A WORLD OF GREAT CONVERSATIONS Ruud Huigsloot inSided – 23 November 2017
  3. 3. ONCE UPON A TIME RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  4. 4. OPEN RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  5. 5. WHAT DID T-MOBILE DO? RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  6. 6. KNOWLEDGE CUSTOMERS DO HAVE MORE DETAILED KNOWLEDGE ABOUT YOUR PRODUCT WISDOM THE SMARTEST PEOPLE DO NOT WORK IN YOUR COMPANY RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL WHAT T-MOBILE LEARNED IS THAT USER GENERATED CONTENT DOES MATTER
  7. 7. RESULTS • 60% of all forum questions are answered by other customers • 25 super users (customers) are more or less running the forum • A forum is really great for SEO • Webcare is the frontrunner in having conversations • Conversations have a very high customer satisfaction score. RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  8. 8. CUSTOMERS LOVE CONVERSATIONAL INTERFACES RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  9. 9. HOW DO THEY LOOK NOW RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL Primarily text based conversational interfaces between people. A win-win for customers and companies Fast, at your chosen time/place, simultaneous conversations, cost reduction and a high customer satisfaction.
  10. 10. THE RISE OF THE BOTS RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  11. 11. MOST EARLY BOTS ARE LIKE AN IVR • Based on an existing (knowledge) system and/or virtual assistant • Pre-defined choices • Limited added value RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  12. 12. RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  13. 13. RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL Added functionality
  14. 14. RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL Added some intelligence
  15. 15. RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL Added speach via Siri
  16. 16. GOING TO PARIS RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL Go to the T-Mobile Website Press login Forgot my password because I never login Resend my password Check email Click link Think about a new password “No valid password. You need 8 characters and 2 strange characters. Still 4 options left” “No valid password. You need 8 characters and 2 strange characters. Still 3 options left” Feeling frustrated Yes, I found a good password Login My T-Mobile I see I still have 2.1 Gb left Wondering if this is valid for France Searching for foreign countries Still searching while pushing my kid away Stiill searching…“Yes my dear I’m coming down for dinner. YES!” Feeling F….ing frustrated, still shouting at my wifel… Calling Customer Service….dinner is cold. Wife left Me: “Hi T-Mobile” T-Mobile: “Hi Ruud” Me: “How much data do I have left this month?” T-Mobile: “2.1Gb Ruud” Me: “Can I use it in France this weekend?” T-Mobile: “Yes Ruud, I wil make sure your roaming is switched on” Me: “Thanks T-Mobile” T-Mobile: “You’re welcome Ruud. Bon voyage and enjoy the weather”
  17. 17. OR, IF I WAS T-MOBILE Me: “Hi T-Mobile” T-Mobile: “Hi Ruud” Me: “Im looking for a new phone?” T-Mobile: “Well, we’ve a lot of them. What would you like?” Me: “Either the iPhone 8 Plus or the X. Not sure yet?” T-Mobile: “One of our customers wrote a very popular article about this. Would you like to read it?” Me: “Yes please, T-Mobile. That would help!” T-Mobile: “You can read it here: https://forum.t-mobile.nl/apple-iphone- 8Plus-X-325646-Ruud” RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL Me: “Great! Thanks.” T-Mobile: “You’re welcome Ruud. Below the article I included an order button. When you want to order, please use that button. The author of the article will get some credits for his effort” The next day: Me: “Hi T-Mobile, I ordered the iPhone X Space grey, 64Gb via the link in the article” T-Mobile: “Good choice Ruud! I see it will be delivered coming Monday between 14:00-15:00”
  18. 18. Are you talking to me? T-Mobile: “Hi Ruud, do you have a minute?” Me: “Excuse me, who are you?” T-Mobile: “Hi Ruud, I’m your assistant from T-Mobile. I have some advise regarding your subscription. Is it okay to tell you about it?” Me: “Sure” T-Mobile: “I see that your internet bundle was too small in the last 4 months. If you upgrade, you will pay €5 less per month. Do you want to upgrade? Me: “Yes please, T-Mobile. That would be great!” RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL T-Mobile: “Great Ruud. You’re upgraded to a internet bundle of 10Gb. Your monthly costs will be €30" Me: “Great! Thanks.” T-Mobile: “You’re welcome Ruud. Have a great day”
  19. 19. IF THIS WILL DO IT? RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  20. 20. DO WE STILL NEED THIS? RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  21. 21. OR EVEN THIS? RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  22. 22. THERE’S SOMETHING GOING ON RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  23. 23. THE GRAPHICAL UI AS WE KNOW IT WILL DRAMATICALLY CHANGE Where the web most likely will be focussing on great visual experiences, most functional features will transform into short question-answer conversations based on naturally language RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  24. 24. CUSTOMER VICTORY! • Hassle free and fast • Simple question, simple quality answer • Pro-active service • Doing business via very familiar channels RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  25. 25. QUESTIONS TO BE ASKED • Where/how does the conversation starts? • How do you identify the customer? • What will be the role of your existing digital touchpoints? • What kind of journey and architecture is needed? RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  26. 26. ORGANISATIONAL CHECKLIST • Luckily we’re all working agile. Are we? • And we all have a ‘Digital First’ customer journey approach? • We’re experimenting with bots, AI and machinelearning? • We can link social identities to customers in our open CRM? • We’re looking into the impact on Sales, webdesign, UX, Online marketing, XU-sell and customer service? RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  27. 27. THE QUALITY OF YOUR COMPANY’S CONVERSATIONAL INTERFACE(S) WILL BE THE ULTIMATE PROOF OF YOUR ‘CUSTOMER FIRST’ PROMISE RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  28. 28. Roy Charles Amara (1925 – 2007) was an American researcher, scientist and futurist RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL BUT RELAX…NO PRESSURE!
  29. 29. THANKS FOR LISTENING Ruud Huigsloot ruud@ruudhuigsloot.nl www.linkedin.com/in/ruudhuigsloot/ RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL
  30. 30. Ruud Huigsloot #inSpiredEvent2017 Email: ruud@ruudhuigsloot.nl

Heading to a world of great conversations, by Ruud Huigsloot, digital innovator on customer engagement

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