This document discusses how artificial intelligence can be used to deepen customer relationships through predictive engagement. It presents a demo application that uses various IBM Watson APIs like Tone Analyzer and Natural Language Understanding to analyze tweets directed at a support account and generate responses. The document argues that AI is ready to power customer service as it can understand messages, assess tone, generate responses, and estimate personalities at scale. It also notes that AI will change customer experiences by making brands more responsive, accessible and personal. The document concludes by stating that AI is becoming the new standard and that getting started with AI is easier than many think.

1. Deepening relationships through
artificial intelligence.
PREDICTIVE
ENGAGEMENT

2. PREDICTIVE ENGAGEMENT
● It’s ready for prime time
● It’s a gateway application
● A.I. is the new U.I.
● It’s changing everything
● It’s the new standard
● It’s easier to use than you think
O
U
R
JO
U
R
N
EY

3. IT'S READY FOR PRIME TIME

4. And what better way to demonstrate that it’s ready for
prime time, than to show it live...
PS — this is an open source application written by IBM

5. THE DEMO
social-customer-care.mybluemix.net
gigaom.com/2017/02/02/cognitive-customer-engagement-using-ibm-watson

6. Warning: Live social media content.

7. social-customer-care.mybluemix.net
Is this person/tweet
happy, neutral or angry?
The app continuously searches
Twitter for “@support”
What topics are
mentioned in the tweet?
The app generates a response
based on the tweet topic
How confident the API
is in its prediction
The app analyzes the
sender’s other tweets to
‘guestimate’ their
personality

8. Natural
Language
Understanding
Twitter
API
Responds to tweets
Customer
Service
User Interface
Personality
Insights
Tone Analyzer
Natural
Language
Classifier
Analyzes sender’s prior
tweets to estimate their
personality
Sentiment analysis of
tweet stream
Classify topics in tweet stream
Analyzes sender’s prior
tweets to determine
common topics
Your training data Model
The real power comes when you
combine multiple APIs into an
ever-smarter app.

9. TWEET CONTENT CLASSIFICATION
I am seeing a message that states that my account is locked account_suspension
I am seeing a message that states that my account is suspended account_suspension
I am seeing an account locked message on my account account_suspension
I am seeing an account suspended message on my account account_suspension
My account is locked account_suspension
When are you going to fix your DM issues? DM
I am warnn ya; if my DM sending issue is not resolved within 24hrs I am gonna quit #Twitter forever DM
I'm not able to send anyone a DM, whether they are a follower or not. I get this message "Your message could not be sent". Help pls DM
fix my DM omg DM
Why can't I DM people? DM
When can we send links on DM? featurerequest
When would we be able to send links on DM? featurerequest
When will we be able to send links on DM? featurerequest
cant u give us the ability to give R favorites ratings? Like 4 stars.. PLZ PLZ featurerequest
When can we give R favorite ratings? featurerequest
TRAINING DATA
docs.google.com/spreadsheets/d/1daGb3Kai1gN9WUgnfFnzmwavnmCaKdvdgaj2fhlvYe0/edit
It’s that simple!

10. PRICING
● NATURAL LANGUAGE
CLASSIFIER
TONE ANALYZER PERSONALITY INSIGHTS
NATURAL LANGUAGE
UNDERSTANDING
Classifiers
0-1 Classifier: Free
> 1 Classifier: $20 / mo
API Calls
0-1000 / mo: Free
> 1000: $0.0035 / call
Classifier Training Events
0-4: Free
>4: $3 / training event
API Calls
0-1000 / mo: Free
1001-250,000 / mo: $0.0088
/ call
250,001-5,000,000 / mo:
$0.0013 / call
>5,000,000 / mo: $0.0008 /
call
API Calls
0-100 / mo: Free
101-100,000: $0.02 / call
100,001-250,000: $0.01 / call
>250,001: $0.005 / call
API Calls
0-1000 / day: Free
1001-250,000: $0.003 / call
250,001-5,000,000: $0.001 /
call
>5,000,000: $0.0002 / call

11. WHERE IS THE A.I.?
In the application’s ability to…
● ‘Understand’ & categorize inbound messages, and
● Assess the sender’s mood, and
● Generate a response, and
● Estimate the sender’s personality
As compared to ...
● Having people read, analyze and write responses to
each tweet manually
Remember: A.I. is subjective

12. ENDLESS POSSIBILITIES
You can extend this app in so many different ways…
● Give customer service agents a way to provide
feedback on the system’s accuracy
● Log the agent’s tweet corrections
● Use new data to further refine prediction accuracy
● Automate more and more as system gets “smarter”

13. Speech
to Text
Sentiment
Analysis
Actionable
Analysis
Customer
Support
PREDICTIVE ENGAGEMENT
Customer
support call
recordings
Convert audio
into text
Analyze for
mood keywords
Determine if
response is required
Reach out to
customer/prospect
Blog & community comments
Social media mentions
Press & blog coverage
Customer support chat
Product reviews
Inbound emails

14. It’s here. It works. And it has a quick R.O.I.
IT’S READY FOR PRIME TIME
R
EC
A
P

15. IT’S A GATEWAY APPLICATION

16. THE PROBLEM WE’RE SOLVING
Too many social media posts to track and read.
Consequently, many customers/prospects may be feeling
neglected because we don’t have the resources to read
and respond to all of them.
A.I. provides a way to programatically filter, analyze and
generate responses for each of them.

17. If you’re looking for a place to begin your A.I. journey,
this is a good starting point...

18. A QUICKER R.O.I.
Improving customer experience at the support level.
Marketing Support Product Admin
Innovatio
n
Quickest R.O.I.
Suggested implementation path

19. “More than two thirds of American consumers say
they’re willing to spend 14% more on average with a
company that they believe delivers excellent service.”
~ American Express, 2014

20. HI-TECH IS THE STATUS QUO
Today’s smarter customers
expect smarter interactions
with brands.
Think…
● Mobile
● Bots
● Augmented / virtual reality
● A.I.-powered apps
● Internet of things (IoT)
salesforce.com/form/service-cloud/state-of-connected-customer.jsp

21. REAL-TIME INTERACTIONS
“The concept of waiting is
quickly vanishing as customers
march to the drumbeat of text
messages, push notifications,
tap-to-buy buttons, etc.”
salesforce.com/form/service-cloud/state-of-connected-customer.jsp

22. AND PROVEN BENEFITS
ibm.com/watson/advantage-reports/market-report.html
600 decision makers worldwide, actively engaged in or planning A.I.-related initiatives

23. This application provides an easy entry point with
proven results and R.O.I.
Not to mention an open source application to
kickstart your project. And a ton of how-to guides to
keep things moving.
IT’S A GATEWAY APPLICATION
R
EC
A
P

24. A.I. IS THE NEW U.I.

25. Today, consumers have a nearly unlimited number of
choices.
Consequently, control of the brand relationship has
shifted from business to consumer.
Making it nearly impossible for brands to compete
solely on price or product.
CUSTOMERS CALL THE SHOTS

26. But what do customers really want from
a brand experience?

27. ACTUALLY RESPOND
Nobody likes to feel
ignored.
huffingtonpost.com/brian-honigman/10-ways-to-make-customers-fall-love-with-business_b_2838322.html
3 min response (very easy with
today’s automation tools)

28. OFFER SELF-SERVICE
Many customers prefer not having to reach out, so
make it easy for them — website usability, etc.
salesforce.com/form/service-cloud/state-of-connected-customer.jsp

29. BE SPEEDY
There are plenty of (free and paid) automation tools
that can make this a breeze for you. Take advantage!
salesforce.com/form/service-cloud/state-of-connected-customer.jsp

30. BE ACCESSIBLE
Is your brand easy to find on social media and other
platforms your customers use.
salesforce.com/form/service-cloud/state-of-connected-customer.jsp

31. BE PERSONAL
Don’t be afraid to ask for personal information in order
to customize their experience — segmentation, etc.
salesforce.com/form/service-cloud/state-of-connected-customer.jsp

32. To build a sense of loyalty within your customers:
● Provide off-hours service
● Always send some type of response to requests
● Respond quickly when customers reach out
● Make it easy to find information they need
● Personalize their experiences
IN SHORT...

33. ● Be responsive: A.I. is always on the lookout
● Offer self-service: A.I. can answer any question*
● Be speedy: A.I. responds instantly
● Be accessible: A.I. is always available, 24/7
● Be personal: A.I. never forgets a name
A PERFECT FIT FOR A.I.
* - Any question you train it to answer

34. A.I. IS THE NEW U.I.
“As A.I. takes over more of the user experience, it
grows beyond just an intelligent interface.
With each customer interaction becoming more
personalized, powerful, and natural, A.I. moves into an
even more prominent position: your digital
spokesperson.”
~ Accenture, 2017
R
EC
A
P

35. IT’S CHANGING EVERYTHING

36. Better experiences are created
when you “think” from your
customer’s perspective, outside
to inside
REVERSE YOUR THINKING
Interactions
Touchpoints
Procedures
Most businesses operate and
“think” from inside to outside.
Systems

37. A NEW SET OF EYES
As you’re collecting more and more data about your
customer interactions, A.I. can give you a better view
of what your business looks like from your customer’s
perspective.

38. AND FREE UP MORE CREATIVITY
With A.I. driving the time-consuming aspects of
customer support, your staff is freed up to create new
and meaningful experiences for your customers.

39. CHANGING EVERYTHING
No longer is business constrained to human labor to
provide personalized customer support.
We can now provide 1:1 interactions at
computer scale and speed.
Freeing up staff to dream up ever-more creative
experiences.
R
EC
A
P

40. IT’S THE NEW STANDARD

41. “Customer experience is the new battlefield.”
~ Gartner, 2015

42. Customer expectations rise universally.
You aren’t just competing against your direct
competitors.
You’re competing against the experiences your
customers get from any of the other brands they use.
AND...

43. If your customers have a remarkable support
experience with any brand they interact with...that
remarkable experience immediately becomes the
benchmark against which they judge all other brands.
And there are plenty of brands out there already using
predictive personalization systems.
IT’S THE NEW STANDARD
R
EC
A
P

44. IT’S EASIER THAN YOU THINK

45. PICK YOUR STARTING POINT
A.I. M
aturity
No training data required!
Purpose-Built Platform, Their Training Data
Commercial Platform, Their Training Data
Commercial Platform, Your Training Data
In-House Platform, Your Training Data

46. NOTHING NEW HERE
Most of the major cloud providers
have purpose-built A.I.-powered APIs.
Many have a free tier.
And they work exactly like
every other API you’re already using.

47. LOTS OF COMMERCIAL OPTIONS
Jumping back to our demo above, here are some
alternative commercial APIs…
● DiffBot
● Google Cloud Natural Language API
● Microsoft Text Analytics API
● Amazon Machine Learning
● Google Cloud Prediction API
R
ESO
U
R
C
ES

48. ● archive.ics.uci.edu/ml
● deeplearning.net/datasets
● mldata.org
● grouplens.org/datasets
● cs.toronto.edu/~kriz/cifar.html
● cs.cornell.edu/people/pabo/movie-review-data
● yann.lecun.com/exdb/mnist (handwriting)
● kdnuggets.com/datasets/index.html (long list)
● image-net.org (competition)
PLUS OPEN SOURCE DATASETS

49. ● gallery.cortanaintelligence.com
● bigml.com/gallery/models
● predictionio.incubator.apache.org/gallery/template-gallery
● github.com/tensorflow/models
● algorithmia.com/algorithms *
AND PRE-BUILT M.L. MODELS

50. Start with a pre-trained cloud API (no training data
required). Maybe even an open source app?
Most cloud providers offer a free tier. So start thinking
about the different ways to use A.I. to personalize your
customer experiences.
Then just start testing and see what you can do.
IT’S EASIER THAN YOU THINK
R
EC
A
P

51. NEXT STEPS

52. HOW-TO GUIDES
● Building Voice-Enabled Products With Amazon Alexa
● Cognitive Customer Engagement Using IBM Watson
● Harnessing Visual Data Using Google Cloud
● Building a Recommendation Engine Using Microsoft Azure
● Predicting Marketing Campaign Response Using Amazon Machine Learning
● Unleashing A.I.-Powered Conversation With IBM Watson
● Get into the Mind of Your Customer Using Google’s Sentiment Analysis Tools
● Discover Your Customers’ Deepest Feelings Using Microsoft Facial Recognition
● Give Your Products the Power of Speech Using Amazon Polly
● Computers Are Opening Their Eyes — and They’re Already Better at Seeing Than We Are
● How to Predict When You’re Going to Lose a Subscriber
● The Future of Business is a Digital Spokesperson — Let’s Build a Preview Using Microsoft’s Bot
Framework
● Predicting Personality Traits from Content Using IBM Watson
R
ESO
U
R
C
ES
How to build the demo
app in this session

53. JOURNEY’S END
● Predictive engagement is ready for prime time
● It’s a gateway application
● A.I. is the new U.I.
● It’s changing everything
● It’s the new standard
● It’s easier to use than you think
R
EC
A
P

54. COMING UP...
Laying the foundation
● Cutting Through the Hype
2 A.I. Technologies that will have the greatest impact
● Computer Speech
● Computer Vision
2 A.I. Applications with the quickest R.O.I.
● Predictive Engagement
● Predictive Personalization
STA
Y
TU
N
ED

55. QUESTIONS OR COMMENTS?
Gigaom A.I. Team: ai@gigaom.com
Workshop Facilitator: chris.mohritz@10xeffect.com
C
O
N
TA
C
T

56. THANK YOU