SlideShare a Scribd company logo
Ana Simic • ana.simic@a1telekom.at • @AnaSimic
Conversational service
#inSpiredEvent2017
How it can help build efficiency and drive revenue
Conversational service: How it can help
build efficiency and drive revenue
Ana Simic, Head of Digital Service & Social Media, A1 Telekom
Customer relationships are (becoming) conversations.
“Markets are conversations.”
A1 Market Leader in Austria
• 7 European countries
• 24M customers
• Part of América Móvil, the 3rd largest global telco
Part of the A1 Telekom Austria Group
4 strong brands
• Strong brands (A1, Red Bull Mobile, Yesss!, Bob)
• 6M mobile customers
• 2.2M fixed customers
Customer contact
Service through digital channels
• 3,200 employees in customer service
• 70,000 customer contacts daily
• Mein A1 App
• A1 Chat
• A1 Guru
• A1 Blog
• A1 Facebook
• A1 Community
• And many more ..
„Einfach A1: Internet, Telefonie, TV und IT-Lösungen aus einer Hand“
“We are working hard to continuously improve A1 digital self-care & interaction
capabilities to satisfy and exceed customer needs and generate measurable value for
the business by reducing service costs and increasing customer satisfaction.”
Head of Digital Service & Social Media @
Business Unit Consumer
Social media
Community, bots & more
“Mein A1” self-care applications (app & web)
Our Why?
Our current view on the strategic shift of f2f calls to
digital self-service
• Hotline
• Operator shops
• Indirect sales
• Field service
• Live chat
• Social media
• A1 Community App
• Self service app (Mein A1)
• Wifi optimizer
Web
• Self service (Mein A1)
• Online bill
• Device assistance
• FAQs
Personal service Messaging Digital self care
Customer-2-
customer service
Other
• IVR
• PC clients (service
center)
Deflect manual Service RequestsIncrease efficiency Deflect manual service requests
What base of channels are we building on?
Messaging | Chat & social media
Live chat
• Live since 3 years
• Available on Web (incl. resp. mobile)
• Our challenges: availability on weekends; session-
based; customers prefer asynchronous channels
Social media
• Active since 8 years on 9 channels
• Weekly organic reach ~450k
• Our challenges: growth in service requests by 170%
in 2017 vs. 2016; customers expect fast response
times <1 hour
Self care | A1 Community
Why we are proud of it?
• 187,000 registered users
• 1.5M unique visits / year & growing!
• Becoming an important sales accelerator
Our challenges
• How to integrate community content better into the
customer journey?
• How to find & keep super users for the content hubs
we want to focus on?
Self care | Mein A1 app & Web
Why we are proud of it?
• Penetration >65%
• Growth YOY +30%
• Helps reduce calls, driving digitalization & online
push
Our challenges
• Backend needing to follow the speed of frontend
development
• How will the messenging growth impact the position
of the app?
Self care | Wifi Manager app
Why we are proud of it?
• Over 20k happy customers
• In-house development
• Promoting our positining as enabler
Our challenges
• Integration in the „A1 App-Universe“
• Communication
Self care | Help & Contact area
Why we are proud of it?
• Introduction of Guided Contact concept
• Reduction of calls as 30% use self-care
• In-house development
Our challenges
• Internal channeling vs. customer-view
• How to integrate more intelligence and more
interactivity?
New! | Proactive service information
Why we are proud of it?
• Relief in the call center immediately visible
• Fast & agile development and deployment
Our challenges
• Not personalised yet
• Manual inputs
What is changing when relationships turn into
conversations?
1. Conversations are an “endless” stream
Today
Straightforward Q then A
Requests from various channels are
routed to agents or systems and are
fulfilled
A lifetime journey
Asynchronous conversation takes
place using various channels (mainly
messaging)
Future
2. Messaging is learned and well-adopted by customers
 Preferred channel for younger customers  With automation: 24/7 service & instant help  Improved customer experience
3. Businesses can profit, but need to invest & transform
• Asynchronous & parallel handling of service cases
• Higher agent satisfaction & higher TNPS
Messaging throughout the customer journey
Marketing, Sales and Customer Service – all in one conversation
Awareness Consideration Acquisition Service Loyalty
Routing
Lead generation Transactions, payment
Guided problem
identification
Feedback
moderation
Lead nurturing FAQs as dialogue
• Potential for automation via AI & bots
• Big data integration
Where do we see the biggest potential?
App Messaging & Automation Community & Social
Showcase: A1 Chatbot
For us it is still a playground
A1 chatbot in Facebook Messenger: smartphone advisor
User onboarding Feature selection Search results
A1 chatbot in Facebook Messenger: additional features
Smalltalk elementsShop finder Service inquiries
What we learned so far
Some of the learnings so far
• 10% of customers use or try the chatbot
• Customer needs a „solution or next step“
• Bots can sell! 
• Development is an SW-development
Where we can improve?
• Wider range of use cases & platforms
necessary
• Improved „intelligence“ & reliable platform
Conversational commerce in the
A1 Community with Google Optimize
Best practice
How can we convert huge community traffic into sales?
URL
Topic
URL
Topic
BUY
Trial: relevant integrations of sales teasers
throughout the community platform
• Framing a conversational situation and
offering the right conversational message
to discover product and service content in
the A1 online shop
• Steps: set goals, implement, evaluate user
acceptance & results
What did we implement?
on the A1 Community start page
on thread pages
on category pages
Referrals to
product pages
1.4 %
0.4 % vs. 1.8 %
Number of
conversions
6.7 %
451 vs. 420
Assisted conversions
compared to social media
60 %
1082 vs. 682
• Clicking on URLs to product pages can be increased
• No effect on the number of conversions
• Only selected and mild feedback from users regarding
new ads
Outcomes
Objective setting
Can we drive conversions with conversational
advertising in the community?
Measuring performance
Change in referrals, conversions and
assisted conversions
User acceptance
How did users perceive the
conversational ads?
• Strengthening effect on A1 Community as top
player in the customer pre-buying phase in
comparison to Facebook or A1 Blog
After-trial: Next steps
Teaser with UGC support (old concept of using testimonials)
So how will we know that we are successful on
this “conversational journey”?
So how will we know that we are successful on
this “conversational journey”?
Customers will be more
satisfied. It will save them
time & money.
We will be rewarded with a
higher NPS.
“Hard KPIs” are still the
main currency: higher
sales (or leads), lower
service costs.
It will take big(ger than
expected) transformation
and process optimizations.
…but it would be too boring
otherwise, wouldn’t it?
Thank you for your attention!
••
Ana Simic
#inSpiredEvent2017
Email: ana.simic@a1telekom.at

More Related Content

Similar to inSpired Event 2017 - A1 - Conversational service

Harsha gupta work sample
Harsha gupta work sample Harsha gupta work sample
Harsha gupta work sample
HARSHA GUPTA
 
Digital Marketing & Importance of SMS, MMS, App Design & Development
Digital Marketing & Importance of SMS, MMS, App Design & DevelopmentDigital Marketing & Importance of SMS, MMS, App Design & Development
Digital Marketing & Importance of SMS, MMS, App Design & Development
Gaurav Singh Bisen
 
Marketing to, Selling and Servicing the Connected Consumer
Marketing to, Selling and Servicing the Connected Consumer Marketing to, Selling and Servicing the Connected Consumer
Marketing to, Selling and Servicing the Connected Consumer
Summit eMarketing Sherpas
 
“Marketing To, Selling and Servicing the Connected Consumer.”
“Marketing To, Selling and Servicing the Connected Consumer.”“Marketing To, Selling and Servicing the Connected Consumer.”
“Marketing To, Selling and Servicing the Connected Consumer.”
asTech
 
Top 7 Unique WhatsApp API Benefits | Saudi Arabia
Top 7 Unique WhatsApp API Benefits | Saudi ArabiaTop 7 Unique WhatsApp API Benefits | Saudi Arabia
Top 7 Unique WhatsApp API Benefits | Saudi Arabia
Yara Milbes
 
How to create an award-winning community - Community Conference 2014
How to create an award-winning community - Community Conference 2014How to create an award-winning community - Community Conference 2014
How to create an award-winning community - Community Conference 2014
Seismonaut
 
The Ultimate Campaign Planning Framework
The Ultimate Campaign Planning FrameworkThe Ultimate Campaign Planning Framework
The Ultimate Campaign Planning Framework
G3 Communications
 
About Engati
About EngatiAbout Engati
Brandwatch & Conversocial: How to turn your social insights into proactive cu...
Brandwatch & Conversocial: How to turn your social insights into proactive cu...Brandwatch & Conversocial: How to turn your social insights into proactive cu...
Brandwatch & Conversocial: How to turn your social insights into proactive cu...
Brandwatch
 
2nd shift customer care evening solutions presentation powerpoint
2nd shift customer care evening solutions presentation powerpoint2nd shift customer care evening solutions presentation powerpoint
2nd shift customer care evening solutions presentation powerpoint
Infinity Contact
 
Virtual Contact Centre
Virtual Contact CentreVirtual Contact Centre
Virtual Contact Centre
Yaron Assabi
 
A PRACTICAL APPROACH TO CUSTOMER CENTRIC INTERACTIONS
A PRACTICAL APPROACH TO CUSTOMER CENTRIC INTERACTIONSA PRACTICAL APPROACH TO CUSTOMER CENTRIC INTERACTIONS
A PRACTICAL APPROACH TO CUSTOMER CENTRIC INTERACTIONS
ayodahunsi
 
Omnichannel Attribution: How to Virgin Holidays join online and offline channels
Omnichannel Attribution: How to Virgin Holidays join online and offline channelsOmnichannel Attribution: How to Virgin Holidays join online and offline channels
Omnichannel Attribution: How to Virgin Holidays join online and offline channels
marketingfinder.co.uk
 
WashLady
WashLadyWashLady
WashLady
Yash B.
 
6 Steps to Building the Ultimate 2018 Marketing Plan
6 Steps to Building the Ultimate 2018 Marketing Plan6 Steps to Building the Ultimate 2018 Marketing Plan
6 Steps to Building the Ultimate 2018 Marketing Plan
G3 Communications
 
Digital marketing for Business Growth
Digital marketing for Business GrowthDigital marketing for Business Growth
Digital marketing for Business Growth
John Gs
 
Lead Nurturing Beyond The Inbox
Lead Nurturing Beyond The InboxLead Nurturing Beyond The Inbox
Lead Nurturing Beyond The Inbox
G3 Communications
 
Get ahead online in 2011
Get ahead online in 2011Get ahead online in 2011
Get ahead online in 2011
Adido
 
Case study on Telecom
Case study on TelecomCase study on Telecom
Case study on Telecom
muHive Technologies
 
Selling internationally with digital marketing slide
Selling internationally with digital marketing slideSelling internationally with digital marketing slide
Selling internationally with digital marketing slide
Chris Topher
 

Similar to inSpired Event 2017 - A1 - Conversational service (20)

Harsha gupta work sample
Harsha gupta work sample Harsha gupta work sample
Harsha gupta work sample
 
Digital Marketing & Importance of SMS, MMS, App Design & Development
Digital Marketing & Importance of SMS, MMS, App Design & DevelopmentDigital Marketing & Importance of SMS, MMS, App Design & Development
Digital Marketing & Importance of SMS, MMS, App Design & Development
 
Marketing to, Selling and Servicing the Connected Consumer
Marketing to, Selling and Servicing the Connected Consumer Marketing to, Selling and Servicing the Connected Consumer
Marketing to, Selling and Servicing the Connected Consumer
 
“Marketing To, Selling and Servicing the Connected Consumer.”
“Marketing To, Selling and Servicing the Connected Consumer.”“Marketing To, Selling and Servicing the Connected Consumer.”
“Marketing To, Selling and Servicing the Connected Consumer.”
 
Top 7 Unique WhatsApp API Benefits | Saudi Arabia
Top 7 Unique WhatsApp API Benefits | Saudi ArabiaTop 7 Unique WhatsApp API Benefits | Saudi Arabia
Top 7 Unique WhatsApp API Benefits | Saudi Arabia
 
How to create an award-winning community - Community Conference 2014
How to create an award-winning community - Community Conference 2014How to create an award-winning community - Community Conference 2014
How to create an award-winning community - Community Conference 2014
 
The Ultimate Campaign Planning Framework
The Ultimate Campaign Planning FrameworkThe Ultimate Campaign Planning Framework
The Ultimate Campaign Planning Framework
 
About Engati
About EngatiAbout Engati
About Engati
 
Brandwatch & Conversocial: How to turn your social insights into proactive cu...
Brandwatch & Conversocial: How to turn your social insights into proactive cu...Brandwatch & Conversocial: How to turn your social insights into proactive cu...
Brandwatch & Conversocial: How to turn your social insights into proactive cu...
 
2nd shift customer care evening solutions presentation powerpoint
2nd shift customer care evening solutions presentation powerpoint2nd shift customer care evening solutions presentation powerpoint
2nd shift customer care evening solutions presentation powerpoint
 
Virtual Contact Centre
Virtual Contact CentreVirtual Contact Centre
Virtual Contact Centre
 
A PRACTICAL APPROACH TO CUSTOMER CENTRIC INTERACTIONS
A PRACTICAL APPROACH TO CUSTOMER CENTRIC INTERACTIONSA PRACTICAL APPROACH TO CUSTOMER CENTRIC INTERACTIONS
A PRACTICAL APPROACH TO CUSTOMER CENTRIC INTERACTIONS
 
Omnichannel Attribution: How to Virgin Holidays join online and offline channels
Omnichannel Attribution: How to Virgin Holidays join online and offline channelsOmnichannel Attribution: How to Virgin Holidays join online and offline channels
Omnichannel Attribution: How to Virgin Holidays join online and offline channels
 
WashLady
WashLadyWashLady
WashLady
 
6 Steps to Building the Ultimate 2018 Marketing Plan
6 Steps to Building the Ultimate 2018 Marketing Plan6 Steps to Building the Ultimate 2018 Marketing Plan
6 Steps to Building the Ultimate 2018 Marketing Plan
 
Digital marketing for Business Growth
Digital marketing for Business GrowthDigital marketing for Business Growth
Digital marketing for Business Growth
 
Lead Nurturing Beyond The Inbox
Lead Nurturing Beyond The InboxLead Nurturing Beyond The Inbox
Lead Nurturing Beyond The Inbox
 
Get ahead online in 2011
Get ahead online in 2011Get ahead online in 2011
Get ahead online in 2011
 
Case study on Telecom
Case study on TelecomCase study on Telecom
Case study on Telecom
 
Selling internationally with digital marketing slide
Selling internationally with digital marketing slideSelling internationally with digital marketing slide
Selling internationally with digital marketing slide
 

More from inSided

Scale customer success, support & product with the help of your customer com...
Scale customer success, support & product  with the help of your customer com...Scale customer success, support & product  with the help of your customer com...
Scale customer success, support & product with the help of your customer com...
inSided
 
inSided Company Overview
inSided Company OverviewinSided Company Overview
inSided Company Overview
inSided
 
inSided Customer Success Book 2018
inSided Customer Success Book 2018inSided Customer Success Book 2018
inSided Customer Success Book 2018
inSided
 
inSpired Event 2017 - Sonos - Principles of good communication
inSpired Event 2017 - Sonos - Principles of good communicationinSpired Event 2017 - Sonos - Principles of good communication
inSpired Event 2017 - Sonos - Principles of good communication
inSided
 
inSpired Event 2017 - OVO - 8 months, 8 learnings
inSpired Event 2017 - OVO - 8 months, 8 learningsinSpired Event 2017 - OVO - 8 months, 8 learnings
inSpired Event 2017 - OVO - 8 months, 8 learnings
inSided
 
inSpired Event 2017 - Hogeschool Utrecht - From food chain to cognition chain...
inSpired Event 2017 - Hogeschool Utrecht - From food chain to cognition chain...inSpired Event 2017 - Hogeschool Utrecht - From food chain to cognition chain...
inSpired Event 2017 - Hogeschool Utrecht - From food chain to cognition chain...
inSided
 
inSided Core Values
inSided Core ValuesinSided Core Values
inSided Core Values
inSided
 

More from inSided (7)

Scale customer success, support & product with the help of your customer com...
Scale customer success, support & product  with the help of your customer com...Scale customer success, support & product  with the help of your customer com...
Scale customer success, support & product with the help of your customer com...
 
inSided Company Overview
inSided Company OverviewinSided Company Overview
inSided Company Overview
 
inSided Customer Success Book 2018
inSided Customer Success Book 2018inSided Customer Success Book 2018
inSided Customer Success Book 2018
 
inSpired Event 2017 - Sonos - Principles of good communication
inSpired Event 2017 - Sonos - Principles of good communicationinSpired Event 2017 - Sonos - Principles of good communication
inSpired Event 2017 - Sonos - Principles of good communication
 
inSpired Event 2017 - OVO - 8 months, 8 learnings
inSpired Event 2017 - OVO - 8 months, 8 learningsinSpired Event 2017 - OVO - 8 months, 8 learnings
inSpired Event 2017 - OVO - 8 months, 8 learnings
 
inSpired Event 2017 - Hogeschool Utrecht - From food chain to cognition chain...
inSpired Event 2017 - Hogeschool Utrecht - From food chain to cognition chain...inSpired Event 2017 - Hogeschool Utrecht - From food chain to cognition chain...
inSpired Event 2017 - Hogeschool Utrecht - From food chain to cognition chain...
 
inSided Core Values
inSided Core ValuesinSided Core Values
inSided Core Values
 

Recently uploaded

How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
Daiki Mogmet Ito
 
Microsoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdfMicrosoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdf
Uni Systems S.M.S.A.
 
Mind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AIMind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AI
Kumud Singh
 
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
Neo4j
 
Building RAG with self-deployed Milvus vector database and Snowpark Container...
Building RAG with self-deployed Milvus vector database and Snowpark Container...Building RAG with self-deployed Milvus vector database and Snowpark Container...
Building RAG with self-deployed Milvus vector database and Snowpark Container...
Zilliz
 
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Speck&Tech
 
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024
GraphSummit Singapore | The Art of the  Possible with Graph - Q2 2024GraphSummit Singapore | The Art of the  Possible with Graph - Q2 2024
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024
Neo4j
 
Securing your Kubernetes cluster_ a step-by-step guide to success !
Securing your Kubernetes cluster_ a step-by-step guide to success !Securing your Kubernetes cluster_ a step-by-step guide to success !
Securing your Kubernetes cluster_ a step-by-step guide to success !
KatiaHIMEUR1
 
Introducing Milvus Lite: Easy-to-Install, Easy-to-Use vector database for you...
Introducing Milvus Lite: Easy-to-Install, Easy-to-Use vector database for you...Introducing Milvus Lite: Easy-to-Install, Easy-to-Use vector database for you...
Introducing Milvus Lite: Easy-to-Install, Easy-to-Use vector database for you...
Zilliz
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
Matthew Sinclair
 
20 Comprehensive Checklist of Designing and Developing a Website
20 Comprehensive Checklist of Designing and Developing a Website20 Comprehensive Checklist of Designing and Developing a Website
20 Comprehensive Checklist of Designing and Developing a Website
Pixlogix Infotech
 
“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”
Claudio Di Ciccio
 
Data structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdfData structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdf
TIPNGVN2
 
20240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 202420240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 2024
Matthew Sinclair
 
A tale of scale & speed: How the US Navy is enabling software delivery from l...
A tale of scale & speed: How the US Navy is enabling software delivery from l...A tale of scale & speed: How the US Navy is enabling software delivery from l...
A tale of scale & speed: How the US Navy is enabling software delivery from l...
sonjaschweigert1
 
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
SOFTTECHHUB
 
Monitoring Java Application Security with JDK Tools and JFR Events
Monitoring Java Application Security with JDK Tools and JFR EventsMonitoring Java Application Security with JDK Tools and JFR Events
Monitoring Java Application Security with JDK Tools and JFR Events
Ana-Maria Mihalceanu
 
Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
innovationoecd
 
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Encryption in Microsoft 365 - ExpertsLive Netherlands 2024
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024
Albert Hoitingh
 
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with SlackLet's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
shyamraj55
 

Recently uploaded (20)

How to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For FlutterHow to use Firebase Data Connect For Flutter
How to use Firebase Data Connect For Flutter
 
Microsoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdfMicrosoft - Power Platform_G.Aspiotis.pdf
Microsoft - Power Platform_G.Aspiotis.pdf
 
Mind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AIMind map of terminologies used in context of Generative AI
Mind map of terminologies used in context of Generative AI
 
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
GraphSummit Singapore | Enhancing Changi Airport Group's Passenger Experience...
 
Building RAG with self-deployed Milvus vector database and Snowpark Container...
Building RAG with self-deployed Milvus vector database and Snowpark Container...Building RAG with self-deployed Milvus vector database and Snowpark Container...
Building RAG with self-deployed Milvus vector database and Snowpark Container...
 
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?
 
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024
GraphSummit Singapore | The Art of the  Possible with Graph - Q2 2024GraphSummit Singapore | The Art of the  Possible with Graph - Q2 2024
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024
 
Securing your Kubernetes cluster_ a step-by-step guide to success !
Securing your Kubernetes cluster_ a step-by-step guide to success !Securing your Kubernetes cluster_ a step-by-step guide to success !
Securing your Kubernetes cluster_ a step-by-step guide to success !
 
Introducing Milvus Lite: Easy-to-Install, Easy-to-Use vector database for you...
Introducing Milvus Lite: Easy-to-Install, Easy-to-Use vector database for you...Introducing Milvus Lite: Easy-to-Install, Easy-to-Use vector database for you...
Introducing Milvus Lite: Easy-to-Install, Easy-to-Use vector database for you...
 
20240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 202420240607 QFM018 Elixir Reading List May 2024
20240607 QFM018 Elixir Reading List May 2024
 
20 Comprehensive Checklist of Designing and Developing a Website
20 Comprehensive Checklist of Designing and Developing a Website20 Comprehensive Checklist of Designing and Developing a Website
20 Comprehensive Checklist of Designing and Developing a Website
 
“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”“I’m still / I’m still / Chaining from the Block”
“I’m still / I’m still / Chaining from the Block”
 
Data structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdfData structures and Algorithms in Python.pdf
Data structures and Algorithms in Python.pdf
 
20240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 202420240605 QFM017 Machine Intelligence Reading List May 2024
20240605 QFM017 Machine Intelligence Reading List May 2024
 
A tale of scale & speed: How the US Navy is enabling software delivery from l...
A tale of scale & speed: How the US Navy is enabling software delivery from l...A tale of scale & speed: How the US Navy is enabling software delivery from l...
A tale of scale & speed: How the US Navy is enabling software delivery from l...
 
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...
 
Monitoring Java Application Security with JDK Tools and JFR Events
Monitoring Java Application Security with JDK Tools and JFR EventsMonitoring Java Application Security with JDK Tools and JFR Events
Monitoring Java Application Security with JDK Tools and JFR Events
 
Presentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of GermanyPresentation of the OECD Artificial Intelligence Review of Germany
Presentation of the OECD Artificial Intelligence Review of Germany
 
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Encryption in Microsoft 365 - ExpertsLive Netherlands 2024
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024
 
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with SlackLet's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slack
 

inSpired Event 2017 - A1 - Conversational service

  • 1. Ana Simic • ana.simic@a1telekom.at • @AnaSimic Conversational service #inSpiredEvent2017 How it can help build efficiency and drive revenue
  • 2. Conversational service: How it can help build efficiency and drive revenue Ana Simic, Head of Digital Service & Social Media, A1 Telekom
  • 3. Customer relationships are (becoming) conversations. “Markets are conversations.”
  • 4. A1 Market Leader in Austria • 7 European countries • 24M customers • Part of América Móvil, the 3rd largest global telco Part of the A1 Telekom Austria Group 4 strong brands • Strong brands (A1, Red Bull Mobile, Yesss!, Bob) • 6M mobile customers • 2.2M fixed customers Customer contact Service through digital channels • 3,200 employees in customer service • 70,000 customer contacts daily • Mein A1 App • A1 Chat • A1 Guru • A1 Blog • A1 Facebook • A1 Community • And many more .. „Einfach A1: Internet, Telefonie, TV und IT-Lösungen aus einer Hand“
  • 5. “We are working hard to continuously improve A1 digital self-care & interaction capabilities to satisfy and exceed customer needs and generate measurable value for the business by reducing service costs and increasing customer satisfaction.” Head of Digital Service & Social Media @ Business Unit Consumer Social media Community, bots & more “Mein A1” self-care applications (app & web) Our Why?
  • 6. Our current view on the strategic shift of f2f calls to digital self-service • Hotline • Operator shops • Indirect sales • Field service • Live chat • Social media • A1 Community App • Self service app (Mein A1) • Wifi optimizer Web • Self service (Mein A1) • Online bill • Device assistance • FAQs Personal service Messaging Digital self care Customer-2- customer service Other • IVR • PC clients (service center) Deflect manual Service RequestsIncrease efficiency Deflect manual service requests
  • 7. What base of channels are we building on?
  • 8. Messaging | Chat & social media Live chat • Live since 3 years • Available on Web (incl. resp. mobile) • Our challenges: availability on weekends; session- based; customers prefer asynchronous channels Social media • Active since 8 years on 9 channels • Weekly organic reach ~450k • Our challenges: growth in service requests by 170% in 2017 vs. 2016; customers expect fast response times <1 hour
  • 9. Self care | A1 Community Why we are proud of it? • 187,000 registered users • 1.5M unique visits / year & growing! • Becoming an important sales accelerator Our challenges • How to integrate community content better into the customer journey? • How to find & keep super users for the content hubs we want to focus on?
  • 10. Self care | Mein A1 app & Web Why we are proud of it? • Penetration >65% • Growth YOY +30% • Helps reduce calls, driving digitalization & online push Our challenges • Backend needing to follow the speed of frontend development • How will the messenging growth impact the position of the app?
  • 11. Self care | Wifi Manager app Why we are proud of it? • Over 20k happy customers • In-house development • Promoting our positining as enabler Our challenges • Integration in the „A1 App-Universe“ • Communication
  • 12. Self care | Help & Contact area Why we are proud of it? • Introduction of Guided Contact concept • Reduction of calls as 30% use self-care • In-house development Our challenges • Internal channeling vs. customer-view • How to integrate more intelligence and more interactivity?
  • 13. New! | Proactive service information Why we are proud of it? • Relief in the call center immediately visible • Fast & agile development and deployment Our challenges • Not personalised yet • Manual inputs
  • 14. What is changing when relationships turn into conversations?
  • 15. 1. Conversations are an “endless” stream Today Straightforward Q then A Requests from various channels are routed to agents or systems and are fulfilled A lifetime journey Asynchronous conversation takes place using various channels (mainly messaging) Future
  • 16. 2. Messaging is learned and well-adopted by customers  Preferred channel for younger customers  With automation: 24/7 service & instant help  Improved customer experience
  • 17. 3. Businesses can profit, but need to invest & transform • Asynchronous & parallel handling of service cases • Higher agent satisfaction & higher TNPS Messaging throughout the customer journey Marketing, Sales and Customer Service – all in one conversation Awareness Consideration Acquisition Service Loyalty Routing Lead generation Transactions, payment Guided problem identification Feedback moderation Lead nurturing FAQs as dialogue • Potential for automation via AI & bots • Big data integration
  • 18. Where do we see the biggest potential? App Messaging & Automation Community & Social
  • 19. Showcase: A1 Chatbot For us it is still a playground
  • 20. A1 chatbot in Facebook Messenger: smartphone advisor User onboarding Feature selection Search results
  • 21. A1 chatbot in Facebook Messenger: additional features Smalltalk elementsShop finder Service inquiries
  • 22. What we learned so far Some of the learnings so far • 10% of customers use or try the chatbot • Customer needs a „solution or next step“ • Bots can sell!  • Development is an SW-development Where we can improve? • Wider range of use cases & platforms necessary • Improved „intelligence“ & reliable platform
  • 23. Conversational commerce in the A1 Community with Google Optimize Best practice
  • 24. How can we convert huge community traffic into sales? URL Topic URL Topic BUY Trial: relevant integrations of sales teasers throughout the community platform • Framing a conversational situation and offering the right conversational message to discover product and service content in the A1 online shop • Steps: set goals, implement, evaluate user acceptance & results
  • 25. What did we implement? on the A1 Community start page on thread pages on category pages
  • 26. Referrals to product pages 1.4 % 0.4 % vs. 1.8 % Number of conversions 6.7 % 451 vs. 420 Assisted conversions compared to social media 60 % 1082 vs. 682 • Clicking on URLs to product pages can be increased • No effect on the number of conversions • Only selected and mild feedback from users regarding new ads Outcomes Objective setting Can we drive conversions with conversational advertising in the community? Measuring performance Change in referrals, conversions and assisted conversions User acceptance How did users perceive the conversational ads? • Strengthening effect on A1 Community as top player in the customer pre-buying phase in comparison to Facebook or A1 Blog
  • 27. After-trial: Next steps Teaser with UGC support (old concept of using testimonials)
  • 28. So how will we know that we are successful on this “conversational journey”?
  • 29. So how will we know that we are successful on this “conversational journey”? Customers will be more satisfied. It will save them time & money. We will be rewarded with a higher NPS. “Hard KPIs” are still the main currency: higher sales (or leads), lower service costs. It will take big(ger than expected) transformation and process optimizations.
  • 30. …but it would be too boring otherwise, wouldn’t it?
  • 31. Thank you for your attention! ••