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The Mobile Game-Changer: How Mobile Affects Your Call Center

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Bill Meisel of TMA Associates is the guest speaker revelaing how the mobile phone speech interface has grown and changed the call center and IVR game as well as growth potential for changing with the mobile game. For more info, visit www.spoken.com

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The Mobile Game-Changer: How Mobile Affects Your Call Center

  1. 1. Spoken free webinar: The Mobile Game-Changer @spokencomm #mobile #callcenter When the caller experience matters © Spoken Communications 2010. All rights reserved.
  2. 2. The Mobile Game-Changer <ul><li>How mobile phone speech interface has grown and changed the game </li></ul><ul><li>How familiarity with the mobile phone interface changes customer expectations of speech interactions in call centers </li></ul><ul><li>Three steps call centers must take to meet these expectations </li></ul><ul><li>Growth potential for changing with the mobile game </li></ul>@spokencomm #mobile #callcenter When the caller experience matters © Spoken Communications 2010. All rights reserved.
  3. 3. Spoken Communications Spoken Communications is a leading provider of proprietary speech recognition technologies for call centers and hosted virtual call center systems.  Currently supporting over 2,000,000 minutes per month in hybrid human-assisted speech recognition, call recording, and virtual phone switch and distribution systems, Spoken is a proven leader in the call center customer service, sales and support industry. @spokencomm #mobile #callcenter When the caller experience matters © Spoken Communications 2010. All rights reserved.
  4. 4. Bill Meisel, TMA Associates Bill Meisel, Ph.D., president, TMA Associates ( www.tmaa.com ), is publisher and editor of Speech Strategy News (a paid-subscription newsletter launched in 1993), and a consultant on market and product opportunities created by the maturing of speech technology. His experience in speech technology includes founding and running a speech recognition company. As an independent consultant since 1991, he is a well-known industry analyst and has edited two books on the Voice User Interface design. Meisel is co-organizer of the Mobile Voice Conference ( www.mobilevoiceconference.com ) with the non-profit Applied Voice Input Output Society, where he serves as Executive Director. Meisel has a B.S. in Engineering from Caltech and a Ph.D. in Electrical Engineering from USC. He began his career as a professor of Electrical Engineering and Computer Science and published the first textbook on computer pattern recognition. @spokencomm #mobile #callcenter When the caller experience matters © Spoken Communications 2010. All rights reserved.
  5. 5. Does your call center match the expectations of mobile customers? The Mobile Game-Changer Bill Meisel President, TMA Associates Editor, Speech Strategy News www.tmaa.com [email_address]
  6. 6. Mobile communications: A major trend <ul><li>Worldwide mobile phone sales 417 million units in Q3 2010 (Gartner, Inc.) </li></ul><ul><li>Smartphone sales will reach 69 million units in 2010 in North America (Pyramid Research) </li></ul><ul><ul><li>39% of total mobile handsets sold during the period </li></ul></ul>
  7. 7. It’s not just apps & web browsing <ul><li>35% of U.S. adults have apps on their phone, but only 24% actually use them (Pew)  </li></ul><ul><ul><li>11% of cell users do not know if they have apps or not </li></ul></ul>
  8. 8. That dangerous data channel <ul><li>Hands-free operation may be mandated </li></ul>
  9. 9. Impact on contact centers <ul><li>The mobile phone experience with speech technology changes user perception of automation </li></ul><ul><ul><li>Also creates expectations of speech technology </li></ul></ul><ul><ul><li>Different expectations impact IVR application design </li></ul></ul><ul><li>The platform differs from landline calls </li></ul><ul><ul><li>Multimodal interactions possible </li></ul></ul><ul><ul><li>It’s mobile! </li></ul></ul><ul><ul><li>Background noise, speakerphone mode </li></ul></ul><ul><li>Opportunities </li></ul><ul><ul><li>Expand contact center effectiveness </li></ul></ul><ul><ul><li>Expand contact center functionality </li></ul></ul>
  10. 10. A different speech recognition experience <ul><li>Call centers </li></ul><ul><ul><li>Highly structured </li></ul></ul><ul><ul><li>Narrow context </li></ul></ul><ul><ul><li>Mental set that the ultimate service is from a human agent </li></ul></ul><ul><li>Mobile services </li></ul><ul><ul><li>Voice search (say almost anything, telegraphically) </li></ul></ul><ul><ul><ul><li>“ Pizza Tarzana, California” </li></ul></ul></ul><ul><ul><li>Integrated voice services </li></ul></ul><ul><ul><ul><li>“ Call John mobile” </li></ul></ul></ul><ul><ul><ul><li>“ Directions to one main street” </li></ul></ul></ul><ul><ul><ul><li>“ Text Joan I’m running late, be there in 15 minutes” </li></ul></ul></ul><ul><ul><li>Voicemail to text </li></ul></ul><ul><ul><ul><li>Acceptable if the gist of the message is clear despite errors </li></ul></ul></ul><ul><ul><li>No expectation of a human agent </li></ul></ul>
  11. 11. What does the user learn about speech recognition? <ul><li>It works, and gives prompt results </li></ul><ul><li>Some error is tolerable </li></ul><ul><li>Automation can be convenient and effective </li></ul><ul><li>Speaking to a computer is different than speaking to a human </li></ul><ul><ul><li>Just tell it what it needs to meet your needs </li></ul></ul><ul><ul><ul><li>Say what you want </li></ul></ul></ul><ul><ul><li>Currently, not much dialog </li></ul></ul><ul><ul><li>The “search” model of language </li></ul></ul>
  12. 12. What does this say about today’s speech recognition technology? <ul><li>Satisfying users despite a very difficult environment and application </li></ul><ul><li>Contact centers can take advantage of more context </li></ul><ul><ul><li>Recognition can be more accurate </li></ul></ul><ul><li>The experience should be more “mobile-like” to exploit this trend </li></ul><ul><ul><li>Key is flexibility , rather than structure </li></ul></ul>
  13. 13. Give callers a similar experience to the mobile experience <ul><li>Flexible request for information </li></ul><ul><ul><li>Don’t model your automation with the limitations of touch tone </li></ul></ul><ul><li>Result </li></ul><ul><ul><li>More tolerance of automation </li></ul></ul><ul><ul><li>Faster results </li></ul></ul>
  14. 14. Good practices make a difference <ul><li>Speech in the User Interface: Lessons from Experience (2010), William Meisel (ed.), 50 contributors ( www.tmaa.com ) </li></ul><ul><li>But—beyond that—we’re talking about a paradigm shift </li></ul>
  15. 15. Technology <ul><li>Adding flexibility in a call center environment </li></ul>
  16. 16. “ Natural Language” speech technology <ul><li>“ Call Steering” </li></ul>
  17. 17. Constrained flexibility: Dynamic call flow <ul><li>Example: Adaptation to user providing additional information </li></ul><ul><ul><li>Where are you traveling to? </li></ul></ul><ul><ul><li>I want to go from San Francisco to Boston next Tuesday. </li></ul></ul><ul><ul><li>Around what time would you like to depart? </li></ul></ul><ul><li>Technology can include SLMs and grammars with dynamically updated “category” grammars (e.g., city names) </li></ul><ul><ul><li>Trash collection around content islands </li></ul></ul>
  18. 18. More flexibility <ul><li>Intelligent confirmation and correction </li></ul><ul><li>Contextual awareness </li></ul><ul><li>Leverage prior knowledge </li></ul><ul><li>Problem solving </li></ul><ul><li>Islands of meaning, robust parsing, semantic classification </li></ul><ul><li>Toolkits help make the technology transparent to developer </li></ul><ul><ul><li>Advanced Dialog Kits </li></ul></ul>
  19. 19. Use multimodality <ul><li>Deliver results to a mobile phone screen or by email when appropriate </li></ul><ul><li>Reality: Fractionated environment </li></ul><ul><ul><li>HTML5? </li></ul></ul>
  20. 20. Nuance Mobile Care An App running on the smartphone
  21. 21. <ul><li>“ Conversational Voice Response” </li></ul><ul><ul><li>Hybrid machine + human safety net </li></ul></ul><ul><ul><li>Guided speech </li></ul></ul><ul><ul><li>Human Silent Guides </li></ul></ul><ul><li>Call Routing and Self-Service </li></ul><ul><li>Builds confidence in automation </li></ul><ul><li>Safety net for new functionality </li></ul>Spoken Communications -- add human intelligence
  22. 22. Guide Screen: Red flag When the caller experience matters Red flag = Speech recognition low confidence score Guide listens and corrects
  23. 23. Guide Screen: Yellow flag Yellow flag = medium confidence score Guide listens and verifies “ Bill Smith ” is correct
  24. 24. Agent interceptions as material for tuning <ul><li>Audio of calls requiring agent </li></ul><ul><li>Agent actions create human-labeled data </li></ul><ul><li>Grist for tuning VUI designs or Statistical Language Models used in “natural call routing” </li></ul>
  25. 25. Make access & buying easy <ul><li>Speaker verification (“voiceprints”) </li></ul><ul><li>Requires enrollment </li></ul><ul><li>Can be done as a hosted service </li></ul>
  26. 26. Voice quality <ul><li>79% of consumers say they experience poor voice quality when talking to call centers </li></ul><ul><li>34% of call center agent time is wasted repeating things and redialing </li></ul><ul><ul><li>Customer Experience Foundation </li></ul></ul><ul><li>Technology to address this is available and will become more so </li></ul><ul><ul><li>At the source (e.g., within the mobile phone or contact center) </li></ul></ul>
  27. 27. Opportunities <ul><li>Beyond making today’s transactions easier </li></ul>
  28. 28. Enterprise “voice sites” <ul><li>Mobile phones aren’t great web browsers </li></ul><ul><ul><li>250,000 apps to compensate </li></ul></ul><ul><li>More than half the phones won’t have browsers through 2014 </li></ul><ul><ul><li>All can make phone calls </li></ul></ul><ul><li>Voice sites </li></ul><ul><ul><li>Voice is a viable alternative to visual web browsing </li></ul></ul>
  29. 29. Voice-only services <ul><li>Automated voice-interactive services reached by voice calls </li></ul><ul><ul><li>Over 300 million new prospects worldwide in Q1 alone </li></ul></ul><ul><li>Directory Assistance / Local Search </li></ul><ul><ul><li>Microsoft’s 800-BING411 </li></ul></ul>
  30. 30. Your call center is your natural voice site <ul><ul><li>Complementary to the web site </li></ul></ul><ul><ul><li>Objective of a voice site is to engage customers , not dispense with them ASAP </li></ul></ul>
  31. 31. “ Conversational Marketing” <ul><li>Advertising expenditures in 2009— $242 Billion (Advertising Age) </li></ul><ul><ul><li>$5 Billion mobile advertising spend in 2015 in US (Smaato) </li></ul></ul><ul><ul><li>How would you like to get a piece of the marketing budget? </li></ul></ul><ul><li>Voice sites as interactive marketing vehicles </li></ul><ul><ul><li>Have a dialog with your customers—Literally! </li></ul></ul><ul><ul><li>Creativity – engage with humor, drama </li></ul></ul><ul><ul><li>Information – Product reviews, product finders </li></ul></ul><ul><ul><ul><li>Ask.com ’s Q&A, and aisle411 store maps </li></ul></ul></ul><ul><ul><li>Greed – Coupons, price comparisons </li></ul></ul><ul><ul><ul><li>Amazon ’s Price Check </li></ul></ul></ul>
  32. 32. Feedback? <ul><li>Bill Meisel </li></ul><ul><li>[email_address] </li></ul><ul><li>(818) 708 – 0962 </li></ul><ul><li>TMA Associates (www.tmaa.com) </li></ul>
  33. 33. Spoken Communications <ul><li>www.spoken.com </li></ul><ul><li>Virtual call center solutions </li></ul><ul><li>Hosted ACD </li></ul><ul><li>Conversational IVR </li></ul><ul><li>Call Recording and QA </li></ul><ul><li>Serving Fortune 500 </li></ul>@spokencomm #mobile #callcenter When the caller experience matters © Spoken Communications 2010. All rights reserved.
  34. 34. Spoken free webinar: The Mobile Game-Changer @spokencomm #mobile #callcenter When the caller experience matters © Spoken Communications 2010. All rights reserved.

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