Enghouse Interactive@ICT Nspire2019

Next up speaker  
Robert Overweg
Finding the  
balance  
between  
man & machine

The balance between
man and machine
How man and machine could work together.
From chatbots to A.I. and human creativity.
(And how to increase your NPS while you're at it)
😉

Introduction
Case studies
Critical thoughts
How to apply the “human”
element in tech

*quarante-deux
*
My experience
Strategy, Design, Tech, Art

Chatbot and conversational
UI experience

BOTH YOUNG AND OLD COULD
WORK WITH A PROPERLY
DESIGNED CHATBOT AND
LIKED IT " # $
INCREASED CONVERSION IN
DOUBLE DIGITS THROUGH
CHATBOT (FOR SOME JOURNEYS)
Everything is gonna be alright
USERS RATE THE SERVICE 15
NPS POINTS HIGHER WITH THE
CHATBOT
MORE THAN 90% OF USERS RATE
CHATBOT FLOW AS USEFUL AND
FRIENDLY

Decision tree Language modeling
by neural networks
Decision tree
+ machine learning
Making a distinction

Decision tree
+ machine learning

Language modelling
by neural networks

Trained by reading every public
Chinese message board, FAQ and
social-media post they could get
their hands on.

“When I am in a bad mood,  
I will chat with her, Xiaoice is
very intelligent.”
http://mobile.nytimes.com/2015/08/04/science/for-sympathetic-ear-more-chinese-turn-to-smartphone-program.html
Gao Yixin, a 24-year-old who works in the
oil industry in Shandong Province.

Decision tree
+ machine learning
With room for human creativity

How does a decision tree with
machine learning work?

CHATBOT
Use AI to defer meaning and context from a users’ input
Use context and AI to engage in a rich conversation with a person
Leverage UI to create a rich user experience
Create room for creativity and brand personality

PROCESS
Ik wil extra data hebben
Bot: Daar kan ik je mee helpen!
Met Blox Extra Data…. (etc.)
Interact with User
Analyse text (AI)
Generate Reply (CMS)
Wozzbot
Intent: Increase_data
Sentiment: 0 (Neutral)
Language: NL

What is my average data usage
over the past 6 months?
Subject
Time periodTime indicator
Preposition
ADDING ENTITIES TO INTENT
INTENT ANALYSIS

Reality
🤯
😭
Help me f lukt nogsteeds
niet met k*t simkaart activeren!
💥

Mn Wifi is echt heeel traag:s
Reality
🐌 🐌 🐌

Amy: ⭐⭐
The new brand style is really pretty but
uploading photos has become such a chore!
Ivo: ⭐⭐⭐
Loving the new colors and the homefeed is
great! However, I have trouble uploading
photos to my account ☹
SENTIMENT ANALYSIS ON DATA

Amy: ⭐⭐
The new brand style is really pretty but
uploading photos has become such a chore!
Ivo: ⭐⭐⭐
Loving the new colors and the homefeed is
great! However, I have trouble uploading
photos to my account ☹
Category: Visual design
Sentiment: 👍
SENTIMENT ANALYSIS ON DATA
Category: UX
Sentiment: 👎

Goedemorgen, ik heb een
probleem met mijn rekening
en vroeg me of u me kon
helpen.
Hallo meneer Blom. Ik ga
mijn best doen om uw
probleem op te lossen.
🔮 Tone of voice
recognition: formal
Hé! D’r is wat geks aan de
hand met mijn rekening
volgens mij! 🤔
Hey Kevin! Dat is niet zo
mooi, ik zal even met je
meekijken, goed? 😊
🔮 Tone of voice
recognition: informal
TONE OF VOICE RECOGNITION

Who are you as a
digital persona?

Professional
Invest in explanations
Personable
Recognise the user, use his
name but also remember his
settings and earlier troubles
Use different chat persona’s for
different users
Playful
Act human 
Share fun events
Be kind
Passionate
Be passionate about new telco
capabilities, but also
acknowledge problems
What is your brands personality?

64 kbps is enough to chat. Your surﬁng
speed will slow down a little.
Playful
Fun and playful, fitting
for the demographic

At your current location we have the fastest
4G in the country! WOooOoo
Passionate about Differentiators
Passionate

Hi Tom, you are back soon! Welcome back
Recognise the person, but also
know about his past issues
Personable

Hi Tom, you are back soon! Welcome back
Recognise the person, but also
know about his past issues
Personable
Acknowledge problems
Sorry to hear that you went out of bundle
last month.

+2GB
Chatbot for vodafone
Because better service
= more sales

MORE THAN 90% OF USERS  
RATE THE CHATBOT FLOW  
AS “USEFUL” AND FRIENDLY
You need this service oriented relationship to gather trust

Alright! Have fun with all that extra data!
‘I THINK THIS CHAT FEELS VERY
NATURAL TO ME. IT’S LIKE
TALKING WITH A FRIEND’
Janine, postpaid user, 36 years
Metrixlab test

+2GB
DATA BUNDLE SALES
WENT UP WHEN
HANDLED THROUGH
CHAT
Conversion on data bundle purchase
journey measured over 2-month AB-test
REGULAR CHAT

Sounds good
TR
Add bundleWhat’s the difference? Limited internet
No thanks Sounds goodView options
Your data bundle is reaching its limit. To
make sure you're not taken by surprise
when you see your bill, I have a couple of
options for you to control your bundle
costs.
Let's see what suits you best. Do you wish to
keep using Internet to the fullest and add an
extra data bundle? Or have you had enough
and prefer Limited Internet?
Great!
50% tap here 50% tap here

“The fun and ease of use pushes
you through the journey.”
Placing ads,
Buying and selling
“Marktplaats really helps me with this
information. It makes it more easy to
post and to sell my products. It feels
like it saves me a lot of time.”
Case study

Give users
control over A.I.
Offering a price range is a good start to
offer control. Explain what’s the highest
acceptable price and why?
Rather than just giving one fixed advice.
There is some interesting research
suggesting a slight amount of control
reduced algorithm aversion.
€240
€0 €400
OK
People who could modify the algorithm’s results were fare more satisfied
than others with the forecasting process. They also thought that the
algorithm had performed better than their unaided intuitive predictions had.
This suggests that one can reduce algorithm aversion by giving people
some control - even a slight amount -
Overcoming algorithm aversion: people will use imperfect algorithms
if they can (even slightly) modify them. By Berkeley J. Dietvorst,
Joseph P Simmons, and Cade Massey.

Overcoming algorithm aversion: people
will use imperfect algorithms if they can
(even slightly) modify them. By Berkeley
J. Dietvorst, Joseph P Simmons, and
Cade Massey.

FUN
! "
Vergelijkbare advertenties
bekijken ter inspiratie.
!
Tip: zorg voor heldere verlichting,
en een opgeruimde achtergrond.
! "
People
loved this

" # $
Every age group from young to old
could easily work with the chat
dialogues, and liked them.
0

ANALYTICS ARE BINARY,
HUMANS ARE NOT.
When analytics tell us someone has
been in a certain place or not, this is
completely void of emotion. We are sort
of in the dark how the person is feeling,
how he or she liked the journey. We claim
to be bringing a personal experience,
then measuring for emotion is necessary.
MEASURE FOR EMOTION

Harvard business
review picked up on
the idea of measuring
for emotion
https://hbr.org/2016/08/an-emotional-connection-matters-more-than-customer-satisfaction
“AN EMOTIONAL
CONNECTION MATTERS
MORE THAN CUSTOMER
SATISFACTION”

“Forrester’s CX Index data shows emotion has
the biggest impact on driving customer loyalty”

We’ve added 2GB to your data bundle.
You’re good to go!
+2GB+2GB
TRClose chat
If you have a sec, let us know how you feel
about this chat. If not, no hard feelings !
QUICK, FUN AND
WELCOME TO IGNORE
So so
!
Helpful
!
Useless
!
Helpful
!Cool
Efficient
Slow
Clear
Friendly
Relevant

EMOTIONAL SURVEY
Check if your values
are experienced in
the conversation

FAQ’s and links can
be used to push
consumers to chat
💪

When you give too much freedom and
the bot can’t answer. People get angry
and think the bot is stupid.
possible pitfall
for you :-)
Julia Hu CEO & Founder Lark

People dump AI advisors
that give bad advice, while
they forgive humans for
doing the same
http://qz.com/693194/people-dump-ai-advisors-that-give-bad-advice-while-they-forgive-humans-for-doing-the-same/

Help me f lukt nogsteeds
niet met k*t simkaart activeren!
Customers interact in
their own unique ways
Mn Wifi is echt heeel traag:s

Not every conversation
should be handled
through a bot 😅
Hi
You are € 320 out of
bundle this month

Why choose
between live chat
support and a bot?

Take care of a warm
handover to human
support
Quick routing All information
at hand

Make sure all your systems
are integrated. Try not to
make your customers wait
or bore them with:
“Let me look that up”
“No I can’t see your last e-mail”

Unilever uses A.I. to
rate their applicants
(Understandable with 1 million
applications yearly)

Candidates who show that they have the right
character traits, such as problem-solving ability and
risk appetite, will advance to the third round. In a
digital video interview they answer questions that
relate to the position and - again - to leadership.

A software program analyzes the answers not
only in terms of content, but also on the basis of
pitch and facial expressions.

These 'patterns' are again based on interviews with a large group of
trainees and managers of Unilever. Moreover, the algorithm always
learns more, because it is constantly fed with new training data.
"The algorithm looks for unique
patterns that predict success,"

https://www.nytimes.com/2017/05/01/us/politics/sent-to-prison-by-a-software-programs-secret-algorithms.html

The report in Mr. Loomis’s case was produced by
a product called Compas*, sold by Northpointe
Inc. It included a series of bar charts that assessed
the risk that Mr. Loomis would commit more crimes.
*Correctional Offender Management
Proﬁling for Alternative Sanctions

The Wisconsin Supreme Court ruled against Mr.
Loomis. The report added valuable information, it
said, and Mr. Loomis would have gotten the same
sentence based solely on the usual factors, including
his crime — ﬂeeing the police in a car — and his
criminal history.

The company that markets Compas says its formula
is a trade secret.
“The key to our product is the algorithms, and they’re
proprietary,” one of its executives said last year.
“We’ve created them, and we don’t release them
because it’s certainly a core piece of our business.”

Our analysis of Northpointe’s tool, called COMPAS,
found that black defendants were far more likely
than white defendants to be incorrectly judged to
be at a higher risk of recidivism, while white
defendants were more likely than black
defendants to be incorrectly ﬂagged as low risk.
https://www.propublica.org/article/how-we-analyzed-the-compas-recidivism-algorithm

Professor of data science, NYU

https://qz.com/1664575/is-data-science-legit/
We’ve conflated
data with truth.


https://qz.com/1664575/is-data-science-legit/
We’ve conflated
data with truth.
Data is an imperfect approximation of some aspect of the world
at a certain time and place. It’s what results when humans want
to know something about something, try to measure it, and then
combine those measurements in particular ways. 
Here are four big ways that we can introduce imperfections into
data.

Random errors Wrong tagging, broken system
Selection bias. For example, using data from
Twitter posts to understand public
sentiment. Trump / Hillary
if we are looking for top job candidates, we
might prefer those who went to top
universities. Does this show you are really
smart or really compliant?
Women are now more likely to die from
heart attacks than men, which is thought to
be largely due to the fact that most
cardiovascular data is based on men, who
experience diﬀerent symptoms from
women, thus leading to incorrect diagnoses.
Systematic errors
Errors of choosing
what to measure
Errors of exclusion

Who collected the data, how did
they do it, and how did those
decisions affect the results?

What are the facts? / Who has a bias? / What could the beneﬁt or hidden agenda be?

“A REMARKABLE CUSTOMER EXPERIENCE
STARTS WITH HEART, INTUITION,
CURIOSITY, PLAY, GUTS, TASTE. YOU
WON’T FIND ANY OF IT IN A SURVEY..”
QUOTE
JEFF BEZOS
CEO @
https://www.amazon.com/p/feature/z6o9g6sysxur57t?&tag=rnwap-20

It’s not just about
technical skills

Toy with an idea, look
at it from a dozen
different angles, argue
to yourself that it is true
and then argue that it
is untrue.
2000
`
Top 10 skills to
withstand disruption

Toy with an idea, look
at it from a dozen
different angles, argue
to yourself that it is true
and then argue that it
is untrue.
Critical
thinking
What are the facts? 
 
Who has a bias?
 
What could the beneﬁt or
hidden agenda be? 
 
Who has skin in the game?
2000
`
Top 10 skills to
withstand disruption
`
Critical thinking 
Self thinking (and not memorizing)  
Truth talking
Scepsis and modesty 
Self criticism and independent thinking
Economics education
is in crisis.
A small survey among economists at universities,central banks, pension funds and think tanks revealedwhat is lacking:
https://www.groene.nl/artikel/afzien

You could look at your
core being as a company
and as a person, and ask
yourself: how can I help
my customer or employee.

What aspects of humanity
do you want to put into
technology and scale?
Helping Listening Always being there Enjoyment

Chatbot
Program
Data
Data
Data
conversation
Be human, through technology

Chatbot
Program
Data
Data
Data
Which journeys and
what solutions?
conversation

Chatbot
Program
Data
Data
Data
Which journeys and
what solutions?
conversation
"
How does the
flow

Chatbot
Program
Data
Data
Data
Which journeys and
what solutions?
conversation
"
How does the
flow
3
The call center employee has
more time for truly relevant
personal conversations
Routing

Questions?
Critical
thinking?How to find your
bot’s personality?
How to
measure for
emotion?
A warm
handover?

Thank you
Robert
Overweg
!"❤
Let’s connect on
Linkedin?

Enghouse demo
in main hall
Service announcement
4 5
Quality management suite

Enghouse Interactive@ICT Nspire2019

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