Conversational Business - Trends and Principles
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Transcript of Conversational Business - Trends and Principles
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Conversational Business
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georgianpartners.com Conversational Business
Jason M. Brenier
• Director, Conversational Business @Georgian Partners• Ph.D. Linguistics• Research @Stanford
– Spoken dialogue systems, natural language processing, text-to-speech synthesis, discourse processing, deception detection, acoustic phonetics
• Previous affiliations:– CTO @Idibon; Adaptive AI, human-in-the-loop NLP– Forensic Technology @Ernst & Young; fraud, risk & compliance, forensic
investigations, active machine learning and NLP for e-discovery, electronic communications surveillance, insider threat detection, AML
– Speech Design @Nuance; expressive text-to-speech, data-driven voices– Linguistics @Cataphora; email/IM behavior analytics, emotive tone,
sentiment, linguistic style
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Conversational Business
Trends
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Conversational Interfaces
Long-running, real-time, bi-directional message transmission between specified, known participants using natural language
• Just the right amount of UX for the task• Conversational• Immediate or long-running transactions• Seamlessly weaves robust services together• Language vs. menu-driven• Multiple signals (text, emoji, images)• Dynamic views and flows• Private
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The rise of messaging…
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georgianpartners.com Conversational Business
BusinessCorrespondence
ContentPublishing
SocialCommunication
PrintWebEmailSocial MediaMessaging
As remote communication evolves, conversation becomes ubiquitous.
Written correspondenceTelephoneFaxEmailMessaging
Written correspondenceTelephoneEmailSMS
MessagingSocial Media
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georgianpartners.com Conversational Business
Messaging defines a new customer interaction paradigm.
• Mobile app usage is declining by 20% YoY
• Most users spend 50% of their time in only one app— usually messaging.
• 75% of smartphone users use at least one messaging app.
• Number of messaging users have surpassed social network users.
• 5 of the all-time top 10 apps are messaging apps.• 55% of messaging push notifications are read.
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georgianpartners.com Conversational Business
The top ten most popular messaging apps
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georgianpartners.com Conversational Business
The journey from apps to chat requires a new approach.
WEB TO APPS
Humans learn appsFrom “and mobile” to “mobile first”
Platform = OS & app storeDiscoverability
Visual navigation / menu-driven UXMove to cloud
Similar design process Designing around the device
APPS TO CHAT
Apps learn to be humanFrom “and bots” to Conversational Business
Platform = messaging, voice, bot storesDiscoverability
Language-based UXStart in the cloud
New design process Designing around the language and dialogue
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georgianpartners.com Conversational Business
Chat is becoming ambient.
MESSAGING VOICE ASSISTANTS CONVERSATIONAL DEVICES
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georgianpartners.com Conversational Business
Chatbots: unique customer interactions at scale.
• No two conversations are the same
• Scale engagement across a large user population
• Live in messaging platforms, on SMS or in conversational devices
• Automate complex tasks
• Act as direct participants or assistants
• Use rules, machine learning or AI
11kbots in 3 months
23kbot developers
900Mactive users
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Conversational Business
Chatbot fundingGoal: Engage users with brands, automate services, direct energy toward business applications
$140M+since 2010
$85Min 2015/2016
30 rounds of fundingin 2015/2016
$2M Slack Fund14 Slackbot startups
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georgianpartners.com Conversational Business
A quickly evolving chatbot ecosystem accelerates the shift to conversational business.
INTERFACEPLATFORM – CONSUMER — confide,
kiboPLATFORM – BUSINESS — linkedin OS SMS IN-APP
APPLICATION – CONSUMER APPLICATION – BUSINESSGENERAL
COMMERCELOCAL BUSINESS TRAVEL SALES CUSTOMER
SERVICE - directlyTRAVEL
HEALTH GENERAL ASSISTANT
INFORMATIONAL HEALTH GENERAL ASSISTANT
INFORMATIONAL
FINANCE SCHEDULING
ENGINENATURAL LANGUAGE PROCESSING GENERAL-PURPOSE MACHINE LEARNING CROWDSOURCING
INTERFACEPLATFORM – CONSUMER — confide,
kiboPLATFORM – BUSINESS — linkedin OS SMS IN-APP
APPLICATION – CONSUMER APPLICATION – BUSINESSGENERAL
COMMERCELOCAL BUSINESS TRAVEL SALES CUSTOMER
SERVICE - directlyTRAVEL
HEALTH GENERAL ASSISTANT
INFORMATIONAL HEALTH GENERAL ASSISTANT
INFORMATIONAL
FINANCE SCHEDULING
ENGINENATURAL LANGUAGE PROCESSING GENERAL-PURPOSE MACHINE LEARNING CROWDSOURCING
Chatbot Development Platforms
Platforms provide natural language technology, intent parsers, sentiment analysis using AI/ML/NLP to enable automated chat
Chatbot Marketplaces
• Digital discovery and distribution platforms
• Platform-specific and -independent
Chatbot Applications
• Enterprise: AI-powered personal assistants to schedule meetings, manage customer service
• Consumer: provide automated recommendations, booking, purchasing services
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georgianpartners.com Conversational Business
Trends: Users desire more natural, engaging and personal interactions.
Cultivate rapportUsers desire engaging, personalized, private interactions with friends, colleagues, businesses and brands
Humanize the interfaceTrend toward intuitive, physiologically grounded UX and conversational intelligence
Summon function when it is neededDesire to access rich insights and services through a simple interface with minimal effort
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georgianpartners.com Conversational Business
What are the challenges?
• User expectations are high• Conversational intelligence is low • New interfaces must be more engaging
than apps• Discoverability, management, and switching• Attracting users and keeping them engaged• Graceful failure, iterative improvement• Security, privacy & trust
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Conversational Business
Principles ofConversational Business
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georgianpartners.com Conversational Business
Principles of Conversational Business
Inte
lligen
ce
Interface
Context
Purpose
Inte
grity
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georgianpartners.com Conversational Business
Principles of Conversational Business
3. Engage users where they are.4. Enrich interactions with context.
5. Eliminate friction through conversational design.6. Personify your business.
10. Keep private conversations private.
1. Identify where conversational impact will be greatest.2. Focus on delivering complete experiences.
7. Be conversationally intelligent.8. Bot or not?9. Learn from every conversation.
Purpose
Context
Interface
Intelligence
Integrity
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georgianpartners.com Conversational Business
Identify where conversational impact will be greatest.
Messaging and voice-based conversational interfaces are a powerful way to engage users, but won’t be the answer for every business process or function. Have a strategy for identifying where conversational interactions will create the most value.
1
Purpose
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georgianpartners.com Conversational Business
Focus on delivering complete experiences.
Avoid frustrating users with conversational interactions that can’t complete the task at hand. Focus on delivering end-to-end interactions that align with user expectations.
2
Purpose
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georgianpartners.com Conversational Business
Engage users where they are.
Your users are already having conversations through messaging and voice interfaces. Rather than requiring interactions to take place on your terms, understand your users’ preferred platforms, channels and devices and engage with them there.
3
Context
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georgianpartners.com Conversational Business
Enrich interactions with context.
The best conversations are those in which the participants know something about each other. Remember who your users are, what they’ve said and what they’ve done to make conversations efficient, engaging, and meaningful.
4
Context
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georgianpartners.com Conversational Business
Eliminate friction through conversational design.
Make it easy for users to complete the task at hand with natural language. Consider participants, purpose, communication style, and channel throughout your design process. Use interaction data to iteratively improve the experience over time.
5
Interface
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georgianpartners.com Conversational Business
Personify your business.
Develop personas that engage users and become a representation of your brand. Built trust and loyalty as you deliver key business functions via customized, engaging conversational experiences.
6
Interface
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georgianpartners.com Conversational Business
Be conversationally intelligent.
Apply natural language understanding to process user intent and generate appropriate responses. Pay attention to the naturalness of the flow of the conversation in order to keep the user engaged. Communicate in your users preferred language and style.
7
Intelligence
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georgianpartners.com Conversational Business
Bot or not?
Use as much, or as little, automation to drive the conversational experience as required. Develop a strategy for introducing automation into the conversation at the right time. Utilize ‘humans in the loop’ as necessary to compensate for current technology limitations or to help generate experience data where none exists.
8
Intelligence
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georgianpartners.com Conversational Business
Learn from every conversation.
Early conversational interactions won’t be perfect. Record interactions to better understand users, refine responses, direct conversational flow, and enhance system capabilities. Inject that insight back into the conversational environment to improve the user experience and outcomes over time.
9
Intelligence
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georgianpartners.com Conversational Business
Keep private conversations private.
Conversational interactions come with higher expectations of privacy from users. Have a conversational privacy policy and proactively make security a part of the conversational design process. Set higher expectations on conversational privacy than the market norm to create competitive barriers.
10
Integrity
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georgianpartners.com Conversational Business
Principles of Conversational Business
3. Engage users where they are.4. Enrich interactions with context.
5. Eliminate friction through conversational design.6. Personify your business.
10. Keep private conversations private.
1. Identify where conversational impact will be greatest.2. Focus on delivering complete experiences.
7. Be conversationally intelligent.8. Bot or not?9. Learn from every conversation.
Purpose
Context
Interface
Intelligence
Integrity