Meet the Gurus: Elevating Customer Care with Mobile
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Transcript of Meet the Gurus: Elevating Customer Care with Mobile
ELEV
ATING C
USTOM
ER
CARE W
ITH M
OBILE
J OE R
OU
S HA
R |
CT O
| E
PAC
CA
, I N
C.
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CHALLENGE: COMPLEXITY
Customer care usually involves:1.Broad range of questions2.Multiple communities 3.Involving multiple systems4.Requiring specially trained
groups or individuals
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Legacy: • create multiple call-in phone numbers• create complex IVR prompts - route to special
teams• Not consumer-friendly and ambiguity persists
Future:• Use systems to automatically resolve the
ambiguity• use human language to read customers’ minds• Can’t work in all cases, but will delight more
customers
CHALLENGE: AMBIGUITY
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CHALLENGE: CHANGING EXPECTATIONSCustomers want you to: • Remember their prior conversations• Know what they own• Guess what they need• Solve it on the first tryEmployees are the same
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CUSTOMER-DRIVEN CARE
Choice & Knowledge• Channel Freedom• Your Device knows where to go
for help• Web social home base for help• Initial triage is automated based
on typed or spoken dialog• Most answers delivered instantly
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USERS NEED CHANNEL FREEDOMHelp, answers and functionality
wherever I am…• On an iPad or Android• On phone• SMS texting• On Facebook• On Twitter…
Without having to know which URL or number to dial
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SOLUTION: INSTANT CARE 24X7Using advanced language systems automate dialog on Web and Mobile with Social connections• Convenience of Cha-Cha
or Siri• Knowledge like Wikipedia
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SOLUTION: HIDE COMPLEXITY• Read customers’ minds• using human language ontology•Dynamic dialog to understand•Dynamic content access to respond
Puts the complexity in the system removing the burden from the customer
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SOLUTION: DON’T IGNORE AMBIGUITY
Answers come from a dialog, not
the first thing they type or say
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THE SHAPE OF CUSTOMER-DRIVEN CARE• One gateway for many (eventually all) needs• The distinction between internal help desk
and external customer care blurs• The variety of services / questions grows• The complexity of services / questions grows• Need to tie inbound support with outbound
engagement• Channel freedom for internal and external
customers•Voice / SMS Text / Web / Mobile / Facebook / Twitter / IM / IVR…
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THE BUSINESS CASE
•Reduce customer care time, • Increase efficiency and • Improve relationships•For customers (external) and•For employees (internal)
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LANGUAGE AND KNOWLEDGE SUCCESSESLocal Charting software company with great speech
reco• Lowers clinical charting complexity / time with
speech• Can mine chart data for codes needed to file
claims
Local Behavioral Health software with DSM knowledge
• SaaS system to support both charting and claims filing
• Mines DSM and ties to chart records for eval and filing
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CASE STUDY: LARGE MN HEALTH INSURER
Before dialog-enabled BPM:• 8 weeks of agent training• Several more weeks to
proficiency• Too many errors
After dialog-enabled BPM:• Training reduced to 4 hours• Proficiency after 30 minutes of
use• 90% reduction in errors© 2 0 1 2 M O B C O N ─ W H E R E M O B I L E M I N D S C O N N E C T . A L L R I G H T S R E S E R V E D . 12
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OUR CUSTOMER-DRIVEN CARE PLATFORM
IKE: I Know Everything• Real-world contextual
knowledge• Dialog to learn intent (Read
minds)• BPM to get data, docs, FAQs,
links• Web-Centered – Omni-Channel
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TECHNOLOGY FOR CUSTOMER-DRIVEN CARE• SaaS Consumer Gateway (Web/Mobile…)• BPM – Scripting• Converged Content Access• Knowledge Management• Read Customers’ Minds• Human language dialog removes ambiguity
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STRATEGY COMBINING MOBILE AND SOCIAL• Build a cloud-deployed web/mobile solution for
self service• Link to all desired web social channels• Lightweight apps for selected mobile platform• Build in social comment capabilities to crowd-
source support• Self-guided triage with context-based branching
and rules• Language interpreter built-in• Combination between Siri and Wikipedia for your
domain• Track outcomes and contributors, tweak and
reward
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WHY MOBILE USERS WILL LIKE IKE
- Consumers are empowered and more savvy as the web
shrinks the world and democratizes knowledge
- Ineffective / unimaginative customer care will no longer
cut the mustard
- IKE lets customers drive
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