Bringing speech technologies to the enterprise
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Bringing Speech Technologies to the Enterprise. Ken Waln C.T.O. and V.P. of Engineering Edify Corporation [email protected] Agenda. Why Enterprise Speech? Branding Routing Economies of scale Single-number Access How Technology can help. What do I mean by “Enterprise Speech”?.

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Bringing Speech Technologies to the Enterprise

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Bringing speech technologies to the enterprise

Bringing Speech Technologies to the Enterprise

Ken Waln

C.T.O. and V.P. of Engineering

Edify Corporation

[email protected]


Agenda

Agenda

  • Why Enterprise Speech?

  • Branding

  • Routing

  • Economies of scale

  • Single-number Access

  • How Technology can help


What do i mean by enterprise speech

What do I mean by “Enterprise Speech”?

  • Employing speech for multiple applications and organizations

  • Providing consistency across applications

  • Pushing speech down to smaller applications

  • Branding your Speech Interfaces

  • Making Speech an Enterprise initiative, not just solving a problem


Current state of the market

Current State of the Market

  • Few implementations are truly enterprise focused

  • Many companies have multiple IVRs in many silos and several speech initiatives

  • The customer experience in many cases is horrible

  • Total Cost of Ownership is often unknown (and probably higher than many realize)


How an enterprise initiative can help

How an Enterprise Initiative Can Help

  • Cost:

    • Systems

    • Software

    • Training

    • Application Components

    • Physical Infrastructure

    • Telco costs (including transfers)

    • Back-office connectivity

  • Why not share the burden?

  • Makes it practical to do more applications

  • Customer satisfaction


How it helps the customer

How it helps the customer

  • One phone number, easy to find

  • Enter information once

  • System has access to more data

    • phone numbers to do ANI routing

    • CRM data

  • Reduced transfers between automated systems and between call centers

  • Don’t reenter data (CTI)


Typical situation

Typical Situation

Incoming call

1 English2 Sales

Deep in menu – press 1 for store locations

Network transfer

PSTN

ACD

Press 1 for English Press 1 for service, 2 for sales, 3 for support…

Gets a store location

Service

Vendor 2 – DTMF

Router by product

Support

Vendor 1 – DTMF

Router by product

Sales

Vendor 1 – DTMF

Router by function

Locator

Outsourced speech


So what did the caller experience

So What Did The Caller Experience

  • Three Voices

  • Two Ringing Phones

  • Two “Your call may be monitored…”

    • Or even three?

  • Two DTMF systems

    • Different instructions

  • One speech system

    • Outsourced

    • Generic voice, no branding

  • Probably 60% of the call was getting to the right place


And what about the company

And What About the Company?

  • Toll charges for long call

  • Network transfer charge

  • Outsourcing fee

  • Many systems to maintain

  • Poor call tracking

    • ACD says call completed with a transfer to locator = success

    • Sales IVR says “call transferred” – may or may not log why

    • Outsourcer says “caller got what he wanted” but did he?

      • What if the nearest store is too far or he asked out of curiosity but had a real question?

      • No chance to transfer back or complete another transaction.


Voice portal phase 1

Voice Portal – Phase 1

PSTN

ACD

Only for live call center

Immediately route all calls to Portal

Locator

Built into Portal

Voice Portal

Web Service Data Feed

VoiceXML to Portal

Sales

3rd Party App Server supplies VoiceXML

Service

Backend system feeds data to app on Portal

Support

Voice App Server Supplies VoiceXML Dialogs


Results for the caller

Results for the Caller

  • One Voice, One Brand

  • One Disclaimer (if needed)

  • One set of Instructions, etc.

  • One Dialog

    • “How can I help you?”

    • “Briefly tell me the reason for your call”

  • Transfer and go back always available (no transfers)

    • No dead ends

    • E.g. Can do a transaction after the locator

  • Short call

    • In and out – got what he needed


Results for the company

Results for the Company

  • Positive Brand Reinforcement

  • No Network Transfer charge

  • No charge for locator

  • Shorter call

  • Real statistics of call

  • Transaction possible after locator app

    • What if system asked “can I locate a product for you at that store” and fulfilled the order online?

  • One system to maintain

  • Sharing of ports

  • Happy customer!


Other benefits

Other Benefits

  • Smaller applications can be cost justified once the infrastructure is in place

  • Speech easier to cost justify

  • Reuse applications

    • Many functions will be shared between apps

    • Can’t share if they are on different platforms

    • E.g. Product identifier for sales and service, store locator at main menu and in service

    • Also use available packaged applications and modules

  • Net result – speech used throughout

    • Higher containment

    • Happier users

    • Competitive advantage


Voice portal phase 2

Voice Portal – Phase 2

ACD

Only for live call center

Immediately route all calls to Portal

VoIP Network

Voice Portal

Locator

Built into Portal

Web Service Data Feed

VoiceXML to Portal

Sales

3rd Party App Server supplies VoiceXML

Service

Backend system feeds data to app on Portal

Support

Voice App Server Supplies VoiceXML Dialogs


Additional benefit of voip

Additional Benefit of VoIP

  • Portal in front of PBX/ACD

    • Could do this with PSTN, but network transfer charges apply

    • IP transfer to ACD (or IPACD) for live help

    • CTI data transfer simplified

    • Transfer between networks and internationally if needed

  • IP IVR with Speech

    • Just another app server

    • Can be located anywhere on the network


What makes it work

What Makes it Work?

  • Routing Front End

  • Compelling Voice User Interface

  • Robust Open Platform

  • Applications and Components


The routing front end

The Routing Front-End

  • Key to having a one number access is accurate routing

  • Use open prompting with a Statistical Language Model Grammars

  • Keys to success

    • Tools for grammar development

    • Data collection

    • Usability testing

    • Expert designers


Vui design a web analogy

VUI Design -- A Web Analogy

  • In the early days, programmers built the web sites

    • Often lackluster, not portraying the right image of the company

  • In the next stage, marketing took over

    • The message improved

    • But sometimes usability suffered

      • Big graphics on dial-up lines

      • Complex menus

      • Too much “fluff”, substance missing


The web site today

The Web Site Today

  • How is a company’s web site designed today

    • Usually starts with marketing

    • Creative teams, consultants, graphics artists

    • Usability analysis

    • Focus groups

    • And finally the programmers implement it

    • Testing before rollout

  • And the design is likely to be refined and improved on a frequent basis

    • Adding content

    • Refreshing look and feel

    • Give people a reason to return

    • Efficient and effective


Factors in branding and persona

Factors in branding and Persona

  • Personality of the System

  • Voice casting

  • Direction of voice

  • Non-Speech audio (audio icons, music)

  • User Interface

  • Text of prompts

  • Technology production

Retailer


Designing a speech application

Designing a Speech Application

  • Persona

    • Can become a logo of your company just like a visual logo

    • Can provide consistency with other audio media

    • Applications can utilize multiple voices if carefully designed (different voices for different purposes)

    • Different tones and moods are appropriate for different applications

  • It’s art, not technology

    • Create the persona

    • Cast the voice

    • Write the script

    • Direct the performance


The importance of standards

The importance of standards

  • Platform -- VoiceXML 2.0

    • Conformance tested

    • Allows interoperability of custom and packaged applications

    • Also related standards for grammars (SRGS) and TTS (SSML)

    • But it is not the answer, just a language

  • Infrastructure -- SIP

    • The VoIP standard

    • Note H.323 is widely deployed, but SIP appears to be the standard going forward.


Reducing the cost of deployment

Reducing the cost of deployment

  • Reusable components

    • Reduce time to market

    • Consistent, tested user interface

  • Packaged templates or kits

    • Many reusable components for a vertical application area

      • Locator module

      • Name and address capture

      • Payments

      • Routing

    • Range from a good starting point to complete applications

      • Complete application should come with configuration tools, management reports, complete out-of-the-box VUI

        • But customizable and brandable


How to get started

How to get started

  • Pick the best initial application

    • Fast ROI

    • Demonstrable value

  • Implement it in an enterprise way

    • Standards based platforms

    • Quality, branded interface

    • Enterprise-class infrastructure

  • Partner with experts

    • A wide range of skills will increase success

  • Use the success to add more applications and capacity


Questions

Questions?

Contact me by email -- [email protected]

www.edify.com


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