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Dialogue Solutions for Customer Care, DA and Voice Portals Claudia A. Demetz Group Manager Applications Overview Introduction Who we are Our Products Applications Voice Portals Customer Care Directory Assistance Trends Introduction Who We Are Philips: Global Technology Company

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slide1

Dialogue Solutions for Customer Care, DA and Voice Portals

Claudia A. Demetz

Group Manager Applications

slide2

Overview

  • Introduction
    • Who we are
    • Our Products
  • Applications
    • Voice Portals
    • Customer Care
    • Directory Assistance
  • Trends
introduction

Introduction

Who We Are

philips global technology company
Philips: Global Technology Company
  • A Leading Global Company
    • Founded 1891
    • Sales 1998 : US$ 34 Billion
    • Employees: 230,000 Worldwide
    • Operations in 150 Countries
  • A Leader in Technology Innovation
    • 3000 Researchers in 6 Countries & 3 Continents
    • R&D Expenditures 6% of Sales
    • More than 68,000 Patents; 30,000 Trademarks
    • Innovations Such as Audio Cassette,VCR, CD
philips speech processing
Philips Speech Processing
  • 1953 - Foundation of Business Unit
  • 1954 - First dictation machine
  • 1957 - First cassette-based dictation machine
  • 1966 - Invention of the mini-cassette
  • 1990 - 10,000,000th dictation unit made
  • 1991 - Digital dictation systems
  • 1993 - Natural speech recognition systems on the market
  • 1995 - Natural language dialogue systems on the market
  • 1996 - Digital Speech Standard
  • 1998 - Internet Speech Recognition
  • 1999 - First Multi-domain SpeechPortal
  • 2001 - First fully automated directory assistance service in Europe

and the story goes on...

worldwide sales support organization
Worldwide Sales & Support Organization

Colchester

Aachen

Paris

Vienna

Beijing

Barcelona

Milan

Dallas

Taipei

Sydney

global deployments
Global Deployments

Ameritech

AT&T Long-Distance

AT&T Wireless

BellAtlantic

BellMobility (Canada)

BellSouth

BT (United Kingdom)

Cegetel (France)

Comcast Metrophone

CRT (Brazil)

DDI (Japan)

Deutsche Telekom (Germany)

DSQWorld (India)

DT Mobil (Germany)

GTE

Sprint

StarTel (Chile)

Stet Hellas (Greece)

TDP (Japan)

Telia (Sweden)

Telstra (Australia)

US Cellular

And Many Others...

Hutchinson (Hong Kong)

KGT (Taiwan)

KMT (Korea)

KPN (the Netherlands)

Kuala Lumpur (Malaysia)

Libencell (Lebanon)

MCI

Miniphone (Argentina)

Movistar (Argentina)

MTN (South Africa)

Omnitel (Italy)

Rogers Cantel (Canada)

SK Telecom (Korea)

Southwestern Bell

introduction8

Introduction

Our Products

product portfolio

SpeechMania

SpeechPearl

SpeechWave

Product Portfolio

Engines

Application Creation Environment: SpeechKit

Platform

Components

Language Resources

SpeechBlocks

SpeechPath

Application

Products/

Components

SpeechFinder

SpeechAttendant

PureRequest

Voice Portals

Customer Care

Speech enabled IVR applications

Directory Assistance

Centrex Based Auto

Attendant

Call Completion

DA Call Completion

Voice Mail Control

Basic Network Commands

Voice Dialing

what is speechpearl
What is SpeechPearl?
  • Continuous speech recognition and natural language understanding engine for telephony applications
  • Software only system architecture
  • For integration into voice platforms
  • Dynamic configuration possibilities
  • Product family to support application development, integration, specific applications
  • SpeechPearl covers complete range of speech applications
speechmania
SpeechMania
  • SpeechMania® state-of-the-art speech recognition software enables a conversation to be conducted almost in the same manner as between human beings
    • Software based speech recognition platform complete with speech understanding and dialog control
    • Powerful Multi-Channel Online System
    • Various Telephony Interfaces
    • Open Transaction Interface
    • High Quality Pre-recorded Speech Output
    • Mixed-Initiative Natural Language Understanding Paradigm
    • Application Creation Environment Tool Setthat allows to develop, deploy and run automatic natural language based telephone services
speechmania natural dialog system
Caller 1

System: “From where to where would you like to travel?”

Caller: “From London to Newcastle.”

System:“At what day do you want to travel from London to Newcastle?”

Caller: “Next Monday.”

System: “At what time do you want to travel on Monday, October 26th?”

Caller: “I’d like to leave at 8.”

System: “So you want to travel at 8 a.m.?”

Caller: “No, I mean 8 p.m.”

System: “So you want to travel at 8 p.m.“

Caller: “Yes that’s correct”

System: “I have the following available ...”

SpeechMania® Natural Dialog System

Caller 2

System: “From where to where would you like to travel?”

Caller:“ Next Monday.”

System:“At what time do you want to travel on Monday, October 26th?”

Caller:“I want to go from London to

York.”

System: “At what time do you want to travel from London to York?”

Caller:“ 8 in the evening.”

System: “So you want to travel at 8 p.m.?”

Caller:“That's right.”

System: “I have the following available...”

applications

Applications

Voice Portals

content portals infotainment
Content Portals: Infotainment

The Concept:

One Number for all your Information Needs

Example:

  • Omnitel 2000 (Italy)
the omnitel 2000 experience
The Omnitel 2000 Experience
  • Usage not as expected:
    • People have to get used to Speech Recognition
      • initially in the first weeks 60% of the callers did not say a word
    • People do use only a limited amount of services
      • 7 services (out of 128) make up 90% of the calls
other similar portals
Other similar Portals
  • DSQWorld.com - India
    • killer application is stock trading
    • SpeechMania solution
  • 365 / Guardian Angel - UK
    • the most complete portal in the world
    • collaboration between PSP, 365 and BrookSoft on BrookTrout
  • Ms.600 / KGT -Taiwan
    • 18 services: killer application is top ten
    • first Mandarin voice portal
    • SpeechMania solution in collaboration with Intecs
experiences with voice portals
Experiences with Voice Portals
  • Although technically feasible, not all features of natural dialogues are used by callers!
  • Business case / marketing and good dialogue design are as important as the technical implementation!
voice portals a solution in search of a problem
Voice Portals: A Solution in Search of a Problem?
  • Marketing Strategies:
    • Omnitel2000 advertisement

people do not speak

no sample dialogue

the need is an exception (e.g.

restaurant closed) and not compelling

voice portals a solution in search of a problem 2
Voice Portals: A Solution in Search of a Problem? (2)
  • KGT advertisement

people call because a they have a immediate need

you have to speak with the portal

it reacts like a human being

experiences with voice portal dialogues
Experiences with Voice Portal Dialogues
  • You have to show people that they can talk naturally!
  • Mixed-initiative dialogue seldom used
  • Menu structure critical when too many services (good feed-back needed to guide caller through the application: different voices and background music used for Omnitel20000 initially - high effort to maintain)
  • Human Factors experts guidance needed!
applications22

Applications

Customer Care

content portals customer care
Content Portals: Customer Care

The Concept:

Automate the answering of Frequently Asked Questions

Example:

  • Omnitel 190 (collaboration between Nortel and PSP)
customer care services automation example of services portfolio
Customer Care Services Automation:Example of Services Portfolio

Customer Care Centre

Agent:

Troubleshooting

Complaints

Pre Paid Cards Info

Tariff

Plan Info

Voice Mail

Info

SMS

Info

WAP

Info

Credit

Queries

Analog

Tariff Plan

Accessing

Messages

Accessing

SMS

Accessing

WAP

Where to

buy

Business

Tariff Plan

Deleting

Messages

How to

register

How to

register

Types

available

Residential

Tariff Plan

Charge

Info

Message

Delivery

Information

Services

Finding your

number

How to

register

Using

VM abroad

Deleting Messages

WAP

phones

Current

Account

Info

Message Delivery/

Alert

Charge

Information

Charge

Information

Mobile phone settings

the omnitel 190 success
The Omnitel 190 Success
  • Handles 250,000 calls per day
    • Peak rates of 540,000 calls per day
  • 92 % Dialogue Success Rate
  • Shorter wait times for Customers
  • There is a real value proposition for the caller:
    • Able to handle many categories of questions
      • Else too many menu layers
    • Able to handle fuzzy questions
      • Too difficult to catch all questions
    • Speech preferred over DTMF (9% still preferred DTMF)
      • DTMF input cumbersome on GSM
experiences with customer care
Experiences with Customer Care
  • People call because they need to, good business case
  • Although it seems simpler than voice portals, dialogue design is as critical
drivers
Drivers
  • Growth of subscribers cannot be matched with call centre growth
  • IVR/DTMF automation not satisfactory
  • Cost saving on operators having to intervene
  • Pre-paid users do not justify high expenses
  • Agent migration to High Value services
experiences with customer care dialogues
Experiences with Customer Care Dialogues
  • More mixed initiative should be allowed because caller has a specific issue
  • Complex recognition task: concept spotting is crucial
  • Customers’ departments more used to IVR systems (whilst voice portals not so biased) often replacing the DTMF dialogue only by inserting recognition
  • Human Factors experts guidance needed!
applications29

Applications

Directory Assistance

directory assistance market segments
Directory Assistance Market Segments

Directory Enquiries

White Pages

(addressed by name)

Yellow Pages

(addressed by content)

Residential Listings

Company Listings

(“Pink Pages”)

example telia
Example:Telia

Telia has positioned the new automated white pages service in addition to call center and internet at a lower price

The system has gone live in 02/2001, 90% success rate

Results from Field Trial done for Stockholm:

A “complete” Service Portfolio

Price

56 % of the customers very satisfied or satisfied

90 % thought the application was easy to use

62 % thought that the search was fast and efficient

33 % felt uncomfortable talking to a machine

33 % did not like the voice

Valueadded

Basic

automation of residential listings
Automation of Residential Listings
  • Challenging recognition task
    • long lists of names with frequently unusual phonetics
  • But “easy” task compared with business listings because
    • dialog is structured
    • always the same information items available (name, first name, street, …)
  • Full automation possible
    • Ask for as many different items (name, street, city, …) as possible
    • Use spelling if possible
    • Make use of DB
  • Dialog success rates
    • for automizable calls (caller cooperative, knows information, …)
    • succes rates of 75% - 87.5% have been proven in trials with “real callers”
automation of business listings
Automation of Business Listings
  • More difficult task compared with residential listings
    • Different domains require different info items
      • small businesses: name of owner, street, …
      • big business: branch, part of city
      • doctors: area of medicine, address
    • Dialog can not be strict and uniform as for residentials
  • Automation is possible by
    • Automate only partly: top 1000, 5000, 20000, … listings
    • Automate fully by using intelligent search techniques
the roads to portals
The Roads to Portals

White

Pages

Yellow

Pages

Area

Code

Guides

(Hotel …)

Tariff Info

Traffic

Info

...

...

Customer Care Portal

Voice Portal

slide36
Segmentation (portals for business-men, twens, house-wives…)
  • Personalisation (allow people to personalise their links and preferences and to synchronise their phone books via the Internet,…)
  • Multimodality