Table of Contents SERVICE ON YOUR TERMS LANDSCAPE THEMES THE EXPERIENCE IS NOT THE DESTINATION SUPPORT AS A POLICY EFFORTLESSNESS IS DELIGHTFUL

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1 Table of Contents Overview LANDSCAPE THEMES Landscape Themes THE EXPERIENCE IS NOT THE DESTINATION Overview Digit Digit (cont d) Uber Uber (cont d) EFFORTLESSNESS IS DELIGHTFUL Redbeacon Redbeacon (cont d) x.ia Facebook M Facebook M (Cont d) PUSH VS. PULL Amazon Prime Now Amazon Prime Cont d SERVICE ON YOUR TERMS Coca-Cola Coca-Cola Siri Siri (cont d) Google Now Google Now Cortana Cortana (cont d) SUPPORT AS A POLICY Lookup Penny TAKEAWAYS Delivery vs. Destination Inject into Existing Experiences Human-Augmented AI Data Project Modesto Landscape Analysis 2

2 Landscape Analysis Overview Support is a clear area of opportunity to position Comcast competitively in a new product realm. Mobile devices have conditioned users to expect immediate gratification; how does Comcast manage these expectations while providing world-class customer support? As we move into 1.5, we are examining what unique features and underlying principles can be applied to gain this edge. Project Modesto Landscape Analysis 3

3 Landscape Themes

4 Experience Theme Overview The Experience is Not the Destination Support as a Policy Effortlessness is Delightful Service on Your Terms Project Modesto Landscape Analysis 5

5 The Experience is Not the Destination

6 The Experience is Not the Destination THE EXPERIENCE IS NOT THE DESTINATION As we strive to make the most beautiful and intuitive UI possible, it s critical to remember that a truly exceptional XFINITY Mobile experience is one that doesn t demand user attention. Like an experienced concierge it s just there, ready to provide a helping hand whenever, wherever, and however. Project Modesto Landscape Analysis 7

7 Comparative / Competitive Experiences Digit Digit Digit monitors a user s income and spending habits, and will begin putting away funds whenever it feels the user will not miss them. Digit changes the way users think about saving money, by helping them save money without thinking about it. Digit s primary mode of communication with users is through SMS, as opposed to accessing bank information through a website. Its main goal is to simplify the process of saving money. Project Modesto Landscape Analysis 8

8 Comparative / Competitive Experiences Digit (cont d) KEY BENEFITS SMS is primary source for providing updates and interacting with users Automated process that requires little attention from user Provides recommendations based on user habits A good range of command words reinforce user trust and provide a large selection of capabilities Project Modesto Landscape Analysis 9

9 Comparative / Competitive Experiences Uber Uber Uber keeps their customers updated on the status of their ride via SMS alerts and notifications. These notifications inform the user about the status of their request, when a driver accepts their request, when the driver is less than one minute away, and if the ride has been canceled. Uber has made proactive alerts and notifications a key component in their customer communication strategy in order to reduce the number of calls to contact centers and to improve the customer experience. Project Modesto Landscape Analysis 10

10 Comparative / Competitive Experiences Uber (cont d) KEY BENEFITS SMS for proactive alerts and notifications Provides visibility, live mapping, and driver tracking Convenience of use Rating system provides valuable feedback on customer experiences Can text & call driver directly when a trip is initiated, which transfers to customer service after the trip is ended Project Modesto Landscape Analysis 11

11 Effortlessness is Delightful

12 Strategic Themes EFFORTLESSNESS IS DELIGHTFUL We re currently obsessed with customer delight. We often focus on finding ways to delight our customers during effortful tasks when what we really should be doing is making their tasks effortless. In fact, sometimes the very act of delighting is effortful. In the world of customer experience specifically, understated satisfaction with an effortless experience is the way to truly delight a customer. Project Modesto Landscape Analysis 13

13 Comparative / Competitive Experiences Redbeacon Redbeacon Redbeacon is an online marketplace that provides consumers with the ability to find and interact with home improvement professionals. Service providers are notified by and text message and are given the opportunity to submit a bid if their skills match the user s needs. Project Modesto Landscape Analysis 14

14 Comparative / Competitive Experiences Redbeacon (cont d) KEY BENEFITS SMS and notifications (sent to home improvement professionals) Convenience of use Provides recommendations based on user needs Allows customers to easily connect with the best businesses for their needs Project Modesto Landscape Analysis 15

15 Comparative / Competitive Experiences x.ia x.ia AI personal assistant that schedules meetings for you, based on availability and preference, by just cc ing amy@a.ai on meeting invites. KEY BENEFITS Simple & invisible App learns user preferences and schedule Automated process that requires limited attention from user Convenience of use Project Modesto Landscape Analysis 16

16 Comparative / Competitive Experiences Facebook M Facebook M M is a personal virtual assistant that learns from human behavior and has the capability to find information and complete various tasks for users. M operates based on artificial intelligence that is trained and managed by humans. M has the ability to perform an array of functions and activities such as; making purchases, booking reservations, making travel arrangements or scheduling appointments. M s software can decode natural language and ask users follow up questions to better understand the user s needs. Project Modesto Landscape Analysis 17

17 Comparative / Competitive Experiences Facebook M (cont d) KEY BENEFITS AI & humans working together, best of both worlds Easily performs multi-step tasks Understands context. (ie: user can respond to make a reservation there, and M knows what there is referring to, can reply do it up! instead of yes.) Learns a user s behavior/habits to better understand their needs and make more accurate recommendations. Project Modesto Landscape Analysis 18

18 Push vs. Pull

19 Strategic Themes PUSH VS. PULL At the end of the day, websites and apps are friction between our customers and their goals. Let s look for moments where we can reduce that friction by pushing the experience to them, reducing unnecessary steps and barriers, rather than asking them to jump through hoops to come to us. Finding these push opportunities will create real customer wow moments and further differentiate us from the competition. Project Modesto Landscape Analysis 20

20 Comparative / Competitive Experiences Amazon Prime Now Amazon Prime Now Amazon Prime Now is a delivery service feature that allows members to place orders for fast same-day delivery. Once an order is placed, users receive tracking updates via SMS. Users can also track the location of their order by using the map feature in the app. KEY BENEFITS Convenience of use SMS for alerts, notifications, dialogue Live delivery tracking Project Modesto Landscape Analysis 21

21 Comparative / Competitive Experiences Amazon Prime (cont d) Amazon Prime Now utilizes SMS to push support communication to customers before an issue happens. In the instance shown, an item that was ordered was out of stock, so a representative contacted to suggest a replacement item instead. While fulfillment services may not have control over inventory, their reaction to an out-ofstock item can make or break a customer experience. SMS allows Amazon to push support to customers in critical times before an issue escalates. Project Modesto Landscape Analysis 22

22 Service on Your Terms

23 Strategic Themes SERVICE ON YOUR TERMS As the needs and contexts of our customers change, literally by the minute, so must our methods of addressing them. By creating an adaptable, multi-channel communications framework we can better align with their everyday habits and deliver a service that s on their terms. Project Modesto Landscape Analysis 24

24 Comparative / Competitive Experiences Coca-Cola Coca-Cola Coca-Cola Enterprises services more than 600,000 coolers and vending machines in restaurants, supermarkets, cafes, and newspaper stands throughout Western Europe. In order to provide effective repair and technical assistance to their customers, they implemented an SMSbased dispatch system. SMS notifications provide technicians with important information and addresses to various locations for service tasks. Project Modesto Landscape Analysis 25

25 Comparative / Competitive Experiences Coca-Cola (cont d) The integration of SMS communication into Coca-cola s field service management application allows agents to communicate with technicians no matter where they are. This helps to create faster response times, and provide technicians with additional information and insight about what the service call entails. KEY BENEFITS SMS for alerts and notifications, provided when call is deemed urgent Faster response times Sending accurate information to the correct person Accurate technician arrival window Project Modesto Landscape Analysis 26

26 Comparative / Competitive Experiences Siri Siri Siri is a virtual and personal assistant that enables users of the Apple iphone (and newer ipad and ipod Touch devices) to use voice commands to operate the device and access apps. Users can initiate speech commands to accomplish various tasks and receive audible confirmation from Siri. Through voice commands, Siri has the ability to send messages, place calls, set reminders, and operate itunes. Project Modesto Landscape Analysis 27

27 Comparative / Competitive Experiences Siri (cont d) Siri also supports extended dictation, which enables users to have their words translated into text format. This allows the user to create s, text messages, Facebook status updates, tweets, take notes and perform web searches. The Proactive feature can suggest contacts, apps, news articles, and nearby locations based on user habits. KEY BENEFITS Ease of looking up information Convenience of use Learns a user s behavior/habits to better understand their needs and make more accurate recommendations. Project Modesto Landscape Analysis 28

28 Comparative / Competitive Experiences Google Now Google Now Google Now is a virtual personal assistant that uses a natural language UI to answer questions, make recommendations, and perform actions. In addition to answering user-initiated queries, Google Now proactively predicts information that a user wants based on previous search habits and pulls data based on home, work, and calendar event locations. The information provided to the user is automatically organized into customizable cards that appear when the user interacts with the app. Project Modesto Landscape Analysis 29

29 Comparative / Competitive Experiences Google Now (cont d) KEY BENEFITS Learns a user s behavior/habits to better understand their needs and make more accurate recommendations. Overtime, it evolves and adapts to match user s lifestyle based on frequent interaction Provides the user with relevant information when they need it Works silently in the background, isn t trying to impress the user Project Modesto Landscape Analysis 30

30 Comparative / Competitive Experiences Cortana Cortana Cortana is a virtual personal assistant available on the Windows Phone, powered by the Bing search engine. Cortana has the capability to set reminders, perform searches, browse the web, and can predict information and provide recommendations for the user based on previous search habits and requests. Cortana features voice activation that allows users to interact with the system without having to input a predefined series of commands or press a button. Project Modesto Landscape Analysis 31

31 Comparative / Competitive Experiences Cortana (cont d) KEY BENEFITS Cortana is a stand alone app, always displays the most up to date information Does not rely entirely on voice command, users can communicate by typing Users can manually set their likes and interests Automatically scans to provide things like flight info and package tracking Project Modesto Landscape Analysis 32

32 Support as a Policy

33 Strategic Themes SUPPORT AS A POLICY Support should not be packaged up tightly into a single application that forces customers to adjust their behavior for ours. Rather, the entire experience should be built upon a policy of customer support that defines everything from the ways a customer inquires about a bill to the implementation and operation of the customer experience team. The customer experience is the experience. Project Modesto Landscape Analysis 34

34 Comparative / Competitive Experiences GoButler GoButler GoButler is a free, text-based service that operates as a personal virtual assistant. Trained operators, known as Heroes, can be contacted via SMS to complete a range of tasks from food delivery and travel bookings to restaurant reservations and more. KEY BENEFITS Available 24/7 The service is 100% free to use Partners with companies to extend delivery ranges and offerings Project Modesto Landscape Analysis 35

35 Comparative / Competitive Experiences Lookup Lookup A free and secure chat app to directly chat with local stores to get everything done with a simple message on chat. Built atop Google Maps Api. Basic requests are handled by bots, more complex passed on to human agents. KEY BENEFITS Facilitates chat through existing experiences (map & sms) Gives brands a human element Offsets needs for total human agent team by asking simple requests to bots Project Modesto Landscape Analysis 36

36 Comparative / Competitive Experiences Penny Penny Penny is a personal finance app that talks with you about your spending and coaches you to spend better. To learn your finances, we scrape your banks transaction histories. Our vision is to do for personal finance what Google Now did for day-today life: to learn who you are and surface personal, actionable insights exactly when you need them. KEY BENEFITS Simplifies something that can be daunting for new users (first bank account, etc) Quick visuals and friendly tone, turns potentially stressful subject matter into something less scary Project Modesto Landscape Analysis 37

37 Takeaways

38 Takeaways Delivery vs. Destination DELIVERY VS. DESTINATION Categorizing support as a destination limits users to a reactive self-care experience. While support documentation and channels should be accessible to pull from a singular place, the competitive advantage lies within the moments before the customer decides that they need to reach out. In creating customized delivery strategies based on customer epics, support can be proactively pushed to users when they need it most, on their terms. Good customer support goes beyond dialogue tone, method, frequency, and channel are all delivery characteristics that can be optimized based on user, making every point of contact count. Delivery builds trust, destination validates it. Project Modesto Landscape Analysis 39

39 Takeaways Inject into Existing Experiences INJECT INTO EXISTINT EXPERIENCES The increase of digital touchpoints between companies and users has allowed the need for instant gratification to bleed into support communication channels. Customers expect to obtain ubiquitous support in the way they normally communicate and interact with each other, without breaking their routines. Utilizing existing experiences, such as SMS, as touchpoints for customer support establishes a level of trust and reliability without the added weight of new channel adoption. Project Modesto Landscape Analysis 40

40 Takeaways Human-Augmented AI HUMAN-AUGMENTED AI AI is a great tool for efficiently managing support requests, but lacks the human element that is so necessary to establish trust and truly provide world class customer experiences. Because AI needs data and training to work it s best, these disparate forces are currently used most effectively in tandem via deep learning. Customer support bots can manage the traditional requests, but will hand off to a human agent when the ask is too complex. Project Modesto Landscape Analysis 41

41 Takeaways Data DATA Data collected on the types of support questions being asked, and the level of satisfaction based on answers given, provides valuable insights into the patterns of support needed throughout Comcast s customer base. This data can be used to automatically infer rules for recognizing patterns of success through training examples, allowing bots to establish communication algorithms based on actual human-to-human contact. Project Modesto Landscape Analysis 42

42 Thank You