Smart Customer Assistance Platform Catalyst Project TM Forum 1

Transcription

1 Smart Customer Assistance Platform Catalyst Project 2018 TM Forum 1

2 Catalyst Champion and Participants Catalyst Champion Catalyst Participants 2018 TM Forum 2

3 Catalyst Objective To demonstrate the effectiveness of a smart customer assistance platform which leverages network context, natural language processing and artificial intelligence to automate customer service resolution. Taking advantage of subscriber intel to further enhance the experience by automating relevant and personalized product offering delivery, in context, as part of a digital customer journey TM Forum TM Forum 4

4 Artificial Intelligence Why Now? DATA 44 Zettabytes by 2020* INTERNET OF THINGS 212B connected things by 2020* CLOUD Cheap, scalable compute STORAGE Access to cheap, abundant storage DATA SCIENCE Data scientist is the sexist job ALGORITHMS Open Source and democratized *IDC Digital Universe report, **Data Scientist: The Sexiest Job of the 21st Century, Oct TM Forum 4

5 Benefits of using AI 2018 TM Forum 5

6 Use Case - 1 : Automated Customer Service Resolution Business Drivers: Turk Telekom has to handle customer s per day large account customers served 130 agents employed for handling customer s Monthly OPEX: 1.950k TL (~400k ) Average processing time per 15 mins Turk Telekom willing to utilize AI/ML/NLP to automate the resolution of common business issues 2018 TM Forum 6

7 Use Case - 1 : Automated Customer Service Resolution User Story: As a Customer Service Representative I need to assist my customers by replying their s in an autonomous and self-service manner so that I can assist my customers in a more efficient, automated, standard and cost effective way To do this I need to build a smart customer assistance platform that is capable of interacting, helping and guiding customers with no or limited human intervention by leveraging Artificial Intelligence, Machine Learning and Natural Language Processing techniques I know that I am successful when through the use of the smart customer assistance platform, customers can mostly accomplish their requests automatically, without having to dial a call center or go to a store TM Forum 7

8 Use Case - 1 : Automated Customer Service Resolution Customer s s Received Server Pull s AI Driven Customer Service Management TM Forum Open APIs Order Management s Replied Auto Reply s using NLP & AI CRM Billing SMART DATA MANAGER SUBSCRIBER HISTORY PROFILE BILLING NETWORK DATA ANY DATA SOURCE 2018 TM Forum 8

9 AI Driven Customer Service Management 1. Customer inquiry initiated via social media, , web form 2. Etiya CSM reads the ticket, infers the customer s intent & selects best response based on historical trends 5. Agent responses and any customer followups are fed back to AI to improve future results 3. Answers with high accuracy are returned directly to customer 4. Answers with high accuracy are returned directly 2018 TM Forum 9

10 How AI Driven Customer Service Management Works? Incoming Message Natural Language Processing & Categorization Category Product Sentiment Customer Request Priority Integrations & Recommendation Engine Account & Network Context Generate Ticket and Route Feedback Machine Learning Recommend Response 2018 TM Forum 10

11 Development Cycle of Machine Learning Problem Analysis Solution Development Preprocessing Solution Test? Dataset Creation Model Training 5 Updating Training Data Set 4 Web Service 2018 TM Forum 11

12 Etiya CSM Functional Architecture 1.Register Snippet 2.TAGS 1.ADD PAGES 2. SUBSCRIBE PAGES 4.PULL WEB PAGES FACEBOOK 3.FEED 2.WEB FORM Etiya CSM API Etiya CSM SOCIAL Etiya CSM FRONTEND REST CALL 3. Processed Form Recommendation Engine Sentiment Analysis Etiya CSM BACKEND Predictive Analytics NLP 4.POSTs & CHAT 1.Register Mail Channel 1.TICKET MAIL CRAWLER 2.COLLECT MAIL SERVER Etiya AI Engine AWS SQS 3.PUSH TM Forum 12

13 AI Capabilities Smart Categorization, Abuse Detection Intelligent Routing Emotional and Contextual Analysis Solution Proposition via Machine Learning Prioritization and Duplicate Detection Entity Recognition 2018 TM Forum 13

14 Use Case - 1 : Automated Customer Service Resolution Customer Service Request Types 35% 30% 25% 20% 15% 10% 5% 0% Service Fault Account Issue New Purchase Order Package Change Order Move Order Information Request Suggestion Appreciation Spam 2018 TM Forum 14

15 Use Case - 1 : Automated Customer Service Resolution Turk Telekom Business Value Propositons: Automated customer service resolution Auto categorize, prioritize, route s Reduce number of agents by 30% (130 90) Save 600k TL (~120k ) per month Average processing time per reduced from 15 mins 7 mins (53% save) Up to 95% accucary in AI predictions 2018 TM Forum 15

16 Use Case - 1 : Automated Customer Service Resolution Advantages attained for Users & Customers: Customer service representatives will spend less time to respond customers. CSRs will require less training. CSRs will be dealing with less tools and complexities. CSRs will show a happier and healthier attitude towards customers. Better User Experience! Etiya will populate all the information and make it ready for your customer service representative. Etiya will guide the ticket resolution flow and suggest the best resolution/respond for them. Etiya will collect the requests from different channels and present them to CSRs in a similar fashion. Etiya will do all the repetitive and monotonous tasks. Customer will wait less and their problem will be solved faster. Customer will get the correct treatment at the first contact. Customers will have more alternatives to contact and will get a consistent service from all channels. Customer will be greeted and served properly. Better Customer Experience! 2018 TM Forum 16

17 Use Case - 2: Offer Personalized Products Persona 32, mother of 2, entrepreneur, lives in city, postpaid Context Travels a lot, now in New York for work. Tomorrow in Miami for holidays. Analytics/Models In the last 3 months has travelled across USA. Streams a lot, loves watching movies Pre-emptive Recommendations Through Unified Experience Across all Digital Channels Give Jane a personal online experience in real-time 2018 TM Forum 17

18 Use Case - 2: Offer Personalized Products Persona Context Analytics/Models 35, single, lives in rural area, prepaid, works hard for a city corporation Almost never travels, takes public transports, mostly connects to hotspots Has subscribed to 3 online news. Listens to music, has a corporate limited subscription Pre-emptive Recommendations Through Unified Experience Across all Digital Channels Also personalize John s experience in real-time 2018 TM Forum 18

19 Use Case - 2: Offer Personalized Products Business Drivers: Offer personalized products to its subscribers Improve customer loyalty & satisfaction Enable the same omni channel customer experience at every touch point Increase revenue Gain competitive advantage 2018 TM Forum 19

20 Use Case - 2: Offer Personalized Products User Story: As a Customer Sales Representative I need to sell the best fit, personalized offers to my customers so that I can ensure that my customers buy exactly what they really need To do this I need to build a smart customer assistance platform that is capable of offering personalized products to customers based on usage, social media entries, history and customer journey by leveraging Artificial Intelligence, Machine Learning, Predictive Analytics and Natural Language Processing techniques I know that I am successful when customers are satisfied with their products and feel that the offered products are tailored for them 2018 TM Forum 20

21 Use Case - 2: Offer Personalized Products BSS OSS TM Forum Open APIs INNOVA Payment Solutions TM Forum Open APIs ETIYA Order Capture ETIYA Recommendation Engine TM Forum Open APIs TM Forum Open APIs SMART DATA MANAGER Subscriber Activity Monitoring REAL-TIME OFFER MANAGER Contextual engagement 2018 TM Forum 21

22 Segmentation to Personalization Today any customer facing offers should be real-time and context-aware. Old-fashioned offers with preplanned/pre-configured schedules, and off-line processing based on historic activity continue to deliver terrible uptake rates for offers Openet s Real-time Offer Manager enables real-time offer presentation after intelligent offer mapping, and presentation of contextually appropriate offers enhancing an operators inbound campaign management capability. Real-time Offer Manager also provides, orchestrated offer provisioning, and simplified offer management and reporting. Our experience with operators has shown that offer uptake is up to 75% higher when offers are sent to the right customer, with the right context at the right time 2018 TM Forum 22

23 Virtualized, Scalable, Massively Parallel Mobile Devices Network Incidents Sub. Data - Static Smart Data Manager Analytics NLP AI Openet solution is fully virtualized, scalable as per customer needs. Replicated dynamically on demand for different types of input, volume and complexity Completed events are delivered to multiple downstream platforms Customer Centre Records Alarms All of above is performed in real-time by multiple parallel instances in memory. Billing Information TM Forum 23

24 Innova PayFlex Payment Management System 2018 TM Forum 24

25 Innova PayFlex Payment Management System Features 2018 TM Forum 25

26 Use Case - 2: Offer Personalized Products Turk Telekom Business Value Propositons: Increase in revenue Improve customer satisfaction & loyalty More upsell, cross sell, new sale Enable omni channel experience Predictive analytics facilitates offering customers the right product, at the right time 2018 TM Forum 26

27 TM Forum Frameworx/Assets Used & Contributions Information Framework (SID) Business Process Framework (ETOM) Open APIs Business Metrics *** New Open API Contribution Text Analyze API that analyzes a given text by leveraging Natural Language Processing and Artificial Intelligence and returns sentiment analysis, recognized entities, category and priority TM Forum 27

28 Thank you 2018 TM Forum 28