Re-Imagining the Employee Experience (Adventures in AI) Keith Williams HR Services Technology Director - Unilever

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1 Re-Imagining the Employee Experience (Adventures in AI) Keith Williams HR Services Technology Director - Unilever

2 Meet Una Unilever s Global Chatbot Una Bot is your Digital Colleague available 24/7 via Skype for Business on desktop or mobile device. Una will help you even if your are a contractor. So that you don t have to remember which strategic system to use for a services transaction or learn how to use multiple systems, Una can carry out transactions in, or provide you with data from, those system via an engaging conversation Una is trained to understand the way you speak English so you don t have to learn to use her. In certain countries Una can even understand local language. If Una doesn t know (or doesn t understand what you re asking her), Una will direct you to Una Hub where you can get help.

3 Expectation Management Digital vs Digitization

4 Expectation Management Digital vs Digitization If you think you need a chatbot You probably don t!

5 Expectation Management Digital vs Digitization A Chatbot isn t one of these

6 Expectation Management Being Digital Being digital requires being open to re-examining your entire way of doing business [It s] an obsession with understanding each step of a customer s purchasing journey - regardless of channel - and thinking about how digital capabilities can design and deliver the best possible experience, across all parts of the business What Digital really means (July 2015) Karel Dörner & David Edelman McKinsey.com

7 Expectation Management There is no Fairy Dust

8 Expectation Management You need a firm foundation for Digital

9 Expectation Management Digital vs Digitization Digital (Adjective) Refers to a host of powerful, accessible, and potentially game-changing technologies like social, mobile, cloud, analytics, internet of things, cognitive computing, and biometrics A digital company innovates to deliver enhanced products, services, and customer engagement Digitization (Noun) Digitization involves standardizing business processes and is associated with cost cutting and operational excellence It imposes discipline on business processes that, over the years, were executed by individual heroes in a variety of creative (but not always optimal) ways. Don t Confuse Digital With Digitization Jeanne Ross MIT Sloane Management Review

10 Expectation Management Digital vs Digitization Chatbots, Analytics, etc APIs Core (Strategic) systems

11 Expectation Management AI is Different

12 AI is Different A day in the life of a Digital Product Owner This new search engine you've put in isn't working, it didn't put the results I expected at the top of the list. I've attached a set of screenshots. Let's have a call and look at it (On call) OK, watch. Oh! It's working now. The results I expected are now at the top. Thank you! I didn't do anything, the AI did when you used the system to create the screenshots. It's called Machine Learning.

13 AI is Different Training a Bot Training a bot needs people When a bot is built, it has the language of a child You need it to have the language of an adult

14 AI is Different A different kind of project From Build To Build Test Test Train Release Release Train

15 Change Management The Mindset Shift

16 The Mindset Shift Digital requires a mindset shift If I d asked my customers what they wanted, they would have said faster horses

17 The Mindset Shift Digital requires a Mindset shift From a BROADCAST To an ALWAYS ON CONVERSATION Expertise Business Partners Services Business Partners Expertise Employee Employee Services With the employee at the centre

18 The Mindset Shift Digital requires a Mindset shift From To The Process defining The Experience The Experience defining The Process

19 The Mindset Shift Digital requires a Mindset shift From Process Mapping To Experience Mapping Trigger Awareness Evaluation Conversion Delivery Paul wants to give a named team member (Gina) a salary increase What/Why/How/When? What s the impact Let s do it! It s done and now this will happen! How much do I currently Pay Gina? What pay increase can Una Confirms that Gina is a valid person Una gathers any (missing) information Una asks him to confirm I/should I give Gina? Una gives him information from Paul Why should I give Gina a pay increase? based on Gina s Employee Group Una calculates new Una send the data to Workday Una tells Paul what will happen next How do I give Gina a pay increase? When can I give Gina a pay increase? Una remembers Gina (to allow for follow up questions) I want to give Gina an salary, Pay Point, etc. Una asks if he wants to continue increase (of.., on )! Follow up I want to adjust it I want to give Gina an Una Confirms that Gina increase (of.., on )! is a valid person

20 The Mindset Shift Experience Map Trigger Awareness Evaluation Conversion Delivery Paul wants to give a named team member (Gina) a salary increase What/Why/How/When? What s the impact Let s do it! It s done and now this will happen! How much do I currently Pay Gina? What pay increase can I/should I give Gina? Why should I give Gina a pay increase? How do I give Gina a pay increase? When can I give Gina a pay increase? Follow up Una Confirms that Gina is a valid person Una gives him information based on Gina s Employee Group Una remembers Gina (to allow for follow up questions) I want to give Gina an increase (of.., on )! Una gathers any (missing) information from Paul Una calculates new salary, Pay Point, etc. Una asks if he wants to continue I want to adjust it Una asks him to confirm Una send the data to Workday Una tells Paul what will happen next I want to give Gina an increase (of.., on )! Una Confirms that Gina is a valid person

21 The Mindset Shift Digital requires a Mindset shift From Waterfall To Design Thinking/Agile Prototypes Plan Empathise Define Ideate Prototype Test Design F2F Employee Interviews Synthesize Needs & Insights Develop Personas Define Problem Statements Map to Journeys Come up with Ideas Seek Feedback Design Prototypes Build Prototypes Seek Feedback Improve Develop Test Deploy

22 The Digital Colleague It s all about Language

23 It s all about Language Understanding and Accuracy Consumers reported their main frustration with using chatbots are that chatbots don't understand what the user is asking or looking for and the information is not accurate compared to the information provided by humans. What do Consumers really think about chatbots? PointSource January 2018

24 It s all about Language Accuracy Chatbots, Analytics, etc APIs Core (Strategic) systems Single source of truth!

25 It s all about Language Understanding your intent FAQs Contact Centre Agent Chat Bot Language of the user (Flexible, unique) Language of the process (Inflexible, standard)

26 It s all about Language Digital requires a Mindset shift From To The user has to understand the system The system has to understand the user

27 It s all about Language Chatbot 101 Natural Language Processing Utterance Understanding What is the intent? Responding Dialogue Management (Logical Flows) Integrations (APIs) Data and Process Integration

28 It s all about Language Inflexible vs Flexible Inflexible (User has to learn the language) New Query Follow-up query Transaction Issue Flexible (System has to learn the language) I have a question I didn t get the answer I wanted I need something done I have a problem that needs solving Internal I want to complain about the service I ve received

29 It s all about Language A Day in the Life of a Digital Product Owner Those utterances you've suggested use language only you understand That's fine, our customers know the language to use when they're talking to us. Have you asked them? Subject Matter Experts are the worst possible people to craft Bot conversations. You need a Conversational Architect

30 The Digital Colleague and Personality

31 Personality First Personality and Tone In order to get people to care about anything, to really care, you have to hit a nerve. You have to touch them emotionally, you have to make things meaningful for them. The best way to touch someone emotionally and to inspire them to actions is via personality. Personality allows us to more easily connect and create a relationship 5 tips for building the next great chatbot Stephan Kojouharov Venturebeats.com

32 Personality First Open the Pod Doors, HAL Dave Bowman: Hello, HAL. Do you read me, HAL? HAL: Affirmative, Dave. I read you. Dave Bowman: Open the pod bay doors, HAL. HAL: I'm sorry, Dave. I'm afraid I can't do that. Dave Bowman: What's the problem? HAL: I think you know what the problem is just as well as I do. Dave Bowman: What are you talking about, HAL? HAL: This mission is too important for me to allow you to jeopardize it. Dave Bowman: I don't know what you're talking about, HAL. HAL: I know that you and Frank were planning to disconnect me, and I'm afraid that's something I cannot allow to happen. Dave Bowman: [feigning ignorance] Where the hell did you get that idea, HAL? HAL: Dave, although you took very thorough precautions in the pod against my hearing you, I could see your lips move. Dave Bowman: Alright, HAL. I'll go in through the emergency airlock. HAL: Without your space helmet, Dave? You're going to find that rather difficult. Dave Bowman: HAL, I won't argue with you anymore! Open the doors! HAL: Dave, this conversation can serve no purpose anymore. Goodbye.

33 Personality First Human Tech

34 Personality First Personality and Tone Give your bot a character and personality that represents the core values of your company and mirrors the behaviors you would expect from your employees Small Talk Activity Beliefs Characteristics Chatbots Environment Favourites Gratitude Help Requests Identity Relationships User Confirmations Greetings First Visit Repeat visits Bot Mood Culture Formality Farewells Informal Formal Angry Behaviours Responding to anger and swearing

35 The Digital Colleague How?

36 AI is Different Training a Bot Training a bot needs people When a bot is built, it has the language of a child You need it to have the language of an adult

37 It s all about Language Understanding and Accuracy Until your Bot understands what is being said, it will fail Core team test/train initial questions and answers Keep adding to the test group (10/20 people at a time and train as new utterances come in) Only launch when the bot successfully answers 90/95% of the time You will never capture everything - Keep on training

38 AI is Different A different kind of project From Build To Build Test Test Train Release Release Train

39 The Digital Colleague How? Prepare Build Language Training Deploy Conversations 5-10 Utterances and relevant responses using flexible, human language and cultural awareness reflecting the bot s personality Agile Sprints Daily prototyping Constant feedback Testing Capture more Utterances Using real users, get them to use the bot; capture when the bot doesn t understand them and train it When the bot understands what it s being asked 95% of the time Integrations APIs connecting to strategic source systems Functional Testing Integrations and Infrastructure Constantly Monitor Infrastructure Conversation & Integration Management Understanding Testing Does the bot understand the new utterances? Does it now not understand previously trained utterances?

40 Key Messages Manage Expectations No Silver bullet A digital project is different Digitize first Adopt a Digital Mindset Design Thinking Experience Mapping Be ready for resistance Give your bot a relevant personality The users language drives understanding A bot is a child it needs to learn

41 Thank you