Automation in Directory Assistance – How to Improve Profitability Brad Schorer - VoltDelta...
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Transcript of Automation in Directory Assistance – How to Improve Profitability Brad Schorer - VoltDelta...
Automation in Directory Assistance –How to Improve Profitability
Brad Schorer - VoltDeltaSpeechTEK West February 22, 2007
2Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved
Volt Delta Resources, LLC
Global Player In Operator & Directory Information Services
Worldwide Presence - Installations In: Over 36,000 Operator Positions Over 100 Customers in 30 Countries Over 4 Billion Directory Requests/Year
Hosted Database/Automation Supplier Over 1 Billion Transactions Processed Yearly High Quality International Databases Our Systems Support More DA/DQ Automation Than Any Supplier
End-To-End Supplier Of Technology Design & Development Integration Installation & On-Going Support
Division of Volt Information Sciences (NYSE: VOL)
3Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved
Automation in DA
Automation has been widely accepted in the US market Challenges in Europe due to concerns about customer satisfaction;
automation rates of different languages; etc. Wireline automation has driven substantial costs
savings Regulation prevents creativity through traditional channels Ad Pays under separate number allows for unique service offering
Wireless DA automation is more valuable and allows for feature differentiation Additional functionality is available to increase overall usage
• Capture location based information• SMS/MMS/WAP delivery• More specific search criteria using enhanced data
– Hours of operations, credit cards, menus, reservations, etc. Profitability = (increased revenue) – (lower costs)
4Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved
Complex Task Automation Rates
0%
10%
20%
30%
40%
50%
1998 2002 2004 2007
There have been significant advances in complex recognition tasks in recent years. Automation rates are improving rapidly.
5Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved
Directory Assistance Automation – Moving Forward
Automation is not a complete solution for profitability unto itself
Integration with multiple solutions, technologies, and content present the best customer satisfaction DA requires complex integration of multiple systems May need to integrate into multiple speech platforms during a single call
• Requires switch control for call control and routing Manage the satisfaction of many stakeholders
• Callers• Carriers/Service Providers• Agents• Technology/Automation Providers
Using automation + integration with agents + deeper content/data + switching + mobility options = high customer satisfaction & increased $$$
6Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved
Automated Systems Need to be Integrated with Multiple Systems
Call/
Info
rmati
on
Man
ag
er
AutomationPlatform
Soft-SwitchMedia Gateway
DA Automation
ADDelivery
IVR/Information
Delivery
ADManager
CallDetail
Records
PersonalProfile
NationalSearch
OpStats
EnhancedContent
IPNetwork
CarrierNetwork
AgentWorkstations
Carrier Contact/Information/Automation Integrated Platform
AutomationPlatform
Mobility Gateway
7Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved
Revenue Drivers
Make services more interesting and interactive using Automation Personalization
• Help caller set preferences (language, locality preferences, etc)• Service Providers can segment callers and provide customized service
Mobile Delivery of requested listing • Attach maps, directions, videos, specials & coupons as requested by user
Directions over the phone• Use automation to provide directions to caller
Ad Pays as a separate, but complementary, channel• Economic benefit to customer to drive more usage• Enhanced revenue opportunities to provider• Challenge is to bring in new callers while limiting cannibalization of existing
services Enhanced Data/Content
• Business Category• Reviews• Coupons/Specials/Discounts
Ongoing Alerts to deliver content via call or SMS• Traffic, weather, etc
Personal Directory• Look up your personalized directory of information
8Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved
Revenue Drivers - Continued
Create New Channels for Inquiries Ad Pays
• Estimate of 20-30 million calls per month being generated In-Car Navigation Local Handset applications IP TV / Cable companies
Deliver Sticky Content for use by Automation Drive value of directory assistance by providing additional content Capture caller info to deliver content using SMS/WAP/MMS
• Remind caller of utility of service [also allows for provider branding] Create interactive concierge services
• Reservations (restaurant, hotel, airlines)• Tickets (concerts, movies, etc)• Entertainment (ring tones, MP3’s, etc)
Location Based Services Capture user-specified location Poll network for user location to enhance service
9Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved
Cost Savings
Improve service offering at lower costs Operator/agent efficiencies - Store & forward; agent display strategies
• Recommended search results based on automation• Save time for agent search input• Provide search clues and visual indicators• Audio whispers and audio tags
Integrate with best solution for each call component• For example, different technology providers may each own a separate piece
of the automated call flow Speed to Market with Hosted Systems
• Good platform to roll out new services• Service Provider retains complete control of application• Less expense than complete integration into existing production platforms• Tear down and rebuild is easy
Expanded services by pairing with additional technologies• Guide technology • Mobility solutions• Additional access methods• Additional delivery options
10Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved
Case Study – Ad Pays
Ad Pays has made a noticeable impact on the DA market
Lots of players involved or evaluating the market AT&T – 800-Yellow Pages Jingle – 800-Free-411 800-SAN-DIEGO 800-411-SAVE 877-520-FIND Tellme by Mobile (handset based) Vsearch (handset based) – InfoNXX and VoiceSignal TeleCommunications Systems (handset based) Additional carriers and internet portals exploring market
Volumes exceeding 20-25 million calls per month Ad servers used to serve advertising into the call flow
Front and back-end ad sponsorship Business category or listing-specific ads SMS delivery
11Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved
Case Study – Ad Pays Cont’d
Involve automation with operator back up (in some case) Voice user interfaces are improving Most do not have solid integration with operator, if at all Ad strategy is key to success – need to obtain enough ads to generate
revenue• Leverage existing assets (publishing groups or internet ad portals)
Keys to Success Low costs of call through high automation rates and low operator costs High volume and value of advertisements Brand recognition of phone # Accuracy and value in local search and content Successful service to drive consumer call volume to generate ad
revenue
12Copyright © 2007 Volt Delta Resources, LLC.All Rights Reserved
Summary
Automation is a critical component to directory assistance and will be a continuous driver of profitability in the future. Increased automation rates increase margins More functionality will entice more callers Automation is essential for Ad Pays model except in cases:
• Service is focused very locally (800 SAN DIEGO)• Off-shoring is used quickly and effectively
Integration is key to deliver new services and costs savings throughout the call flow.
Improve revenue and call volume by using automation to introduce new services