GRAPHING CUSTOMER EMOTION IN TURBOTAX IN REAL TIME

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Agenda1. background

2. technology

3. experiments, insights and customer benefits

4. opportunities, risks and next steps

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Part 1. Background

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43 muscles and 23 action units (AUs) – combinations of facial muscle activity that correspond to seven core emotions – are studied on a

second-by-second basis.

Pursuant to US Patent #7,113,916

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Why now?

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SxSW 2015 + CONVERGENCE

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Gathering emotion response data will allow us to see our customers in a completely new way. It will unlock the unique individual behind the faceless demographic.

This would allow us to…

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Serve up different versions our tax-prep experience according to emotional responses

Capture a completely new dimension of data in analytics

Change marketing offers based on emotion response

Better facilitate customer care (especially agent interaction)

Baseline requirements

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real time fast accurate seamless integration

Part 2. Technology

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Technology Highlights

Valence, Engagement, and other emotions

SDK runs native/local on mobile + desktop platforms

Real-time, reads every 250 ms

Transient — no images are stored

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Hands-on demo!

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Part 3. Experiments, insights and customer benefits

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Experiment A positive reaction (valence >0)

negative reaction (valence <0)

AFFECTIVA measure

page 1

page 2A

page 2B

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WHAT THE CUSTOMER SEES

WHAT THE CAMERA SEES

Experiment A

positive reaction negative reaction

Experiment Apositive reaction

(valence >0)

negative reaction (valence <0)

measure

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negative valence

positive valence

we needed data from real people

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Experiment B

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Experiment B

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+35

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Experiment B

we needed a controlled test on a specific event at a specific time

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We measured emotions between 3 points for a 3 second interval

Experiment C

number starts rolling number stops rolling 2 seconds after number stops rolling

THE EVENT THE TIME INTERVAL

0 1 3

When the EIC credit appears

Stt

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Experiment C

noisy data - wide range of deviation on a single URL giving low

confidence on what the customer is experiencing

event driven data

With data tied to intervals around events we get an accurate reflection of emotion response.

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Experiment C

Stt

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Experiment C

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Experiment B

Customer benefitswe can understand our customers on a deeper level

we can respond to a negative or positive outcome in a way that builds confidence

we can provide customers with support when they need it most

we can and help in ways we never did before

we can identify areas of concern that are otherwise invisible

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Conclusions / insights

We can gather a completely new understanding of the end-to-end customer journey AND key moments in the customer experience

We can gather valuable, actionable analytics giving us a radically new data dimension, creating a strategic advantage that we have never had before.

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Part 4. Opportunities, risks and next steps

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There is no art/ to find the man's

construction in the face William Shakespeare, Macbeth

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Thanks for your time!!

Damien Amir

Sharon Clarence