SXSW Interactive | Brands & Marketing Chatbots & Pixie ...€¦ · “There is no magic in magic,...
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Kevin Kelly [email protected] Debbie Zmorenski [email protected] Clara de Soto [email protected] SXSW Interactive | Brands & Marketing Chatbots & Pixie Dust: Extraordinary Service Sells Get involved: participate at bigbuzz.com/sxsw
Transcript of SXSW Interactive | Brands & Marketing Chatbots & Pixie ...€¦ · “There is no magic in magic,...
Kevin Kelly [email protected]
Debbie [email protected]
Clara de [email protected]
SXSW Interactive | Brands & Marketing
Chatbots & Pixie Dust: Extraordinary Service Sells
Get involved: participate at bigbuzz.com/sxsw
“There is no magic in magic, it’s all in the details.” Walt Disney - 1960
Pioneer of the happiest place on Earth
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“A computer would deserve to be called intelligent if it coulddeceive a human into believing that it was human.”
Alan Turing - 1950Pioneer of Computer Science
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We will cover:Three pillars of great customer service
What chatbots can do (and what they shouldn’t do)An exploration of how we combine the two
How extraordinary service can be your greatest marketing tool
Our Panel
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Debbie Zmorenski
● 34 years with the Walt Disney World Company ● 25 years as Operational Leader with WDW● 6 years at Disney Institute ● 8 years as Co-founder/V.P. LSA Partners● 4 Years as Independent Business
Consultant/Advisor/Trainer/Coach specializing in Customer Service
Our Panel
Clara de Soto ● Co-Founder of Reply.ai● Serial Entrepreneur focused on the human element in tech● Currently co-founder of Reply.ai, an enterprise-level
chatbot building & management platform● Named one of The Next Web’s 100 Tech & Business
Women Speakers
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Our Panel
twitter.com/claradactyl
Your Moderator
Kevin Kelly
● President & Chief Growth Officer - Bigbuzz Marketing Group ● Host of The Buzzbubbble - Marketing Video Podcast ● Speaker on Digital Marketing Trends ● Recording Engineer, Drummer... Former “Rockstar” (NOT)
Your Moderator
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twitter.com/bigbuzzkev
Your Moderator
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twitter.com/bigbuzzkev
Your Metalhead
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twitter.com/bigbuzzkev
Your Star Wars Freak
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CLARA
Technology Test Drive
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Interactive PollGo to PollEv.com/bigbuzz to participate
Have you eaten a taco this week?
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OK… For those who said “maybe”.THIS is a taco…
Our Audience - Getting to know you
Have you ever had a chat with any customer service rep?
Do you know if your chat was a bot and had human hand-off?
What brands are using chatbots?
What does extraordinary customer service look like?
How does great service make you feel?
What can extraordinary service do for your brand?
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Can we deliver that kind of magical service through a bot?
Bots, so hot right now. What’s really going on?
Powering 1:1 Communication at Scale
EXPENSIVE
UNSCALABLE
LEGACY
* Facebook Messenger, Kik and LINE opened up their platforms for business-to-consumer communication in April 2016
OF THE WORLD
is on messaging
75%
Messaging is Global
* Facebook Messenger, Kik and LINE opened up their platforms for business-to-consumer communication in April 2016
Changing Behaviors
ACTIONS
SERVICES
INFORMATION
A.I. CHAT BOTS
MACHINELEARNING
Data driven tech that can learn to perform some pattern recognition and problem solving at human levels or above
-Neil Jacobstein
NATURALLANGUAGE
PROCESSING(NLP)
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Can my company use a chatbot?Chatbots are not just accessible to big fortune sized companies.
Reply.ai has created a bot that created bots - check it out at - https://botbot.reply.ai
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What is your service culture & can it be “structured”?
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The Premier Service ExperienceWhat does great customer service look like, feel like
Service Advantage Foundation
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Consists of three elements:
Building a Service Advantage Foundation (SAF)Foundation for customer-centric service
Statementof Purpose
Common overarching goal
Creates unity across all lines of business
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Consists of three elements:
Building a Service Advantage Foundation (SAF)Foundation for customer-centric service
Statementof Purpose
Standards of Service
Common overarching goal
Creates unity across all lines of business
Supports the Statement of Purpose
Criteria for delivering service excellence
Prioritized and clearly defined
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Consists of three elements:
Building a Service Advantage Foundation (SAF)Foundation for customer-centric service
Statementof Purpose
Standards of Service
Standards of Behavior
Common overarching goal
Creates unity across all lines of business
Supports the Statement of Purpose
Criteria for delivering service excellence
Prioritized and clearly defined
Define behavioral expectations
Support the Standards of Service
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A practical approach to creating a dynamic cultural foundation that provides the tools and philosophies for customer-centric service.
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How could we combine the two concepts? The foundations and “rules” of great customer service along
with a consistent delivery mechanism like chatbot
Chatbot Examples
AskForARaise Bot Lifefolders Emily Bot
Notable Bots
Casper
Weather and News Bots Text Generating Bots Bot Bullies
Bots That Learned the Hard Way
Chatbots + Extraordinary Service Delivery Structure
The measure of a bot isn’t its ability to mimic humansBut the service it provides
“If the Wright Brothers’ plane didn’t have to flap its wings like a bird in order to achieve flight, why should we assume that a chatbot has to be able to
communicate like a human in order to achieve intelligence?”-David Cancel, Co-Founder Drift Messaging
It’s not just building a bot, but launching aCONVERSATIONAL STRATEGY
Who *are* the Bot MakersThe biggest opportunity around bots is their freedom from developers
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Visit bigbuzz.com/sxsw and take something with you:Contact information for the panelists & moderator
Downloadable version of the presentationDebbie’s Service Advantage Foundation Creating a Customer Centric Culture one pager
Q & A
