The Mobile Game Changer (with audio)
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Transcript of The Mobile Game Changer (with audio)
Spoken free webinar:The Mobile Game-Changer
@spokencomm #mobile #callcenter
When the caller experience matters© Spoken Communications 2010. All rights reserved.
The Mobile Game-Changer
• How mobile phone speech interface has grown and changed the game
• How familiarity with the mobile phone interface changes customer expectations of speech interactions in call centers
• Three steps call centers must take to meet these expectations
• Growth potential for changing with the mobile game
@spokencomm #mobile #callcenter
When the caller experience matters© Spoken Communications 2010. All rights reserved.
Spoken Communications
Spoken Communications is a leading provider of proprietary speech recognition technologies for call centers and hosted virtual call center systems. Currently supporting over 2,000,000 minutes per month in hybrid human-assisted speech recognition, call recording, and virtual phone switch and distribution systems, Spoken is a proven leader in the call center customer service, sales and support industry.
@spokencomm #mobile #callcenter
When the caller experience matters© Spoken Communications 2010. All rights reserved.
Bill Meisel, TMA AssociatesBill Meisel, Ph.D., president, TMA Associates (www.tmaa.com), is publisher and editor of Speech Strategy News (a paid-subscription newsletter launched in 1993), and a consultant on market and product opportunities created by the maturing of speech technology. His experience in speech technology includes founding and running a speech recognition company. As an independent consultant since 1991, he is a well-known industry analyst and has edited two books on the Voice User Interface design.
Meisel is co-organizer of the Mobile Voice Conference (www.mobilevoiceconference.com) with the non-profit Applied Voice Input Output Society, where he serves as Executive Director.
Meisel has a B.S. in Engineering from Caltech and a Ph.D. in Electrical Engineering from USC. He began his career as a professor of Electrical Engineering and Computer Science and published the first textbook on computer pattern recognition.
@spokencomm #mobile #callcenter
When the caller experience matters© Spoken Communications 2010. All rights reserved.
Does your call center match the expectations of mobile
customers?
The Mobile Game-Changer
Bill MeiselPresident, TMA AssociatesEditor, Speech Strategy
News [email protected]
Mobile communications: A major trend
Worldwide mobile phone sales 417 million units in Q3 2010 (Gartner, Inc.)
Smartphone sales will reach 69 million units in 2010 in North America (Pyramid Research) 39% of total mobile handsets sold during the period
It’s not just apps & web browsing
35% of U.S. adults have apps on their phone, but only 24% actually use them (Pew) 11% of cell users do not know if they have apps or
not
That dangerous data channel
Hands-free operation may be mandated
Impact on contact centers
The mobile phone experience with speech technology changes user perception of automation Also creates expectations of speech technology Different expectations impact IVR application design
The platform differs from landline calls Multimodal interactions possible It’s mobile! Background noise, speakerphone mode
Opportunities Expand contact center effectiveness Expand contact center functionality
A different speech recognition experience
Call centers Highly structured Narrow context Mental set that the ultimate service is from a human agent
Mobile services Voice search (say almost anything, telegraphically)
“Pizza Tarzana, California” Integrated voice services
“Call John mobile” “Directions to one main street” “Text Joan I’m running late, be there in 15 minutes”
Voicemail to text Acceptable if the gist of the message is clear despite errors
No expectation of a human agent
What does the user learn about speech recognition?
It works, and gives prompt results
Some error is tolerable
Automation can be convenient and effective
Speaking to a computer is different than speaking to a human Just tell it what it needs to meet your needs
Say what you want Currently, not much dialog The “search” model of language
What does this say about today’s speech recognition technology?
Satisfying users despite a very difficult environment and application
Contact centers can take advantage of more context Recognition can be more accurate
The experience should be more “mobile-like” to exploit this trend Key is flexibility, rather than structure
Give callers a similar experience to the mobile experience
Flexible request for information Don’t model your automation with the limitations of touch tone
Result More tolerance of automation Faster results
Good practices make a difference
Speech in the User Interface: Lessons from Experience (2010), William Meisel (ed.), 50 contributors (www.tmaa.com)
But—beyond that—we’re talking about a paradigm shift
Technology
Adding flexibility in a call center environment
“Natural Language” speech technology
“Call Steering”
Constrained flexibility: Dynamic call flow
Example: Adaptation to user providing additional information Where are you traveling to? I want to go from San Francisco to Boston next Tuesday. Around what time would you like to depart?
Technology can include SLMs and grammars with dynamically updated “category” grammars (e.g., city names) Trash collection around content islands
More flexibility
Intelligent confirmation and correction
Contextual awareness
Leverage prior knowledge
Problem solving
Islands of meaning, robust parsing, semantic classification
Toolkits help make the technology transparent to developer Advanced Dialog Kits
Use multimodality
Deliver results to a mobile phone screen or by email when appropriate
Reality: Fractionated environment HTML5?
Nuance Mobile CareAn App running on the smartphone
“Conversational Voice Response”
Hybrid machine + human safety net
Guided speech
Human Silent Guides
Call Routing and Self-Service
Builds confidence in automation
Safety net for new functionality
Spoken Communications-- add human intelligence
When the caller experience matters
Red flag =Speech recognition
low confidence score Guide listens and corrects
Guide Screen: Red flag
Yellow flag =medium confidence scoreGuide listens and verifies
“Bill Smith” is correct
Guide Screen: Yellow flag
Agent interceptions as material for tuning
Audio of calls requiring agent
Agent actions create human-labeled data
Grist for tuning VUI designs or Statistical Language Models used in “natural call routing”
Make access & buying easy
Speaker verification (“voiceprints”)
Requires enrollment
Can be done as a hosted service
Voice quality
79% of consumers say they experience poor voice quality when talking to call centers
34% of call center agent time is wasted repeating things and redialing Customer Experience Foundation
Technology to address this is available and will become more so At the source (e.g., within the mobile phone or contact center)
Opportunities
Beyond making today’s transactions easier
Enterprise “voice sites”
Mobile phones aren’t great web browsers 250,000 apps to compensate
More than half the phones won’t have browsers through 2014 All can make phone calls
Voice sites Voice is a viable alternative to visual web browsing
Voice-only services
Automated voice-interactive services reached by voice calls Over 300 million new prospects worldwide in Q1
alone
Directory Assistance / Local Search Microsoft’s 800-BING411
Your call center is your natural voice site
Complementary to the web site Objective of a voice site is to engage customers, not
dispense with them ASAP
“Conversational Marketing”
Advertising expenditures in 2009— $242 Billion (Advertising Age) $5 Billion mobile advertising spend in 2015 in US (Smaato) How would you like to get a piece of the marketing budget?
Voice sites as interactive marketing vehicles Have a dialog with your customers—Literally! Creativity – engage with humor, drama Information – Product reviews, product finders
Ask.com’s Q&A, and aisle411 store maps Greed – Coupons, price comparisons
Amazon’s Price Check
Spoken Communications
www.spoken.com
•Virtual call center solutions•Hosted ACD•Conversational IVR•Call Recording and QA•Serving Fortune 500
@spokencomm #mobile #callcenter
When the caller experience matters© Spoken Communications 2010. All rights reserved.
Spoken free webinar:The Mobile Game-Changer
@spokencomm #mobile #callcenter
When the caller experience matters© Spoken Communications 2010. All rights reserved.