Session 374 Find Your Voice: Using Data & AI to Improve Customer Experience Tara Kelly, President & CEO Sherif Gemayel, President #IASA2018 1
Agenda • Challenges for Consumers in Customer Experience • Challenges for Insurers in Customer Experience • The Insurance Customer Journey • The Power of Voice • Implementation of Voice at Sharp Insurance • Pitfalls to Avoid in Implementing Voice First Strategies • Q&A #IASA2018 2
Challenges for Consumers in Customer Experience #IASA2018 3
Consumers see value in engagement… Source: Marketo, “The State of Engagement”, 2017 #IASA2018 4
…but they don’t think it’s done well. Source: Marketo, “The State of Engagement”, 2017 #IASA2018 5
Most think their personal data should ld be integrated. Source: Marketo, “The State of Engagement”, 2017 #IASA2018 6
Only a quarter think providers understand them… Source: Marketo, “The State of Engagement”, 2017 #IASA2018 7
…and even fewer think they are innovative. Source: Marketo, “The State of Engagement”, 2017 #IASA2018 8
Consumers WANT to be advocates. Source: Marketo, “The State of Engagement”, 2017 #IASA2018 9
Challenges for Insurers in Customer Experience #IASA2018 10
#1: The need to take a digital-first approach Source: PwC top Issues, 2018 #IASA2018 11
#2: Exploring the possibilities of core transformation Source: PwC top Issues, 2018 #IASA2018 12
#3: Privacy & data protection concerns Source: Deloitte 2018 Insurance Outlook #IASA2018 13
#4: Use of Artificial Intelligence will drive competitive pricing Source: Deloitte 2018 Insurance Outlook #IASA2018 14
#5: The impact of InsurTech Source: Deloitte 2018 Insurance Outlook #IASA2018 15
The evolving customer journey #IASA2018 16
The evolving customer journey #IASA2018 17
The evolving customer journey #IASA2018 18
The Insurance Customer Journey #IASA2018 19
The Power of Voice Use of Voice is rising… Source: Google/Northstar 2014 #IASA2018 20
…in both search… “1 in every 5 Google searches is done by voice.” Source: Google I/O Keynote 2016 #IASA2018 21
…and in everyday life. Source: Stone Temple 63.7% 2017 #IASA2018 22
Use of Personal Assistant Devices is soaring… Source: Parks Associates 2017 #IASA2018 23
…and Voice is coming into more homes… Source: Google/Northstar 2014 #IASA2018 24
…but who is building the relationship? Source: Insurance Business 2017 #IASA2018 25
Elements of Voice • Resonance • Relaxation • Rhythm • Pacing • Volume • Articulation • Pronunciation • Fluency • Flow #IASA2018 26
Voice needs to be emotionally relevant #IASA2018 27
Implementation of Voice at Sharp Insurance #IASA2018 28
How We Do Voice #IASA2018 29
Test & Learn is a must! #IASA2018 30
The Power of Voice: growing success #IASA2018 31
What functions work best in Voice First? • Information people want quickly – How can you eliminate the need for people to login to an account on a computer or phone? • Quick, useful actions – Adding to lists, setting alerts, ordering items, checking statuses. • Actions better suited for voice – information people want while driving, walking, eating, with hands full, or while in the middle of something else. #IASA2018 32
Best Practices • Start where the customer needs you the most • Be prepared to adjust and change • Know that you need to be available to your customers • TEST & MEASURE! When you go Voice First consider the following: • Avoid thinking hierarchically – Web & apps need to follow a visual hierarchy; Voice doesn’t • Explore the linguistics – People ask questions in different ways • Consider the most likely questions – FAQs are a great place to start • Keep responses short – Alexa/Google speak slowly • Avoid too many clarifying questions • Avoid too many options – Remember the 8 seconds • Optimize the audio #IASA2018 33
Pitfalls to Avoid at All Costs! • Don’t wait to secure your Invocation Name • Don’t lose the data – Are you getting the data back into your organization? • Don’t skip the Beta Test • Don’t try to put everything into V1 • Don’t promote your Skill as something it’s not #IASA2018 34
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