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Using Artificial Intelligence to Enhance the Customer Experience
Rhonda Longo | Adam Bondi | Gillian Julius
• Fortune 500 company operating in 12 states and the District of Columbia
• Based in Erie, Pennsylvania
• 15th largest property/casualty insurer in the U.S.
• More than 5 million policies in force
• Provides coverage for home, auto, and life
• 5,000 employees and 12,000 independent agents
• A.M. Best Company rated A+ Superior
Discovering Customer Perspectives
Conversation as the interface
• Design thinking workshop at IBM Bluemix Garage
• Focused on the conversation tone and flow first, to develop the
experience
• Tested early and often for feedback on the feel of the conversation
How did we evaluate the process?• Tested the usability of the process with employees• Tested the experience with actual customers, two rounds with each participant• Dialog was evaluated against branding strategy principles
What did our customers think?• 100% of the customers were surprised to find out the conversation was automated• Described the tone of the “representative” they worked with to be friendly and caring• Described the process as easy and said they could see themselves using this service again
"Texting in was really nice. It felt like it was a real person. I really like the
personal touch… It was easier than I expected! It was quick, precise,
and handled in minutes.”
- Kelly K., Erie Insurance Customer
Discovering Technology Capability
Twilio
User
Watson Conversation
Service “WCS”
Cloudant NoSQL Database
System Orchestration Engine“SOE”
IBM DataPower Gateway
IBM Bluemix
Internal ERIE Systems
Internet
Customer Contact Information Service
Claims APIs
SMS
HTTP HTTP HTTP
HTTP
HTTP
System Orchestration Engine “SOE” - Verify & Save a Vehicle
Watson SOE Claims APIs
Vehicle Year and Make Text
SET_YEAR_MAKE
VERIFY_VEHICLE
SAVE_VEHICLE
Vehicle Information
Success / Fail ResponseSuccess / Fail ResponseSuccess / Fail Message
Verify Vehicle
Set Year and Make
• Did Watson return one year?• Did Watson return one make?• Set the Year and Make to
variables
• Does the Year and Make set match to a vehicle year and make on the policy?
• Does it match only one vehicle?
Tasks performed by SOE
• Policy authorization
• Start a claim
• Save cause of loss information
• Set accident location
• Save accident location
• Set vehicle information
• Verify vehicle
• Save vehicle
• Set driver information
• Save driver information
• Lookup local repair facilities
• Save contact information
• Get claim information
Discovery and the Organization
Resourcing (Innovation Support)Organizational ownershipBusiness sponsor
IntegrationIteration
Supporting ecosystem structure
Growth
OPTIMIZEGROWEXPERIMENT
TESTING HYPOTHESES...
EXECUTING ON VALUESEARCHING FOR VALUE
✓ Feasible✓ Desirable✓ Viable
Technology trends
User research
External partners
Business opportunity
Stakeholder support Clear
business case
RECEIVING VALUE
Strengthen pipeline to operations with repeated collaboration
Long-term relationships with business units augment innovation portfolio
Methodology rigor+ Lightweight controls
Resource + investment placeholders to support emergent implementations
MEASUREMENT PERIODKILL, CONTINUE, SCALE DECISION
GROWEXPERIMENT . . . . . . . . .
TESTING HYPOTHESES...
EXECUTING ON VALUESEARCHING FOR VALUE
✓ Feasible✓ Desirable
✓ Viable
IntegrationIteration
Supporting ecosystem structure
Growth
Clear business case
Methodology rigor+ Lightweight controls
MEASUREMENTKILL, CONTINUE, SCALE DECISIONS
Resourcing Organizational ownershipBusiness sponsor
Increasing controls with growth, Agile pipeline
Technology trends
User research
External partners
Business opportunity
Stakeholder support
MAKING IT SAFE
✓ LIMITED TEST POPULATION
✓ ON/OFF SWITCH
✓ THROTTLE ON NETWORK TRAFFIC
✓ HUMAN OVERSIGHT / AUDIT
✓ ERROR ESCALATION POINTS
