ServingCustomersintheEraofCogni3veCommerce

JONREILY,VP,CommerceStrategy,Razorfish

STEVEWHITE,VP,CommerceStrategy,Razorfish

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Today’s Presenters

Jon Reily  

VP, Commerce Strategy

@jonreily

Steve White  

VP, Commerce Strategy

@steveewhite

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4,000 Years Ago 20 Years Ago

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Self-service We live in a great big world of self-service,

and we like it. As consumers we love to be

empowered with information, choose how

we get products and even purchase when

and where we want.

Photo:Wired  

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Guidance Self-service has changed expectations

around commerce interactions, making

expertise, guidance and context more

valuable than they have ever been.

Photo:npr.org  

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How shoppers get guidance is becoming fragmented and they use many tools to inform and guide their decisions. Thanks to mobile, consumers interact with brands much

more frequently than they used to, but they still seek out

humans for help and guidance.

Sources: “Micro-Moments: Your Guide to Winning the Shift to Mobile”, Google 2015; “Digital

Disconnect in Customer Engagement”, Accenture 2016

use multiple screens to research products and make purchases 90%

of smartphone users use their device to inform purchase decisions 82%

of consumers seek out humans to get advice and resolve service issues 73%

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3-out-of-4 of consumers say their service needs are best met by a combination of digital and traditional channels It has become essential to offer advice and service across a

range of digital and human channels.

Sources: “Customer Care Evolution”, PWC 2015; “Overcoming Obstacles to Digital Customer

Care”, McKinsey, 8/15; “Digital Disconnect in Customer Engagement”, Accenture 2016

Increase in consumer satisfaction with digital customer service

33%

Say the physical store is the best channel for a tailored experience

46%

Of people prefer live interaction vs. digital when it comes to getting advice

77%

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Service options continue to diminish in traditional retail while exploding in digital

Closing stores and re-definition of the retail space mean that

currently there are limited options to scale personal contact

outside of the call-center and LiveChat

Sources: “Customer Care Evolution”, PWC 2015; “Overcoming Obstacles to Digital Customer

Care”, McKinsey, 8/15; “Digital Disconnect in Customer Engagement”, Accenture 2016

Phone calls to companies will be generated by mobile search in 2018

73billion

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7 37% of Americans are willing make purchases via Chatbots. and, these consumers would spend an average of

more than $55 per transaction

Source: “The Dose” - DigitasLBi Research,2016 Photo:  Amazon  

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Source: “The Dose” - DigitasLBi Research,2016

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7 Potential Annual US Salary Savings Created by Chatbots

Source: BI Intelligence, McKinsey estimates, US Office of Personnel Management, 2016

…but 7-out-of-10 people are not likely to use a Chatbot again following a bad experience

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Bots can answer questions, but provide service?

Humans

In-store

Call Centers

 

Humans

Hard to scale

Expensive

 

Bots

Natural Voice

Provide Scale

High Adoption

 

Bots

Fixed Outcomes

Doesn’t Learn

 

Bots

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Our Sitecore

Limited Collaboration

No Dynamic Visualization

Fixed Outcomes

Status Quo Evolved

Where do we want to go? This space is ripe for evolution in guidance at scale, furthering customer access while

addressing the most pressing obstacles to implementation.

No Context

Real-time Collaboration

Dynamic Visualization

Unlimited Outcomes

Personalized Context

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AI will fuel the next level of customer service

Bots

Artificial Intelligence

Learns

Enhances Human Interactions

Scales Human Expertise

Lots of technologies

 

AI

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Artificial Intelligence

Lots of technologies

 

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Personalization In The Moment

… to provide context for products and services through the lens of a shopper’s life

Photo:  Nike  

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Yubii is an intelligent virtual agent that combines the best of digital and retail channels to provide fast, effective, personalized guidance at every stage of the customer journey.

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What is an Intelligent Digital Agent?

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Learning Algorithms A combination of deep learning algorithms and rich data that lives in the cloud and can power a broad range of digital customer experiences.

A Persona With a distinctive voice and natural-seeming intuition – that can have a conversation with your customers using normal language.

A Virtual Representative A virtual “representative” for your brand, who can help your customers with all kinds of common tasks, like shopping for complex products, finding help and support, or even controlling digital products and services.

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7 The Yubii platform includes an Agent Console and Consumer Device

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Agent Console Consumer Device

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7 The Yubii platform includes an Agent Console and Consumer Device

SapientRazorfish Browse Sync Chat Speak

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7 Browsing mode promotes discoverability through infinite scrolling, full screen, content cards displaying the brand’s coolest products and services.

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Browsing makes it easy for the user to explore before they engage in a conversation.

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7 Chat bot mode enables fast and easy answers to consumers’ questions at any point in the customer journey.

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Users can seamlessly transition between experience modes by engaging the bottom navigation.

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7 In Speak mode users can converse with a digital agent and interact with a 3D object simultaneously.

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Contextual information is presented based on the object’s orientation, scale, and the question asked.

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7 Sync mode enables live collaboration between a customer and a brand agent.

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Users can chat or synchronize their screens in Sync mode.

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7 The Agent Console synchronizes content cards and provides instant access to Brand Intelligence.

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The Yubii Console enables the Agent to ask brand- related questions like “What do my customers care most about”.

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What is “brand intelligence”?

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Product logic Metadata, SKUs, pricing, configuration options, etc.

Customer logic Segments, channel preferences, relationship history, etc.

Contextual logic Physical location, seasonality, time of day, etc.

It is a unique approach to AI that unites and evaluates multiple types of data and business rules. It includes algorithms that improve over time.

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7 Thank You

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