digital labor transforming customer experience in …3e24e117-ff70-48e4-8d6b...enabler technologies:...
TRANSCRIPT
Digital Labor transforming Customer Experience in the Era of A.I.
A.I. everywhere: How digital assistants will transform our lives
Zürich, June 2018
Reproduction Prohibited
Topics in Digital Labor
A.I. everywhere | Reproduction Prohibited | June 2018 2
Definition | Evolution Trust | Motivation | Performance Application | Platform
ENTERPRISE DIGITAL
LABOR PLATFORM
CUSTOMER ACCEPTANCE
OF DIGITAL LABOR
DEFINITION OF
DIGITAL LABOR
3
Content
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1. Definition of Digital Labor
2. Customer Acceptance of Digital Labor
3. Application of Digital Labor
4. Enterprise Digital Labor Platform
What is Digital Labor?
Digital Labor Definition
Digital Labor = work done by Digital Laborers
“Machines that do work that involves manipulating
information which has traditionally required human
workers” (HBR)
Differentiation between pure A.I. and pragmatic A.I.
important according to Forrester Research
Jobs should be manual, repetitive, rule-based
4Sources: McKinsey Global Institute (2017), Forrester (2016) A.I. everywhere | Reproduction Prohibited | June 2018
Ascent of cognitive and analytical computing will automate knowledge
work jobs in large scale by 2025
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Wave I: automation of dangerous
and “dirty” jobs – manual labor jobs
Wave II: dull and simple jobs –
admin/service jobs
Wave III: decision making, complex
jobs – knowledge work jobs
18th – 19th C. 20th C. 21st C.
Cognitive/
analytical
computers
Transactional
computers
Mechanical
systems
Source: HBR (2017)
Manual
Labor
Jobs
Admin/
service jobs
Knowledge
work Jobs
Digital Labor levels of evolution
A.I. everywhere | Reproduction Prohibited | June 2018 6Sources: Mercedes-Benz Consulting, Tractica (2016)
Evolutionary levels
Single application macro
Predefined connectors
into other applications
Sophisticated app macro
Workflow automation
Rules based
Structured data
No decision making
Pattern recognition
Unstructured data
Self-learning with
human aid
Limited decision making
based on info provided
Multiple sources of data
Deep learning
Personality/
avatar
Context awareness
Level 1
Basic Automation
Level 2
Deterministic Rules
Level 3
Pattern based Decisions
Level 4
Cognitive Computing
Current
Stage
7
Content
A.I. everywhere | Reproduction Prohibited | June 2018
1. Definition of Digital Labor
2. Customer Acceptance of Digital Labor
3. Application of Digital Labor
4. Enterprise Digital Labor Platform
8
Why should we care about
Customer Acceptance?
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9A.I. everywhere | Reproduction Prohibited | June 2018
Trust is the key
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The added value in the
usage context – utility matters
11A.I. everywhere | Reproduction Prohibited | June 2018
Chatbot
customer
service
must
be fun, too
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Content
A.I. everywhere | Reproduction Prohibited | June 2018
1. Definition of Digital Labor
2. Customer Acceptance of Digital Labor
3. Application of Digital Labor
4. Enterprise Digital Labor Platform
13 A.I. everywhere | Reproduction Prohibited | June 2018
„In future we will talk
with our cars as with
our friends...
…only difference is
the car keeps your
secrets and is not
getting offended“
:
und
: Ask Mercedes – Personal Assistant
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Ask Mercedes received strong press coverage around the world
Automobilwoche, Germany, 22. Nov. 2017
Welt N24, Germany, 22. Nov. 2017
Autolife, Russia, 28. Nov. 2017
La Repubblica, Italy, 25. Nov 2017
Terra, Brazil, 7. Nov 2017
:
und
:
Retail Concierge Robot (RCR)
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Content
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1. Definition of Digital Labor
2. Customer Acceptance of Digital Labor
3. Application of Digital Labor
4. Enterprise Digital Labor Platform
A.I., Analytics & RPA Are Adding Intelligence to Customer Related
Processes Ensuring Best Customer Experience & Efficiency Gains
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Enabler Technologies: Artificial intelligence, Advanced Analytics, Robotic-Process Automation, …
1. Intelligent Customer Journey
1 2
2. Intelligent Channel Management
4. Intelligent Customer Engagement4
3. Intelligent Customer Insights3
Voice and
Chatbot
iBDC AvatarHumanoid
Voice Text + MultimediaIn-Car
Digitized Customer
Journey
Virtual Retail Lab
and Mobility offerings
usage patterns
Insights based on analytics and machine learning
Intelligent
Customer
Management
Digital Enhanced Labor Platform
Connector Hub
Metabot
Agent Hub
(Use Cases)
Data Lake
(Integrated Data Hub)
Channels
Service Hub
(AI & Robotics)
ChatbotSolution bot
(self working)Chat / Mail Agent
Phone Chat / Mail Web
Support bot (for Agents) Phone Agent
Cognitive Services Enabler
AdvancedAnalytics
Knowledge Management
OtherTicketing
Management System
Machine Learning
Robotic Process Automation (RPA)
APIs
User
Interfaces
Service Orchestrator
Joint usage of Hubs
by:
HQ
Shared Services
Markets
Service
Departments
(z.B. HR)Supporting Tools
Classification and Routing (Data extraction und analysis)
Agent Hub (incl. intelligent Desktop)
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High-Level Architecture of Digital Labor Plattform (IIH)
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IIH Platform Architecture
Connector Framework (Channels)
Middleware (Service Orchestration)
Multi-Domain Routing
Content Management System
Answerstore
Content Delivery Network
Backend Systems and Services (CRM)
1
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Grabbing of low hanging fruits is not sustainable!
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Cost reduction? FTE reduction?
Low hanging …
The “ATM Effect” will be rampant
First ATM installed by Barclays in 1967
Today 3.5 million ATMs in the world
Competitive advantage lasted only a short period of time
We recommend – Empowering Employees!
22
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Sitz/Domicile: Leinfelden-Echterdingen, Registergericht/Court of Registry: Stuttgart; HRB-
Nr./Commercial Registration No. 213378
Geschäftsführung/Management: Walter Konzmann (CEO), Bettina Friz (CFO)
Alex Dogariu
Manager and AI Lead
Customer Management
Strategy & AI
+49 176 30904768
Admir Miricanac
Manager
Customer Management
Analytics, CRM Processes & Systems
+49 176 30948796
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