Helen Yu is founder and CEO of Tigon Advisory, a Chicago-based firm that equips start-ups to tackle go-to-market challenges that must be met before they can scale; among them: capturing the nuances of customer demand, matching products to market segments, engineering "marketability" into every product, and creating processes to systematize success.A long-time customer success executive and board advisor with a substantial record of scaling businesses, driving growth, and transforming under-performing companies, Helen has built a career spanning from early-stage start-ups to pre-IPO to the Fortune 500, including Oracle and Adobe. The strategies she helped devise for Jebbit - a Boston based start-up that collects "declared data" (the first - party data required by brands to deliver personalized experiences) - paved the way for $12 million in Series B financing closed by the company in April, 2019. Helen is currently serving as an Advisor at Pypestream, a conversational AI company that provides customer services solution at scale.View the profile
About the talk
In this riveting talk by one of the world’s most respected technology thought leaders, discover AI’s role in forging a deeper customer experience. A recent Gartner study says U.S. insurance brands “are falling behind in providing a more holistic digital experience for customers.” Why, in an era when customers are more willing to share information, are insurance and financial services firms not fully embracing the advantages of AI?
That AI helps Elevate customer experience and hops company rapidly transform on demand the customer experience the immersive experience matters more for the always-on customer care today. I'm pleased to explore the role of AI in customer experience with you here today. I started my company tigon in the visor e a growth accelerator for about 3 years ago, and I spend the first year working with a conversational AI startup. We expended the company from 1023 from to customers to serve his six
customers and Inquisitor AR by 25 times within the year than 18 months ago. I became an advisor to pipes frame another conversational AI company Auto New York was founded in 2015. 500 customers by end of year one. It was named one of the four hawk bunders in conversational AI by Aragon research their customers include Google Chase shell principal and PNG. So that's my two and a half years of Journey was a I so far in the next 20 minutes. I will share my understanding of line customer experience framework and explore how we can leverage AI to enhance customer
experience. We will leave the last 5 minutes for a Q&A to work. Call Timothy. Stephanie Clifford But that start with the AI in customer experience framework here by plays four basic roles in customer experience Sons think act and learn the sun's really means a i acquires and assimilates data from worst images songs and text for example, natural language understanding helps us understand what customers say saying I'm wanting to do and then think he refers to a eyes capability to predict an outcome find a relationship and create
an association act refers to the task and action AI performs based on information. It has process processed and learn really means that I can get smarter with each customer interaction when it learns from the information that has a receipt And then how it relates to what recognizes I will continue to Define how businesses operate as advanced analytics and automation becomes more efficient and reliable. So that's Explorer to five steps that you can do
to better understand how a I can play a role in enhancing customer experience. The first step is to start with deeper understanding of your customers understand the strong and weak point of the customer experience and explore where AI Canyon hunts customer experience using the sun's think act and learn free word applying to customer experience for marketing purposes are often considered low-hanging fruit. What are the most popular AI use cases voice recognition many people have benefited from the virtual assistant such as Alexa Google home.
How ever imagine you are at a grocery store received the payment overdue alert and had to make that payment when you were shopping. That's when you don't want to speak to a live agent to verify your identity because you don't know who else is listening you'd rather interaction text messages at that moment. So we have learned that under such circumstances consumers with broader interact with business digital experience than the chat experience and the majority of the customers prefer automated messaging in traction than the live
agent. If you do go through a messaging experience a human is on the hour hand and there's no way human can really respond as quickly to so many people at the same time as So it will have to service navigation at certain scale there for their needs to be automation at the other end in another word. There's new robots interacting with human. These are the factors that really was giving the rides and velocity of a I use casein customer experience today.
Once you figure out what you're strong and weak point of how to make serums is and where to focus it is time to ask what use case can apply to Ai and if you try to gain better sense of what your customer saying and wanting to do Celestrial into the first role of a eye that a I complain customer experience. That's the sense. You probably heard of you and I pee very common Concepts hear the natural language processing really helps us understand actually
needed the natural language understanding helps us understand what customer saying and wanting to do the natural language processing help us take what customers want to do we call Assurance has and we can make something happen with us one use case I've seen is too large a i for financial literacy. For example, if your daughter is a freshman at a college, she's the president of an investment Bank Club at humor. She's giving the budget to use for activities throughout the year. They are a few other members also was shared responsibility for the clock to 1 a.m.
May I ask she can track how much the club has spent your today and how much budget she has left and if she needs another funding fun to reason our funds so I can also tell her where the money was spent and if it is above or below her budget for each spending category, so she can quickly lovers to AI to give her a son about where she is at with the club Financial financial budget. Wednesday I collect the information and interpret interpret set the process of sinking stocks.
Akron's off to the side of the role. That way I can play in customer experience is ability to create Association on predict outcome. How do I classify your request process your request goes through the decision tree and fax the information you want you are asking to transfer funds from checking account to brokerage account. And I know how to accomplish that by following a set of rules working through the audit verification verifying you some turkey and you'll really I'll send
that you are a user who you say you are and then connect that to the back on the system if there is anything missing here, I will ask full of questions to get or get additional human help lose lay we can call it a eye sinking in the Primitive way if we go. Stop further away. I actually is program to check the credit card account spending the auto-pay setup and last few months of payments patterns say that I have sense that you are moving sales in dollars to brokerage which leaves
$500 in checking account balance. I also sense that your payroll deposit is not going to show up in 10 days and you have auto-pay Chick-fil-A in 3 days to AT&T cellular and then I can really give you a reminder that you might be over spending based on your regular stunt passion, but then I didn't the day I is not going to make you fishing for you and then only reminds you that you might be over spending and then if you Continue to decided to move forward with
the transfer with transfer and a u l a i can ask you that on your behalf? Well, just creating Association and predicting allcom is only a step forward two word customer experience enhancement artificial intelligence by definition is the process of organizing and simile simile with lady in human intelligence before trying to solve a complex problem in the physical world. Any logical human being will first plan the course of actions in order to reach the goal same applies to AI. As a guy
is going through the thinking process is also acting by connecting to the back-end systems and getting balances its support your decision tree analysis the next step for a eye is done to take the information recommendation Iris colored turn that into the appropriate language to communicate back to the end user when the end-user accepts the recommendation or insist on buying the next Amazon stock and very about Bill's later day. I actually respect that decision and executes the funds transfer and stock purchase
confirmation is provided obviously as the last step of the action to the end user. Learning is Central to the process of the sun's think and act free word as it becomes more adaptive. It will be able to apply learned knowledge to other situations. This brings us to the first roll. That way I can play in customer experience. That's learn back to the Yacht company I consulted was it build a platform to support the business in the financial industry on top of the platform there many learning modules that developers or administrators Teach an
AI module to Sun think and act specific to the narrowly defined stop processes and scenarios. Another example is a conversational engine to handle customer service calls and I will learn that if a caller use a certain words, then it shows that they're they're under their arm gray. So it's time to connect them with a live agent done a nice to learn what customers are saying at the same time and a spouse it authentic hates that user to make sure Nikki is who she That she is
unable to direct her to a live agent. It will take time for AI to become general-purpose Learners like people however, they do get smarter with each customer interaction. There are always things to consider as you embark on the AI Journey number one start was the basic problem. You want to solve around customer experience. For example, if you are an insurance company, you lied to transform the policyholder experience Sue digital engagement claims payments policy coverage rates call it policy coverage are the areas in her most customer calls with lowest customer satisfaction
in southern growing call centers. You may want to invest in automation to enhance customer experience. Second approve a concept is always a good starting point. For example, once you determine you will focus on claim department call Center for the proof-of-concept. Then you will need to analyze call center logs come up with Matrix of use cases and user Persona that design and build conversational. You also need to think about the integration you are creating
and then also set up how you going to set up with the connect that was back on the system and then employee training should happen in parallel how you relate Wayne the agent to communicate with your customer also critical and then start late is critical to bunt marks Wario costume is today and then track the kti's of early initiatives with a view to optimize performance and expand the two more. Black business scenarios. Those are really critical for success. And then the 4th Point here is data
quality is so important when applying artificial intelligence techniques because the result of these Solutions will be as good or bad as quality hate the quality of the day. Used the algorithms that feed systems based on a I can only assume the data to be analyzed are reliable the learning process can take a year or two. So you need to be patient to let it run this course until you get the expected results and then continue to optimize was data and was it that you can learn from the
data you have available So I recall for once that in times of change their owners inherit the earth when there are learned find themselves fully equipped to deal with a world that no longer exist in the pointed way over describes. The heart of change management to AI is not enough to be learned or experts on the technology and I will be transformational making everyone was in the organisation ecosystem a learner of a i in fact focusing on the psychological and cultural changes within your organization is critical for any customer experience transformation or
AI adoption. Because in the end just hold transformation is at a crossroad of Tack and Humanity a I will multiply our capability to understand our customers Creed Association and predict. I'll come optimize our processes so we can take proactive action to enhance customer experience most importantly it will help us get smarter with each every customer interaction. So that's the role of artificial intelligence in customer experience.
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