AI - Powering The Future of CX - Is Africa Ready?

C3 - Safaricom Confidential Internal
Jannet Atika | Director, Customer Operations | Safaricom PLC
AI - POWERING THE FUTURE OF
CX – IS THE REGION READY?

Customer
Experience
• Creating Useful, Usable and
Enjoyable Experiences
• Uncover both said and unsaid
needs, explicit and hidden
customer needs

About…
Transforming Lives is our core purpose
Strategic objectives:
• Customer First
• Relevant Products and Services
• Operational Excellence
Product Offering
• Legacy Telco Products, Fixed Internet Services &
Financial Services (M-PESA)
Customer Base
• 28M
My self…
• My family
• My Passions
• My Career
Safaricom PLC

AI - POWERING
THE FUTURE OF
CX
APPROACH
OVERVIEW
• Why Artificial Intelligence (Ai)?
• Chatbots And Ai-assisted Agents
• AI Pitfalls
• Reflection Point: Are We Ready?
• Challenge: AI’s Full Potential Is Untapped
• Conclusion
EXAMPLES will be both global and local to
Safaricom
REFERENCES INCLUDE: The Works Of Lisa Loftis, Blake Morgan,
Joe Mckendrick, Jonathan Moran, Will Thiel

Why Artificial Intelligence – AI?
o Epic Personalization
o Real-time Experiences
o Increased Customer
Engagements
o Revenue Growth
o Customer Advocacy
2025
95% Customer Interactions by AI
2022
Cost Savings by bots > 8 Billion
2020
85% non human customer
interactions

How Brands Are Leveraging AI

Chatbots and AI-Assisted Agents
Front End Bots AI Assisted Agent
Opportunities
 handle first-level simple
queries including FAQs
 route inquiries
 interpret incoming messages
 develop editable initial responses
 deliver relevant knowledge-based
content to Agent
Benefits
 decrease training time
 decrease staffing needs
 decrease call handling times
 shorter call wait time
 shorter call handling time.

Cont. Safaricom AI-Assisted Agents
Before
• Workload required 450 agents per day @ closing
approximately 35 tickets per hour.
AI SMS Implemented
• On key words for mundane queries and requests.
Results
 SL grew to 95%
 NPS for the AI closed tickets > 60.
 Cost savings of 288M/year.
 Agent Availability increased by 8%

Look Out For Pitfalls
Don’ts
• Chase cost savings at the expense of CX
• Apply bots on complex problems
• This frustrates both customers and agents
• See Facebook learnings from failures

Preventing AI From Becoming A CX Disaster
1. Develop and continually augment knowledge management databases
2. Monitor customer feedback for swift error correction
3. Review chatbot conversations to
• identify problems that are too complex for the bot
• spot cases where the bot misunderstands the customer
4. Go slow on cutting resources before fully understanding the types of human
touch required
5. Before implementation, develop sets of customer journey maps from a
design thinking/human/customer centered perspective
In 2017, Facebook cut back on the use of chatbots in its Messenger application after finding that the
bots failed to fulfill 70 percent of user requests when deployed alone – Lisa Loftis

OTHER USE CASES FOR AI
1. Visual Engagement, Voice and Text Sentiment Analysis
Some Application Areas:-
Visual, Voice & Text
Analysis to Gauge
emotion and sentiment in
various types of
communications.
Natural language
processing e.g. voice
biometrics to understand
emotion and authenticate
voices.
Sentiment Analysis AI
to analyze written
communications and
determine emotion
and intent

Jitambulishe: Safaricom’s Voice Biometric technology
Our Use Cases
Increase Customer Productivity | Enhanced Security
Results
• 1.075M enrolments within 7 months
• 2.32M voiceprint verifications
• AHT Reduction > 75secs
• Growth in IVR self service >56%
• increased Agent Availability
• Growth in NPS

Sentiment Analysis: Bill Manager on mySafaricom App
There’s
opportunity to
make the Bill
Manager
experience
more Enjoyable

2. AI-Augmented Contextual Analytics
Some Application Areas:-
Analytically generated
recommendations and Next
Best Actions (NBAx)
Contextually correct
product offers delivered
in real time to all
customer touchpoints
Safaricom’s Personalized service,
intelligently gives you daily
offers on Data, Voice and
Messaging based on your
habits. Tremendous impact on
revenue growth

…Is Africa Ready?
ARE WE READY?
Whether we are ready or not, our customers are…their
habits, routines, needs and wants say so!

AI’s Promise Is Still Untapped By Most Brands…
Opportunities yet to be full exploited include:-
“Through product recommendation, Amazon's sales increased by 29%”
“Netflix's movie prediction for customers to watch had 75% purchase uptake”
“Vodafone SA can predict at 67% customers likely to call and implement pre-emptive action”

In Conclusion…
PointSource study recommendations on remaining profitable
from AI
Transparency
Make it Enjoyable
Personalized Accuracy
Keep Humans First
Customers want to know what businesses are using their data for
Consumers have in common the desire for enjoyable experiences
Pursue AI solutions that have learning capabilities for enhanced
customization
Customers trust AI more when they believe there are humans behind
it

In Conclusion…
AI will only get better with age…Get Ready!
• Expect shifts from predictive AI to prescriptive AI
• Improved cognitive computing capabilities as more voice and text
data is collected
• With AI deep learning will come more detailed and more accurate
answers to consumers

Remember…
• Ford’s mind on ‘faster horses’ in servicing customer needs
• There are pitfalls to look out for
• Design Thinking to keep our service offering human centered, tangible and
holistic.
• And lastly, that whether we are ready or not, our customers are…by virtue of
their habits, needs, wants, and routines:
• And they will be attracted by the brand that is ready...

ARE YOU READY?

AI - Powering The Future of CX - Is Africa Ready?

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie AI - Powering The Future of CX - Is Africa Ready?

Ähnlich wie AI - Powering The Future of CX - Is Africa Ready? (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

AI - Powering The Future of CX - Is Africa Ready?