Presentation on self-service and return on investment (ROI) by Spencer Newsham, Public Sector Account Director at LivePerson. Presented at Local Digital Futures: The Internet of Things & Local Public Services on 8 June 2015 in London.

1. Welcome & Introduction
Spencer Newsham
Public Sector Account Director

2. | Page 2
What would you do if you could put
your life on hold for 2 months?
Connection before Content

3. | Page 3
Environment
OECD “Real public spending is to fall significantly in fiscal years 2016 and 2017, to stabilise in 2018 and rebound in 2019.
Evening out the profile of fiscal consolidation would lower its impact on growth.”
Local Government Association, said
authorities had been forced to impose
cuts of 40% since 2010 and would be
unable to find more savings without
serious consequences for community life
and social care, and knock-on effects for
the NHS.

4. | Page 4
Completion Rates
20% Increase
Customer Satisfaction
85% Average
Support Costs
30% Decrease
ROI is Placed at the Centre of our Programmes

5. | Page 5
The Alignment Model
Value
Experience
30%
Contact
Centre
Cost
Reduction

6. | Page 6
Total Monthly Costs
£737K
74.3K
Past
£9.0CPC:
(91%)
£503K
41.3K
Now
-£233K (32%)
£5.3CPC:
(43%)
17.3K
(18%)
32.9K
(35%)
7,500
(9%)
3,840
(4%)
£368K
Vision
-£368K (50%)
£4.4CPC:

7. | Page 7
£ Costs
Contacts
Web MobileOffline
a a
Web MobileOffline
a a
Web MobileOffline
a a
Web MobileOffline
a a
Web MobileOffline
a a a
Web MobileOffline
Opportunity Funnel
Target Sources
Messaging ContextualVoice Email
Savings
Past (Current) £683K £53.3K £0.0£0.0
74.3K 7,500 0.00.0
Promote Self-service
£499K £34.1K £31.4K£30.4K £82.9K
54.2K 4,800 32.9K7,761
Identify recurringsimple issuesand
promoteexisting self-serviceassets 12.2%
Unnecessary Contacts
£499K £34.1K £32.2K£27.9K £1,754
54.2K 4,800 32.9K7,055
Analyzepriortranscriptsto coach
agentsandrefinebusinessprocesses 0.3%
Scale Effectively
£433K £27.3K £26.9K£47.2K £58.4K
47.1K 3,840 32.9K12.7K
Scale messagingthrough reallocationof
laborbudget 9.8%
Voice to Messaging
£31.3K£380K £27.3K £29.0K£67.4K
41.3K 3,840 32.9K17.3K
Providemobile messagingasanalternative
choice to waiting on hold 5.9%
0
£0.0£0.0 £0.0 £0.0£0.0
0.0 0.0 0.00.0
0
0.0%
NewMessaging Program
£601K £44.7K £0.0£31.6K
65.4K 6,300 0.07,761
Deploy net-newmessaging
program
£59.0K
8.0%
£503K £233K
95K
Total (Now)
31.7%

8. Identify Journey
Break-Points
Create Journey
Specific
Campaigns
Measure
Outcomes
Optimize Agent
Performance
Deploy Messaging Program

9. Learn from
Transcripts
Target Highest
Digital CSAT
Measure
Outcomes
Promote Self-Service
Create Self-
Service
Engagements

10. Identify
Unresolved
Queries
Coach Agents
on Learnings
Leverage
Canned
Responses
Pre-Message
Routing
Eliminate Unnecessary Contacts

11. Target Additional
Visitor Behaviors
Identify Where
Engagements are
Most Effective
Staff to
Opportunity
Scale Effectively

12. Currently Developing Best
Practices with Lighthouse Clients
Voice to Messaging

13. | Page 13
Success not Technology
Positive ROI
Total Cost of Ownership
Pay for Results
Deliver & Prove Success
The LivePerson Difference
Focused on delivering your success, not technology
Value Proposition
Domain Expertise
Philosophy & Methodology
8500+ Chat Customers
18 years Experience
A Trusted Partner
Partnership Environment
Programme Management
Operational Optimisation
Driving Digital Adoption
Results not Technology

14. Who do we work with?
GOVERNMENT

15. Mature PFP Sales Programme
• Triple Play product offering
• Tracking to 1 Million incremental sales
• Delivering 23% of total BT online sales
• Low risk – reward programme
Success Stories…
Customer Success
AT&T goes from last to 1st for Customer
Service – for the first time!
2013 JD Power award cites LivePerson
chat programme as key to success.
• 1 Million fewer calls per month
• Most satisfied channel
• 30%+ journey completions
• 50% cost reduction over voice
“We couldn’t have done what we’ve done on our
own, working with LivePerson to leverage their
expertise has been really critical.”
Digital Adoption Programme
• Proven contact deflection
• Higher NPS
• Improved self-serve rates via
proactive intelligent FAQ
recommendations

16. Letting The Customer Choose
Core Market Support
Web chat
Telephony
2013 201420122011 2015

17. Spencer Newsham
Supplementary Slides
Platform Overview
Local Digital Futures

18. | Page 18
Engage
Intelligently
Visitors
Self-Serve
Application
Complete
Transaction
Show Intent,
Need Help
Intent
To Complete
Application
Need
Service
Application
Resolve
Issues
or
Resolve
Issues
CallEmail
Complete
Application
Complete
Goal
Right
Engagement
Delay
LivePerson Intelligent Citizen Engagement
The Visitor Journey

19. | Page 19
LivePerson Intelligent Citizen Engagement
Product Framework
Identify the target audience for
the organisation goal the
campaign is targeting.
3. Target
Deploy LiveEngage tag the
website
1. Monitor
Option to integrate 3rd party
external data sources.
2. Integrate
Right engagement is delivered
to the right visitor at the right
time.
4. Engage
Process is continually
reviewed to drive ongoing
improvements to outcomes.
5. Optimize 6. Enrich
Voice of Citizen and feedback
provides actionable Insight to
further enrich delivery and
effect outcomes.

20. | Page 20
<!-- BEGIN LivePerson Monitor. -->
<script type="text/javascript">
window.lpTag==='undefined'){window.lpTag={site:'86437659',_v:'1.3',protocol:lo
Date()).getTime()}};lpTag.init()}
</script>
<!-- END LivePerson Monitor. -->
lpTag.sdes = lpTag.sdes||[];
lpTag.sdes.push(
{"type": "purchase",
"total": "123.45",
"orderId": "845UU4I97” }
);
LiveEngage Tag
Monitor
Integrate
Target
Engage
Optimize
& Enrich
• Real time monitoring of visitors and site data
• Deploy once, automatic version updates
• Simple code to add across all sites, leveraging the master template
• Track transactions with additional code snippet

21. | Page 21
Integrate
Integration for Better Targeting
Target
Engage
Optimize
& Enrich
Monitor
Integrate
Web Analytics
e.g. Google Analytics
Search
e.g. Google Adwords
CRM
e.g. Salesforce
eCommerce Platforms
e.g. Hybris, Demandware

22. | Page 22
Intelligent Targeting
Ways to Target an Audience…
1
Rules: Customize Targeting Manually
• Eligibility – Who to include and where
• Define who to exclude
2 Recommended: Web Analytics and Keywords
• Creates user defined events and signals
3
Predictive: Segment with Algorithm
• leverages an algorithmic machine learning engine to
score and rank visitors to automate engagements
1. White Box
2. Grey Box
3. Black Box
Engage
Optimize
& Enrich
Monitor
Integrate
Target

23. | Page 23
Behavioral
Processing
0.9
0.5
0.9
0.4
Agent Pool Agent Profile
Agent Utilization
Model
Engagement
Trigger
Self
Serve
Chat
0.7
Real-time agent
capacity determines
engagement triggers
Monitor, Learn,
Apply
Visitor Intent
Model

24. | Page 24
Predictive Intelligent Targeting
Predict the Best Visitor for Engagement
JohnKelly Mary
Leeds
PC
Browsed 10 Different
Product Pages
Birmingham
Mobile
Referral: Free Promotion
On Return Policy Page
Manchester
PC
Added Items to Cart
Removes item from Cart
Score: 0.8 (needs help)
Score: 0.5 (Predict Self Serve) Score: 0.75 (needs help shopping) Score: 0.2 (low value)
Agent Availability: 0
Pending Invite:
Based on
agent availability
Agent Availability: 1
Predictive Intelligent
Targeting built into
the DNA of the
Platform
Engage
Optimize
& Enrich
Monitor
Integrate
Target

25. | Page 25
Optimize
& Enrich
Monitor
Integrate
Target
Engage
Use Chat to Deflect Calls from Contact Us

26. | Page 26
Optimize
& Enrich
Monitor
Integrate
Target
Engage
Use Chat to Deflect Calls from Contact Us

27. | Page 27
Optimize
& Enrich
Monitor
Integrate
Target
Engage
Use messages to enable progress

28. | Page 28
Optimize
& Enrich
Monitor
Integrate
Target
Engage
Use messaging to overcome errors

29. | Page 29
Optimize
& Enrich
Monitor
Integrate
Target
Engage
Engage Using Rich Media

30. | Page 30
Engage: Chat for Targeting Call Deflection
Optimize
& Enrich
Monitor
Integrate
Target
Engage

31. | Page 31
Rich Engagement &
Collaboration
through CoBrowse
Supports both
Desktop & Mobile
Optimize
& Enrich
Monitor
Integrate
Target
Engage

32. | Page 32(*) Source: ComScore
Internetusers
0
1200
400
800
2007 2008 2009 2010 2011 2012 2013 2014
1600
2000
2015
Mobile
use
takes
over
Where is Mobile today?...

33. | Page 33
Customer on phone
trying to reach customer
service
“Your call is
important to us.
Average wait time is
20 minutes”
“There is no wait to
chat with our agents.
Press 1 on your
mobile phone now to
receive a text invite
to chat.”
Customer prompted with
quicker chat option.
Mobile Deflection
85% of customers are put on hold every
time they call an organization.
67% had hung up on customer service in
the past without having had their
problem addressed.
(Source: Consumer Reports 2013)

34. | Page 34
Re-directing customers to message from voice
Customer Results using IVR Deflection
Call Deflection

35. | Page 35
Success so far (current customer)
• From week three of deployment (which was in 2012) they
were deflecting over 5000 calls per week.
• Stats from last month show over 35000 calls were deflected
using this method - highest around payment related queries
• A sample of 5000 chats triggered using this method
showed 84% FCR, 86% C-sat

36. | Page 36
Support
• iOS native apps for iPhone / iPad / iPod Touch
• Android native apps for Android 4.2 Jelly Bean (API level 17)
• m. & responsive sites - iPhone and leading Android OS devices via
native browsers
• Visitor initiated chats
Mobile Results
• Mobile visitors are direct and specific in objective
• Chats tend to be 40% shorter for the same subject vs. desktop
• Mobile visitors are far more inclined to chat
• Mobile visitors are not 9 – 5
Chat in your Mobile App
LivePerson Mobile Chat is an overlay solution enabling mobile visitor interactions right within
your mobile application or optimized mobile site with minimal development effort…
Full Mobile Native Support

37. | Page 37
Transferring….
Private message: transferring a customer who is interested in
buying table R model in stock and wants more info
Amy: Hi I understand you are interested in the couch R. I
have it here in front to me. Happy to answer your questions.
Visitor: Yes thank you. Are the legs removable?
Optimize
& Enrich
Monitor
Integrate
Target
Engage
Mobile in the Enterprise
Agent and Team Leaders Mobile App
Empower Agents &
Team Leads with
Mobile Applications

38. | Page 38
Using Chat to Drive Digital Adoption
Help drive your target for Self Service.

39. | Page 39
Using Chat to Drive Digital Adoption
Help drive your target for Self Service.

40. ________________________________________________________________________________________________________________________
Where Can LG Best Utilise Messaging?
• We recommend a workshop to build this view:
40
In-house
In-store staff support
Provide immediate assistance to in store
agents with customer questions without
interrupting the customer conversation
Telesales support
Telesales teams requiring quick & live
support for complex customer queries
HR Service Teams
Provide faster more convenient support to
employees and team management with HR
questions
Field Support Teams
From engineers to delivery teams who
need to quickly log issues and/or get
support from head office
IT Helpdesk
Remote desktop support for IT support
team; increase volume s and functionality
Revenue Generating
New Customer Acquisition
Deliver incremental sales orders
Targeted Customer Upsell
Identify, target & engage existing
customers with personalised messages
Google Search Chat
Chat with customers on the google home
page using specific search terms
Partner/Comparison Sites
Chat and convert on 3rd party sites
Paid Search - Customer
Journey Personalisation
Signpost and reduce bounce rates through
personalised content
Offline Advert Targeting
QR codes, short links & SMS
In Store Kiosks/Tablets
Engage customers in store through
kiosks/tables during peak times
Billing Enquiries
Reduce bill shock & queries
Call Deflection
Identify and engage customers
before they “break digital” and call
Email Deflection
Proactively engage specific queries
to reduce email volumes
Retentions & renewals
Identify & target end of contracts
IVR call deflection
Channel shift during peak times
Social Media Deflection
Identify and link to chat
Mobile-App adoption
Drive and promote app usage
Log-in & password reset
Identify & assist error messages
Teach Digital
Show customers how to self serve to
reduce future propensity to call
Welcome Experience
Pro-active tour of self service tools
for new customers
Technical Support
Remote support & troubleshooting
Usage Queries
Usage and top up assistance
Online payment
Assist payments – PCI compliant
Collections / overdue
payment targeting
Engage overdue online customers
Manage Complaints
Identify & engage before an issue
becomes a complaint
Customer Service

41. | Page 41
Your Customer are Talking…
Monitor
Integrate
Target
Engage
Optimize
& Enrich
Deeper analysis of
transcripts &
structured data for
full NLP analysis
…but are you listening???

42. | Page 42
Optimize & Enrich
Voice of Your Customers
Structured Data Unstructured DataMonitor
Integrate
Target
Engage
Optimize
& Enrich
Deeper analysis of
transcripts &
structured data for
full NLP analysis

43. | Page 43
99.98%
uptime in 2014
High Availability
Peak Traffic
(Cyber Monday 2014):
1.4 million
concurrent visitors
monitored
130 million
visitors monitored
throughout the day
2.8 million
digital engagements
in one day
| Page 43
A Solid Infrastructure Behind the Cloud
Scalable infrastructure ready to support any traffic levels
• 28 Million digital engagements in November 2014
• 2.7 Billion monitored visits in November 2014
State-of-the-art technology enables scalability
• Latest Big Data technologies support massive event analysis and data storage
• High availability server and database clusters provide redundancy throughout
all systems
Advanced monitoring
• 24*7 monitoring and incident response by dedicated team
• 1 million infrastructure metrics monitored every 30 seconds
• Continuous end-to-end monitoring of user scenarios
Disaster recovery and business continuity
• Alternate disaster recovery sites and processes in place to ensure Business
Continuity Plan (BCP)
• All customer data is replicated to the DR, using encrypted channels

44. | Page 44
Comprehensive set of security tools and features
Secure Solution for Digital Engagement
Tested and verified
by our customers
Proven and
certified security
Secured product
development and R&D
300+ customer due
diligence processes and
assessments a year
Average of 20+ pen tests
a year
• 4 top grade US and EU based data centers
• 2 Primary sites
• 2 Disaster Recovery sites
• Private LivePerson cages
• Operated and accessed only by LivePerson
• 2 factor biometric access control
• Unmarked locations
• 24*7 CCTV and guards
Secured physical premises
• Customers can access only their data
• Hardened servers
• Full redundancy and backup
• Advanced measures for DDoS attack mitigation
Secure, stable, reliable infrastructure
• 192bit AES encryption for data at rest
• Sensitive Data Masking and obfuscation
• Customer controlled login policy
• Full visibility to actions and operations via comprehensive Audit trail and logs
• Flexibility to restrict LivePerson access to account information and data
| Page 44

45. | Page 45
• BRD Validation
1. Variables
2. Rules
3. Success Metrics
• Project Plan
• BRD
Tools• Project plan –
timelines and milestones
• Content review
• Creative review
• Metrics review
Tools
• Push code to production
• Agent training (SURA)-
Remote/Onsite
• Sign Acknowledgement Document
• Agent ConsoleTools
• Code delivery + Walk-through
• Agent Console Installation
• Code Implementation
• Creative upload
• Content creation
(canned, system, surveys)
• User Set Up
• Testing (SIT + UAT)
Tools • Content Templates
• BRD
• Agent Console Requirements
• Staging Environment
• Kick-off
• Website Walk-through
• Branding review
• Reporting Requirements
• Project Plan
• Business Requirement Document
(BRD)
Tools
• Account Analysis
• Rules Analysis
• Transcript Analysis
• More…
• Programme Reports
• User Feedback
• Client Feedback
Tools
Phase 1:
Strategy
Week
1
Phase 3:
Implementation
Week
2-3
Phase 6:
Management
Week
8+
Phase 2:
Validation
Phase 4:
Launch
Phase 5:
Optimization
Week
2
Week
4
Week
5-7
Strategy Validation Implementation Launch Optimization Management
• Program Reports
• Rules Analysis
• Performance Analysis
Week 1 Week 2 Week 2-3 Week 4 Week 5-7 Week 8+
Typical Deployment Process

46. Spencer Newsham
07714 136542
snewsham@liveperson.com
@snewsh
LivePerson Digital Engagement
Local Digital Futures