inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations

Ruud Huigsloot • ruud@ruudhuigsloot.nl • @ruudhuigsloot
Heading to a world of great conversations
#inSpiredEvent2017

HEADING TO A WORLD OF
GREAT CONVERSATIONS
Ruud Huigsloot
inSided – 23 November 2017

ONCE UPON A TIME
RUUD - DIGITALE TRANSFORMATIE - RUUD@RUUDHUIGSLOOT.NL

OPEN

WHAT DID T-MOBILE DO?
RUUD - DIGITALE TRANSFORMATIE -
RUUD@RUUDHUIGSLOOT.NL

KNOWLEDGE
CUSTOMERS DO HAVE MORE DETAILED KNOWLEDGE
ABOUT YOUR PRODUCT
WISDOM
THE SMARTEST PEOPLE DO NOT WORK IN YOUR
COMPANY
WHAT T-MOBILE LEARNED IS THAT USER GENERATED
CONTENT DOES MATTER

RESULTS
• 60% of all forum questions are answered by other
customers
• 25 super users (customers) are more or less running
the forum
• A forum is really great for SEO
• Webcare is the frontrunner in having conversations
• Conversations have a very high customer satisfaction
score.

CUSTOMERS LOVE CONVERSATIONAL
INTERFACES

HOW DO THEY LOOK NOW
Primarily text based conversational interfaces between people.
A win-win for customers and companies
Fast, at your chosen time/place, simultaneous conversations, cost reduction
and a high customer satisfaction.

THE RISE OF THE BOTS

MOST EARLY BOTS ARE LIKE AN IVR
• Based on an existing
(knowledge) system and/or
virtual assistant
• Pre-defined choices
• Limited added value

Added functionality

Added some intelligence

Added speach via Siri

GOING TO PARIS
Go to the T-Mobile Website
Press login
Forgot my password because I never login
Resend my password
Check email
Click link
Think about a new password
“No valid password. You need 8 characters
and 2 strange characters. Still 4 options left”
“No valid password. You need 8 characters
and 2 strange characters. Still 3 options left”
Feeling frustrated
Yes, I found a good password
Login My T-Mobile
I see I still have 2.1 Gb left
Wondering if this is valid for France
Searching for foreign countries
Still searching while pushing my kid away
Stiill searching…“Yes my dear I’m coming down for dinner. YES!”
Feeling F….ing frustrated, still shouting at my wifel…
Calling Customer Service….dinner is cold. Wife left
Me: “Hi T-Mobile”
T-Mobile: “Hi Ruud”
Me: “How much data do I have left this
month?”
T-Mobile: “2.1Gb Ruud”
Me: “Can I use it in France this weekend?”
T-Mobile: “Yes Ruud, I wil make sure your
roaming is switched on”
Me: “Thanks T-Mobile”
T-Mobile: “You’re welcome Ruud. Bon
voyage and enjoy the weather”

OR, IF I WAS T-MOBILE
Me: “Hi T-Mobile”
T-Mobile: “Hi Ruud”
Me: “Im looking for a new phone?”
T-Mobile: “Well, we’ve a lot of them. What
would you like?”
Me: “Either the iPhone 8 Plus or the X. Not
sure yet?”
T-Mobile: “One of our customers wrote a
very popular article about this. Would you
like to read it?”
Me: “Yes please, T-Mobile. That would
help!”
T-Mobile: “You can read it here:
https://forum.t-mobile.nl/apple-iphone-
8Plus-X-325646-Ruud”
Me: “Great! Thanks.”
T-Mobile: “You’re welcome Ruud. Below
the article I included an order button.
When you want to order, please use that
button. The author of the article will get
some credits for his effort”
The next day:
Me: “Hi T-Mobile, I ordered the iPhone X
Space grey, 64Gb via the link in the article”
T-Mobile: “Good choice Ruud! I see it will
be delivered coming Monday between
14:00-15:00”

Are you talking to me?
T-Mobile: “Hi Ruud, do you have a
minute?”
Me: “Excuse me, who are you?”
T-Mobile: “Hi Ruud, I’m your assistant from
T-Mobile. I have some advise regarding
your subscription. Is it okay to tell you
about it?”
Me: “Sure”
T-Mobile: “I see that your internet bundle
was too small in the last 4 months. If you
upgrade, you will pay €5 less per month.
Do you want to upgrade?
Me: “Yes please, T-Mobile. That would be
great!”
T-Mobile: “Great Ruud. You’re upgraded to
a internet bundle of 10Gb. Your monthly
costs will be €30"
Me: “Great! Thanks.”
T-Mobile: “You’re welcome Ruud. Have a
great day”

IF THIS WILL DO IT?

DO WE STILL NEED THIS?

OR EVEN THIS?

THERE’S SOMETHING GOING ON

THE GRAPHICAL UI AS WE KNOW IT WILL
DRAMATICALLY CHANGE
Where the web most likely will be focussing
on great visual experiences, most
functional features will transform into
short question-answer conversations
based on naturally language

CUSTOMER VICTORY!
• Hassle free and fast
• Simple question, simple
quality answer
• Pro-active service
• Doing business via very
familiar channels

QUESTIONS TO BE ASKED
• Where/how does the conversation
starts?
• How do you identify the customer?
• What will be the role of your existing
digital touchpoints?
• What kind of journey and
architecture is needed?

ORGANISATIONAL CHECKLIST
• Luckily we’re all working agile. Are we?
• And we all have a ‘Digital First’ customer journey
approach?
• We’re experimenting with bots, AI and
machinelearning?
• We can link social identities to customers in our open
CRM?
• We’re looking into the impact on Sales, webdesign,
UX, Online marketing, XU-sell and customer service?

THE QUALITY OF YOUR COMPANY’S
CONVERSATIONAL INTERFACE(S) WILL BE THE
ULTIMATE PROOF OF YOUR ‘CUSTOMER FIRST’
PROMISE

Roy Charles Amara (1925 – 2007) was an American researcher, scientist and futurist
BUT RELAX…NO PRESSURE!

THANKS FOR LISTENING
Ruud Huigsloot
ruud@ruudhuigsloot.nl
www.linkedin.com/in/ruudhuigsloot/

Ruud Huigsloot
#inSpiredEvent2017
Email: ruud@ruudhuigsloot.nl

inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations

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inSpired Event 2017 - Ruud Huigsloot - Heading to a world of great conversations