emotion recognition - a new design paradigm
TRANSCRIPT
GRAPHING CUSTOMER EMOTION IN TURBOTAX IN REAL TIME
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Agenda1. background
2. technology
3. experiments, insights and customer benefits
4. opportunities, risks and next steps
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Part 1. Background
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43 muscles and 23 action units (AUs) – combinations of facial muscle activity that correspond to seven core emotions – are studied on a
second-by-second basis.
Pursuant to US Patent #7,113,916
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Why now?
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SxSW 2015 + CONVERGENCE
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Gathering emotion response data will allow us to see our customers in a completely new way. It will unlock the unique individual behind the faceless demographic.
This would allow us to…
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Serve up different versions our tax-prep experience according to emotional responses
Capture a completely new dimension of data in analytics
Change marketing offers based on emotion response
Better facilitate customer care (especially agent interaction)
Baseline requirements
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real time fast accurate seamless integration
Part 2. Technology
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Technology Highlights
Valence, Engagement, and other emotions
SDK runs native/local on mobile + desktop platforms
Real-time, reads every 250 ms
Transient — no images are stored
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Hands-on demo!
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Part 3. Experiments, insights and customer benefits
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Experiment A positive reaction (valence >0)
negative reaction (valence <0)
AFFECTIVA measure
page 1
page 2A
page 2B
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WHAT THE CUSTOMER SEES
WHAT THE CAMERA SEES
Experiment A
positive reaction negative reaction
Experiment Apositive reaction
(valence >0)
negative reaction (valence <0)
measure
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negative valence
positive valence
we needed data from real people
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Experiment B
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Experiment B
-48
+35
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Experiment B
we needed a controlled test on a specific event at a specific time
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We measured emotions between 3 points for a 3 second interval
Experiment C
number starts rolling number stops rolling 2 seconds after number stops rolling
THE EVENT THE TIME INTERVAL
0 1 3
When the EIC credit appears
Stt
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Experiment C
noisy data - wide range of deviation on a single URL giving low
confidence on what the customer is experiencing
event driven data
With data tied to intervals around events we get an accurate reflection of emotion response.
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Experiment C
Stt
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Experiment C
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Experiment B
Customer benefitswe can understand our customers on a deeper level
we can respond to a negative or positive outcome in a way that builds confidence
we can provide customers with support when they need it most
we can and help in ways we never did before
we can identify areas of concern that are otherwise invisible
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Conclusions / insights
We can gather a completely new understanding of the end-to-end customer journey AND key moments in the customer experience
We can gather valuable, actionable analytics giving us a radically new data dimension, creating a strategic advantage that we have never had before.
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Part 4. Opportunities, risks and next steps
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There is no art/ to find the man's
construction in the face William Shakespeare, Macbeth
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Thanks for your time!!
Damien Amir
Sharon Clarence