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Omitted Slides IBM Transformation Case Study WVS 5.1 Presentation

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We know your Industry

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AgentAgent

$6ChatChat

$6EmailEmail

$2.40WebWeb

$1.50Voice PortalVoice Portal

$0.60IVRIVR

$0.48

AfterAfter

BeforeBefore

AfterAfter

Relative costs per transactionRelative costs per transaction

Decreasing Per Transaction CostDecreasing Per Transaction Cost

BeforeBefore

Example: Billing Inquiry

90% phone $4,399,200

75% phone

Net savings of $580,800 or 15%Net savings of $580,800 or 15%

Medium Call Center with 800,000 calls

per year 10% IVR 15% web – $3,818,400

Example: Shift 5% of calls from the Agent to the IVR

$720,000,000

Net savings of $37 MillionNet savings of $37 Million

Large Call Center with 120 million

calls per year100% phone

95% phone 5% IVR – $687,000,000

Total Cost

5% IVR 5% web

Source: IBM Business Consulting Services, US Customer Engagement

Speech is Driven by Clear Value Proposition“Self-service transactions can reduce costs up to 90% compared to assisted services.” – Forrester Research, 2004

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Automated Speech RecognitionApplication Classes and their Objectives

OperationalProcess Efficiency

Value-Add andDifferentiation

EmployeeProductivity

Fully automated self-service

Continuous dictation

Call center routing

Automated switchboard

Mobile office Message services

Embeddedcommand & control

Enterprise DeploymentEnterprise Deployment

Service Provider DeploymentService Provider Deployment

Source: Quocirca Ltd.

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Business is Driving Speech Technology Acceptance

In AutomotiveCompetitive Advantage at Honda – “As in-car navigation systems evolve and become more

commonplace in today’s vehicles, our extensive voice-recognition features give Honda and Acura products a distinct competitive advantage.” ….. Tom Elliott, Executive VP, American Honda Motor Co.

Importance of Quality 38% of value of automobile is in software and electronics 32% problems associated with software and electronics Warranty costs today are greater than $3 billion annually Speech technologies can provide early detection and problem prevention

In the Contact CenterAnalyst Agent Service Cost ($) Automated Cost ($)

Giga $5 $0.50

Frost & Sullivan $7 - $9 $0.25 - $0.35

Purdue $4 $0.45

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Web Open Standards Leadership

1998 / 1999Java, XML and ebXML

Co-founder and lead architect for RosettaNet

Author of XML4J Chair OMG XML

Metadata Interch. Format

Co-author W3C Document Object Model

FounderXML.org Elected to Board of

Directors in OASIS

2000Web Services

and UDDI Co-author of

SOAP 1.1 and submission to W3C

Cofounder of UDDI.org and author of original UDDI specification

Co-author of WSDL

IBM contributes SOAP4J to Apache

2001Web Services

and Tools Led submission of

WSDL to the W3C Co-chaired W3

Web Services Workshop

Founder of Eclipse.org

Co-author of W3C XML Schema standard

Chair of Web Services Interactive Applications TC

First integrated private UDDI directory

2002Web Services and Security

Founder and chair, Web Services Interoperability Organization

Co-author of web services bus process specification (BPEL, WS-TX, WS-TC)

Co-author for Web Services Security roadmap and specification

Over 160 business integration technology

patents

2003Web Services and Security

Submission of BPEL to OASIS Co-chair WSBPELTC in OASIS Submission of Common Base

Events to WSDM TC in OASIS Submission of WS-Manageability to

WSDM TC in OASIS Co-authored and published EPAL

specification to WC3 Co-chair WSDM TC in OASIS More than 1,000 developers

devoted to XML and more than 1,500 focused on Linux. Over 200 software products running on Linux

Led workgroup responsible for finalization of SOAP 1.2

First Web Services Gateway

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Improving the Customer ExperienceOnstar

Technology Benefits State-of-the-art voice recognition

accuracy Continuous digit dialing

Technology Benefits State-of-the-art voice recognition

accuracy Continuous digit dialing

Business Benefits Improved customer access to

OnStar safety & security services Improved performance of OnStar

hands-free dialing Ongoing integration of advances

in speech recognition in collaboration with OnStar requirements

Business Benefits Improved customer access to

OnStar safety & security services Improved performance of OnStar

hands-free dialing Ongoing integration of advances

in speech recognition in collaboration with OnStar requirements

Improve user access to OnStar voice-enabled services

ChallengeChallenge

IBM Embedded ViaVoice provides faster, more intuitive, continuous digit dialing and improved voice recognition accuracy

By 2005, IBM Embedded ViaVoice will be integrated into all GM vehicles offering OnStar (approximately 2.2 million cars)

SolutionSolution

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Realizing Cost SavingsParcelforce (UK)

Technology Benefits Use of IBM speech recognition for

alphanumeric parcel codes and postal codes

Technology Benefits Use of IBM speech recognition for

alphanumeric parcel codes and postal codes

Business Benefits Automated service available 24 x 7 Major cost savings due to

increase in automated self service - anticipate $3.5m per year saving on < $2m investment

Business Benefits Automated service available 24 x 7 Major cost savings due to

increase in automated self service - anticipate $3.5m per year saving on < $2m investment

Labor intensive processes for managing customer phone contact on parcel redelivery and tracking

ChallengeChallenge

New customer conversational self-service applications from IBM Business Partner, Fluency, deployed on IBM WebSphere Voice Server

SolutionSolution

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WVS Languages

Language WVS V4.2 - WVR/AIX WVS V5.1.x (MRCP) - Linux

U.S. English Yes Yes

U.K. English Yes Yes

Australian English Yes

Brazilian Portuguese Yes

Canadian French Yes Yes

Dutch Yes

French Yes

German Yes Yes

Italian Yes

Spanish (Mexican and Castilian) Yes

Japanese Yes Yes

Korean Yes

Cantonese Chinese Yes

Simplified Chinese Yes Yes

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WebSphere Voice Self-Service Applications

Financial ServicesSector

CommunicationSector

DistributionSector

Financial MarketsStock price inquiriesStock TradingRequest Financial Reports

BankingPay billsRequest transaction historyBalance inquiryBranch locatorChange personal info, e.g. address

InsuranceQuote inquiriesForm requestsAgent locatorClaims status tracking

UtilitiesAccount managementOutage reportingAppliance repair requestAddress changeConnect/disconnect

TelcoSubscriber voice portals -- request info -- request servicesCall steering to CSRAutomated directory service

RetailCatalog orderRequest catalogRequest business hoursCall steering to store/dept

Travel/TransportationRequest schedulesRequest faresManage loyalty pointsTrack packages

TelcoSubscriber voice portals -- request info -- request servicesCall steering to CSRAutomated directory service

Benefits are Cross Sector

• Reduce “Cost to Serve”

• Improve Quality of Service

• Provide Consistency of Data and business logic acrosschannels

Speech-enabled self-service applications

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Integration into broad Software and Consulting Solutions

…

Clinical Trials Management

Emergency Response

Health Plan Administration

Regulatory Compliance

Next Gen Network Serv.

Regulatory Compliance

Risk & Compliance Mgmt.

Inventory Management

Retail/Aftermarket Quality Insight

Risk & Compliance

Wholesale Pmts

Customer Insight

……………

.

.

.

…

Annotations & Knowledge Sharing

Clinical GenomicsInvestigator Recruitment & Trials Mgmt.

Corporate Info Asset Management

Life Sciences

…Government Collaboration

e-Forms & Records Mgmt.

On Demand Workplace

Government Access

Government

…

Payer Services Portal

Clinical Decision Intelligence

Healthcare Collaborative Network

Patient Centric Portal

Health

…Supply Chain Collaboration

Software Lifecycle Mgmt

Business Perf. Management

Innovation Management

Electronics

…Partner Content EnablerMobile Services

DeliveryContact Center Optimizer

OSS/BSS Optimization

Telecom

…Asset OperationsContact Center

OptimizerMobile Workforce Management

Trading & Settlement

Energy & Utilities

…Brand Management

Consumer Info. Management

Customer Management

Item ManagementConsumer Products

Multi-Channel Management

Item ManagementAdvertising, Mktg & Promotions

Store OperationsRetail / Wholesale

TelematicsRetail/Aftermarket Dealer Collab.

ProductionSystems & SW Engineering

Product Lifecycle Mgmt.

Automotive

…Post Execution Integration

Financial Info Interchange

Trade & Order Management

Front Customer Insight

Financial Markets

…Risk & Compliance Core Systems

TransformationCustomer InsightBranch

TransformationBanking

…Channel Dist. Integration

Policy Administration

UnderwritingClaims Management

Insurance

LOB

IT

Merchandising

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IBM’s Transformation Case Study

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The ibm.com transformation success story is part of IBM’s larger contact center transformation*

IBM 32,000 Contact Center FTEs

235 Global Locations

ibm.com 5,000 Contact Center FTEs

23 Global Locations

3 North American Locations

Sales TechnicalGeneral

Customer Service

ibm.com X X X

Personal Computer Division

X X X

GlobalServices

X X

Customer Support

Org. (CSO)X

Techline X

Software X X X

IBM’s Contact Centers

* Only the North American ibm.com transformation is referenced because of IBM’s policy to not disclose individual division’s operating statistics

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ibm.com transformation story

Face to face sales channel

Branch offices

40+ centers (NA)

2000+ Toll-free numbers (NA)

8AM to 5PM Monday thru Friday

CIO the decision maker

On-site education

System engineers

ibm.com, business partners, face to face

Mobility Centers

3 Contact Centers (NA)

4 Toll-free numbers (NA)

24 X 7

LOB executives and CIO as decision makers

e-learning

e-support and service

14,000 IBM products

Mid 1990’s 2001

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ibm.com transformation approach

Strategy

OperationalProcess

Infrastructure

Develop CRM business strategies, complimentary business and value propositions

Identify, design and implement process and organizational improvements to explicitly deploy CRM strategies

Deploy and integrate the technology to support the new way of doing business

Business model Drivers of change Strategy and planning Business case

Roles and responsibilities Activities Decision and collaborations Sequence and timeline Performance management

Information requirements Infrastructure Packages System integration Programming

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Transformation Vision and Strategy

ibm.com Americas Contact Modelibm.com Services Center Access Model & Customer Contact Strategy

BUSINESS PARTNERS

IBMers

SALES CENTERS

PRODUCT SUPPORT SERVICES

FIELD SALES

MARK ETING

TECH LINE

CUSTOMER SUPPORT OPERATIONS

IBM GLOBAL SERVICES

ENTERPRISE WEB MANAGEMENT

MANUFACTURING

PRINTING SYSTEMS COMPANY

CUSTOMERS

or

CLOSE CALL

ESCALATES TO OTHER

FUNCTIONS

WARM TRANSFER

CALL

CLOSE AT INITIAL

CALL

SERVICES

PRODUCT AND MAINTENANCE INFORMATION

OPPORTUNITY IDENTIFICATION

GENERAL INQUIRIES

SALES SUPPORT

REGISTRATIONS FOR SEMINARS AND CLASSES

WARRANTY INFORMATION

HARDWARE AND SOFTWARE REQUESTS

TELEMARK ETING

MARK ETING CAMPAIGN SUPPORT

DATABASE MANAGEMENT

DIRECTORY DIALER SUPPORT

ELECTRONIC RESPONSE MANAGEMENT

BUSINESS PARTNER SUPPORT

NATIONAL ACCOUNT MANAGEMENT

TELEWEB1-888-SHOPIBM

commerce.www.ibm.com

e-MAILe-CRC

WEBECCO

CUSTOMERSwww.ibm.com

FAX

POSTAL MAIL

TELEPHONE1-800-IBM-4YOU

800# HARDWARESOFTWARE

SPCPARTNERLINE

CRU

OUTBOUNDTELEMARKETING

DISPATCH

ibm.com Vision

A single, integrated IBM in the marketplace

A leading e-business

The premier sales, service, and marketing company in our industry

The highest standard of customer satisfaction and loyalty

World-class performance and reliability

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Transformation benefits

Cost Reduction Revenue Generation

$2.2B savings 1st year (May ‘00 to May ‘01)

22% productivity improvement Shifted non-sales face-to-face

interactions to call center (estimated at 25%)

New employee training time was reduced from 2 weeks to 1.5 days

Customer Satisfaction Employee Satisfaction

Employee turnover went from 13% to 7%

Eliminated time discussing who’s data is right - everyone has same data

Better decision-making based on current data (e.g. proceeding with campaign)

Generates 65 leads per hour - valued at $3.1M

Generates $3.5M revenue per hour (TeleWeb)

29% annual revenue growth

Customer satisfaction targets were met/ exceeded 94% (vs. 90% target)

More stringent satisfaction metric exceeded in 2002 – 55.3% very satisfied (vs. 55% target)

Transformation Benefits

Transformation Benefits

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Conversational BiometricsCustomer Scenarios

November 2004

Ran Zilca

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Scenarios

1. Automated User Authentication and Authorization over the phone2. Call center live agent user authentication and authorization3. Offline fraud detection - banking/finance4. Offline fraud detection – telecom5. Trusted 3rd party voice authentication provider6. Mobile Commerce7. Government / forensic / intelligence8. Password reset9. Secure physical access10.Parolee tracking

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Scenario 1: Automated User Authentication and Authorization over the phone

User calls a VRU self service application, or calls a call center and goes through the automated system first.

Value add of using CB: Faster user authentication of genuine users

Higher detection rate of break-in attempts

Ability to not only authenticate the user (binary decision) but also to determine a authorization level

Self Service / Call

Center

Self Service / Call

Center

Authentication / authorization

CB

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Scenario 2: Call center live agent user authentication and authorization

CB

Call Center AgentSystem or

phone display

Audio

Similarity Scores

Suggested action

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Scenario 3: Offline fraud detection - banking/financeDetecting repeating fraudsters

Voice LoggerCall Center database

Fraud Detection system(rule based, neural, etc.)

Detected fraudulent accounts

SIV Enrollment

Past FraudstersVoiceprints

AudioCall Center / Self Service

SIV Scoring

Fraud alert

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Scenario 4: Offline fraud detection - telecomDetecting repeating fraudsters

Voice LoggerCall Center database

Fraud Detection system(rule based, neural, etc.)

Detected fraudulent accounts

SIV Enrollment

Past FraudstersVoiceprints

Fraud alert

Audio

SIV Scoring

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Scenario 5: Trusted 3rd party voice authentication provider

Trusted 3rd PartySIV

Central VoiceprintRepository

Enterprise Aaudio

Authentication result

Enterprise B Enterprise C

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Scenario 6: Mobile Commerce

User places an order using browser on phone Immediately receives an automated call from the merchant Verifies her/his voice Transaction approved and goes through (Requires simultaneous voice and data session)

Merchant

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Scenario 7: Government Applications

Audio

SIV

Forensic: Wiretapping predetermined suspects and/or comparing voice samples offline

Signal Intelligence: Monitoring large amount of calls continuously to detect calls of particular speakers

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Other Scenarios:

Password/PIN reset: higher level of secure authentication required for forgotten passwords

Secure physical access: government and sensitive locations and/or replace badge access

Parolee tracking: call parolee at random times to validate their presence at home.

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Voice Server 5.1:Enabling the on demand Business of Tomorrow

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Agenda

Speech for on demand Business

WVS and the WebSphere family

Key WVS 5.1 Differentiators Rapid Speech Application Development

Administrative Ease of Use

On Demand Speech Technology

Standards-Based Architecture

Summary and Q&A

Summary & QA

KeyDifferentiators

History & WebSphereSpeech & on

Demand

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Taking business to the next level

On demand operating environment

Business flexibility through integration of people, processes and information

within and beyond the enterprise

Business flexibility

IT simplification

IT simplification through automation and virtualization enables access

and creates a consolidated, logical view of resources across a network

• Availability• Security• Optimization• Provisioning• Infrastructure Orchestration• Business Service Management• Resource Virtualization of

Servers, Storage, Distributed Systems/Grid and the Network

Integration

Infrastructure management

Requires on demand operating environment

Open standards are table stakes for an on demand operating environment

Speech technology

• Business Modeling • Process Transformation• Application and Information Integration• Access• Collaboration• Business Process Management

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What is Voice Server 5.1?

A WebSphere-based implementation

of the industry standard MRCP

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The New WVS 5.1 Message

WVS Enhances IBM’s speech solutions by providing:

Administrative ease of use Standards-based architecture for speech WebSphere quality Improved integration and flexibility for existing customer

environments Integration with other IVR platforms to better integrate into existing

customer environments

Promoting: WebSphere Application Server as the focus of IBM’s speech

architectures WebSphere as the preferred application development and

deployment environment for voice A single infrastructure for voice and data applications

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Why is WVS 5.1 important?

Provides IBM’s strength in complex systems management to speech technology

Brings a new focus to the sales message that niche competitors ignore or minimize

Integrates speech technology into the IBM on demand strategy

Integrates Speech resources into the IT infrastructure

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Where does WVS 5.1 fit in a total speech solution?

Speech Solution = hardware + software + services

Services drag product (esp. SUI design process and expertise)

WVS 5.1 offers capabilities that positively impact 2 phases in a speech project:

Development – Voice Toolkit speeds development time, lowers costs of services

Deployment – advanced WVS 5.1 administrative abilities keeps apps running, reduces system down time, and prevents customer dissatisfaction

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Key Voice Server 5.1 Dates

Sept. 7th, 2004, Product Announcement US, UK, Simplified Chinese and Japanese languages Intel Linux offering available on SuSE SLES 8.0 and RedHat Enterprise Linux 3.0

Sept. 13-16th, Demos/Splash at SpeechTEK with Steve Mills as a Keynote speaker

November 5th, 2004, electronic General Availability

December 3rd, 2004, General Availability

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Agenda



Key WVS 5.1 DifferentiatorsRapid Speech Application Development




Summary and Q&A

Summary & QA

KeyDifferentiators


Demand

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Past Speech Technology: WVR & WVS

WVR WVS

Proprietary InterfacesNot Integrated to WebSphere

Lack of flexibility and robustness

ASR TTSVXML

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WebSphere Voice Server 5.1

CCXML

IVR

ASR

VXML

TTS

WebSphere (WAS) foundation

MRCP standard speech interface

MRCP

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WVS 5.1 is Strategic for IBM

WebSphere is the preferred application development and deployment environment for voice apps

Common application and business logic for visual and voice applications

• WAS, J2EE, WMQ, WBI, DB2 Common development tools & skills

• Eclipse, WSAD, Rational Markup based on W3C Standards

• XML, xHTML, VoiceXML, CCXML Separate presentation logic for visual & voice channels

• WebSphere Portal, WVAA, WEA Value migrates to the application server and tooling

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Benefits for IBM Customers

Fully Integrated WebSphere Solution across all 3 tiers

End to End systems management via WebSphere

Integrated deployment across all elements

Single Tooling Solution

Open Interfaces and Standards

Performance Monitoring (via Tivoli Performance Viewer in WAS)

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Agenda







Summary and Q&A

Summary &QA

KeyDifferentiators


Demand

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Key WVS 5.1 Differentiators

Rapid, High Quality Application Development



Standards-based Architecture for Speech

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Agenda







Summary and Q&A

Summary & QA

Key Differentiators


Demand

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Rapid, High-Quality Application Development

Application development consists of: Creating speech user interface and grammars

Coding

Recording audio files (voice talent) and preparing for maximum quality and timing

Important to IBM customers because speech projects are: Expensive

Time consuming

Complex

Requires deep skills in several areas

Directly impacts customer satisfaction, loyalty, and revenue (ROI)

WVS 5.1 supports application development through the Voice Toolkit and enhancements to ASR and TTS

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Voice Toolkit 5.1 – Speech App Development

Voice Toolkit 5.0.2 Content Existing development environment for WVAA 5.0, WVS 4.2, and WVR 4.2

Pre-req of Portal Toolkit for Voice Portlet functionality

Fixes made for 5.0.2 Translation Release MRCP Grammar Test Tool

Remote connection to WVS 5.1 MRCP server for loading and testing grammars

Same functionality as previous grammar test tool for Enumeration, Testing with Text, etc. (no microphone testing;uses audio files instead)

Additional functionality for bulk audio file testing, showing semantic interpretation results, n-best matches, and confidence scores

Lexicon Editor with Pronunciation Migration XML-based editor for TTS and Recognition pronunciation files

Automated migration functions for pool files and exception dictionaries Support for WebSphere Studio 5.1.2

Site Developer (WSSD), Application Developer (WSAD), Enterprise Developer (WSED), WAS-Express

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Voice Toolkit 5.1 - Drag and Drop SUI

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Voice Toolkit 5.1 – Vendor Interoperability

Editors (VoiceXML, SRGS-XML, CCXML) Standards based

Customizable DTD

Call Flow Builder (Code Generation and Prototyping) Standard VoiceXML 2.0 output

Extensible Code Generator (future: RDCs)

Call Simulator and VoiceXML Debugger (Browser execution) “Run as…” extensibility for other Launch Configurations

Debugger API definition

Speech Technology (TTS and Recognition) Extensible engine interface classes (MRCP being staged in)

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Agenda







Summary and Q&A

Summary & QA

Key Differentiators


Demand

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Speech is typically used for customer self-service

Applications unavailable = loss of customer = loss of revenue

Administration of complex systems includes: Installation/configuration

Monitoring

Problem determination

Troubleshooting

WVS was designed with system administration in mind

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Why is Ease of Use important?

Minimal time and skill required to get speech system up and running (installation, configuration)

Administrators need to quickly identify and resolve system problems

Decreases down time if system or application problem occurs

Prevents end user from encountering unavailable or atypical self-service interaction

Prevents “shopping” by end user – improves customer satisfaction and loyalty

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Rapid Problem Determination

Quickly target and resolve problems using the WVS Administrative Console

WebSphere centralized repository for log and trace messages

Tivoli Performance Viewer for real-time analysis and system monitoring

Dynamic trace enablement and use of Log Analyzer tool

One step gathering of critical support information using WebSphere Collector Tool

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“At a glance” System Monitoring

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Detailed System Monitoring

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Agenda



Key WVS 5.1 DifferentiatorsRapid Speech Application Development




Summary and Q&A

Summary & QA

Key Differentiators


Demand

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“On Demand” speech technology is crucial in today’s fast pace business environment

Lack of system availability = loss of end user (customer) = loss of revenue

WVS provides capabilities for continuous access to speech applications (self-service)

WebSphere Network Dispatcher is primary means of delivering on demand

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Why is this important?

WebSphere Network Dispatcher provides:

Provides scalability by dynamically adding/removing WVS servers without interrupting operations

High availability that eliminates single server point of failure, providing continuous service

Obtain hardware optimization by providing load balancing among WVS servers using weights

Ease of integration by seamlessly adding Network Dispatcher to your network and utilizing TCP/IP

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Agenda







Summary and Q&A

Summary & QA

Key Differentiators


Demand

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Standards provide flexibility in creating speech architectures for IBM customers

Allow greater reuse of existing infrastructure, lower costs of speech projects

WVS 5.1 Standards Supported: MRCP Version 1 Draft 4

Speech Recognition Grammar Specification (SRGS) 1.0

Semantic Interpretation Speech Recognition (SISR) 1.0

Speech Synthesis Markup Language (SSML) 1.0

Natural Language Semantics Markup Language (NLSML) for the Speech Interface Framework, Draft, 30 May 2001.

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ASR Enhancements

Supports US, UK, Simplified Chinese and Japanese languages.

Improved performance in noisy environments reducing false barge-ins.

Lexicon support to provide high quality additional pronunciations

These enhancements provide robust recognition for 4 major languages

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TTS Enhancements

Supporting: Speech Synthesis Markup Language (SSML) 1.0 SSML lexicons Persistent lexicons SSML embedded audio <voice-name> attribute

Advanced TTS male and female voices for: U.S. English (one male voice, two female voices) U.K. English (one male voice, one female voice) Japanese (one male voice, one female voice) Simplified Chinese (one female voice)

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Agenda







Summary and Q&A

Summary & QA

Key Differentiators


Demand

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