putting the “smart” in smartphones j. brooke aker cmo admantx
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Putting the “Smart” in SmartPhones J. Brooke Aker CMO ADmantX. December 2010. Customer Service is the Top Challenge. Customer Service & Support. Communication / PR / Reputation . Worker Productivity. Decision Support. Support Sales. R&D. Sourcing & Procurement. Governance & Compliance. - PowerPoint PPT PresentationTRANSCRIPT
Putting the “Smart” in SmartPhones
J. Brooke AkerCMO
ADmantX
December 2010
Customer Service is the Top ChallengeCustomer Service & Support
Communication / PR / Reputation
Worker Productivity
Decision Support
Support Sales
R&D
Sourcing & Procurement
Governance & Compliance
Financial Processes
Other
What organizations want IT to provide
Source: AMR Research
Search Priorities by Type
3
10% 20% 30% 40% 50%
Risk Management
Call Center Narrative
Field Service Notes
Enterprise Content Management
Instant Messages / Tweets
Source: Aberdeen Research
Challenge – Cost Effective Service• American’s make 43 billion “help calls” each year
making customer service a crucial part of business.
• Employing a live CSR costs about $7.50 per call compared with just 35 cents for a machine.
User visits the help your section
1 2
Asks a question in natural language (plain English)
Gets the best answer within seconds
3
Convenient Accessed from the mobile device
Accurate Leverages knowledge base
Fast Answers are provided within seconds
Simple User simply asks a question in plain English
Personalized Automatically reads device type a software version providing answers specific to the problem
Mobile Answers
Semantic Based Q-A is Self-Help Service• 60% of users try self-help before requesting
assistance. • A 10% percent improvement in customer retention
results in a 30% increase in the value of the company (Bain & Company)
Recipe for Web Scale Apps
• Simple, familiar – no training
• Collaboration to build useful things
• Everywhere, all the time high speed
• Google-like Computing Power
The Cloud
The Pipe
The UI
The API
90% +Precision
4 MB per Minute Speed
<10-6 Access Time
35 Entity Extractio
n Types
600+ Categori
es
Recipe for Semantic Search
Semantic Network
Corp. Data
morphological
part of speech
sentence logic
disambiguation
semantic network
Categorization
Extraction:People, Organizations
Events, Relations,Products, Main Concepts Etc semantic
tags
COGITO
Semantic Understanding of Information
Sentiment++++
- - - - Public Data
Rich Architecture
App context
help – no lists
How do I get an answer?
User Case: “One Search”
Q-A for all Help
- Extended to forums- Extended to other customer generated
answers
Instead of getting a
list of apps by
category get the app you
want
How do I get an answer?
User Case: “Find Me An App”
Q-A for locating the“right” app
Who is this?
How do I get an answer?
User Case: “Fill Me In On This Person”
Q-A for knowing who you are meeting with
Where can I get spicy
Indian food by
delivery?
How do I get an answer?
User Case: “Help Me Travel Well”
Q-A for location, review, delivery and other specifications
When was the last
time I met with
Company X?
How do I get an answer?
User Case: “Manage My Business”
Q-A for; • tracking past appointments• to do alerts
Prepare me for my meeting in
2 hours
How do I get an answer?
User Case: “Prepare Me For A Meeting”
Q-A for reviewing all• Notes• Emails
• Text messages• Documents• Presentations
Instead of getting Jay Leno’s bio or a link to
his website, users can find out exactly
who is on tonight!
How do I get an answer?
User Case: “Find Me Entertainment”
Q-A for everyday publicsearches
What are my friends doing right
now?
How do I get an answer?
Case: “What Are My Friends Doing?”
Q-A for managing socialconnections, appointments
availability
When will the price go lower?
How do I get an answer?
User Case: “Alert Me to Deals”
Q-A for proactively Finding and alerting
user on purchasedeals
Ads right = Semantic Search right
• Interface stays simple• Interface interprets input giving user
flexibility, feedback & clarity
gas
Did you mean ….gas – as in air in the roomgas – as in fuel in the tankgas – as in natural gasgas – as in empty talkgas – as in the gas pedalgas – as in to poison
Ads right = Semantic Search right
• Interface stays simple• Interface interprets input given user
flexibility
What are the projected prices for gas at the pump?
Ads right = Semantic Search right
• Interface stays simple• Interface interprets input given user
flexibility
subject action object
suggestions suggestions suggestionstypessueGE UTC
