ulimi, chatbots and buying behaviour · 2. chatbots 101 12 actuarial society 2019 convention | 22 -...
TRANSCRIPT
Ulimi, chatbots and buying behaviourCan multi-lingual chatbots improve product access and understanding in the
South African market?
1. In t roduct ion
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How do you create emotional connection?
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In March 2013…everything changed…
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1. In t roduct ion
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Can chatbots create emotional connection?
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1. In t roduct ion
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Why chatbots?
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2. Chatbots 101
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“Chatting” is second nature
Convenient
Personalized
Media rich channel
Data-driven conversation design
Leverages highly adopted platforms
1
3
4
5
6
2
10
2. Chatbots 101
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“Chatting” is second nature
Convenient
Personalized
Media rich channel
Data-driven conversation design
Leverages highly adopted platforms
1
3
4
5
6
2
11
We have built chatbots that help people
1. access
2. understand
3. and buy
financial services products…and we entertain
them along the way
2. Chatbots 101
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Millennials wil l ing to
share…its l ike
Whatsapping a fr iend
Very intuit ive and easy
to use (vs Website)
Low tech requirements
Connected with this user
at 5AM!
CompariSure Valentine’s Day Competit ion
Improved our
understanding of this
customer
Let us help you plan your perfect VDay!
Firstly, are you single and ready to mingle?
Going steady with your Boo?
Planning a romantic night with Hubby?
Going steady with Boo!
Oooh let’s get into it. If you were given the choice, which of
these date options would you go with, Tebogo?
Adventure Romance
Adventure
Something adventurous, interesting…
Will there be candles? A glass or red wine or two?
Share the details of how you would plan this all out
Book an exclusive lodge…rose petals, champagne, and
The room must also have candles.
chocolate
Will put on lingerie!
2. Chatbots 101
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Easily highlight product
features and demonstrate
value to user
Psychology and question
order is crit ical
How much funeral cover would you like to add to your quote?
R40k
Getting Family Funeral Cover
R20k R30k R40k
You have selected R40k cover
Let’s move on to your family members
Tebogo, you mentioned you have two children
A special feature of the ABC Funeral Plan is that
children under 21 can be added at no extra cost
Would you like to add your two children to the quote for free?
Yes
Great! What is your first child’s name?
Am out of battery
Machine learning applied to
reduce user errors / invalid
responses
2. Chatbots 101
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User comprehension
problem – the role of
language
TCF Principle 3: Consumers are
provided with clear
information…
FSCA Objective: Provide f inancial
education and
promote f inancial
l i teracy
Language Challenges
Who would you like to add to your quote next?
I really want my Daughter to be my spouse please
Spouse/Partner Parents Extended Family Other
A Spouse is your husband/wife, boyfriend/girlfriend or partner
Children
Can you confirm that your first name
as per your SA ID is Freedom?
No
What is your first name as per your SA ID?
Come again I’m not understand
because it write a bombastic words
3. The Role and Impact o f Language
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3. The Role and Impact o f Language
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Cognitive Perspective
• Easier to process
• Easier to share information
Affective Perspective
• Effect of language on trust
• User feels acknowledged and
accepted, and that their
culture is appreciated
3. The Role and Impact o f Language
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Language options and consumer
preference
“Would you like to continue in isiXhosa or English?”
Home Eng
Xhosa 57% 43%
Afrikaans 56% 44%
Zulu 54% 46%
Sotho 49% 51%
Pedi 33% 67%
3. The Role and Impact o f Language
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Language options and conversion rate
“Would you like to continue in isiXhosa or English?”
Not given the
option
Given the
option
Start445
100%
445
100%
Complete
Purchase
32
7.2%
38
8.5%
p-value - 0.035
3. The Role and Impact o f Language
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Language options: Zulu versus English
Chose isiZulu,
continued in
isiZulu
Chose English,
continued in
English
Number of conversations 285 275
Average error count 4.79 2.89
p-value (error count) <0.001
Number of policies
bought15 12
p-value (policy sales) 0.3
In English, we asked:
“Would you like to continue in isiZulu or
English?”
4. The Workplace of the Future
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How will bots impact the work force?
4. The Workplace of the Future
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Bots assisting humans
Humans assisting bots
100%
0%
Launch month
Human
sales
Bot sales
Human
sales
Bot sales
17%
83%
Most recent
month
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User Training the Bot
4. The Workplace of the Future
We asked the user:
What is your highest qualification?
They answered: Std 9
I think they meant: No matric
Am I correct?
September Errors per
Conversation3.33
Errors Per Conversation
since Bot Training2.94
Reduction 0.39
September
conversation count12,092
Implied error
reduction for
September
4,715
What is your highest level of education?
Std 9
No Matric Matric Diploma Degree
Please select one of the available options
No Matric
Admin review of Bot Training
The options are ‘No Matric’, ‘Matric’, ‘Diploma’, ‘Degree’
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Administrator Training
4. The Workplace of the Future
Ngabe ufuna ukufaka elinye ilungu lomndenit?
unkosikazi wami
Please select one of the available options
Administrator training the chatbot in Zulu
Confirmed ‘Umlingani’
Admin intervention
4. The Workplace of the Future
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Are people actually engaging with
chatbots?
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>100,000
Cumulative User Count
4. The Workplace of the Future
0,6%
1,9%
3,4%
4,9%5,7%
9,7%
10,8%11,4%
12,8%
April May June July August 2-3 mths 3-6 mths 6-9mths 9-12mths
Conversion Rates
Calendar Month Duration
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The power of a
digital marketing
engine
4. The Workplace of the Future
4. The Workplace of the Future
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Human Agent
• Recruitment, Training
Accreditation, Compliance
• Office space, PCs, desks etc
• Team Leader, Trainer, QA
• HR, Leave Allowance
• Leads, leads, leads, leads
Bot Agent
• Leads
• Leads
• Leads
• Leads
• Leads
• Leads
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4. The Workplace of the Future
20192 20193 20194 20195 20196 20197 20198 20199 201910
50
pols
p/m1 agent
26
½ human agent
0 bot agents
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4. The Workplace of the Future
20192 20193 20194 20195 20196 20197 20198 20199 201910
84
50
pols
p/m1 agent
1.5 human agents
0 bot agents
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4. The Workplace of the Future
20192 20193 20194 20195 20196 20197 20198 20199 201910
50
pols
p/m1 agent
1602 human agents
1.5 bot agents
ACT U AR I AL S O CI E T Y 2 0 1 9 CO N V E N T I O N | 2 2 - 2 3 O CT O B E R 2 0 1 931
4. The Workplace of the Future
20192 20193 20194 20195 20196 20197 20198 20199 201910
286
50
pols
p/m1 agent
3 human agents
3 bot agents
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4. The Workplace of the Future
20192 20193 20194 20195 20196 20197 20198 20199 201910
7003 human agent
11 bot agents
50
pols
p/m1 agent
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4. The Workplace of the Future
20192 20193 20194 20195 20196 20197 20198 20199 201910
1,200 +
Admin = 100
50
pols
p/m1 agent
3 human agents
19 bot agents
1 bot support admin
20192 20193 20194 20195 20196 20197 20198 20199 201910
Actual Sales Estimate
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4. The Workplace of the Future
4. The Workplace of the Future
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Website
Lead Form
Call center
Online ad
4. The Workplace of the Future
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Website
Lead Form
Chatbot
Online ad
4. The Workplace of the Future
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How it works - our business model
Pil lar 2: Marketplace
Consumers and product providers
connect via marketplace
Pil lar 1: Direct To Consumer
Consumers and product providers
connect directly
Product
Provider 1 Product
Provider 4 Product
Provider 5
Product
Provider 1 Product
Provider 2 Product
Provider 3
37
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4. The Workplace of the Future
Chatbot effectiveness
Call Centre Chatbot
Lead Cost 3P
?Call Centre Cost 3P
Conversion Rate 5%
Inception Rate 70%
4. The Workplace of the Future
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