We know all about the use of artificial intelligence (AI) based solutions for ‘deflecting’ simple user questions to virtual assistants, or agents, but how do we define what these are? And are the ‘typical case’ questions still the most popular?
For Bold360 – the AI conversational software arm of LogMeIn – the answer lies in “white box AI visibility”, which enables it to see in real time what the customer is asking.
Speaking at SBC Summit Barcelona – Digital, Bold360’s Head of Gaming Accounts Neel Davda explained: “We’ve talked before about monolithic API architecture versus a more flexible approach. The reason we’re able to understand what to integrate with and how is really through a white box AI visibility.
“So we’re able to see in real time what the customer is asking. Of course, we know about the typical cases but sometimes there will be curveballs there, and through that we’re able to understand if it’s a structural or strategic change in approach that’s required.
“For example, it helps us to understand if the client needs to resource better. Or if it needs to alter training for its team members. And actually, is it something that could be managed by an authenticated environment where you have an integration with a third party CRM, CMS, or even the gaming system itself.”
This CRM integrated approach is preferable for building a better picture of the customers, but Davda acknowledges that ageing technology can be a barrier. “Some organisations are stuck on legacy systems that don’t have that degree of flexibility and they’re having to build the digital layers that sit on top of those,” he said.
“By contrast, some are built from the ground up and have realised the need to have that ability to talk to different systems and get the best out of them.”
Dava described this bid to offer a more personalised experience as the “next step” beyond the quick contact deflection you get from the initial deployment of the software.
“It’s really a phased approach,” he explained. “It starts with building a self-serviceable model and taking away some of those frequently asked questions (FAQs). For example, resetting passwords, account withdrawal status, bonus eligibility or things of that nature – we can very quickly start to eliminate those from the contact centre.
“Once we do that we can start to look at those personalisation type journeys and use cases, and whether that requires some third party intervention. And the next step is the proactive approach, so how can you mitigate churn? How can you offer a more personalised experience for VIPs? If it’s a first time user, can you provide a targeted offer?”
Quizzed further on the interaction with a CRM system, Davda replied: “It’s trying to create a seamless approach regardless of touchpoint, Any which way interaction occurs with the brand, you want to create an effortless experience for the customer and promote that happiness which will, in turn, promote retention or stickiness.”
A relatively new player in the AI space, Davda was asked about how it can demonstrate return on investment (ROI) for its gaming clients. “Having worked with two of the biggest globally over the last couple of years, we’ve successfully implemented the 30/40/50 model, where the main driver is contact deflection with the initial deployment.
“Our mantra is time to success, so we are built on self service for your end user but also self service as a partner methodology. So very simple and accessible software.
“If you think about any interaction you’ve had in the past with rudimentary chat bots or virtual assistants, usually you ask a simple question and it doesn’t understand. There’s obviously different ways to ask the same question, so our ability is to cluster those and understand those straight off the bat.
“We can also apply learning methodology to understand if the user clicked on it (virtual agent), was there a successful outcome, was there positive or negative feedback, and if negative how do you solve that very quickly without the need to code or wait for a person within a professional services department to turn that around for you. It’s giving you that agility to offer a superior customer experience.
“There’s been this conundrum around high levels of churn within contact centres, and how you go about training these individuals. How do you enable them to handle more complexity without damaging the customer experience? This is really where we’re trying to offer a value-based approach to differentiate from others who provide the technology without necessarily the ease of use or value within nine to 12 months of deployment.”
Concluding the session, Davda offered some final words on what he expects to be the number one growth area for igaming from technology. “It’s going to be in payment aggregation,” he said. “Yet another big area is around false positives and mitigating a problem gamer. That’s a big area not only from a compliance perspective, but also for prevention rather than cure.”