Intelligent Customer Service 진화 방향과 SK Telecom 내부 적용 사례 공유

김일영, 전상웅 Manager / SK텔레콤 Data사업본부

Trend 1. Omni-Channel

Single Channel Multi-Channel Cross-Channel Omni-Channel

Single type of touch-point

Single type of touch-point

Multiple touch-point Acting independently

Technical & functional

silos

Multiple touch-point as part of the same brand

Single view of the customer Operate in functional silos

Experience a brand not a channel within a brand

Leverage their Single view of

the customer

Customer

Retailers in

Trend 1. Omni-Channel

Business Rules

Orchestration & Routing

Context Service

Engage with Real Time Next

Best Action

Prediction

COLLECT ANALYZE ENGAGE OPTIMIZE Customer behavior, intent,

engagement profile and opportunities Customer context, business rules and

Predictive next best actions Identify customer and link

interaction across channels Reflection to channel

and business rules

Trend 2. Self-Service

Source: Gartner, Nuance Communications

Self Service가 고객 서비스 문제를 해결하는

편리한 방법이라고 답했습니다.

상담원에게 이야기하는 것 보다 Self Service를 선호한다고 답했습니다.

온라인 지식기반(KB)을 사용할 수 있고

필요에 맞게 사용한다고 답했습니다.

Self Service로 질문에 대한 답변을 찾아본 후 콜 센터에 문의한다고

답했습니다.

Trend 2. Self-Service

email

8.15

8

US Dollars($) Minutes(min)

physical correspondence

4.09

11

fax

3.10

6

telephone speech

self-service

1.76

4

telephone IVR

self-service

1.00

4

web chat

7.79 9

telephone agent

6.79

5

web co browsing

6.00

8

online self-service

4.21

7

text messaging

0.78

6

Source: Global Contact Center Benchmarking Report

[Cost & Time per Customer Interaction for each Channel]

Trend 2. Self-Service

[Customer Self-Service Journey]

Mobile or online search

Visit company website

Initiate a text or call

Use self-service

Speak to a representative

Consumers start on mobile

or computer first

Consumers prefer mobile or web self service for low effort interactions

The Contact center is an escalation channel for

more complex and difficult interaction

Consumers digital experience heightened expectations for fast,

personalized care

Calls are more complex

40% 67%

Trend 3. Virtual Assistant

[Virtual Assistant Technology Usage EMEA] [Virtual Assistant Technology Usage USA]

Source: Global Customer Support Outlook Survey

Trend 3. Virtual Assistant

Reduce costs

- Increase first call resolution

- Reduce misrouted

- Improve automation

Improve Satisfaction

- Describe in their own words

- Shorten call time

- Easy menu navigation

Increase capacity

- Improve efficiency, Handle more calls

- Focus on more Challenging inquiry

[Potential Annual US Salary Savings Created By Chatbots]

Source: BI Intelligence

Potential Annual Savings

Total Annual Salary Expenditure

Insurance sales representatives

12

20

Securities, commodities and financial services representatives

15

32

Sales representatives

15

43

Customer service representatives

12

79

Billions(USD)

Trend 3. Virtual Assistant

H L ….

Customer Virtual Assistant Hidden Agent Live Agent

1차 2차 3차

Learning

Learning

기술의 진화가 Support

[Gartner’s Hype Cycle of Emerging Technology(2013)]

기술의 진화가 Support

[Gartner’s Hype Cycle of Emerging Technology(2014)]

기술의 진화가 Support

[Gartner’s Hype Cycle of Emerging Technology(2015)]

기술의 진화가 Support

[Gartner’s Hype Cycle of Emerging Technology(2016)]

SKT Intelligent Customer Service

SKT Intelligent Customer Service

당사가 보유한 STT(Speech To Text), NLU(Natural Language Understanding)

엔진을 활용하여 고객의 문의를 파악하고 자동 대응

STT NLU Answering Agent

SKT Intelligent Customer Service

• 인공지능 목소리 인증

• 고객 정보 사전 파악

• 실시간 텍스트 변환, 자연어 이해

• 자동 응답 또는 전문 상담원 연결

• 자동학습을 통한 지속적인 성능유지 및 개선

KNOW

HELP

LEARN

Demo

Thank you!

전상웅 Manager

sw.jeon@sk.com

김일영 Manager

ilyokim@sk.com