Category Archives: Blog


Welcome to our first edition of Leadership Team Blog articles for 2018, from CPM International Contact Centre, Barcelona ” Artificial Intelligence & Machine Learning: Demystified ” which comes from Emanuele Ceppelli, IT Director at CPM International Contact Centre.

“Artificial Intelligence & Machine Learning: Demystified”

Artificial intelligence (AI) is one of the most significant transformational break-throughs – and perhaps least understood – in modern times. In many ways, the charm of AI is that we don´t realize we are using it when we use Siri, Alexa, or when the phone automatically corrects your grammar.

 

In very good company with the more notorious innovations like the steam engine, electricity, and the combustion engine, AI is the most important general-purpose technology of our era. But, what is AI doing and how quickly is it improving? Two are the areas of progress that best support the AI journey to improvement: perception and cognition.

 

Perception

With regard to the “perception”, some of the most practical advances have been made in relation to speech. Voice recognition is still far from perfect, but millions of people are now using it — think Siri, Alexa, and Google Assistant as an example (by the way – this article was dictated to a computer and transcribed with sufficient accuracy).

These advances in voice recognition have evolved into the ability of a computer to recognize the human natural way of speaking. This ability is known as Natural Language Processing, or NLP. Rather than face limited touch-tone or rigid Directed Dialog, customers can now speak naturally to the device in use.

 

A study by the Stanford computer scientist James Landay and colleagues found that speech recognition is now about three times as fast, on average, as typing on a cell phone. The error rate, once 8.5%, has dropped to 4.9%. What’s striking is that this substantial improvement has come not over the past 10 years but just since the summer of 2016 (source: Stanford Education Research)

We are also assisting to a rapid improvement in the machine’s ability to recognize images.

An app running on your smartphone will recognize almost any bird in the wild. Image recognition is replacing ID cards and customers analytics, access control; public safety has also started counting massively on facial recognition.

 

Cognition

In terms of “cognition” on the other hand, the improvements are going as fast as those around “perception”.
Machine learning (ML), is based on learning from examples rather than a rigid code telling the software what to do and at what time. This is an important break from previous practice.

In a world where DATA are produced at an astonishing rate and machines can learn from examples, we have served the perfect loop for constantly feeding AI engines with relevant information to exponentially grow the ML capability.

 

A system using IBM technology automates the claims process at an insurance company in Singapore, and a system from Lumidatum, a data science platform firm, offers timely advice to improve customer support. Dozens of companies are using ML to decide which trades to execute on Wall Street, and more and more credit decisions are made with its help. Amazon employs ML to optimize inventory and improve product recommendations to customers. Infinite Analytics developed one ML system to predict whether a user would click on a particular ad, improving online ad placement for a global consumer packaged goods company. JPMorgan Chase introduced a system for reviewing commercial loan contracts; work that used to take loan officers 360,000 hours can now be done in a few seconds. And supervised learning systems are now being used to diagnose skin cancer (source: JPMorgan, Bloomberg)

Let´s see how AI can help our Contact Centres to deliver a better service more efficiently.

 

Powered by ML and NLP, an Intelligent Front Door replaces and upgrades traditional IVR routing. It allows offering the ease of conversational communication, with Natural Language intent capture at the outset of every call.

An Intelligent Front Door can provide benefits in:

  • Personalisation
  • Self Service
  • Effective Agent

Personalisation

Customers are still calling and every year their expectations are higher than the previous year.

AI helps to offer a proactive and personalized experience from the start. With AI and the right data, customers are recognised and their needs anticipated.

 

Self-Service

More than half of the customers liaising with a Contact Centre wants to “self-serve”.

artificial intelligence

source: smartactions (trademark)

With an AI engine and the right DATA, it is possible to provide a personalised and efficient self-service to customers starting from a natural conversation. Many are the processes that can be automated thanks to AI.

 

Effective Agent

By removing the initial contact steps thanks to an intelligent front door, Agents are talking only to the right customers and at the right moment, those that need them most. Customer experience success and failure often revolve around customers’ experiences with Agents.

Since routing and self-service can be automated for the repeatable tasks, Agents are likely to be more engaged. They have access to calls and the most updated customer data through CTI and/or screen pops; warm transfers become the norm thanks to AI and as most of the customers hate repeating information, the Agents do not have to make them.

 

In summary, AI is likely not a fake and the first to use it effectively will reap the most benefits. Whilst still in its infancy phase, the pace of innovation is exponential and the signs of progress will never be so slow again. Speech recognition has reduced the error rate by 50% only in the last 12 months. This means that in a blink of an eye many Contact Centres will run AI engines as they have configured IVRs until now. But it is only through trial and error that businesses can reach effectiveness in using AI.

 

To find out more or if you have any questions, please contact Emanuele Ceppelli on: emanuele.ceppelli@cpm-int.com.

4th December 2017 – Barcelona 

 

CPM Barcelona takes home Silver Best Customer Service Team of the Year Award at the European Contact Centre & Customer Service Awards

 

We are thrilled to announce that CPM’s International Contact Centre in Barcelona took home Silver in the Best Customer Service Team of the Year Award category at the European Contact Centre and Customer Service Awards last night; recognising its revolutionary approach to Social Media and Customer Service!

 

Speaking about the awards, Tom Johnston, Business Unit Director – Sales through Service, CPM Barcelona said, “I am delighted that our ground-breaking and innovative approach to growing the online community, serving our millennials via their channel of choice and truly monetizing Social Media through customer service excellence, has earned the accolades of so many industry experts.”

 

“CPM is committed to innovation in consumer engagement and embracing digital channels as part of our industry-leading approach to omni-channel customer service.  This award acknowledges the amazing success and commitment of our social media team in delivering best-in-class customer service.  I am extremely proud of the team,” says Fiona Whelan, Managing Director.

 

This award recognizes CPM Barcelona for its forward-thinking and innovative approach to social media and social customer service. As customer experience specialists, CPM Barcelona delivers omni-channel customer service solutions for our blue-chip client portfolio, spanning 22+ languages and 65 markets.

 

Following a multi-stage award submission process, which included a face:face finalist presentation competing against 9 other shortlisted agencies; CPM were awarded Silver medal category winners at the awards ceremony held at the impressive Evolution venue in Battersea Park, London.

 

CPM Barcelona’s Social Media Team had already triumphed at the UK Customer Experience Awards earlier this year, scooping the prestigious Best in Class – International Social Media Award.

 

The European Contact Centre and Customer Service Awards (ECCCSAs) are the largest and longest running awards in the customer contact industry. Highly regarded for its robust judging process, the ECCCSAs recognise organisations that are leading the way in delivering exceptional service to customer.

 

About CPM International Contact Centre – Barcelona

 

CPM Barcelona, as part of CPM Group and a member of the Omnicom Group, is an international contact centre delivering outsourced customer experience and sales solutions on an EMEA-wide basis.  CPM specialises in the delivery of omnichannel customer engagement solutions for global clients spanning High Tech, Consumer Electronics, FMCG, Retail and Travel industries and currently covers 22+ languages across 65 markets.

 

For further information, contact:

Rachel Doyle | M: +34 638 140 620 | E: Rachel.doyle@es.cpm-int.com |W: https://www.cpm-int.com/icc/

Microsoft and their agency partner – Retail Safari (part of CPM Australia);  were awarded the “2017 Field Marketing Excellence Award” at the POPAI Awards for Australia and New Zealand, which took place in Sydney, Australia on the 12th October 2017. The industry event is dedicated to celebrating and recognizing the innovations of retail and shopper marketing across Australia.

 

“We are incredibly proud to receive this esteemed award,” said Michelle Casey, Channel Marketing Lead, Consumer Channels Group, Microsoft Australia. “It’s recognition of the robust work we’re doing in-field and a testament of our talented in-field Microsoft evangelists who are 100 per cent committed to delivering compelling customer experiences that drive demand and sales across our entire ecosystem.”

 

Awards were presented in several retail marketing categories. Microsoft was honoured among leading national field mark

eting experts for demonstrating excellence in innovation and implementation of a retail campaign that successfully influences and enhances the shoppers’ journey.

 

 “We are proud to be a collaborative partner with Microsoft,” says Louise Mockler, Group Account Director at Retail Safari’s Sydney office. “It’s always been an honour to be in a strategic partnership that not only meets and exceeds business objectives but earns Microsoft recognition within the industry and community.”

 

POPAI is the only global, not for profit industry association exclusively advocating for excellence in shopper and retail marketing. With more than 45 offices and 1700 member companies worldwide, POPAI brings global best practice intelligence, resources, recognition and networks and to their members. 2017 POPAI winners: click here

 

A part of CPM Australia, Retail Safari provides a complementary suite of retail marketing services that connect consumers with brands in environments where the ability to influence is at its strongest.  The integrated channel structure activates brands along the purchase journey, triggering the impulse to buy at critical points both in-store and out-of-store.

 

To find out more around CPM’s global industry recognition and success stories, please click here.

 

For more information, contact:

Tania Peck, 0414 011 587

tania.peck@cpm-aus.com



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